Four Ways to Compete for More Blips
4 Ways to Compete for More Blips
Blip is a marketplace, meaning that sometimes there might be too much competition for the limited space Blip has available. Blip’s algorithm prioritizes ads based on 4 factors: bid price, total budget, locations, and hours advertised. Advertisers don’t have complete control over how the algorithm works, but they can optimize their campaigns to remain competitive and get more blips.
Here are some ways to make your clients the most competitive in the market:
1. Increase Your “Max Per Blip”
Your clients will pay per display or pay per Blip, so increasing the Max Per Blip (MPB) will increase their bid for each Blip (not how much they will actually spend). A higher MPB will increase your client’s chance of “winning” more Blips. This will help them “out-bid” their competitors. The average price paid per blip is $0.10.
Understanding Max Per Blip
Again, MPB is NOT how much your client will spend each time their ad blips. It is the amount they are willing to spend/ bid every time their ad displays. MPB also acts as a priority gauge – the higher the MPB, the more likely your ads will be seen over other advertisers.
Why would you change the MPB?
You want the campaign MPB to always be competitive and effective. Most advertisers don’t change the default bid price when setting a bidding schedule. You can always set the “default” bids higher to increase competitiveness.
What do the different shades of green mean?
Darkest Green (default bid price $0.35) – My client is very serious about blipping at this hour.
Medium Green (default bid price $0.18) – My client would like to be on a billboard right now, but it’s okay if their ad doesn’t show as frequently as it would if the MPB was dark green
Lightest Green (default bid price $0.01) – If my client blips during this hour, then great! If not, that’s okay with them.
2. Add Low-Priority Hours to Campaigns
High-priority hours are going to be high-traffic hours like morning and evening rush hour. The average costs during high-priority hours are $0.20-$0.50 per blip. It makes sense that your clients would want to be seen during this time, but if possible, your client could get more blips by advertising during low-priority hours as well.
Low-priority hours are every other hour during the day that is not rush hour. See the example above.
The average costs during off-peak hours are $0.01-$0.05.
3. Add More Billboards
Need to spend more of your budget? Try adding more billboards to the campaigns you’re running. Adding more billboards will allow your client’s budget to be spent across more boards, resulting in more blips!
Blip’s algorithm distributes advertiser’s budgets across all billboards in your client’s campaigns. The more boards selected in a campaign will result in your ad being lower priority on each board, but you will get more overall blips because of the number of boards selected. The fewer boards selected will result in a more concentrated budget and your ads will show more frequently on those boards.
Think about it this way:
Alena’s Chocolate Shop has $300 to spend on billboard advertising. Blip has 20 billboards available in her area to advertise on. Alena considers two options. She could advertise on all 20 boards or she could advertise on the two boards closest to her shop. If Alena chooses the 20 boards, she will be seen by more people and ultimately get more blips across all boards, but each board shows her ad less because of how her $200 is distributed. If Alena chooses the 2 boards closest to the shop, her ads will show more than any other ad on those boards.
4. Increase the Budget
Big brands like Apple, Google, and Amazon are spending close to 60% of their total marketing budget on brand-building campaigns like billboards. If your clients can spend more money on their campaigns, increasing the budget can give the algorithm more to work with, and they can expand their reach on more boards.