Routy

Plan B creative

When Plan B catches a dead click it shows the visitor a page of alternatives. Each alternative is a card. The creative is what goes on that card for one of your brand links or offers: the headline, the button, the picture, and the name shown.

You edit creative from the link or offer itself — the Edit creative action.

One creative per language

The alternatives page is shown in the visitor's language where it can work one out, so creative is written per language. Add a row for each language you want to support; anything not covered falls back to your default language, set under Plan B → Enrollment.

Adding every language isn't required, and a half-translated card is worse than a clean fallback — write the languages you actually have copy for.

The fields

Headline

The main line on the card. Short, and specific to the brand — "Play at Acme Casino" beats "Try this offer".

Call to action

The button text. What the visitor is about to do: "Claim your bonus", "Open an account".

Image

The picture on the card. Upload and crop it here; landscape at roughly 5:2 works best. Cards without an image still render, they're just less noticeable.

Display name

Optional. Overrides the brand name shown on the card — useful when the catalogue name isn't the name the public knows.

Terms & conditions URL

Optional. When set, a small "T&Cs apply" link is rendered next to the call to action.

Optional. Replaces the default "T&Cs apply" wording — for example "18+ T&Cs apply".

Saving

Each language is saved separately, so a save can partly succeed. If it does, the drawer tells you exactly which languages saved, which were removed, and which failed — fix the ones flagged and save again. Nothing you typed is lost in the meantime.

Removing a language is also part of the save: the drawer warns you which languages a save is about to delete before it does it.

Permissions

  • A brand link's creative needs link-editing permission on that account.
  • An offer's creative is limited to network editors — it needs read and edit permission on the network.

Both also need the Partners feature on your plan.

When to ask for help

Contact your account manager if a saved creative isn't appearing on the alternatives page after a day, or if you need creative set for a brand you can't edit.