Frequency is a crucial metric for measuring the effectiveness of your LinkedIn ad campaigns.
It refers to how often an individual user sees your ads, based on the number of times you’ve served each ad to that user over a specific period.
While the average frequency per ad varies across industries, generally falling between 2 and 5 impressions per month, it is essential to find the right balance between high and low traffic volume to optimize your frequency count.
In this article, we will explore why striking the optimal frequency count is important and how factors like industry, target audience, and goals can impact exposure rates.
By leveraging tools like Looker and considering these factors, you can ensure that every dollar spent on advertising maximizes results.
Context is Key
The context in which your ads appear plays a significant role in how people respond to them.
Therefore, it is crucial to consider the context when determining the right frequency balance for your campaigns.
Your ad’s context should align with your brand.
For example, if you’re selling high-quality furniture in an upscale neighborhood, displaying low-cost ads may not effectively convey the quality of products or services that cater to the needs of your target customers.
Different customers have varying levels of sensitivity to context.
Someone who recently made a purchase from you (within the last week) might be more receptive to your ads even if they have seen them multiple times before.
However, individuals who haven’t made any purchases yet may still respond favorably if given another opportunity in the future, especially after being exposed to your ads several times.
Understanding the context sensitivity of your target audience can help you determine the appropriate frequency of your ads.
Do Your Research
Before launching any campaign, thorough research is crucial.
Know Your Audience:
Identifying your target audience and understanding how often they are likely to encounter your ads is the first step in finding the right frequency balance.
LinkedIn’s advanced targeting features make it easier to define your audience accurately, so take advantage of these tools.
Know Your Goals, Budget, and Competition:
Your specific goals, available budget, and competitive landscape are critical factors to consider.
If you have an unlimited budget or a specific goal such as driving traffic to a landing page or generating sales leads, you can likely afford higher ad frequencies.
On the other hand, if you have a limited budget and aim for solid engagement rates, you may need to be more conservative with your frequency.
Analyze your goals, budget constraints, and the competitive landscape to determine the optimal frequency for your campaigns.
Consider Your Budget
Determining the frequency of your ads is also influenced by your budget and conversion rate.
Budget:
If you have a limited budget, it is crucial to find a frequency that ensures your marketing spend is not wasted by showing your ads too frequently or infrequently.
You want to strike a balance that maximizes your exposure without incurring unnecessary costs.
Additionally, consider that individuals who have already opted into receiving information from your brand might respond better when exposed to your ads again, as they have already expressed interest in hearing more from you.
Conversion Rate:
If your conversion rate is low (less than 5%), increasing the number of impressions may not be worth the cost, as it won’t significantly boost sales or leads.
However, if your conversion rate is high (over 5%) and you have intense competition, increasing your frequency could yield better results.
Take into account the competitive landscape and the likelihood of other brands vying for your audience’s attention.
Avoid Compounding Costs
When determining the right frequency, it’s essential to consider the costs associated with advertising, customer acquisition, sales support, product development, and marketing automation.
Ensuring that your ad campaigns are cost-effective is crucial for maximizing your return on investment.
To avoid compounding costs, it’s important to assess the entire picture from start to finish. Set up a detailed funnel that tracks every dollar spent to make a sale.
This will help identify areas where costs can be reduced or revenue can be increased by refining your offer and sales processes.
Additionally, consider the actual costs of running an ad campaign. If the numbers don’t add up, you may need to adjust the frequency or raise prices.
To gain insights into the ideal frequency, consult your sales team.
They have firsthand experience with what works best for them, so their input can guide you in finding the right frequency.
If your sales team indicates they are satisfied with a specific frequency, follow their recommendation.
However, if they require more leads, consider increasing the number of ads.
If you prefer not to increase frequency, try lowering your cost per acquisition (CPA) by refining your offer or sales process.
Analyze Your Results Carefully
When analyzing your results, it is crucial to base your decisions on data rather than assumptions.
Track two key metrics:
Conversions and cost per lead (CPL). Pay attention to other factors like the time it takes for someone to go from seeing your ad to converting into a lead. It’s important to have enough data for statistically significant results.
Conduct A/B tests, running different combinations of frequency and duration, until you achieve statistically significant findings (typically 95% or greater likelihood of repeating the results in subsequent tests).
Tools like Mailshake or ConvertKit offer built-in testing features that can provide insights into the significance of your test results.
Alternatively, tools like Litmus or Email on Acid can help assess the statistical significance of your email tests.
The perfect frequency balance depends on your industry, target audience, and goals.
Test different frequencies simultaneously and measure their effectiveness based on cost per lead generated or return on investment (ROI).
For example, if one campaign yields a lower ROI but has a higher conversion rate, consider increasing the frequency to achieve your goal of selling products.
When determining your ideal balance, consider:
- The type of business you’re in.
- The level of competition in your industry.
- Your audience’s purchasing behavior.
- The quality of your ads.
- Your campaign’s frequency.
- The length of time it takes to generate a lead.
- Your budget.
- Your brand awareness among your target audience.
- The value of each lead.
Conclusion
Finding the perfect ad frequency balance on LinkedIn is an ongoing process that requires testing, analyzing data, and adapting your approach.
While there are general guidelines to get started, it’s crucial to A/B test different combinations of frequency and duration to discover what works best for your target audience.
The key is to make data-driven decisions and avoid relying on guesswork.
By continually refining your approach, you can optimize your ad campaigns and maximize results on LinkedIn.