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Why frequency is important to successful advertising campaigns

These days, consumers are presented with an overload of choice, information and call-to-actions. Cutting through the noise is a challenge for any business owner. But the good news is, with a well thought-out marketing approach that factors in ‘frequency’ as a key component, you can make headway.

Building your brand

By being consistent with your advertising campaigns, you're not only building greater awareness of your brand, you'll also have opportunities to create a series of pieces that tell your story. The more often audiences see a quality and professional ad from you, the more likely you are to better position yourself. You can achieve this by advertising regularly on a variety of suitable platforms and spaces, rather than having just one large-scale ad campaign.         

Getting your message across

It takes an average of three or more times for your target audience to see your advertising message before they take action. So be clear on your key message and ensure it is included in your ad campaigns, no matter what platforms they run on. Frequency is the number of times a message gets seen. It's also the combination of channels working together to get your message out there.

Combine different approaches

Before you start an ad campaign, decide the platforms you’ll be advertising on, and keep in mind that each channel responds to different ad schedules. The channels you could use include print, television, radio, outdoor (billboards, buses, etc), catalogues and personalised material such as pens, notepads, etc. Speak to the experts about the best time to run the ads.

Plan campaigns

Set out to create campaigns or ads that correlate to other ads. Use clever ways to draw consumers through your series of ads and don't expect wonders immediately. You may not convert them the first time but you could be successful after they've seen the second or third ad.

Use online channels wisely

Setting up ad campaigns through social and business platforms like Facebook, LinkedIn, YouTube, Google Display Network and Google AdWords are all going to help you spread the word. Factor in ‘reach’ (how many people see your ad), impressions (how many times the ad has been presented to a person) and frequency (how many times a person has been exposed to your ad). Frequency can be improved by narrowing your target audience. On Facebook, for example, you can view both frequency results for an ad-set (group of ads) or a campaign (group of ad-sets).

Exercise caution

You may set out to create a series of ads that target users multiple times, but the last thing you want to do is to be viewed as a spammer. Some people suffer ‘campaign fatigue’ from seeing ads too often. To avoid negative campaign results towards your brand, be mindful of acceptable frequency. A good rule of thumb - an ad should be shown no more than 5-10 times for an entire campaign. Also, if you're running a smaller campaign, targeting fewer people, then you may not have to target them as much with your frequency.