How Kaspersky Beat their CPA Target by 85% with a Taboola Native Campaign


Client: Kaspersky

Kaspersky, a global leader in cyber-security, was looking to launch its new product portfolio in Brazil, driving traffic to their website with the aim of converting visitors into subscribers.

To achieve this, Kaspersky turned to Taboola, a leading native advertising platform powering recommendations on the open web. The two teams worked together to A/B test a variety of creatives and targeting segments, honing in on those that drove the most conversions at the lowest CPA. The campaign featured native image and video adverts specifically targeted towards three audiences: "IT Geeks", "Gamers" and "Families", using messaging and imagery designed to appeal to these audiences. For example, ads targeting gamers used titles like "We focus on your safety. You focus on your game.", with the landing page reassuring users that performance would not be slowed. In addition to targeting these users via a variety of first-party, third-party and contextual segments, Kaspersky used Taboola's Attentive Audiences feature to retarget users who had spent time on Kaspersky's website but not converted. Kaspersky's initial Cost Per Acquisition goal was $45, but thanks to the collaboration between the two teams, use of Taboola's suite of innovative tools, and calculated A/B testing, they were able to reduce this to just $6.70, 85% below target. After optimisations were applied, the retargeting campaign generated an incredible conversion rate of 37%. The two teams are now continuing to work collaboratively, running campaigns in a variety of markets and optimising these to generate conversions at scale, and at a low cost.