Blog Post

On Google Display Network, how should I use frequency capping?

The reach and frequency report shows you how many people have been shown your ads, and how frequently the same people were shown these over a certain period of time.

With frequency capping, you can control the maximum number of times that you want each person to see your ad on the Display Network.

When you turn on frequency capping for a campaign, you set a limit for the number of impressions that you’ll allow an individual user to have per day, per week or per month.

Reach and frequency most important metrics

Unique cookies
The number of unique cookies that were shown your ad over a given period of time.
Unique cookies aren’t the same as unique users.

If your ad is shown twice on a single device, it only counts as one unique cookie.
This could apply if multiple people use the device. A single person may count as multiple cookies if they use multiple devices, have certain browser settings, or both.

Avg. impr. freq. / cookie
How many times a unique cookie was shown your ad over a given period of time.
It shows if your ad is engaging users effectively.

Avg. view. freq . / cookie

The number of times a user viewed your ad from a unique browser over a given time period. It shows you how frequently the same viewer is interested in your video ads.

Viewable impressions
Only impressions that were viewable count towards frequency caps.
The Avg. impr. freq. / cookie and other frequency reporting data may look higher than your frequency caps as it is applied to cookies and not to unique users, and it counts both viewable and unviewable impressions.
https://support.google.com/google-ads/answer/2472714?hl=en-GB

Reach and frequency report
To set your optimal ad frequency capping, run the Reach metrics report and add the conversions column to it.

Campaigns.
Select your Display campaign.
COLUMNS.
Reach metrics.

If you don’t see all the columns:
COLUMNS > Modify columns > Reach metrics.
Check all the metrics.


Add Conversions to the Reach metric report
Campaigns > COLUMNS > Modify columns for campaigns > Conversions.
Check all Conversion metrics.



In this example, the Avg. Impr. freq. / cookie between 2 and 6, has the highest number of conversions across several campaigns, and the Avg. Impr. freq. / cookie 4.6, has the highest Conversion rate.

The high Avg. Impr. freq. / cookie, 39.2, is very high but is nevertheless converting well.

Conclusions
There’s not an optimal ad frequency capping and you should set it according to your historical Reach metrics report.

However, as a rule of thumb, low performing ads should not be set to a high frequency, as this will increase visibility and decrease conversions.

Remarketing
Frequency capping is often associated with Remarketing campaigns.

In Remarketing campaigns, the reach and frequency cap is important.

Ads that are shown too often who users who already visited your website, may get ‘ad fatigue’.

‘Ad fatigue’ means audiences are too familiar with your ads and don’t find them interesting any longer.

Audiences stop paying attention, or not engaging with your ads can impact your conversions and Return on Investment (ROI).

Ensure you always keep your ads up-to-date with fresh and relevant content, experiment with small colour changes (especially the background), new images, different text, headlines, and ad format.


Extract from my Book ‘Making Google Ads Work’.

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