Vent: My audience told me my retargeting ads were 'creepy'

Someone in our analytics meeting pointed out I was hitting the same person 47 times in 48 hours. I pulled the frequency cap down to 3 per day and conversion rate actually went up by 12%. Anyone else get feedback that forced you to pull back instead of push harder?

2 comments

2 Comments

gavin_kelly911mo ago

My buddy runs a food truck in Austin and he was spamming the same Instagram story 8 times a day and people started calling him out in the comments. One guy posted a screenshot of his phone with like 15 of my buddy's stories in a row with the caption "I get it you have tacos." He dropped it down to twice a day and his engagement doubled because people actually watched the whole thing instead of scrolling past. That frequency cap stuff is weird because you think more exposure is always better but people just build up a mental block against your brand if you're too pushy. It's like that feeling when someone texts you four times before you even read the first one.

robinj291mo ago

47 times in 48 hours sounds like a lot but honestly it depends what you're selling. If you're pushing a limited time deal on something people actually need that's just being aggressive not creepy. But if it's some generic newsletter signup or ebook yeah they're gonna feel stalked. The 3 per day cap working better makes sense though people tune out before they buy if you hammer them.