Taboola Vs Facebook Ads – Which is Better?

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Trying to determine if Taboola or Facebook is suitable for your ad goals? We explore the differences between Taboola Vs Facebook Ads to help you make a decision.

When it comes to advertising, you need to spend your money carefully. The goal is to ensure you get good value for money and send the right message to the targetted audience. There are many different ways to approach advertising today, especially online. 

For a small business, it can be a challenge to decide which platform is most suitable. Ideally, you want to spread your ad spend across different platforms, prioritizing platforms that work well for your business but not neglecting others.

One of the most common questions among business owners is the difference between Facebook Advertising and Taboola.

Let’s explore the differences between the two platforms so you can make an informed decision.

What is Taboola?

Have you seen the ‘Around the Web’ or ‘Recommended for You’ suggestions at the bottom of different articles online? They are often placed by Taboola. That’s what makes this platform different from social media advertising platforms. The ads bring traffic to your content and match the ad content to the content displayed on the website the user is browsing through.

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Taboola calls itself a ‘content discovery and native advertising platform. The word ‘native advertising is the key here. That is what differentiates Taboola from platforms like Facebook. Taboola has a presence on over 100,000 websites and has a strong presence on the top one million websites.

The platform can help you reach millions of people in an organic and less-intrusive manner.

But the biggest advantage this platform has over platforms like Facebook is the impact. A single post promoted through Taboola is likely to have more impact than a Facebook ad if you play your cards correctly. That’s because Taboola is present in thousands of high-quality, high-authority websites with a loyal readership. It also integrates seamlessly with applications like WordPress, BlogHer, Pandora, Yahoo, and Vox media.

What is Native Advertising?

The problem with advertising today is that ads are often too intrusive and compromise the reader’s experience. The moment they open a page, they are bombarded with a slew of banners. These banners are distracting and irritating. Instead of drawing customers, they alienate them.

Native advertising is different because the ads blend in perfectly with the content on the page. Most readers won’t even notice a difference on their feed. This less intrusive form of advertising doesn’t affect the user experience by much and still helps businesses reach their target audience.

Common forms of native ads include promoted social media posts and search results. For example, if you log onto Twitter and see a ‘Promoted Tweet,’ it can be considered native advertising. The tweet doesn’t look any different from the other tweets and blends in seamlessly with the rest of the UI.

There are two parties involved in native ads. The content providers create original blogs, news articles, guest posts, etc, to engage audiences on popular websites. They create content to help monetize their website and create a strong presence online.

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The second party is the advertiser. A business wants to use the platform’s popularity and content as a vehicle to reach a large audience. By placing their promotional content on these websites, they can attract attention and generate leads.

What are Facebook Ads?

Facebook Ads is a multi-layered advertising service provided by Facebook. You can advertise on Facebook itself or reach out to a large number of third-party platforms. Facebook is present on the top one million websites and can penetrate almost the entirety of the internet.

It is also present in different niches from technology to fashion, which makes it a great choice for advertisers with big or small businesses. Facebook is also present in more countries than Taboola, which gives it an edge in this particular competition.

Facebook ads can appear a bit intrusive and glaring, which is where Taboola can take the edge. Taboola has no clear ad format as it organically fits into the layout of the website. While Facebook has some native ads on its platform, it doesn’t have native ads on third-party platforms.

Impact and Reach of Taboola and Facebook

One can say that comparing these two platforms is like comparing apples to oranges. Facebook is massive and has a global reach that a social media network with more than 2 billion monthly active users will naturally have. Facebook commands around 19% of the total ads market share and is only beaten by Google, which is an advertising giant on a different scale.

In comparison, Taboola has around 16% of the market share in the advertising space. The difference isn’t too big and there are advantages of having a lower market share. Taboola can prove to be a less-competitive option for new businesses that have yet to establish their authority.

Taboola Vs Facebook Ads (Types of Goals and Objectives Offered)

  1. Taboola
  2. Facebook

Taboola’s advertising goal and objectives are mostly based on content and native ads. But it also offers a few things that Facebook offers as well. The offerings include:

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  • Content distribution
  • Display advertising
  • Content marketing
  • Native advertising
  • Pay-Per-Click ads
  • Search engine marketing or SEM
  • Supply-side platforms or SSP


Facebook has different kinds of ad formats and objectives available. You can create a healthy and impactful campaign with what the social media website offers. Ad objectives by Facebook include:

1. Awareness

  • Brand awareness
  • Reach
  • Video views
  • Store traffic

2. Engagement

  • Engagement
  • Video views
  • Messages
  • Conversions

3. Leads

  • Lead generation
  • Messages
  • Conversions

4. App promotion

  • App installs

5. Sales

  • Conversions
  • Catalog sales

6. Traffic

As it is apparent, Taboola does offer a few more options that can make it a worthwhile investment.

Tracking and Analytics

It is no secret that Facebook has some of the most sophisticated targeting, tracking, and analytics offerings. It is possible to study the minutest details regarding your advertising campaigns by looking at the analytics data collected by Facebook.

However, Taboola isn’t a slouch either. You get access to features like A/B testing, ROI tracking, campaign management, budget management, keyword research tools, bid management, and much more. It is possible to run full-fledged analytics on your adverting campaigns to understand how they perform on Taboola.

Ultimately, modern advertising is a very customized and personalized process. Facebook is ubiquitous so it makes sense to invest some ad spending there. However, Taboola may turn out to be a good choice for your business in particular. The best way to determine which is better is to experiment.

You can compare the metrics of the ad campaigns run on both platforms to see which platform delivers the best ROI. On paper, Facebook offers more, but only experimentation can tell what works for you.


In some experiments, Taboola works better. Facebook ads are expensive, intrusive, annoying, and worst of all, ineffective. Taboola, on the other hand, is an easy and quick way to attract new visitors to your site. Their ads are highly relevant, and they don’t interrupt you while you’re trying to watch a video or scroll your feed. You get to choose who sees your ads, and you only pay for the clicks you’re actually interested in.

But in some tests, the Facebook ad campaign won as compared Taboola ad.

You will need to decide what works best for you. Paid marketing is not just the way only choose one. If you got the Good ROI through FB or Taboola ads campaigns as per your research then use. The choice is yours out of Taboola Vs Facebook Ads.


Is Taboola expensive?

Taboola has different pricing options available. You can choose something that suits your budget. The platform can be a little more expensive than others, including Facebook. However, it is possible that you may get more ROI from Taboola, making it a worthwhile investment.

How long does it take for Taboola to approve ads?

All ads need to pass Taboola’s scrutiny because they can be live. The approval can take anywhere between 24-48 hours.

Does Taboola work in all countries?

Taboola works in over 80 countries and can post your ads every day across thousands of reputable websites. That’s what makes it so formidable.

How much does Facebook ad costs?

Facebook ads can be very affordable, depending on the metrics you choose. People can expect to pay anywhere between $0.94 to $12.07 per thousand impressions on their ads.

What is the difference between CPC and CPM?

Facebook can bill you based on two metrics. CPC stands for cost per click, which means you are charged a specific amount every time someone clicks on your ad. CPM stands for cost per mile and it stands for cost of one thousand impressions. You just need to decide what ad goals are suitable for you.

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