On the Google ad netjob-related, you desire to reach your customers, but you don’t want to overreach. So, how many type of times need to they check out your ad? Once a day? Ten times?

What’s the magic number?

It’s a vulnerable balance to reach, and getting tright here isn’t basic. You desire prospects to check out your ads. You want to get them to communicate, but overexposing them to your message deserve to have the oppowebsite result.

You are watching: Why is average view frequency important to measure?

That’s why the frequency cap in Google ads can be a campaign-saving attribute.

What is frequency capping in Google Ads?

Frequency capping in Google ads describes the exercise of limiting the variety of times each member of your audience sees your ad in a provided time framework. For instance, establishing a frequency cap of 3 impressions eexceptionally 24 hrs indicates that a member of your audience can only watch your advertisement a maximum of 3 times eextremely day. Google Ads customers can usage the frequency cap feature on their screen and video projects, yet not for ads on the search network-related.

According to Google, setting a frequency cap for a screen campaign means putting a limit on the variety of impressions per user in a offered day, week, month, or any combicountry. You can collection a frequency cap to limit the number of impressions on the campaign, ad team, or ad.

For display projects, only impressions that are viewable count towards frequency caps. So, frequency reporting information may look higher than your frequency caps bereason it is counting both viewable and also unviewable impressions.

For video campaigns, a frequency cap will certainly limit the variety of times a unique visitor sees a video ad. Similarly, they can be set per day, week, month, or any type of combicountry. And they have the right to just be set on the campaign level.

If the videos you collection a cap for are in various other video projects, impressions from those projects for a given user will count in the direction of the frequency cap. This just applies to in-stream and bumper ads.

Why would certainly you desire to collection a frequency cap?

When KPIs take a dive, it’s widespread to assume your campaign is out of steam: that artistic requirements to be refreburned, or the market demands to be updated. Or, probably, that your ads have run their course and they can’t develop more outcomes.

Any of those might be true. But, there may likewise be an additional cause: a difficulty via frequency. Here’s Google on why reach and frequency are vital to track:

By analyzing reach and also frequency information for display and video campaigns, you deserve to better understand also just how many world were displayed your ads and also just how typically the exact same civilization were presented them over a certain period of time. Whether you’d prefer to focus on reinforcing a message or on getting to new world, this indevelopment have the right to assist you get a clearer image of exactly how you’re meeting your reach goals.

Certainly, learning reach and also frequency numbers can aid you optimize your campaigns. And once they’re as well high or low, it can cause significant issues via KPIs. But, just how you correct them depends on what you desire to attain.

Reach describes the variety of distinctive customers your ad project reaches. If two total world watch your ad three times each, your reach is 2.

Frequency describes the number of times each of those individuals has viewed your ad in a offered time duration. If the average member of your taracquire audience sees your ad three times eextremely 24 hrs, your frequency is 3.

In situations as soon as frequency becomes excessively high or low, it have the right to cause difficulties through your project. Budget Plan may go wasted, impressions may go wasted, and viewers may obtain worn down of your ads. With a frequency cap, you have the right to prevent these problems. In its article on frequency and reach, Google names the 2 many widespread factors for setting a frequency cap: getting to brand-new customers and also reinforcing a message.

Reaching brand-new individuals through frequency cap

At the top of your funnel, the goal is to maximize input and progressively narrow dvery own prospective buyers via qualification throughout the journey. At this allude, you’re casting a large net through a light offer — prefer an ebook or an audit — and hoping to catch the interemainder of a prospect.

This strategy requires showing your ad to many people simply a few times as opposed to a few world a lot. The factor is simple: If your goal is brand awareness, your audience is cold. It’s most likely not familiar with your brand also, and this top-of-funnel sell is expected to introduce your business and gauge interest.

For a campaign choose this, a low-frequency cap is helpful for expanding reach. Without a frequency cap, your ad might acquire presented to one user a number of times a day. At such an early stage, this can result in ad tiredness, and also might revolve a visitor off to your brand.

Say, for example, you have a high budobtain and also an extremely directly characterized audience. It’s likely your ad will be presented even more to each member of that small audience before the platform have the right to spfinish your complete budacquire. On a very little scale: If your audience has 500 people, and also your budget is $100 a day, it won’t be long prior to your ad is displayed to eincredibly member of that audience. To exhaust your budgain, the platdevelop continues to display the ad. However before, because it has actually nobody new to show it to, it mirrors it to the members of your audience aobtain.

This is what deserve to bring about ad tiredness, which is essentially overwhelming a prospect via a certain ad project. To store ad fatigue to a minimum, you can set a frequency cap and/or target a wide audience.

Then again, ad fatigue affects audiences in different ways. Your brand also, sell, ad creative, and various other factors, will certainly identify how willing your tourists are to toleprice your ad.

