CaseStudy

Automotive

Taboola Drives 100% Higher Conversion Rates for Online
Autos Marketplace, Outperforming Search and Social

COMPANY

An online auto marketplace that helps
people easily sell their cars and purchasesecond-hand vehicles.

CHALLENGE

Educate audiences across the web about thecompany and enroll new buyers and sellers
for the marketplace.

SOLUTION

Promote a mix of educational content andconversion-oriented landing pages throughTaboola’s discovery platform.

RESULTS

Increase in time-on-site and significant increasein conversion rates.

100%HigherConversion Rates

40%HigherTime-on-Site

60%

New Leads Generated
on Mobile Devices

CaseStudy

AutomotiveIntroduction

The buying and selling of “used” cars has traditionallybeen an informal market, occurring across local car
dealerships, classified ads, word-of-mouth, and otherad-hoc channels. Recognizing an opportunity totransform this space, a leading car importer recently
launched a new online marketplace that aims tofacilitate the buying and selling of second-hand vehicles.
Like any new company with an innovative productoffering, the online service faced the initial challengeof educating new audiences about its product before

encouraging them to sign up for the marketplace.
Early marketing efforts around search and offline
advertisements failed to sufficiently educate audiences
about their product, and both website traffic and newcustomer signups remained stagnant.
The online auto marketplace decided to partner with
Taboola and leverage content discovery as a way toshare its story with engaged audiences across the web.

How Taboola Powers Multi-Faceted User Acquisition Strategies
1.	Spreading the Word:
Taboola recommends a
mix of on-site contentand earned media toeducate new audiencesabout the innovative
marketplace.

2.	Enrolling New Buyers
and Sellers: Advanced
retargeting andcontextual cues enabled
Taboola to promote
targeted landing pages
to each user, based onwhether he or she wasmore likely to become a“buyer” or “seller.”

BUYER

SELLER

CaseStudy

Automotive

Educating Consumers with Earned and Owned MediaGiven the innovative nature of the new marketplace,the collaboration initially focused on strategies foreducating new audiences about the service. Content
promotion campaigns on Taboola incorporated amix of on-site educational content, as well as earned

media in top outlets. These content pages introduced
users to the online auto marketplace in a more authentic
and effective way than previous searchor banner-like campaigns.

Retargeting Turns Readers into Buyers and Sellers

After investing in awareness-based campaigns, theonline autos marketplace leveraged Taboola’s external
retargeting capabilities to re-engage users who had
previously read about the marketplace and might beinterested in signing up for the service. Half a dozen
campaigns promoted conversion-focused pages tospecific audience segments based on their browsing
history, as well as contextual cues that suggested
whether a user might be more inclined to become a“buyer” or “seller.”

For example, using a tracking pixel, the company
identified prospective buyers who had read about
the marketplace in a related news article, and thenretargeted those users with discovery campaigns thatbrought them on-site and encouraged them to explore
the marketplace. Interested sellers who had readabout the marketplace on the company blog were thenretargeted with conversion focused landing pages about
the benefits of peer-to-peer platforms.

Taboola Drives 100% Higher Conversion Rates than Search or Social

The online auto marketplace found that Taboola driven
leads proved to be higher quality than competing
marketing channels. By incorporating content into
the user acquisition journey, these leads were moreeducated about the service when they ultimately
converted into a user, spending over 40% more timeon-site than other organic and paid traffic.
The quality of these users was also evident in Taboola’s
conversion rates, which proved to be 100% higher
than related search and Facebook campaigns. Theserates were especially impressive given that Taboolareferred users landed on a piece of content (rather thana direct response page) and had to navigate at least one

additional page before signing up for the service. Also
notable was the fact that more than halfof Taboola-driven leads occurred on mobile devices,an environment that has been difficult for manymarketers to crack.
Throughout the joint-collaboration, both teams
uncovered new insights about online consumption
habits that will inform additional strategies goingforward. The online autos marketplace plans to build
on its content discovery campaigns to reach newaudiences throughout the entire marketing funnel, as
well as pursuing content-driven strategies to re-engage
users who have signed up for the service.