Ad overload could be costing you

Also: 5 quick fixes to improve engagement on your website.

Marketing Qualified
July 21, 2023

Happy Friday! Here’s you’re weekly dose of B2B marketing tidbits:

Ad overload could be costing you. You might think showing the same ad to people multiple times gets them to remember you, but it’s actually costing you sales.
5 quick fixes to improve engagement on your website. Having an engaging website is essential but not easy. We walk through five simple changes you can make to improve your site in less than a week.

😵‍💫 Ad overload could be costing you.

A recent study examined ad frequency and how it impacts viewers and brands. We thought the results were surprising and needed to share them with you.

Most people think the key to getting customers to remember your brand is to touch them with the same ad multiple times. And they’re not wrong.

The study found that viewers hit peak awareness when shown an ad six times, with 92% of viewers recalling the ad.

But this is a double-edged sword! As ad frequency increases, purchase intent decreases. Seeing the same ad 6 times led to a 16% drop in purchase intent.

And the negative aspects of increased ad frequency didn't stop there. Other findings included:

48% of participants found the ad “annoying.”
33% of participants reported the ad “disrupted” their experience.
83% of participants were convinced the repetition was intentional.
68% of participants blamed the brand for the repetition.

So the more you show the same ad, the lower purchase intent drops, AND the more you damage your brand’s reputation!

What to do about it.

Now that you know the stats, here’s what you should do:

Work with advertising partners who track ad frequency and can cap it. This prevents ad fatigue for your audience.
It can be tempting to make disruptive ads to try and capture attention. But that can lead to adverse outcomes like viewers finding your ads annoying or distracting, leaving a sour taste in their mouth that they associate with your brand.

Instead, it’s more important to keep ads fun and engaging. You don’t want to be running ads that are flashy enough to get noticed but end up getting on people's nerves.

📰 In the news this week.

🔗 How many backlinks do you need to rank?

🦉 How Duolingo struck social media gold with unhinged content.

🎬 How the Hollywood shutdown might disrupt the ad market.

🎻 What’s customer journey orchestration & how does it work?

🤑 Americans are flush…for now.

📈 5 quick fixes to improve engagement on your website.

Having a website users want to engage with is essential. But it’s a lot easier said than done. Here are five straightforward things you can fix this week to make your site more engaging.

Faster load speed.

47% of customers expect a webpage to load in 2 seconds or less. Are you delivering that? If not, then it’s highly likely visitors will bounce.

Run a site speed audit. It only takes a couple of minutes and will tell you exactly what’s slowing down your site. Fix the issues yourself or send them to your web dev/SEO specialist so they can address them.

Make content skimmable.

Human brains struggle to read big blocks of text. If you want visitors to engage with your content, you have to make it easy for them to do so.

Give your site a quick glance. Make sure it has a lot of white space, line breaks, short paragraphs, and many headings that break up text blocks.

Use more graphics.

Visual content is one of the best ways to engage visitors. Why? Because people process images 60,000 times quicker than text.

Don't make people's brains work hard. They say a picture is worth a thousand words for a reason. Or videos and motion graphics work great, too!

Add personality.

Nobody wants to read website copy that feels like a robot wrote it. Make sure your site’s text isn't too stuffy and formal. It should be easy and fun to read.

This is also an excellent opportunity to show your audience that you understand what they like and what makes them tick. Write in a way that makes them feel like you’re speaking their language!

😂 Marketing meme of the week.

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