How to Perfect your Ad Frequency

Some advertising campaigns are remembered as pleasant by those browsing the web. Such ads catch the attention of web users and make them interested in purchasing the product right away. Other advertisements are thought of as unprofessional and downright annoying.

This article will examine one of the biggest differences between the two types of campaigns so that your advertising campaigns will always win the hearts of your audience. The key difference is the frequency with which ads get shown to audiences.

What comes to mind when you think of the most important parts of a perfect ad? A creative and informative message? A correctly chosen target audience? While both of those answers would be correct (you can even find an article on targeting in advertisements here), constantly bombarding potential customers with ads of your marketing campaign is what can break it. If the ad is seen too many times, your potential customer might only remember the product to make sure to never buy it. This can also bring negative feedback.

In the meantime, barely showing your ads at all will make them easy to miss and forget.

What is your Ad Frequency?

In order to find what your Ad Frequency number is, you need to divide the number of your ad impressions by its reach.

For example, you display a Facebook ad once a week, it gets 7,000 impressions and a reach of 5,900.

By following the instructions above, we get 1.19, which means that a unique user would see your ad between 1 and 2 times.

A higher ad frequency doesn’t necessarily mean “annoying”. It can be beneficial — seeing your ad again can remind a user of the product and push them towards a purchase.

What would be the optimal ad frequency?

Well, the answer is complicated.

There are two things to pay attention to first —

  1. advertisement format (information on different formats and their advantages can be found in this article);
  2. the goal of your advertising campaign (encouraging online sales or increasing brand awareness);

According to a poll by, two-thirds of polled marketing professionals said that showing ads 3–8 times per ad campaign is what you should be aiming for.

If your ad frequency number is much higher, there are many ways to reduce it:

  1. Learn about the relationship between your type of audience and your brand. It is best to spend more time and money on ads for new customers and cut down advertising for previous purchases to a minimum, only contacting customers with relevant messages.
  2. Cut out irrelevant audiences. If the goal of your advertising campaign is finding new clients or customers, exclude those who have visited the website or blog before, or have already made purchases.
  3. Be dynamic. Don’t use just one creative design — play with fonts and colors, try bold contrasts. This will keep users engaged and increase your reach.


The frequency of ad demonstration is a very important parameter of every advertising campaign, which should not be underestimated. There are a lot of nuances to getting it right. However, if you do, this will, without a doubt, be one of the most effective ways of growing your brand.

Digitize. Immediately! Co-founder, CEO Portugal