How to create your high-reach ad campaign

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1 User Guides for the plista Content and Advertising Platform How to create your high-reach ad campaign

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3 How to create your plista campaign Take advantage of the easy-to-use self-service booking portal! Our user-friendly input screen offers various options for the delivery of your campaign to premium pages: Budget, duration and design of the advertising medium in the form of a text/image ad are individually customizable. In 3 steps, we will explain how the process of campaign generation works in the portal, and show you which other advertising formats we offer as self-service. 1. Step: Ad creation 2. Step: Targeting 3. Step: Budget settings 4. Attachment: Checklist Additional ad formats at the self-service booking portal: a. Native Content Distribution; b. FlyAds (Rich Media Ads)

4 Step 1a: Ad creation (image) Create the first set of advertising material. The requirements for the text-image recommendations can vary by each website operator. In order for your campaign to generate maximum reach, you should therefore provide us with image and text material in all the formats specified below. After the set is created, the right text/image combination is selected automatically: The plista recommendation technology ensures that the version delivered to a website is the one which best suits the website s individual requirements. This ensures that your ad is displayed optimally on every website. Images should be uploaded in all the following formats: Choose a name for your campaign. Here you can add more sets of advertising material. Enter the URL of a landing page which corresponds with the content of your ad (e.g. homepage, online shop or microsite). 1:1 (500 x 500 px recommended) 4:3 (640 x 480 px recommended) 16:9 (640 x 360 px recommended) After your upload, the advertising image is displayed in the preview. Upload the ad images in three different formats. Use photos and emotional images instead of logos. Detailed images are not recommended.

5 Step 1b: Ad creation (text) After uploading the image material, you can enter the text for your ad. At least the Standard version should be created: It contains a headline with max. 50 characters in combination with a teaser of an optimal length of 70 characters. Longer texts may be shortened, depending on the publisher. The headline should not consist of capital letters only. It is recommended to submit also the other specified text versions: Short: 25 characters (appears with teaser) Only headline: 40 characters (appears without teaser) Make specific and realistic customer promises in order to avoid disappointment. For the Short version you can use the same teaser text as for the standard version. You only have to enter a shorter title (max. 25 characters). Benefits of creating further sets of advertising material: You can test different messages and images to find out which one has the best performance Using the test results, you can optimise your ads The Title only version appears without teaser. Choose an eye-catching headline with max. 40 characters. You can use the same title as in the Standard version if applicable. Your ads are displayed immediately in the ad preview. You can also generate a preview of your ads on a sample page from our premium network. After finishing the ad creation, you can move to the next step of the campaign process or create another set of creatives.

6 Step 2: Targeting You can achieve an optimal delivery by leaving the targeting to the plista algorithm. This algorithm analyses the reading behaviour of the user. As a result, plista can deliver the right article recommendations and ads for every reader. To refine the targeting settings, you can optionally select channels (categories), age, gender, geo-targeting, as well as delivery to mobile devices and/or desktop. The channel selection has a focusing effect but your campaign will not be placed exclusively in the selected channels.

7 Step 3: Budget settings Existing customers from Germany can select between payment in advance, credit card, invoice, and direct debit. For first-time customers, payment in advance or via credit card is required. No minimum booking volumes! The higher the budget, the more users can be reached. The CPC must be at least The CPC should be higher, the more precise your targeting (geo, devices, etc.) is. smaller the target group is. You can specify the budget you want to make available daily. Please note that the daily budget must be greater than your CPC. If the daily budget is not reached, we automatically adjust the budget for the remaining days to your overall budget so that complete delivery is possible by the end of your campaign. This option is only available if total budget and end of the campaign are registered. You can specify the budget you want to spend in total for this campaign. Please note that the overall budget must exceed your daily budget. It is not recommended to set an end date unless you choose to have your daily budget automatically adjusted (see option above). Your ad will be optimised for quick delivery.

8 4. Attachment Checklist: Got everything right? Your Checklist 1. Advertising specifications Photos and emotional images 3 different formats and sizes Specific and realistic customer promises 3 different text lengths Optimum design of your landingpage 2. Targeting Limit the target group, where appropriate 3. Budget settings CPC depending on targeting settings and audiences Budget amount depending on campaign goals

9 4. Attachment Additional ad formats at the self-service booking portal In order to expand your online marketing mix, you can test and book even more advertising formats. a. Native Content Distribution Are you interested in content marketing? Do you want to intelligently distribute your content, like blog entries and test reports? Then get to know our content distribution format. Learn more about plista Native Content Distribution. b. FlyAds (Rich Media Ads) Would you like to raise brand awareness for your product or service with high attention campaigns? Then get to know our interactive FlyAds with additional video option. Learn more about plista FlyAds.

