Monthly Archives: August 2016

OLYMPIC ADVERTISING AT ITS INSPIRATIONAL BEST

Here at Brickworks, we simply can’t let the Olympics pass by without mentioning some of the brilliant advertising we’ve seen. And what better time for brilliance than when millions are glued to their screens, at times bored by the seemingly long waits for the next big event, at times in awe of the truly amazing feats we’re witnessing live.

And sometimes, the commercial breaks keep us as awestruck as the athletes do.

We’re narrowing our favourites down to three, choosing these ones mainly because we can’t watch them enough.

First, for a little fun, Visa’s Carpool to Rio, featuring athletes from around the world traveling to Rio, many crowded into the same van. Simple in its messaging, silly in its obvious ridiculousness, you can’t help but chuckle, enjoy the comradery of the athletes, and yet, get the point – athletes from around the world gathering together for one common goal, all made convenient by Visa. Nice.

Enough fun. Bring on the tears. Admittedly, it gets a little tiresome, even a little cliché, hearing athlete after athlete thank their mom. So you may scoff a little upon hearing that we can’t get enough of Proctor & Gambles’ Thank You, Mom. That is, of course, unless you’ve already seen it. If you have, you’ll know why we think warm and fuzzy can be brilliant. Just check the tagline – “It takes someone strong to make someone strong.” You can’t argue with that.

And finally, we’d be remiss if we didn’t mention Sport Chek’s unforgettable Opening Olympic Manifesto. The What it Takes series seems to bring it all home – all the guts, all the glory. Hard to watch at first, even harder to hear … “We hope defeat is in your cards. We hope your hope splinters into shards that you must hand pick from the bleeding wound of your defeat.” Whhaatt?? Who says that?

But wait, there’s more. “Because you need to be tested. The same way wrong needs right. We wish this misery upon you because it gives birth to brilliance.” You just have to love that line. And I think Proctor & Gamble does, too.

Bidding Basics

Everyone loves an auction. Whether it’s the quiet contemplation of the silent auction or the excitement of the live auction with its split second, win-or-lose decisions, the auction lends excitement to the acquisition of … well … just about anything, including the acquisition of advertising space.

AdWords runs an auction each and every time it has ad space available. And it’s each auction that determines which AdWords ads will display in that space. Your bid is what puts you in the auction and the action.

There are several ways to bid for your ads. Most people focus on clicks, impressions, or conversions. Let’s take a look at each one.

Focusing on Clicks – This is a great strategy if your aim is to bring visitors to your website. And as we mentioned in a previous blog, if you use cost-per-click bidding (CPC), you only pay when someone actually clicks on your ad. When it comes to CPC bidding, you have two choices: Automatic Bidding and Manual Bidding. With Automatic bidding, you simply set a daily budget and AdWords will adjust your CPC bids to bring you clicks while working within your budget. With Manual Bidding, you take control by setting bids for the clicks that mean the most to you. For example, you may want to bid more heavily for direct-hit keywords that best describe your service, and less for broader keywords that relate, but not as closely.

Focusing on Impressions – This is an alternative to paying by click. If your campaign is targeting just the Display Network, you can pay by the number of times your ad is shown, rather than per click. It’s called cost-per-thousand viewable impressions (vCPM) bidding because you pay for every 1,000 times your ad appears.

Focusing on Conversions – This is an advanced bidding method that you control by determining how much you’ll pay for a conversion. As we mentioned in a previous blog, a conversion is getting a user to take the action you want them to take, like clicking on a call-to-action link, filling out a form, making a purchase, and so on. Although you pay for each click, your bids will be automatically set for you so that you can get as many conversions as possible for the budget amount you determined.

Here at Brickworks, we can help you get the best bang for your buck. Talk to us anytime about the best options to make your advertising strategy work for you. It’s just what we do.