Creating your First Advertising Campaign with Coinzilla

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Estimated Reading Time: 10 minutes, 20 seconds
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Marketing Specialist
Last updated
December 11, 2018

At first, the Campaign Creation tool might seem intimidating. But once you take a closer look, the fields become quite clear and easy to understand.

So let’s dive right into our tool, and see what every field does.

Choosing your type of campaign

Right off the bat, you have to choose the type of campaign that you want to run – Display, Native, or Popunder. But what’s the difference between them, and how can you know which is the right choice for your campaign?

Display Campaigns

Display ads are one of the oldest and most common types of online advertising. They have been around for more than 20 years, and they can either be static such as png or jpeg banners, or dynamic, such as flash, gif, or HTML5 banners.

And being a part of the internet for so long, they have become easy to identify. And that’s not necessarily a good thing.

A report conducted in 2015 by the Reuters Institute at the University of Oxford found that “around three in ten respondents in both the USA (29%) and UK (31%) say they find traditional banner advertising distracting and will actively avoid sites where they interfere with the content too much.”

Moreso, another study conducted by Hubspot found that 64% of internet users use ad blocks because they consider ads as “annoying or intrusive”. 

But there are two details that can completely change the behavior of a user when it comes to banner interaction – brand reputation and context.

Nobody wants to see ads about gambling while they’re trying to find out more about the evolution of the crypto industry. There is simply no relevance or context for that specific ad, and this can have a negative impact on the user’s experience, the padvertiser’s brand reputation, and the publisher’s website.

However, positive interactions with your brand or a well-established online reputation can significantly boost the results of your banner campaign.

And that’s where retargeting can change the Display Advertising game.

A study conducted by Criteo has found that visitors retargeted with display ads are 70% more likely to convert on your website. Moreso, statistics show that 3 out 5 people notice and consider ads promoting products they previously browsed and that 30% of consumers have positive experiences, while only 11% have negative ones.

When you should use display advertising:

  • When you’re sure that your target audience is interested in your product.
  • When your brand has a great reputation.
  • When you’re pairing it up with retargeting.

Native Campaigns

Native ads are ads that mimic the design of the website they’re displayed on. The most famous native ads are by far Facebook Ads.

When compared to display ads, native ads are way more subtle, and by copying the design of the page they avoid the banner blindness issue altogether.

A report conducted by MDGadvertising shows that a staggering 70% of internet users want to learn more about products through content rather than through traditional advertising.

So that settles it, right? Native is better than display.

Well, not necessarily.

The most important part of your native ad is the content itself. Each day, more than 3 million blog posts are published, so in order to stand out you need to create extraordinary content.

Unlike display ads, native ads are just static. So you’ll have to hook your readers in using your copywriting and design skills. 

Here’s when you should use Native Ads:

  • When you have excellent content on your landing page
  • When your landing page is meant to educate people
  • When your content is meant to take the visitor in the next step of your conversion funne

Popunder Campaigns

Popunder ads have seen an increase in popularity over the last couple of years, and for good reason.

But first, let’s see how is a pop-under different from a tab-under or a pop-up

  1. A tab-under will open a new tab in your current browser window.
  2. A pop-up opens a new browser window over your current window.
  3. A pop-under opens a new window behind your current browser window.

Pop-under campaigns are best at generating leads. There are two primary ways of doing this – by redirecting a user to a landing page, or by using a pre-lander (a sort-of landing page with a well-crafted CTA)

“Even though pop ads constitute just about 2% of all online advertising, stats prove that they are a niche worth investing in. On average, pop ads’ CTR is 6 times higher than that of banner ads!”

But that is directly influenced by the product you’re advertising and by the content you deliver to users. 

Here are some of the cases where pop-under ads are ideal:

  • When you’re trying to gather leads using a form
  • When you’re promoting a redeemable gift/bonus.

General Details

Now that you have a better understanding of what campaign type you should use, let’s go through all the fields that you might encounter while creating your campaign.

Campaign Name

The Campaign Name will not be visible to your audience and will be used only by you, to keep track of your campaigns.

Landing URL

The Landing URL field is perhaps the most crucial of all. This is the page where you wish your traffic to go to.

But don’t just copy-paste the URL to your landing page. Make sure you use Tracking Parameters. These will help you with crucial data that you will be able to see directly in your Google Analytics account.

coinzilla url tracking

Let’s say that your final URL is:

https://awesomeproject.com/

There are 3 main information points that you can track: Website Zone ID {zone_id}, Website Domain Name {domain}, and Banner Size {banner_size}.

These can be included in your URL using the standard Campaign URL Builder model created by Google. Meaning that you can use the following UTMs, with the & symbol between each of them:

  • utm_source=
  • utm_medium=
  • utm_campaign=
  • utm_term=
  • utm_content=

For the utm_source field, we strongly encourage you to use “coinzilla”, so that you will be able to differentiate the traffic received through our network from the rest. Then, all you have to do is copy-paste the UTM model and the parameter in your URL.

