![]() The reasoning is simple: Constant exposure to your brand’s message and product offerings establishes ‘brand recall’ i.e. There’s a new understanding of how you can strategically monitor ad frequency to boost campaign effectiveness - most marketers, for example, consider ‘ the rule of seven‘ to be ideal, which states that a potential customer is more likely to purchase after interacting at least seven times with your marketing collateral, including paid ads, printed brochures, newsletters, ebooks, infographics, and other branded content. With the rapid evolution of the advertising landscape, brands everywhere focus more on creating campaigns that resonate with the prospects enough to drive meaningful conversions. What is considered a good LinkedIn ad frequency? If there were only 5 ads in the campaign, they would see each of the 5 ads 3 times throughout the 90 days. If the example above was a 90-day retargeting campaign, you might decide that you’d need 15 ads in that campaign set to even distribution so that prospects were served fresh new ads throughout the entire 90 days that they were in the campaign. In this scenario, the 7-day frequency was 1.25, but the 30-day frequency might be 5, and the 90-day frequency might be 15 because the campaign will continue to deliver fairly consistently to that audience. In this case, your ad frequency will be 1.25, which means that most unique users saw only 1 of your ads and a few saw 2 ads from that campaign. For example, suppose you ran a LinkedIn ad campaign for a week targeting 4000 people that garnered 5000 impressions. The metric can be calculated by dividing your total number of ad impressions by your total ad reach (reach is the unique number of people who saw your ad). LinkedIn Ad frequency refers to the total number of times a unique user sees an ad creative from a particular campaign in a give time period (30, 60, 90 days, etc). In this article, we will start by discussing what ad frequency is and how you can find the balance between the good, the bad, and the ugly of ad frequencies when planning your next LinkedIn campaign. There’s no magic number for ad frequency that delivers maximum conversions, but you should be able to gauge a ballpark figure depending on how well-established your brand is, what your target market looks like, and how familiar you are with your target market and your campaign objectives. It establishes brand consistency, establishes you as an authority in your space, and improves ROI. Gone are the days of relying simply on organic reach to drive conversions - today, most companies invest in paid ad campaigns to guarantee delivery of key content/assets to target prospects.Īn optimal LinkedIn ad frequency ensures your campaign is more hard-hitting, not just in terms of who you target but how you communicate. As a result, brands, whether entrepreneur-led SMBs or large-scale enterprises, are working strategically to establish an online presence that resonates well with their target audience. This is such an important concept because this metric will help inform you on how many ads to have in a campaign, how many should be running when you would need more, and even when to widen/narrow the audience or increase/decrease spend.Ī Microsoft study found that the average human attention span has declined from 12 to 8 seconds in the last decade. LinkedIn ad frequency is the number of times the average prospect in a campaign will see an ad from that campaign in a given time period. ![]()
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