In my previous article, I investigated how many impressions are enough so that display ad campaigns can avoid annoying users. Today I’m going to share with you the benefits of the well-set frequency cap in programmatic advertising.
I discovered a great piece about the best practices of frequency capping on adglare.com, let’s see what their key points were about the topic.
Their first suggestion is that everyone must analyze their campaign data to see how many impressions would be the right amount for them.
Let’s think about it a little bit. If marketers follow the “Rule of 3” (which suggests that it takes 3 exposures before a user takes action or remembers a brand, but more than 3 exposures a day is overkill) and the Google display campaign doesn’t perform well, there’s a request to change something. This is obvious because everyone wants to set balanced visibility for their ads, but every campaign is not the same. Now let’s take a look at an easy solution to this problem.
Here’s a method they recommend on adglare.com to find that well-set frequency cap:
“You can set up a simple test to see what works in your situation. Start with an impression cap of 1 impression per 24 hours, per user, and measure your CTR over that day. Gradually increase your cap and keep measuring CTR, until you end up with a table like this:
In the example above, you’re trading impression volume for a higher CTR and a higher unique reach.”
With this test, you can find out the optimal impression rate that increases your campaign’s CTR. Coincidentally, the number one benefit of the well-set frequency cap is: “To increase the CTR of your Google display campaign”, great!
The next technique is a budget-saving strategy, here you set a multiple frequency cap within a day. This means you can set more appearances for particular hours when you want to show your ad frequently. Let’s say you set 25 impressions/day and 5/hour, but you show them between 2–7 pm when users are more involved than the rest of the day. This results in the second benefit which is that a well-set frequency cap can “save campaign budget”.
The third benefit is the “higher conversion rate”. This happens when your frequency cap is well-set. In this case, your potential customers won’t see your ads every time and everywhere, so there’s a higher chance they’ll notice it when it does appear. This is a straight way to the next significant advantage which is “it helps avoid banner blindness”.
In summary, if the frequency of your Google display ads campaign is well-set, you should see the following benefits:
- An increase in the click-through rate of your ads.
- A higher conversion rate.
- A reduction in the display campaign’s costs.
- A means to avoid banner blindness.
And last but not least, it helps users to avoid being stalked by the same ad over and over again.
As we can see, the proper frequency cap should be an important part of all Google Ads campaigns, with testing and customization it provides many hidden benefits. Let’s use it wisely :)