Frequency capping is a tool used in pay-per-click (PPC) advertising to limit the number of times an advertisement is shown to the same individual within a specified time frame. This helps to prevent ad fatigue and ensures that a company’s advertisements are not overwhelming or annoying to their target audience.
How Frequency Capping Works
Frequency capping is implemented by setting a limit on the number of times an advertisement is shown to the same individual within a certain period of time, such as a day, week, or month. For example, a company may set a frequency cap of three impressions per day for a particular advertisement. This means that the advertisement will be shown to the same individual a maximum of three times per day.
Benefits of Frequency Capping
There are several benefits to using frequency capping in PPC advertising:
- It helps to prevent ad fatigue: When an advertisement is shown too frequently, it can become annoying or irritating to the viewer. This can lead to a decrease in the effectiveness of the advertisement and ultimately result in lower conversion rates. By capping the frequency at which an advertisement is shown, companies can avoid this issue and maintain the effectiveness of their advertisements.
- It helps to improve the user experience: By limiting the number of times an advertisement is shown to the same individual, companies can ensure that their ads are not overwhelming or intrusive to the viewer. This can improve the overall user experience and increase the likelihood of a successful conversion.
- It can help to reduce ad spend: By limiting the number of times an advertisement is shown, companies can reduce the number of unnecessary impressions, which can ultimately help to reduce ad spend.
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Setting a Frequency Cap
There are a few factors to consider when setting a frequency cap for a PPC advertisement:
- The target audience: The frequency cap should be tailored to the specific target audience of the advertisement. For example, an advertisement targeting a younger demographic may be able to withstand a higher frequency cap compared to an advertisement targeting an older demographic.
- The type of advertisement: The frequency cap should also take into consideration the type of advertisement being shown. For example, a video advertisement may be able to withstand a higher frequency cap compared to a banner advertisement due to its longer runtime.
- The goal of the advertisement: The frequency cap should be set based on the overall goal of the advertisement. For example, if the goal is to drive brand awareness, a higher frequency cap may be appropriate. On the other hand, if the goal is to drive conversions, a lower frequency cap may be more effective.
Frequently Asked Questions
How do I set a frequency cap in my PPC campaign?
Frequency capping can be set within the campaign settings of most PPC advertising platforms. The specific steps may vary depending on the platform being used. It is important to carefully consider the appropriate frequency cap for your advertisement based on the factors mentioned above.
Is it possible to set a frequency cap for retargeting campaigns?
Yes, it is possible to set a frequency cap for retargeting campaigns. In fact, it is often recommended to set a lower frequency cap for retargeting campaigns compared to general targeting campaigns due to the higher likelihood of ad fatigue.
Can I set different frequency caps for different advertisements within the same campaign?
Yes, it is possible to set different frequency caps for different advertisements within the same campaign. This can be useful if certain advertisements are more sensitive to ad fatigue or if the target audience for each advertisement is different.