Also read: 4 reasons why display advertising is indispensable in the marketing mix
In addition, you can set the number of impressions of your ads via AdWords. With the help of Frequency Caps , you can ensure that the number of times that customers see your ads is limited. The image below shows this. It may sound strange to limit the number of exposures of your ads. But you want to prevent your customers from dropping out because they are constantly being bombarded with ads for the same product.
Setting up Frequency Caps via Google AdWords.
The ideal Frequency Cap depends on the campaign. It has been shown that visitors stop clicking on the ad after five times of the same ad impressions. Therefore, it is advisable to show one ad to the same visitor between three and five times. In addition, it is recommended to set a certain time span between each impression. If a visitor does not click on an ad, the chance that he will suddenly do so a few minutes later is small. A few days or even weeks later, the same ad may suddenly trigger a visitor to click.
Your customers also do not want to be bothered with irrelevant content on social media. Fortunately, these channels also offer enough possibilities to effectively target visitors who have previously interacted with your brand. Think of a list of followers who have visited your website, to specifically reach this group via social media. This way you can approach customers who have purchased something via your website, but are not yet involved with your brand via social media. In hospital mailing lists addition, it has recently become possible to divide visitors who have previously interacted with your brand, via Facebook or Instagram, into different categories. The image below shows the possibilities in the field of segmentation for retargeting via Facebook.
Facebook custom audience ad
Creating a Custom Audience for Different Advertising Purposes on Facebook
After dividing your customers into different groups, you can retarget them in different ways. For example, you can think of:
Specifically retarget people who have liked one or more of your posts or videos, but have not yet liked your Facebook page or are not yet following you on Instagram.
Retarget visitors who have watched your video or a certain percentage of a video, for example by creating a sequel to this video or building on this video with another form of content.
Retarget content specifically to visitors who have responded to a specific post. This can be done by asking these people questions or starting a discussion. Which can also lead to user-generated content.
In addition, an added benefit of generating a lot of engagement on social media is that it increases your organic reach in search engines. If a social media post generates a lot of engagement, it must be a good post according to Google.