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Frequency capping for the CPM setting "viewable impressions"

Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I have a CPM campaign which is doing great in terms of even clicks and conversions and I love the way it shows 2-3 times more impressions than the actually billed "viewable impressions.

 

Now I have set frequency capping to (2 Imp. per user, per ad group,per day) but now I realise that I do not know if those 2 impressions per user per day are counted from the viewable ones or not.

 

1) Can anyone  confirm that those 2 impressions are "viewable" ?

2) Should I increase the number to 6 per day if the capping is triggered by "normal impressions" , not "viewable" ones ?

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Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Frequency capping for the CPM setting "viewable impressions&q

Google Employee
# 3
Google Employee

Hi Adrian,

 

Thanks to the prompt reply from one of colleagues with the AdWords Support team, I have a reply for your frequency capping question.

 

Assuming in terms of "viewable impressions", the Advertiser is referring to when an ad is actually seen with eyes versus if it is buried at the bottom of the page (or second page, third page, etc). Since every computer is different [from actual screen view] and the zoom in/zoom out settings are different for every user, we're not able to track whether not an ad was actually seen ("viewable"). So his two impressions [per whatever means that the ad could appear both times buried on the 5th page and never been seen by human eyes but] still count as an impression.

 
He's advice (which I second) is to run the frequency capping between 2 and 6 with 6 being the most recommended. 
 
Let me know if this information is helpful with Frequency capping for the CPM setting "viewable impressions" issue.

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Frequency capping for the CPM setting "viewable impressions&a

Google Employee
# 5
Google Employee
Adrian,

I'll bring it up as one as feature request as you asked. Thanks!

View solution in original post

Re: Frequency capping for the CPM setting "viewable impressions&q

Google Employee
# 2
Google Employee

Hi Adrian,

 

This is a great question you posted to the Community. 

 

For the first part about the 2 impressions if they are viewable, let me check with one of our AdWords specialists. 

 

For the second question, I don't think it would hurt to try changing it to 6 impressions / day to determine if is indeed triggered by "normal impressions". Or the "viewable" ones.

 

Or you can simply wait for my answer to your first question. 

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Frequency capping for the CPM setting "viewable impressions&q

Google Employee
# 3
Google Employee

Hi Adrian,

 

Thanks to the prompt reply from one of colleagues with the AdWords Support team, I have a reply for your frequency capping question.

 

Assuming in terms of "viewable impressions", the Advertiser is referring to when an ad is actually seen with eyes versus if it is buried at the bottom of the page (or second page, third page, etc). Since every computer is different [from actual screen view] and the zoom in/zoom out settings are different for every user, we're not able to track whether not an ad was actually seen ("viewable"). So his two impressions [per whatever means that the ad could appear both times buried on the 5th page and never been seen by human eyes but] still count as an impression.

 
He's advice (which I second) is to run the frequency capping between 2 and 6 with 6 being the most recommended. 
 
Let me know if this information is helpful with Frequency capping for the CPM setting "viewable impressions" issue.

Re: Frequency capping for the CPM setting "viewable impressions&q

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

Hello,

 

I think I will go with 6 impressions per user,but for the sake of having fun and learning let me explain why :

 

1) The information provided by your coleague is not accurate, I am reffering to this 

 

"Since every computer is different [from actual screen view] and the zoom in/zoom out settings are different for every user, we're not able to track whether not an ad was actually seen ("viewable")."

 

They ( google) are able to track when an impression in the GDN is "viewable" since 2012 , as elegantly explained here by Kim, but it was restricted to publishers who bought from the Display network reserve :

 

http://www.phillymarketinglabs.com/adwords-introduces-display-network-active-view-metrics/

 

"so we’re rolling out a technology, which will be submitted for Media Rating Council (MRC) accreditation, that can count “viewed” impressions (as defined by the 3MS coalition’s proposed standard, this is a display ad that is at least 50% viewable on the screen for at least one second)."

 

Now here are the results from my account and you can see how the column Viewable-Impressions shows much less impressions , because they are tracked according to that standard ( at least 1 second on the screen with at least 50% of the banner area) :

 

results-from-viewable-CPM-campaign.png

 

 

What is missing from the reporting at the campaign (or ad group level) is the total for viewable impressions.

 

Now here is the ratio of impressions vs viewable impressions (detected by google) at the placement level.

You can see how some placements have a ratio of almost 10:1 ( 10 impressions vs 1 viewable) so by setting a frequency capping of even 6 for this placement, I would be getting even less viewable impressions, maybe zero.

But the best performing ad group has a ratio of 14.810 impressions to 3895 viewable impressions so a little over 3.8 : 1 . In this case assuming that a user sees 4 impressions but only 1 is viewable, I should set a frequency capping of at least 4 to make sure users see at least an impression on the screen.

 

ratio-impressions-vs-viewable-impressions.png

 

What would be really great would be to set frequency capping just for viewable impressions for this campaign. So if you can make a feature request for this , it would be wonderful.

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Frequency capping for the CPM setting "viewable impressions&a

Google Employee
# 5
Google Employee
Adrian,

I'll bring it up as one as feature request as you asked. Thanks!

Re: Frequency capping for the CPM setting "viewable impressions&q

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

Thank you J.P.

Re: Frequency capping for the CPM setting "viewable impressions&a

Google Employee
# 7
Google Employee
Adrian,

Your very welcome.

Re: Frequency capping for the CPM setting "viewable impressions&q

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

Awesome and informative thread! Thanks for the content. Also, any word on the cap being adjusted to viewable anytime soon (if at all)?