Linkedin Ad Frequency - Discussing Ad Frequency with Linkedin Ads for b2b - Linkedin ads Strategy
Going over Linkedin ads strategy and talking Linkedin ad frequency. Defining Ad Frequency with focus on Linkedin ads Strategy for b2b in 2022. Let's dive in to Linkedin ad frequency!
Great article on Linkedin ad frequency - https://impactable.com/linkedin-ad-fr...
What is ad frequency?
Why is it so important?
Ad frequency is how many times the average prospect sees an ad from a particular campaign.
Here are the main variables
Audience size
The larger the audience size, the smaller the frequency.
-Budget
You can increase frequency by increasing budget
-Number of creatives/ads in a campaign
There is a limit to how many unique ads a prospect can be shown within certain time frames.
So having more creatives can allow for a higher frequency and having too few could be limiting the frequency.
So why is ad frequency important?
Did you know the average frequency for a cold campaign (target audience 100k-300k) is only 1 to 2?
Knowing this..it wouldn't make sense to have 20+ ads in a cold campaign unless it's just to see what works and then boil it down to your top 2.
Retargeting audiences are often much smaller (typical size might be 2k-10k 90-day website visitors) and so frequency is much higher.
The average frequency of a retargeting campaign might be 15
You with me still?
So what does this mean?
It means that we have the opportunity to put around 15 ads in front of a warm audience who has already interacted with our ads or website.
The next logical question then is how best to use this info?
What 10-15 pieces of content would you want to put in front of a warm prospect to improve the chances that they book a call with your team?
Here is what I put in front of them - It's a demand gen style approach to nurturing these prospects.
1. Testimonials
2. Case studies.
3. Educational videos that show off expertise
4. Client success stories
5. Press releases or our company in the news
6. Expert interviews and podcast interviews.
7. Promoting our organic communities like our podcast, youtube channel, newsletter.
Get the idea?
It's not just as simple as..hit them with a cold ad..and then retargeting them with more ads... There should be a strategy to build trust and position your company as experts in your space.
Ad frequency is a big part of that concept.
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