From the course: LinkedIn Ads: Smart Tips and Tricks That Drive Results
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Reach vs. frequency: Tips to drive awareness and conversions - LinkedIn Tutorial
From the course: LinkedIn Ads: Smart Tips and Tricks That Drive Results
Reach vs. frequency: Tips to drive awareness and conversions
- [Instructor] Have you ever wondered if you should optimize your campaigns for reach or frequency? And what even is a good number for frequency? Knowing when to focus on each is key to driving both awareness and conversions. In this video, I'll explain how to use these strategies effectively for both prospecting and retargeting. First, when prospecting into cold audiences, it's generally best to optimize for reach. This helps you find the interested prospects across a large group of people. Here you want to keep ad frequency low to avoid showing repeated impressions to users who aren't engaging with your content and likely not interested. You can do this with the brand awareness campaign objective, which does optimize for reach. You can also do this by excluding your retargeting groups from your cold targeting, which helps focus your campaigns on new audiences. For your retargeting campaigns, often you'll want to prioritize frequency. Once someone has shown interest, like clicking on…
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