To create successful financial marketing campaigns, financial brands must leave the oversaturated worlds of search and social behind and explore the lucrative land of the open web.
Social media and search platforms place your ads beside user-generated content (UGC) that brands can’t regulate, are skipped by users when they’re shown before a video that the user wants to watch, and at worst, placed in an entirely irrelevant environment to be promptly ignored.
Advertising on premium publishers offers the opportunity to surround your campaigns with brand-adjacent editorial content from news sites, blogs, digital magazines, mobile devices, and so much more and delivers a 130% higher attention than on social media platforms.*
Taboola’s network of publishers saw 55.8B pageviews on financial topics in 2021. Readers are seeking out and engaging with financial articles, and that’s where you should be putting your money. It just makes cents.
In this guide, you’ll learn about the opportunities on the open web for financial brands, how to find the right people where they’re most-engaged online, and the ins-and-outs of campaign optimization to reach your KPIs.
We also dive into creative strategies to uncover what makes a good image or video ad, how to use trending keywords to boost CTR, and much, much more.
We can “insure” your “interest” in this guide won’t “depreciate.” (Insert more financial puns.)
Follow the money and see where it goes…
2022 projections show that financial service advertisers will spend $27.63 billion on digital campaigns.
Financial service advertiserswill spend about 13% more than they did in 2021.*
*eMarketer, US banks and insurance companies slow down ad spending to compete with fintechs, Aug 4, 2021
**Data pulled May 8th, 2022
pageviews in 2021
pageviews over the last 90 days
And were not the only ones seeing the rise of interest in financial topics.
Think with Google’s 2021 Google Search Data Insights depicted a 60% YoY increase in searches containing ‘how to invest,’ and a 200% YoY increase in searches for ‘calculator for home loan‘ and ‘buy now pay later apps.’
Meanwhile social media platforms like TikTok and Instagram have given rise to a niche community of “finfluencers” or finance influencers. As Insider reported, TikTok videos tagged #finance, #investing or #stocktok have generated billions of views. Gen Z also named social media influence as a key factor in their decision-making process.
The open web should be a vital part of each finance marketer’s media mix. That’s because it allows you to reach audiences through premium publisher properties — like news sites, magazines, and blogs — outside of just search and social. Marketing on the open web also gives you the control to share your message in the right context, such as through contextual targeting.
Marketers often believe they know their target audience based on the results from their search and social media ad campaigns. The truth is, people don’t behave the same way on the open web as they do on these platforms, so you shouldn’t copy and paste exactly who you’re targeting on Facebook and Google and expect the same results.
Nothing is more convincing or affirming than objective data, which Taboola can provide. What if the data revealed the most engaged audience has traits that were never considered or campaigns appearing alongside content that wasn’t thought of as contextually relevant performed the best?
For example, Mack Weldon, a Modern Menswear brand, turned to Taboola when looking for a channel to acquire new customers cost effectively. To their surprise, Taboola’s Data Marketplace revealed that targeting women and sites about women’s issues worked well. With Taboola Mack Weldon achieved a 39% increase in conversion rate and thousands of new customers per month.
Don’t assume you know who will respond to your campaigns and which sites those audiences are on; let our data do the talking. To truly understand which audiences and sites you should be targeting, start with broad targeting and optimize based on campaign data. On Taboola, you can target by demographics, behavioral interests, and past activity of certain groups of people, or you can select certain websites to run your ads on.
Here’s a targeting and optimization flow we recommend for a month-long campaign:
Once your campaign starts receiving clicks, you can retarget and re-engage users that have spent a significant amount of time on your website, but haven’t converted yet, using Taboola’s Attentive Audiences.
You’re rich in data!Now test these Taboola segments to zero in on the right people.
Try testing some of these segments in your next campaign:
Creating educational pieces of text-based content might be your go-to strategy for reaching financial consumers, but there may be a better way to captivate your audience.
Video, for example, is a more interactive and visually engaging format that’s built to grab consumers’ attention and tell a dynamic story. As eMarketer reported, digital video viewership passed 3 billion people worldwide in 2020, outpacing pre-pandemic expectations, and it’s expected to reach nearly 3.5 billion by 2023.
Food bloggers and beauty retailers aren’t the only ones who can embrace the power of video, either. Finance advertisers can use video, too, such as to illustrate market trends and break down key features of their products and services.
A/B test multiple creatives with Taboola’s expedited learning, which lets our algorithm predict your highest-performing creative assets in less than 24 hours.
Taboola’s Creative Shop, advertiser campaign data, and trends data merged together provide all the intel you’ll need to design a winning financial campaign. Don’t believe us? We’ll put our money where our mouths are…
Motion Ads use short looped videos or GIFs to help your campaigns stand out in Taboola Feeds. They perform exceptionally well for consideration or conversion goals and offer improved clickthrough rates (CTRs) and conversion rates (CVRs), and lower cost per sales (CPSs) and cost per actions (CPAs.)
Our US-based data* shows that video content outperforms photo and text content, making it the ideal format to gain customer attention.
In addition to those best practices, including specific video characteristics, like people in action or winter scenes, can increase your video viewability and completion rates.
Taboola’s US data* across all verticals reveals the following video trends:
Tablet, All Durations, Viewability: To increase the viewability of tablet campaigns, choose videography over illustrations.
Tablet, All Durations, Completion: Improve tablet campaigns by including people in the video.
All Platforms, 6-second, Viewability: For these short videos, using colorful video content has a higher viewability rate.
All Platforms, 6-second, Completion: Using winter scenes can increase completion rates.
All Platforms, 15-second, Completion: Increase completion rates by showing someone reaching new heights.
All Platforms, 30-second, Viewability: For your 30-second videos, increase viewability by including scenes with air travel.
All Platforms, 30-second, Completion: Improve video completion rates for these campaigns by featuring cars in motion.
If a picture is worth a thousand words, make your images count! You’ll have the best chances of increasing the CTR of your lead generation campaigns by including images with specific characteristics.
Taboola Image Trends data* shows US-based financial campaigns can benefit from the following:
Across all platforms, increase the CTR of your article and photo gallery campaigns by using colorful images instead of black and white.
* Data Pulled March 11, 2022, representing a 30-day period
Headlines are crucial for successful native ad campaigns, and every word you choose matters. The below charts from Taboola Keyword Trends show trending keywords pulled from Taboola’s US financial advertiser campaigns.*
Include Experts and Authority FiguresIncluding the names of a well-known expert increases reader confidence and CTRs, so don’t be afraid to include them in your title (with their permission, of course.)
Use NumbersConsumers love to read lists or listicles. Including a number in the title tells readers how many concrete tips or suggestions they can expect.
Call Out Your AudienceAdding one of your target audiences’ demographic traits to the title can help them see themselves in your content before they even click.
Mention Relatable TopicsMany people struggle with the same things, so mentioning advice about tax filings, for example, will apply to a broad audience.
Now it’s your turn! Try the Taboola Title Analyzer right here, right now. Test your headlines today.
Six Sample Campaigns
Take This Financial Advice from Warren Buffet
Expert Warns About Using these Tax Deductions
How Do the Richest People Spend their Money?
Which Checking Accounts are Best for Seniors?
10 Stocks to Invest in this Month
What Warren Buffet Would do with his Tax Refund
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