The Relationship Between Impressions and Frequency

To grow a successful business practice in today’s digital landscape, being able to manage an effective online advertising strategy is critical. However, to ensure your business sees a positive return on investment, it’s important to know how to optimize your campaigns for the best chance of success.

During the lifecycle of an advertising campaign, there are several key metrics businesses can track to understand the effectiveness of their campaigns over time. Two of these metrics are impressions and frequency, and both of them are essential to driving new business opportunities while staying within advertising budgets.

What Are Ad Impressions?

Ad impressions are measurements showing how often a specific advertisement is served to an individual or group of users. Without discrimination, impression counts are verified by the number of times an advertisement displays on a desktop or mobile application, regardless if they are seen by the same user more than once. Impressions are essential to track, helping companies ensure their campaigns are getting the desired amount of exposure.

Calculating the number of ad impressions you receive during the life of a marketing campaign can help identify a couple of important factors. First, a smaller-than-expected amount of impressions could be the result of poor keyword optimization. Since digital advertisements are typically served through the use of keyword recognition from search terms, a low impression count could mean you’re not targeting the right keyword groups. Second, low impression counts can help to identify inadequate marketing budgets as competitive advertisements may be outbidding your campaigns, causing a lack of user visibility.

What Is Ad Frequency?

While ad impressions track the number of times an advertisement is served, ad frequency tracks the amount of times an advertisement is served to the same users. Frequency is an important measurement because it enables companies to establish essential benchmarks on optimal levels of exposure for each of their ads served to the same customers.

A common misconception about advertising campaigns is that as long as your ads are serving, you’re moving in the right direction. While impressions are the starting point of any successful campaign, if you don’t have a bearing on how often the ads are being served to the same customers, you’ll have no way of tracking the effectiveness of their call to action.

How to Measure the Success of Your Advertising

Combining the analysis of ad impressions and frequency gives practices the ability to fine-tune their advertisements to achieve the best results. Tracking the type of customers your ads reach and how many times an ad needs to run before your customer takes action will help you to make better-informed decisions on the format of the advertisement and how large of an advertising investment you’re willing to make.

Ortho Sales Engine is a marketing platform specifically designed for orthodontic practices looking to get the most value out of their advertising campaigns. Through online ad management services and active lead acquisition processes, Ortho Sales Engine can help you optimize your marketing strategies while improving your ROI.

Ortho Sales Engine specializes in marketing solutions for orthodontists, combines more than 20 in-house services to create customized, repeatable marketing systems, and serves as a trusted partner to doctors and their teams. To learn more or schedule a free consultation, visit