In marketing metrics, frequency refers to how many times the same ad was shown to a person. In other words, the same person sees the ad over and over again. On the other hand, frequency capping is a very important concept in digital advertising, allowing you to limit the number of times anyone sees your ads on their screens. The frequency cap shows the maximum number of times your ad may show in a day for a given geographic area.
As a marketer, you are constantly trying to find new ways to optimize your marketing campaigns, increase conversions, and ultimately, drive more revenue for your business. One of the most common ways marketers optimize their campaigns is by finding the right frequency cap for their ads. This can be achieved through testing different ad frequency caps. Keeping track of the frequency metric with the KPI dashboard and showing your ads at certain frequencies will not only prevent your target audience from getting bored of seeing the same ads, but also create a great advantage in budget management.
In this article, we will take a look at the different techniques you can use to find the right frequency cap for your ad campaign and how to optimize your ad frequency in the future.
You will learn 3 main issues about frequency capping in this article:
- What Is the Right Frequency Capping?
- How to Find It?
- How to Optimize Your Ad Frequency?
What Is the Right Frequency Cap?
The right frequency cap for your Google Ads campaign depends on several factors, such as your advertising goals, target audience, and ad format. Here are some guidelines for determining the right frequency cap:
- Advertising goals: If your advertising goal is to build brand awareness, a higher frequency cap may be appropriate to ensure that your ad is seen by as many people as possible. If your advertising goal is to drive conversions, a lower frequency cap may be appropriate to avoid annoying users with too many ads.
- Target audience: The right frequency cap can also depend on your target audience. For example, if your target audience is more likely to engage with your ad, a higher frequency cap may be appropriate. If your target audience is less likely to engage with your ad, a lower frequency cap may be appropriate.
- Ad format: The right frequency cap can also depend on the ad format. For example, video ads may have a higher frequency cap compared to text ads.
- User engagement: The frequency cap should also take into account user engagement. If users are engaging with your ad, a higher frequency cap may be appropriate. If users are not engaging with your ad, a lower frequency cap may be appropriate.
It’s important to note that the frequency cap is just one factor to consider when optimizing your Google Ads campaign. You should also consider other factors, such as your budget, targeting, and ad relevance, to determine the right frequency cap for your campaign.
By adding various columns related to the frequency at the campaign level, you can track your ads along with other metrics. For example, you can view an average person’s impression frequency ratio that has occurred in the last 7 days or the last month.
How to Find the Right Frequency Cap for Your Ad Campaign
This is a great question that many advertisers ask because they are interested in finding the right frequency cap for social media ads optimization and Google Ads optimization on their running ad campaigns.
There are a lot of different things that go into finding the right frequency cap:
- the keywords you are targeting
- the competition
- the amount of time you are willing to spend on the ad campaign
If you want to find the right frequency cap for your ad campaign, it is important to start by looking at the keywords you are targeting. By doing this, you will be able to see what the best frequency cap is for your ad campaign. You will also want to consider the competition. The competition will tell you what frequency cap you should use as well. Finally, you should consider the amount of time you are willing to spend on the campaign. If you only have a limited amount of time, you should use a frequency cap that is lower than what you would usually use.
First of all, you should make the adjustments with Frequency management in Settings.
You can leave the frequency management to Google, or you can choose the day, week, month, and at what level and how often your ads can be shown.
How to Optimize Your Ad Frequency
Optimizing ad frequency is important for achieving the best results from your advertising campaign. Here are some tips for optimizing your ad frequency:
- Set a frequency cap: A frequency cap is a limit on the number of times an advertisement is shown to a user within a specific time period. Setting a frequency cap can help you avoid over-exposing your ad to users, which can lead to ad fatigue and decreased engagement.
- Monitor performance data: Regularly monitor your ad performance data, such as impressions, clicks, and conversions, to determine the ideal frequency for your ad. If your ad has a high CTR and conversion rate, you may consider increasing the frequency cap. If your ad has a low CTR and conversion rate, you may consider decreasing the frequency cap.
- Test different frequency caps: Experiment with different frequency caps to determine the ideal frequency for your ad. You can use A/B testing to compare the performance of different frequency caps and determine the best frequency cap for your ad.
- Target different audience segments: Consider targeting different audience segments with different frequency caps. For example, you may target new users with a lower frequency cap and target repeat users with a higher frequency cap.
- Use frequency capping for retargeting campaigns: Retargeting campaigns can benefit from frequency capping to avoid over-exposing your ad to users who have already engaged with your ad.
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