At networking events, I often hear, “I keep seeing your ads on YouTube and Facebook!” While it’s a compliment to our visibility, I sometimes wonder how to respond—should I thank them or apologize for overexposure?
Like many businesses, we want to avoid annoying people with our ads. However, there’s a reason why you might see our ads so frequently: they work! Here’s a deeper look into how and why we run ads as we do—and how this strategy has become our most effective revenue driver.
Why We Invest in Ads
We spend at least five figures every month on advertising. This isn’t about brand awareness for the sake of it, like many multinational corporations (MNCs) might do. Instead, our strategy focuses on one thing: measurable returns on investment (ROI).
Our ads are an integral part of a self-sustaining cycle. Revenue generated from ads is reinvested to fuel further ad campaigns, enabling continuous growth. This approach isn’t about having money to burn—it’s about financial sense. If ads didn’t convert into meaningful sales, we wouldn’t continue running them month after month.
Interestingly, our advertising efforts often reassure prospective clients. They see that we practice what we preach. If we recommend a digital marketing strategy, they know we’ve already tested it ourselves. Running effective ads is not just about promoting our services—it’s about demonstrating the success of our methodology.
The Real Objective of Our Ads
The primary purpose of our ads is to drive sales. However, there are secondary benefits, like brand awareness and recognition. These come into play when our sales consultants meet prospects who say, “Oh, I’ve seen your ads before!” Familiarity helps build trust, and trust is often the deciding factor for many customers.
This aligns with Dr. Jeffrey Lant’s Rule of Seven, which states that people need about seven interactions with a brand before making a purchase decision. The repetition of our ads ensures we stay top-of-mind, fostering familiarity and credibility over time.
Some clients take years before converting. But by consistently running ads, we ensure we’re visible whenever they’re ready to act. This long-term commitment to advertising plants seeds that eventually bear fruit.
Navigating the Challenges of Ad Frequency
We carefully monitor our campaigns to ensure effectiveness without overexposure. Results can vary month-to-month, but consistency is key. Instead of obsessing over daily data, we analyze trends on a monthly basis to make informed decisions. This prevents knee-jerk reactions to minor fluctuations.
However, no advertising platform is perfect. Algorithms sometimes show our ads to people outside our target audience. For instance, friends from my school days occasionally tell me they see my ads too often. I advise them to skip the ad or avoid interacting with it to help refine the targeting algorithm.
Fine-Tuning Ad Targeting
To minimize irrelevant views, we include a qualifying message in the first five seconds of our ads. For example, we specify that our ads are intended for business owners or marketers, encouraging others to skip. This helps machine learning systems adjust and refine their targeting over time.
We also control ad frequency. By limiting our ads to twice per week per user, we aim to maintain visibility without becoming a nuisance. This balance allows us to stay relevant while minimizing audience fatigue.
Diversifying Ad Content for Broader Appeal
We run multiple ads simultaneously—often up to seven variations. Each ad is tailored to resonate with different types of audience personas. For example:
- Logic-driven individuals respond better to data, numbers, and charts.
- Emotionally driven audiences prefer stories, case studies, and testimonials.
This variety not only keeps the content fresh but also caters to diverse consumer preferences. By presenting multiple angles, we increase our chances of connecting with prospective customers.
Cross-Channel Retargeting
Our advertising strategy doesn’t stop at individual platforms. We use cross-channel retargeting to amplify our presence. If someone visits our website via a Google search, they’ll likely see our ads on Facebook and YouTube shortly after. This multi-platform approach builds the seven interactions needed for conversion while creating an “everywhere” impression.
Cross-channel retargeting also helps bridge the gaps in individual platforms. Facebook’s targeting is less precise than Google’s search intent data. By combining platforms, we increase the overall effectiveness of our campaigns.
How We Balance Strategy and Sensitivity
We recognize that ads can sometimes be intrusive. That’s why we continuously tweak our approach to strike a balance. For instance:
- We limit frequency settings.
- We qualify viewers early in the ad.
- We use multiple ad variations to prevent monotony.
Even with these measures, algorithms aren’t flawless. If you find our ads repetitive, feel free to skip them—that action helps refine our targeting system.
What This Means for Your Business
If you’re considering advertising, it’s essential to adopt a consistent, data-driven approach. Results might not come overnight, but persistence, combined with smart targeting and diverse content, can lead to long-term success.
I hope this provides clarity on how and why we run ads. If you’ve been wondering about our process or felt inundated by our ads, remember it’s part of a broader strategy that we recommend to our clients—and one that works for us too.
