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Frequency capping best practices

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# 1
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Hi,

 

I've yet to set a frequency cap for my Display campaigns. Is there any resource about frequency capping best practices that you people can point me to?

 

Regards,
Diego.

1 Expert replyverified_user

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Marked as Best Answer.
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Accepted by topic author DiegoValladolid
September 2015

Re: Frequency capping best practices

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# 2
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Hello Diego ! Welcome to the Community !

 

This is the article from the help pages , although it does not contain usage recommendations

 

https://support.google.com/adwords/answer/2472714

 

 I can only tell you that to avoid boredom I organize my campaigns like this :

 

1) For every product category or service categori I create four adgroups each one containing 10 ads , I activate and pause them with automatic rules for every weekd of the month. In total your copywriter can write 40 different text messages. Every 3-4 months you need to change the messages.

 

2) I set frequency capping with 2 per Ad per day, this way no user can see more than 20 ads per day from an ad group and the CTR rate is not too low. If you have unlimited capping or 100 per day, you will have a few clicks for thousands of impressions and your CTR will be very low, this will affect your Display Campaign ad rank and your costs can increase.

 

3) More important than frequency capping I use the category exclusion "below the fold" as described here

 

http://www.google.com/ads/innovations/abovethefold.html

 

Frequency capping is very important if you use remarketing as the users can feel "chased" in the internet . You can set a lower capping for remarketing.

Re: Frequency capping best practices

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# 3
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Thanks a lot Adrian! Lot of good ideas.

Will adapt your suggestions for my campaigns and will let you know how they work.

Regards,
Diego.
Marked as Best Answer.
Solution
Accepted by topic author DiegoValladolid
September 2015

Re: Frequency capping best practices

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# 4
Visitor ✭ ✭ ✭
Hi Diego,

The "reach and frequency" report (under the dimensions tab.) can help you fine tune this number. You can see how quickly CTR drops off against the number of impressions users are exposed too. It will help judge your own "sweet spot" for impression limits.

--Allen

Re: Frequency capping best practices

Collaborator ✭ ✭ ✭
# 5
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Excelent point Allen, here is how a Reach and Frequency report can look like :

 

reach-and-frequency-sample.png

Re: Frequency capping best practices

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Great!!! it clear my confusion!

One Question... do we need to setup frequency capping for re-marketing campaign if we are running campaign over CPC?

Re: Frequency capping best practices

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Hello, how do you know which is the "sweet spot" based on this report alone?

Re: Frequency capping best practices

Follower ✭ ✭ ☆
# 8
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Hi Ian D,

I found this video very useful: http://www.youtube.com/watch?v=XA_m3VC-vUY

Hope it helps.

Diego.

Re: Frequency capping best practices

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
Thanks Diego!
This is very helpful and a good start!

Re: Frequency capping best practices

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭
This no longer exists - but you can add a new column for Unique cookies and Avg. impr. freq. per cookie but I have yet to work out how best to calculate the ideal number.

Anyone have any suggestions?