How to nail LinkedIn ad frequency and not waste thousands of dollars.

One day, I saw Justin Rowe say this in a LinkedIn post:

So, I followed up with him regarding it.

And asked him, what’s the right frequency? How do you think about it?

The academic research on advertising is quite clear on this: reach as many money category buyers as possible with low frequency.

But due to the limitations of ad platforms, to reach some people once, you have to reach some people 100x.

So, Justin, how do you crush LinkedIn ad frequency?

I tend to think in terms of a few different camps.

Cold layer retargeting

Reach more people with low frequency - this is my initial cold layer of LinkedIn ads trying to make good first impressions on good fit prospects.

For this I exclude those that visited website, company page, interacted with ads or any other warm audience and make this just focus on first touches.

For this layer - 30 day frequency should be less than 3.

Warm layer retargeting

In our world, we do have qualified B2B buyers who have shown interest (visited website, visited company page, clicked an ad, or watched 50% r more of a video) but are also evaluating other options or just don't know and trust us enough to make the purchase decision.

For this group, I seek to retarget and increase frequency.

30-day frequency of my main retargeting campaign should be 7+ (somewhere between 7-12 is usually good.

Also, 90-day frequency should be 15+ ideally in my experience