Many business owners (and political campaigns) are wasting money by boosting posts on social media, throwing their content at the wall and hoping it generates a return.
Smart business owners know exactly who their target audiences are, are not using the boost post feature, and place their campaigns to targeted audiences in the Meta Ad Manager tool.
In ad manager, you can import fresh data with your specific demographic in a CSV file to build a custom audience.
By boosting posts, you're casting a wide net but potentially wasting ad dollars on people not likely to engage with your business. By creating your own custom audience, you create a more surgical approach with your ad dollars.
By creating your custom audience, you can determine the frequency of times your custom audience will be served your ads, then you can determine your necessary ad spend based on the CPM of the platform you're using.
Frequency is key because if your ad isn't being seen enough times by your target audience, you're just spinning your wheels.
According to the University of Maryland's school of communications and public affairs, a potential customer should encounter a brand's marketing messages at least 7 times before making a purchase decision.
This is important to plan for and measure for your monthly marketing mix.
Give us a call if you'd like to learn more about how targeting and frequency could help your business generate more customers!
Quick Definitions
- Frequency: In digital marketing, frequency is the number of times an individual user is exposed to an advertisement over a specific period.
- CPM: In digital marketing, CPM (Cost Per Thousand Impressions) is a pricing model where advertisers pay a fixed amount for every 1,000 times their ad is shown.