Frequency capping best practices
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?
Warning: AdWords interface instructions or screenshots in this thread may be out of date as we move to the new AdWords experience.
Hello Diego ! Welcome to the Community !
This is the article from the help pages , although it does not contain usage recommendations
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
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
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.