Your final URL should look something like this:

https://awesomeproject.com/?utm_source=coinzilla&utm_medium={zone_id}&utm_term={domain}&utm_content={banner_size}

Traffic Type

At Coinzilla, we separated our traffic into two main categories – Premium and Brand Awareness.

coinzilla traffic type

These categories were created based on numerous factors such as interests or previous online behavior.

Brand Awareness

The Brand Awareness Traffic is recommended for websites where the conversion from visitor to customer is easier, such as gambling projects, blog promotions, or social offers.

Premium Traffic

The Premium Traffic is more fit for projects who have a harder time acquiring conversions, as it is targeted at audiences with profiles of traders, investors, or high-quality customers.

Campaign Settings

Pricing

The Pricing Settings directly impact the delivery of your ads. Whereas a higher CPM Price and Daily Budget will send you more traffic, a lower one will send you less. But that doesn’t mean that you should choose the maximum CPM Price and Daily Budget.

Always spend your budget wisely.

Before setting your CPM, make sure to always check the current top price, and adapt yours accordingly.

coinzilla pricing

If you want to quickly deliver your ad across our network of publishers, set a CPM higher than the top price. But if you want to deliver your ads more steadily, set it lower.

Audience Targeting

The Audience Targeting section will allow you to target the people that will see your ad based on two main factors: geolocation and device.

audience targeting with coinzilla

This tool can be extremely powerful when paired up with data from Google Analytics, as it can help you determine how each campaign and banner performs according to a user’s device and geographic location.

Website Zone Targeting

Last but not least, the Website Zone Targeting section will allow you to optimize your campaigns by excluding specific sections of a website from displaying your banner, or by excluding the website altogether.

But we’ll get into this a bit later, at the optimization section.

Banners

This is where your ad really has to shine.

First off, you need to decide whether you want a static or a dynamic banner. And they’re both strong contestants.

People are usually more familiar with Static Ads, and they can have an easier time recognizing them. This can be a great plus if you’re using retargeting campaigns, or if you have a great reputation and you know that people will recognize your brand.

But people also expect amazing experiences all across the web. And ads should, just like all type of content, live up to the expectations. While a user will get bored or maybe even annoyed by a static ad, the dynamic ad is more fun and can be personalized, thus generating higher conversion rates.

Here at Coinzilla, we mostly prefer HTML5 banners, mainly because we’ve had better results with them over the years.

But that doesn’t mean that there aren’t instances where a static banner would perform better.

SIDENOTE. If you want to start an advertising campaign but don’t have designers available, our team can design custom banners according to our preferences.

To check out some examples, check out our Ad Formats page.

Native Setup

If you’ve opted for a Native Campaign instead of a Display one, you’ll have to set up

Native Title & Descriptions

The Native Title is meant to hook a user in and give him a brief understanding of what your ad is about. You can use a maximum of 40 characters, and we highly recommend using a strong call to action as well as power words.

We have two separate description fields because websites usually vary in terms of characters they allow for descriptions. Usually, your long description will get prioritized, but if it gets cut off, it will be replaced by the short description. Therefore, we suggest crafting two descriptions that are similar, and that provide key information about your promotion.

Display URL

The Display URL is the URL that your audience will see in the add. This can help you make the user better understand the page you’re directing them to.

For example, if you’re promoting a token giveaway and your URL looks something like this:

https://awesomeproject.com/?utm_source=coinzilla&utm_medium={zone_id}&utm_term={domain}&utm_content={banner_size}

You might want to change it and make it more user-friendly and intuitive, such as:

https://awesomeproject.com/token-giveaway/

Brand Name

The Brand Name will help people easily recognize your brand, given they interacted with it before. This can help you greatly if you have a strong brand reputation.

It might not always get displayed.

Media Files

There are two types of media files that you can upload – a 128×128 thumbnail and a 800×600 cover image. 

The image that will be displayed will depend on the design of the website that your ad gets placed on. Ideally, you will want these two images to be very similar, and catch the attention of a reader, as well as entice him to read your copy.

Optimization

One of the main optimization tools that you can use with Coinzilla is the Website Zone Targeting tool. But to access it, you need a campaign that has been running at least for a couple of days. 

To begin the optimization process, all you have to do is go to your campaigns, select the one that you want to work on, and click on Campaign Optimization. 

And you’ll find a table that looks something like this:

how to optimize your campaign with coinzilla

As you can see, in the first column you can see the Zone ID of each website that your ad got displayed on, as well as important performance metrics such as Impressions, Clicks, and CTR.

By analyzing the table you can then extract the websites and/or IDs that have the poorest performance, and exclude them from your Campaign Settings tab.

But this is just one of the many optimization methods that you can use to improve the performance of your campaigns. We will go deeper into the subject of campaign optimization in a future article. 

Now go out there and start advertising!

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