The Importance of Setting A Frequency Cap and How to Do it
If you’ve ever felt that display and video ads are stalking you by following you around the internet, you probably weren’t left with a positive impression of the business showing you the ads. As PPC advertisers, we want to maximize the reach of our PPC ads while still maintaining profitability. However, showing a user the same ad too many times can harm the success of your PPC campaign and your brand. To prevent users from seeing an ad too many times, most of the major PPC advertising platforms allow the advertiser to apply a frequency cap. This tells the system not to show an advertisement to a user more than a set number of times. In this blog, we will look at why applying a frequency cap can be beneficial for your brand and your campaign performance as well as how to apply it. Why a high-frequency rate is bad The average number of times that a user typically sees your ad is the frequency of your ad. Having a high-frequency rate can annoy your customers. Here are some reasons why you should apply a frequency cap to your PPC campaigns: •Maintain a positive brand image – If you annoy a user by showing them too many ads, then this is likely to give them a negative impression of your business. This could result in them being put off engaging with your business which will mean a reduction in profits for your business. •Optimize CTR – If a user sees your ad multiple times, then this is likely to bring your clickthrough rate down. The clickthrough rate of your ads is an essential factor in deciding