Best Practices

Billboard Stats: How to Understand Yours

By March 20, 2017 No Comments

Advertising with Blip is easy, but designing and placing ads is only half the story. The other half is tied up in how well your billboard ad campaign performs and learning what is working well for you and what needs tweaking. You can do this based off of your billboard stats.

When you have an account with Blip, access to your campaign statistics — such as estimated impressions, total spend, and average cost per blip — is available to you within 24 hours and updated daily. Because your billboard stats are always at your fingertips, you have the power to see what’s working best and immediately adjust ads, schedules, or spend-per-ad to get the most out of your marketing budget.

Jumping into a lot of numbers and graphs that come with billboard stats can feel intimidating, but we’re here to help you understand what you’re seeing on your campaign page and how to use it to your advantage.

 

Campaign Overview Cards

 

 

Campaign Overview CardWhen you first go into your stats page, you’ll see your “campaign overview card.” When it’s green, your campaign is actively running your ads based on the schedule you set up. This is a view of all your billboard stats over the life of the campaign, and it’s a great way to get a snapshot of the big picture. (Daily and hourly numbers are found later.)

Here’s the breakdown of your view:

  1. Billboards: The number boards you chose for your campaign.
  2. Blips per board (avg): How many blips you’re getting on average across all your billboards.
    1. Since this is an average, you may have some boards that are generating tens of thousand of impressions and some that are generating a few thousand, so keep digging deeper into the number to really see how each of your chosen billboards is performing.
  3. Total spend: The total amount of money you’ve spent on the campaign. This will always be less than your cap spend because our automated system won’t let you go over your set overall budget.
  4. Average cost per blip: How much you’re spending per blip on average.
  5. Total impressions: An estimated number of people who saw your ad. We use geopath.org data to gather this information.
  6. Impressions per dollar: An estimation of how many people saw your ad for every dollar you spent.
    1. This category becomes more useful when you drill down to the stats based on each board.

Detailed Billboard Stats 

While this overview information is valuable, you’ll find that the deeper, detailed stats are what will really help you fine-tune your ads and strategies. Simply click on the “details” button in the top right corner of your campaign overview card, and you’re off to a new numbers adventure!

Detailed Stats

After you click “details,” the first thing you’ll see is still a general overview with a few additions. Near the bottom, you’ll find a breakdown for each single billboard you’re using in a campaign. This is where you can really see how each board is performing, so you can rethink your schedule or spend per blip for your current campaigns. Bonus: Understanding how your boards are performing will also help you set up more effective future campaigns.

The impressions per dollar column on the far right is a great way to immediately understand which boards are the most valuable for your company. If you’re getting a great impression rate on a few boards, you may wish to up your spend or amplify your schedule on those boards while giving a little less attention to your less valuable boards.

 

Billboard Stats Graph 1

The two sets of graphs found in this card compare your monthly, daily, and hourly blip totals respectively. Hover over sections in each graph to learn how many blips you had per month, day, or hour, depending on which graph you’re viewing.

 

With the Hourly Blips graphs, you can also see your average peak ad times and compare it to the previous day. Looking at these graphs daily is a good way to see which days perform differently than your average. You may wish to adjust your daily schedule for the weekends or a specific day of the week, which will help you get more out of your spend dollars.

 

Questions?

Call us at 801-692-3217 or contact us here.