How It Works
Clone the Google Sheets Template
Start by making a copy of the Taboola Excel template into your own Google account:Clone the Taboola Google Sheets Template →The template contains:
- A main sheet with one row per ad (campaign settings + creative in each row)
- Auxiliary sheets with reference data: Countries, Regions, Browsers, OS Versions, Timezones, and more
- Column notes on every column header — hover over the column name to see the accepted values and format
Fill in Your Campaigns
Each row in the main sheet represents one ad. To create a campaign with multiple ads, add one row per ad keeping all campaign-level columns identical, and vary only the ad-level columns (image URL, headline, CTA, etc.).Key things to note:
- Columns marked 🚩 REQUIRED must be filled in — the upload will fail if they’re missing
- Columns marked 🟡 are conditionally required (e.g. Countries is only needed if Country Targeting is set to INCLUDE or EXCLUDE)
- Use the auxiliary sheets to look up valid values for countries, regions, browsers, OS versions, etc.
Export to Excel and Upload
Once your sheet is ready:
- In Google Sheets, go to File → Download → Microsoft Excel (.xlsx)
- Open Campaign Creator in TheOptimizer
- From the menu, select Create from Excel
- Follow the on-screen steps and submit your file
Check Your Email for Confirmation
After submitting, TheOptimizer processes the file and sends you an email:
- ✅ Successful upload — your campaigns are queued and being created on Taboola. Track progress from the Campaign Creator page.
- ⚠️ Upload failed — the email will include a new Excel file with all error cells highlighted. Download it, fix the issues, and re-upload.
Column Reference
The table below describes every column in the Taboola Excel template.| Column | Description |
|---|---|
| Traffic Source Account ID | 🚩 REQUIRED. The Taboola account ID from TheOptimizer where campaigns will be uploaded. Find it under Traffic Sources in the left menu. |
| Campaign Name | 🚩 REQUIRED. The name of the campaign. |
| Marketing Objective | 🚩 REQUIRED. Taboola optimization goal. Values: LEADS_GENERATION, ONLINE_PURCHASES, DRIVE_WEBSITE_TRAFFIC, BRAND_AWARENESS. |
| Brand Name | REQUIRED. Your brand or website name (no “www” or “http”). Appears below the ad title. |
| Start Date | Leave empty to start immediately, or specify a date. |
| End Date | Leave empty to run until budget depleted, or specify an end date. |
| Campaign Status | 🚩 REQUIRED. ACTIVE — starts running once approved. PAUSED — created paused; you start it manually. |
| Campaign Schedule Days | Days the campaign runs. Leave empty for 24/7. Example: Monday, Tuesday, Wednesday, Thursday, Friday. |
| Campaign Schedule Start Hour | Start hour per scheduled day (e.g. 11, 8, 23 for Mon/Tue/Thu). |
| Campaign Schedule End Hour | End hour per scheduled day. |
| Campaign Schedule Timezone | Timezone for scheduling. Defaults to your Taboola account timezone. |
| Country Targeting | ALL, INCLUDE, or EXCLUDE. |
| Countries | 🟡 Required if Country Targeting is INCLUDE or EXCLUDE. Comma-separated country names. See Countries sheet. |
| Regions | Comma-separated regions to target (only available when Country Targeting is INCLUDE). See Regions sheet. |
| Platforms Targeting | 🚩 REQUIRED. ALL, INCLUDE, or EXCLUDE. |
| Platforms | 🟡 Required if Platforms Targeting is INCLUDE or EXCLUDE. Values: PHON, DESK, TBLT. |
| Operating System Targeting | 🚩 REQUIRED. ALL, INCLUDE, or EXCLUDE. |
| Operating Systems | 🟡 Required if OS Targeting is INCLUDE or EXCLUDE. Values: Mac OS X, Linux, Windows, iOS, Android. |
| Operating System Versions | Narrow OS targeting by specific versions. See OS Versions sheet. |
| Browsers Targeting | 🚩 REQUIRED. ALL, INCLUDE, or EXCLUDE. |
| Browsers | 🟡 Required if Browser Targeting is INCLUDE or EXCLUDE. See Browsers sheet. |
| Connection Type | 🚩 REQUIRED. ALL or WIFI. |
| Block Sites | Comma-separated list of sites to block at campaign level. |
| Brand Safety Type | 🚩 REQUIRED. Brand safety partner setting (DoubleVerify / IAS). |
| Brand Safety Segments | List of brand safety segments where ads should not appear. |
| Brand Safety Risk Level | Risk level tolerance for certain content categories. |
| Bid Strategy | 🚩 REQUIRED. MAX_CONVERSIONS, TARGET_CPA, or FIXED. |
| Cost Per Click | 🟡 Required if Bid Strategy is SMART or FIXED. Minimum: 0.01. |
| CPA Goal | 🟡 Required if Bid Strategy is TARGET_CPA. |
| Daily Cap | Average daily spend. Actual spend may vary up to 2×. |
| Spending Limit Model | 🚩 REQUIRED. MONTHLY — resets each month. ENTIRE — one-time campaign budget. |
| Spending Limit | Maximum spend within the selected timeframe. |
| Daily Ad Delivery Model | 🚩 REQUIRED. BALANCED — even pacing. STRICT — hard daily cap. ACCELERATED — spends as fast as possible. |
| Traffic Allocation Mode | 🚩 REQUIRED. OPTIMIZED — algorithm-driven distribution (recommended). EVEN — equal distribution across ads. |
| Traffic Allocation AB Test End Date | End date for A/B test when using EVEN allocation mode. |
| Tracking Code | URL parameters appended to landing page URLs for external tracking. |
| Comments | Internal notes for this campaign. |
| Target URL | 🚩 REQUIRED (unless using Media Manager Ads). Landing page URL. |
| Image URL | 🚩 REQUIRED (unless using Media Manager Ads). Ad image URL. Max 1MB, JPEG preferred. |
| Headline | 🚩 REQUIRED (unless using Media Manager Ads). Max 100 characters (60 recommended). |
| CTA | 🚩 REQUIRED. Call-to-action for the ad. |
| Description | Optional ad description. Max 250 characters. |
| Media Manager Ads | Reference a saved Ad group from Taboola’s Media Manager instead of providing individual image/headline/URL fields. |
| Rules | Comma-separated Rule IDs from TheOptimizer to attach to the campaign after creation. |
| Rule Groups | Comma-separated rule group names from TheOptimizer to attach after creation. |