When it comes to digital advertising, the debate between quality and quantity can be summarized as the trade-off between reaching a large audience and reaching a small but highly targeted, engaged audience.
In Defense of Quantity
Quantity in advertising refers to the number of people who will see or interact with an ad. This is often measured in terms of impressions (i.e. the number of times an ad is displayed) or reach (i.e. the number of unique individuals who see an ad).
Quantity-focused advertising strategies prioritize reaching as many people as possible, regardless of their interests or demographics.
You know what they say: out of sight, out of mind. That’s why the quantity of ads is important—they help you stay top of mind to your audience, whether they’re ready to convert or not. Yet.
Broadening your reach can be an easy fix in order to increase your incoming leads. However, you shouldn’t rely solely on it. The time will come when the well will dry so you need to focus on improving your ads’ quality too.
In Defense of Quality
Quality in advertising, on the other hand, refers to the relevance and engagement of the audience reached. Quality-focused advertising strategies prioritize reaching a highly targeted and engaged audience that is most likely to convert or take the desired action. This is often measured in terms of click-through rate (CTR), conversion rate, or return on ad spend (ROAS).
In the digital age, where customers have a wide range of choices when it comes to where and how they spend their time, it’s no surprise that the quality-quantity trade-off is becoming an increasingly important consideration for advertisers. Reaching a large audience is no longer as important as targeting an engaged audience that is likely to be more responsive to your message.
Value Reels Them In
First impressions are important, but not as important as the getting-to-know-you stage. In this stage, or the research phase as we call it in advertising, you need to not only show but convince your audience that you’re the best company for the job. That starts with the quality of your ads and should trickle down to your social media presence, your website, etc.
Both quality and quantity are important factors to consider when designing a digital advertising strategy. While reaching a large audience can help to increase brand awareness, it may not necessarily lead to conversions.
On the other hand, a highly targeted and engaged audience may be more likely to convert, but if the reach is too narrow, it may not be large enough to drive significant results. A good approach would be to aim for a balance of both quality and quantity, by targeting the right audience while still reaching a sizable audience that can drive conversions.
In the success of your advertisements, both quality and quantity of ads play a significant role. Ultimately, when you publish an and for the first time, you’ll never know which one will succeed. So, keep trying different things until you get the best results. If that isn’t enough, call in an advertising agency that specializes in your niche to guarantee success!