Reinforcing a message through frequency cap

While it may make feeling to store frequency low at higher steras of the funnel, that’s not the situation for reduced stages. Prospects who recognize your brand also and also have expressed interest in your content generally have actually a higher tolerance for your branded messperiods. Ad exhaustion sets in later on. And that’s specifically true in retargeting projects.

Though many type of assume the even more a prospect sees an ad, the even more “creeped out” they get by the project, research has actually shown the opposite:


To a allude, the more users watch a retargeting ad, the more likely they are to convert. Twice as likely, according to WordStream. Larry Kim, WordStream founder, says:

Understand that people are busy and also have various other stuff going on in their life. Remarketing provides people a gentle reminder to end up what they began on your site while reinforcing your branding and messaging to that user eincredibly time they check out you approximately. They’re obtaining to recognize you, and learning to trust you, and as soon as they ultimately do have actually a free moment, they are increasingly likely to perform business via you.

At a lower stage of the funnel, you might desire to rise your frequency cap for these “gentle reminders” to test Kim’s theory. You might likewise uncover that your data doesn’t assistance this research study.

On Facebook, AdEspresso discovered that as frequency raised, CPC enhanced while CTR decreased:


Social Media Today uncovered somepoint comparable in their evaluation of 10,000 Facebook ads:


Of course, these samples weren’t sorted by project kind or goal, so we can’t make any inferences around retargeting. And also if we might, must we? Can we determine the finest frequency cap from someone else’s data?

How carry out you determine the finest Google ad frequency cap?

Experts say high frequency for reduced parts of the funnel, and also low frequency for greater, but they additionally make it clear that ad fatigue, reach, ROI, budacquire, are all impacted differently depending upon the instance. So, how carry out you identify which frequency is best?

“Eexceptionally advertiser is different,” says Scott Tienan, Global Lead of Programmatic at Accenture Interenergetic. “Advertisers have to construct their own technique for specifying an optimal frequency. This need to be tested in addition to third-party measurement partners who have actually the capability to measure impact on organization metrics.”

Unfortunately, there’s no one-size-fits-all advice as soon as it pertains to frequency. While Tienan recommends you always usage some develop of frequency capping, he likewise clarifies that the only way to discover exactly how to usage it is to test each project. He adds:

Marketing best methods encourage tailoring frequency caps for various user journey stages, which requires differentiating levels of user interest and engagement through the brand.Applying a blanket frequency cap for audiences deserve to result in spend inefficiencies, as individuals who have actually expressed interest in the brand are even more most likely to be receptive to greater expocertain levels compared to those without existing brand also expertise.

Not just is there no perfect answer, however those who case to have actually the answer might be doing you a discompany. Even if one project succeeds via a frequency of 95 (yes, that’s happened), does that suppose it will work for you? No. It can, yet there’s no guarantee.

On Facebook, a handy chart helps advertisers decide how to strategy frequency, and in some locations it contradicts the advice of others:


While you can take the market, message, and also media into account, and the study from AdEspresso and WordStream, what it comes down to is this: Their campaign is not yours.

And also if you carry out have your own numbers — even if among your own projects has actually flourished via a frequency cap at 20, that doesn’t expect the next campaign will certainly, no issue exactly how similar it might seem. It may serve as a great beginning point, but it’s always necessary to test.

How to set a frequency cap on a brand-new campaign

If you’re a Google advertiser, you deserve to usage the frequency cap feature in video and screen projects. Here’s how:

Sign in to your Google Ads account.Select All campaigns in the navigating panel.Click Campaigns in the page food selection.Click the + button and choose New project.Select your campaign goal and click Continue.Select your campaign types and click Continue.Click Additional settings.Select Frequency capping.Enter the variety of impressions (or views for video campaigns).Select a time interval (per day, week, month, or a combination).Once the remainder of your campaign is set up, click Create project.

How to collection a frequency cap on an existing campaign

Frequency caps don’t have to be collection in the middle of a Google project. They can be collection and also adjusted on existing campaigns, too. Here’s how:

Sign in to your Google Ads account.Select All campaigns in the navigating panel.Click the name of the project to be ceded.Select Settings in the web page food selection.Click More settings.Select Frequency capping.Enter the variety of impressions (or views for video campaigns).For display screen projects only, choose a time interval (per day, week, or month).Click Save.

Google ad frequency capping is no silver bullet

As is the instance with any type of individual metric, frequency just tells component of the story. Setting a frequency cap won’t resolve all your troubles. It must just be one tactic that helps keep your ads efficient. Tienan adds:

As ideal exercise, imaginative must constantly be rotated throughout the campaign lifecycle. Creative messaging plays a crucial role in guiding audiences with the customer journey. Frequency caps must align with the creative rotation to encertain audiences are being served through the desired ads at the appropriate level.

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Other potential options incorporate audience segmentation, A/B testing, personalization, and also optimization to enhance the ROI of your proclaiming projects. To learn more around exactly how to improve campaign ROI via personalization, get the lutz-heilmann.info Digital Personalization guide right here.