Ask (AI) Is Taboola Better Than Google Ads?

[kayode10]

I've been debating on my mind between using Taboola and Google Ads for my marketing campaigns. I would like to hear your thoughts both of them. From the little experience I have Google ads is a bit expensive but I don't know if it is the same case with Taboola. It is established that Google Ads offers highly targeted search ads and display network options but as of now I can't see for the second option here.

I read online that some people are using Taboola for just the brand awareness as they don't have much traffic.

Has anyone used both? In what situations do you think one performs better than the other? Would love to hear your experiences!

 

[BMF.io]

In what situations do you think one performs better than the other?

Short Answer:

• Taboola and Google Ads serve different purposes and reach audiences in different ways.
• Neither one is universally "better." It depends on your goals, audience, and budget.

Below is a more detailed breakdown to help you decide:

1. Platform Overview

1. Taboola
   • A native advertising and content discovery platform.
   • Places sponsored content on premium publisher sites (e.g., news outlets, blogs) in the "Recommended for You" or "Around the Web" sections.
   • Works best for content-heavy promotions (e.g., blog posts, news-style articles, videos) and "discovery" style ads.
2. Google Ads
   • An all-encompassing platform that includes Search, Display, YouTube, Shopping, and more.
   • Typically, Search Ads capture high-intent users actively looking for specific products/services.
   • Display Ads also appear on websites, but in visual/banner formats rather than native "recommended content."

2. Audience & User Intent

1. Taboola
   • Reaches users who are browsing content and might be curious enough to click on your sponsored articles or landing pages.
   • Intent is lower (they're not actively searching for a solution) but can be enticed by engaging headlines and visuals.
2. Google Ads (Search)
   • Reaches users with immediate, high intent—they type in a keyword that matches your product/service.
   • Can be more direct-response oriented (e.g., capturing leads or sales quickly).

3. Ad Creatives & Formats

1. Taboola
   • Ads appear as native "suggested" content with a thumbnail and a short headline.
   • Headlines and images that look natural within publisher sites can attract clicks.
   • Offers a less intrusive user experience but requires engaging, curiosity-driven creatives.
2. Google Ads
   • Search Ads: Text-based, triggered by keywords.
   • Display Ads: Banner/image ads on the Google Display Network.
   • Video Ads: Appear on YouTube or partner sites.
   • Allows for remarketing, smart bidding, and advanced audience targeting options.

4. Cost & ROI

1. Taboola
   • Typically purchased on a cost-per-click (CPC) basis or sometimes cost-per-impression (CPM).
   • CPC can start relatively low, but quality traffic can vary. You must optimize publisher placements.
   • Works well for brand awareness or top-of-funnel campaigns, but you might need more touchpoints to convert that traffic.
2. Google Ads
   • Search Ads often have higher CPCs (especially for competitive keywords) but can deliver high-intent leads more likely to convert.
   • Google's machine learning features can help optimize for conversions, which can lead to better ROI if managed properly.

5. Targeting & Tracking

1. Taboola
   • Basic demographic and interest-based targeting.
   • You can exclude/blacklist poor-performing publisher sites.
   • Strong creative testing is crucial (headlines and thumbnails) to drive cost-effective clicks.
2. Google Ads
   • Extremely robust targeting (keywords, custom audiences, in-market audiences, remarketing, location, etc.).
   • Advanced tracking with Google Analytics integration.
   • Ability to use Smart Campaigns or manual campaigns, depending on your level of expertise.

6. Use Cases & Recommendations

1. When Taboola might be better
   • If you have content-focused campaigns (e.g., blog articles, editorial, advertorial).
   • If you want to broaden brand awareness to people not actively searching, but who can be swayed by engaging content.
   • If you have a product/service that benefits from storytelling or "infotainment" style content.
2. When Google Ads might be better
   • If you want to capture high-intent users ready to buy or sign up.
   • If you need precise targeting based on keywords and advanced campaign features.
   • If you plan to scale quickly with a proven offer and robust tracking.

7. Combining Both for Best Results

Many advertisers leverage both:

1. Use Google Search to convert high-intent users immediately.
2. Use Taboola for content discovery, building brand awareness, and pulling in new audiences into your funnel.
3. Retarget those who clicked on your Taboola ads via Google Display or YouTube remarketing, improving overall conversion rates.

Final Thoughts

• Taboola excels at native, content-driven advertising on publisher sites—effective for top-of-funnel awareness.
• Google Ads provides more diverse campaign types (Search, Display, YouTube) and often a clearer path to conversions, especially with search-based user intent.
• Which is "better" depends on your marketing goals, funnel strategy, and ad creative. Many businesses find success by combining both platforms to maximize reach and conversions.