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11 How to optimise your plista campaign Have you booked a campaign and would now like to optimise it? No problem! Here s where you can get more information on the following topics: 1. Ideal conditions for starting a campaign 2. Advertising optimisation 3. Performance optimisation 4. Attachment Checklist

12 1. Ideal conditions for starting a campaign Create multiple sets of creatives at the beginning of your campaign. You will easily obtain a choice of creatives by combining several texts and images. Once your campaign has started you can optimise your ad creatives for the best click rates. Example: Optimising an ad campaign for a bank. BEFORE: Logo as a motif, dreary text, missing keywords AFTER: Emotional motifs, specific keywords in the headline, content instead of advertising message CTR: 0,048% CPC: EUR 1,50 The CPC is set very high and may still be corrected downward without significantly impacting the delivery. For this advertisement, only 66 clicks were achieved with EUR ,147% EUR 0,52 For this advertisement, even 192 clicks were achieved with EUR

13 Implement tracking right at the start of your campaign! Tracking is used to measure relevant actions of users on your website, such as registering for newsletters, entering data in forms or buying goods. This information contributes to a significant increase in the success of your campaign and increases the display on conversion-strong pages! plista offers a conversion pixel for this type of tracking. The HTML code can be easily implemented on your landing page. The success of your advertisements can be evaluated not only with regard to the clicks, but also with regard to the performance rates. Please get in touch with your personal contact person. 2. Advertising optimisation The data in the dashboard gives you information on the success of your plista campaign. There you will find statistics on clicks, CTR, impressions, and conversions within specific time periods. This lets you optimally compare the different advertisements with each other. A need for optimisation exists if the advertising for a campaign has a low CTR. Options for optimisation: Remove the ads with low click-through rates or combine the best-clicked images and texts into the ideal advertisements for your campaign.

14 3. Performance optimisation A need for optimisation exists if the campaign has few impressions. Options for optimisation: Change the targeting settings such as geo-targeting or channel selection, if these are not absolutely required. This allows you to increase the reach of your campaign. Of course, should regionally set-up campaigns maintain narrow geo-targeting, then these settings should not limit the ad delivery anymore than necessary. A need for optimisation exists if the campaign has generated too few orders or leads. Options for optimisation: Increase the attractiveness of your landing page with clear interactive offerings. This includes the unique placement of the advertised products as well as forms that require only information which is absolutely necessary. The customer should be directed to complete the action as quickly as possible (e.g., buying goods or subscribing to a newsletter). Our recommendation: creating a microsite with plista. Best practice example: High-performance ad design and landing page for a tour operator.

15 4. Attachment Checklist: Got everything right? Your Checklist 1. Ideal starting point Several ad designs Emotional images Specific keywords in the headline Content instead of advertising message Implement tracking 2. Advertising optimisation Remove ad media with low click rates Combine most clicked-on images and texts 3. Performance optimisation Review targeting settings Clear interactive offers on the landing page

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17 How to optimise your landing page The optimal design of your landing page is an important factor in the success of your campaign. We ll show you how to immediately increase the performance of your landing page with just 5 simple items. Sample page 1. Relevant content 2. Confidence-building measures 3. No distraction 4. Incentive 5. Emotionalisation 6. Attachment Checklist

18 a. Images show a clear reference to the advertisement. b. Text includes keywords. 1. Relevant content Show the user that visiting your landing page was the right choice. a. Create a reference: Your landing page must have a clear relation to the advertisement. Design your landing page with graphic elements similar to those in the advertisement. b. Keyword analysis: Analyze which keywords and ad text bring visitors to your site and design your content around that. Use keywords that are the same or similar to those in the advertisement. c. Clear value proposition: Answer the following questions with your text: What added value do you promise to your customers? Why should the user choose your offer? c. Text includes value proposition and keywords.

19 a. Quality seal and contact options directly in field of vision. b. Customer reviews increases confidence. 2. Confidence-building measures Build the user s trust. a. Placement of quality seals and contact options: Select placement with good visibility for the quality seals, awards, partner logos, and contact options like phone number, and online chat. b. Create transparency: Publish customer reviews and the number of your customers or transactions on your landing page (for example, hotel bookings: Only two rooms still available, 143 reservations already booked ). c. Overview of payment options: Clearly show your customers what payment options are available for selection. c. Clear overview of payment options.

20 a. Disrupter with urgency: A disrupter catches the eye of the observer because it disrupts the harmony of the overall impression, thereby attracting attention. With the similarly striking colours, the observer s eye is directed right to the call-to-action button. b. By using the same eye-catching colours the user s eyes travel directly to the call-to-action button. 3. No distraction Avoid elements that lead the user away from your landing page. This means: No additional advertisement As little navigation as possible Minimum of links 4. Incentive Incite visitors to your landing page to take action. 1. Urgency and scarcity: Refer to the limited availability of your offer: For a short time only, perhaps with a disrupter. 2. Guidance: Guide your user by means of design elements, such as arrows, contrasting colours, line of sight from images to the call-to-action button. 3. Convincing call-to-action button: This should be immediately recognizable as a button and be highlighted in colour. c. Call-to-action button with eye-catching colours.

21 Images and videos emotionalise. 5. Emotionalisation The user and his needs and emotions must be at the forefront. An image says more than a thousand words: images are key factors in creating an emotional environment, and are immediately and subconsciously perceived by the human brain. Use images or videos that suit your products/services and emphasize their benefits. Be sure to use motifs with strongly emotional appeal, for example: Babies, small children, and young animals Love and affection Safety & security Success

22 6. Attachment Checklist: Got everything right? Your Checklist 1. Relevant content Clear reference to advertising Keyword analysis Clear value proposition 2. Confidence-building measures Quality seals, awards, partner logos Contact options Number of customers or transactions and/or customer reviews Clear presentation of payment options 3. No distraction No advertising, as little navigation as possible, no links 4. Incentive Convincing, eye-catching call-to-action button Attention-grabber: Urgency and scarcity Guide the user 5. Emotionalisation Images/videos with strong emotional appeal

23 Our employees are standing by to help you at any time, if needed! Contact our support: plista GmbH Torstraße Berlin Tel: +49 (0) Fax: +49 (0)

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