Advertisers… Let’s talk about AD FREQUENCY.<\/p>\n
How high should it be? Research has been done, but the answer is not what you’ve heard before:<\/p>\n
The ideal frequency is 1 to 3. Or 7.<\/p>\n
If you look online, all you hear is “the rule of 7” and “a Nielsen study” being quoted.<\/p>\n
The truth is much more complicated.<\/p>\n
The right ad frequency depends what campaign you’re running.<\/p>\n
Allow me to explain:<\/p>\n
For brand awareness: 7 is ideal.<\/p>\n
For lead generation: 1 to 3 is ideal.<\/p>\n
But!<\/p>\n
There’s 3 more nuanced points I’d like to add.<\/p>\n
Look…<\/p>\n
This research about “the rule of 7” refers to the fact that people remember brands best after they’ve had 7 interactions with your brand.<\/p>\n
This doesn’t mean SHOWING THE SAME AD CREATIVE 7 TIMES!!!<\/p>\n
Please.<\/p>\n
It can be 7 touches from ads, to website to outdoor banners to emails etc.<\/p>\n
Come on…<\/p>\n
We didn’t seriously think that showing the exact same LinkedIn ad or Instagram ad 7 times, suddenly magically makes a prospect love and remember us, right?!<\/p>\n
Anyway,<\/p>\n
That’s the 1st piece of nuance: Don’t “go for an ad frequency of 7”. Go for 7 ad creatives.<\/p>\n
Yes 7 touchpoints. But please, 1 to 3 repeats per same touchpoint.<\/p>\n
Example for brand awareness campaign:<\/p>\n
You create 4 ad creatives.<\/p>\n
Cap the frequency at 2.<\/p>\n
Your audience will see your ads 8 times.<\/p>\n
But every ad will only have an ad frequency of 2.<\/p>\n
Makes sense?<\/p>\n
That’s my 2nd piece of nuance: Actual ad frequency should actually always be 1 to 3, not 7.<\/p>\n
Then to my last point:<\/p>\n
It doesn’t really matter “what people say is the ideal ad frequency”.<\/p>\n
What matters is:<\/p>\n
– Are you making money?<\/p>\n
– Are you serving your audience?<\/p>\n
Doing only one of the two is a recipe for disaster.<\/p>\n
So how can you run ads that make you money and serve your audience?<\/p>\n
You reverse-engineer all your ads.<\/p>\n
Meaning?<\/p>\n
Determine your North-Star-Metric. Your ultimate goal. This can be # of sales, # of euros etc.<\/p>\n
Then work backwards from there:<\/p>\n
1\ufe0f\u20e3 If I want \u20ac1.000.000 in sales, I know I need 200 leads.<\/p>\n
(because I close 50pct of leads I speak with and 1 client means an LTV of \u20ac10.000)<\/p>\n
2\ufe0f\u20e3 If I need 200 leads, I know I need 200.000 impressions.<\/p>\n
(because I know 0,1% of impressions end up in a conversion (that’s 200.000 * 0.001)<\/p>\n
3\ufe0f\u20e3 If I need 200.000 impressions, I need +- \u20ac8.000 ad spend budget.<\/p>\n
(because my CPM is +-\u20ac20 and I’d like an ad frequency of 2)<\/p>\n
From there, you just EXPERIMENT.<\/p>\n
Let your ad frequency rise (or drop).<\/p>\n
Spoiler alert: 1-3 will get you highest ROI.<\/p>\n
This may be the most important piece of nuance to this frequency discussion:<\/p>\n
Make sure you are reverse-engineering your ads.<\/p>\n
Every single ad should serve a clear purpose:<\/p>\n
Getting you closer to that north star metric.<\/p>\n
———-<\/p>\n
What do you think?<\/p>\n
The ad frequency discussion is just ANOTHER DISTRACTION as long as:<\/p>\n
– your ads suck (they don’t move your audience)<\/p>\n
– you only run 1 ad variant<\/p>\n
– your ads are not reverse engineered and part of a decent plan<\/p>\n
But again, I could be wrong. What are your two cents?<\/p>\n","protected":false},"excerpt":{"rendered":"
Advertisers… Let’s talk about AD FREQUENCY. How high should it be? Research has been done, but the answer is not what you’ve heard before: The ideal frequency is 1 to 3. Or 7. If you look online, all you hear is “the rule of 7” and “a Nielsen study” being quoted. The truth is much […]<\/p>\n","protected":false},"author":2,"featured_media":3883,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[44],"tags":[88,89],"class_list":["post-3879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-2","tag-ad-frequency","tag-roi"],"yoast_head":"\n