Like almost all forms of online advertising, you can invest as much or as little as you want in a display ad campaign. That said, it’s important to recognise that display ads aren’t a cost, but an investment. Committing to an appropriate level of spend, is crucial. If your buyers see your brand too often, they will get annoyed and switch off your ads, if they don’t see them enough, they will never reach out to your business. So minimising any waste on your advertising investment is key. Older principles assessed the psychology of buyer behaviour, which determined seven was the magic number for number of brand impressions before an action was likely. However, today, given the volume of media that people are exposed to, we look to push this towards 20 meaningful impressions over a month and as a result see a positive upturn in brand recognition.