SHOW RESOURCES

Here were the resources we covered in the episode:

Forrester B2B Buying Insights

Website Demographics Episode

Frequency Caps Episode

Retargeting LinkedIn Traffic on Google and Meta

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Summary

In this episode, AJ Wilcox explores the concept of ad frequency—how often your audience sees your ads—and its impact on performance, demand generation, and user experience. Drawing from Forrester’s data that B2B buyers typically require 17 brand interactions before purchasing, AJ explains that frequency helps build familiarity and trust but can become counterproductive if overdone. He dives into LinkedIn’s current frequency caps, revealing that campaigns with 7+ creatives can show ads up to 7 times in 48 hours (one ad every 8 hours), while smaller campaigns or Lead Gen Forms enforce more limited exposures. He also addresses why advertisers should monitor click-through rate (CTR) trends as a key indicator of audience fatigue.

AJ also critiques how LinkedIn’s changes (like the updated frequency rules) favor high-budget advertisers, increasing overall ad costs, and offers retargeting strategies using Google Display Network and Meta to maintain meaningful touchpoints more affordably. He discusses nuances like how LAN traffic may be bot-heavy, the quirks of Sponsored Messaging frequency, and how Lead Gen Forms prevent repeat views for two years post-conversion. The episode ends with a clear message: regularly review your frequency metrics directionally, track CTR over time, and strategically balance ad exposure to stay top-of-mind—without becoming a brand people avoid.

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