Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

A game of balance #retargetingads #advertisingmetrics

7 Jan 2024 · 1 min

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In this instructional segment, the speaker explains that retargeting (warm) campaigns naturally exhibit higher ad frequency than cold campaigns. To manage this, they recommend lowering the budget for warm audiences while increasing the budget for cold audiences to bring overall frequency down. They note that a frequency of 2–2.5 on retargeting is acceptable, but once it approaches 3 or higher, it signals overspending on warm audiences. The advice emphasizes balancing budget allocation to control frequency without overreacting to moderate levels.

Chapters

So for retargeting, your frequency is going to be higher than on your cold campaigns. So do expect to have higher frequency. Now, what you can do is you can start lowering your budget because this is a game of balance, like lowering your budget on warm and ramp up on cold. That will kind of lower the frequency. However, I wouldn't necessarily worry with high frequency on retargeting unless you are at something like 3 or 4. Well, at that point, that's telling you you're spending too much on warm. But 2 frequency, 2.5 frequency on warm on retargeting is not necessarily bad. More than that, maybe closer to 3, then that's telling you you're spending too much on warm.