Open English
Open English Achieves 100% YoY Increase in Taboola Leads with Native Advertising & Retargeting
Open English Achieves 100% YoY Increase in Taboola Leads with Native Advertising & Retargeting
- 2X Higher CVR Than Average of Other Channels
- 100% Increase in Taboola Leads YoY
Company
Open English is an online platform dedicated to teaching English; it is the leading provider of English language education in Latin America and the U.S. Hispanic market.
Challenge
Increase conversions by diversifying consideration channels and reaching a broader audience.
Solution
Launch Taboola Image Ads to engage and retarget potential customers with high purchase intent across Latin American countries.
Results
Taboola generated a 2X higher CVR than the average of other channels. Open English achieved a 100% YoY increase in Taboola leads.
Introduction
Open English is an online platform dedicated to teaching English. It is currently recognized as the leading provider of English language education in Latin America and the U.S. Hispanic market. The platform offers live online classes with native-speaking teachers, along with interactive lessons and educational resources available 24/7.
Open English Reaches High-Potential Customers in Latin America with Taboola Image Ads
Open English was looking to diversify its consideration and conversion channels in order to reach a broader audience and enhance visibility. While Open English had been running campaigns on channels such as Meta and TikTok, Taboola provided a more innovative and expansive solution.
As a leading content recommendation platform, Taboola helps advertisers tap into a network of nearly 600 million daily active users across 9,000 publisher sites. Open English first started working with Taboola in 2019 to reach audiences across Latin American countries, such as Colombia, Peru, Ecuador, and Mexico. This allowed them to learn about the behavior of the audiences in each country, and gain insights to optimize future campaigns.
For this campaign, Open English launched Taboola Image Ads to seamlessly engage high-potential customers across the open web without disrupting their experiences. Since Taboola vets each premium publisher partner, the platform also provided the brand-safe environments Open English needed to scale their campaign while maintaining peace of mind.
Taboola Drives 2X Higher CVR Than Average of Other Channels for Open English
Open English also implemented the Taboola Pixel to track audience behaviors and retarget segments of people who’d already engaged with their content. Their goal was to drive a high volume of user registrations and convert those users into customers through their sales channels.
Based on performance results from January to June 2024, Taboola achieved a 2X higher conversion rate (CVR) compared to the average of Open English’s other channels. Leads on the Taboola platform also increased by 100% year over year — helping Open English achieve their conversion goals.
Going forward, Taboola continues to maintain a positive margin, making it an always-on channel for Open English and a vital part of their marketing mix. Now, Open English is implementing Taboola’s Maximize Conversions bidding solution to further increase its volume of qualified leads at efficient costs and continue scaling results across the web.
As an always-on ad partner, Taboola has helped increase our conversion volume, nurture audiences across the funnel, and achieve a healthy CPA, as well as generate engagement with different audiences through a native, non-intrusive ad format. Five years in, Taboola continues to play a crucial role in Open English’s media plan and content marketing strategy for customer acquisition.