Frequency capping is a technique used to control the number of times an ad is shown to a particular audience. For example, if an ad is for a meal prep subscription, it may be most effective when it airs during the day when viewers are preparing dinner. Conversely, an ad that airs at late-night binge-watching hours will be of lower value. Understanding your audience and the product you’re selling is critical.

You can turn frequency capping off if you’d prefer. AdRoll’s Frequency Capping feature limits the number of ads shown to a single person in a single day. By default, this frequency cap is optimized by BidIQ, which processes hundreds of variables about each user to determine how much to bid on each potential impression. However, you can specify your own Frequency Cap in AdRoll’s Campaign Settings. Keep in mind, however, that turning on Frequency Capping can reduce your performance and lead to under delivery.

To set a frequency cap, you must enter the maximum number of ad impressions for a particular user, campaign, or line item. You can enter a number for each of these categories and set a maximum number of impressions per day. This feature counts impressions for users over a defined account or destination account. You can also add an ad data hub account to a campaign and use it as a template.

While cross-channel outreach can be effective, if you bombard your customers with too many messages, they’ll become frustrated and opt out. You can avoid these problems by finding the sweet spot between overexposure and necessary frequency. This way, your budget will work harder for your advertising dollars. And remember: frequency capping isn’t a simple process. The best way to find the right balance between frequency and overexposure is to benchmark your marketing efforts against those of other brands.

If you’re a publisher, you can try increasing your frequency capping. For instance, if you’re using Facebook ads, setting a frequency cap of five per day is a good place to start. Once your campaigns are running well, you can increase the frequency cap. This will show more ads and increase the chances of conversions. Nevertheless, you’ll need a higher budget to increase the frequency cap of these ads.

One solution to the problem of excessive frequency capping is to create an identifier for a specific user. Unique identifiers, such as IDFA, are commonly used for targeting purposes. Similarly, a session-based identifier, like IDV, is an easy way to restrict the number of impressions a user sees. In the meantime, a user’s privacy settings will be preserved if they opt out of the ad-serving platform.

Another technique to limit the number of advertisements a user sees is frequency capping. By setting a frequency cap, an ad will only appear on a user’s screen a certain number of times per day. Frequency capping is a popular option with advertisers, and it’s one that can limit the amount of ads a user sees on their website. It also helps prevent ad fatigue, which is a problem when the same ad is shown too often.

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Damon Nelson
Damon Nelson

Entrepreneur, business consultant, software developer, and marketing professional. Many hats with one simple goal... help you make more money with simple automation, proven strategies, and a little common sense. Want to learn more? Check out what I've been reading lately.