3 Best Practices for Frequency Capping in Advertising

Publishers can scale up their revenues if they use proper frequency capping in advertising. The number of times a particular ad is displayed to any web user in a certain amount of time is called ad frequency capping.

Mainly advertisers are more concerned about this frequency capping, but publishers should also consider this thing on account to increase click-through rates. In direct ad campaigns, publishers can earn more by applying wider capping for more ad impressions.

Best Practices for Frequency Capping in Advertising
Best Practices for Frequency Capping in Advertising

What is Frequency Capping in Advertising?

Frequency capping deals with the ad impressions. It limits the number of times one particular ad is shown to a user. Showing the same ad multiples times to one user will decrease the CTR value, as well as create a bad impact on the page to that user.

The same ad showing multiple times to a user is like intrusive advertising and decreases the campaign value. If other ads are also displayed in that time frame, then it can attract clicks and publishers can earn revenues from that visit. So, in this way, correct frequency capping can boost the revenue income for publishers.

How Frequency Capping is Set?

Generally, advertisers set the frequency capping for their ads. When there is any direct deal between publishers and advertisers, frequency capping goes with the insertion order according to the advertiser’s choice.

Sometimes, ad networks set some default values in frequency capping by themselves for different ads. In those cases, publishers or advertisers can’t change the value.

Like in interstitial ads, you cannot change the ad impressions showing in your blog posts. They are automatically served by the ad networks, like with Google Adsense, where 1 ad is displayed between two paragraphs to 1 user in 1-hour basis.

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If you’re using Google ad manager then you can set frequency capping as per your priority basis. But it can be applied only to direct campaigns.

In other ad networks also, publishers can alter frequency capping for direct ad campaigns in programmatic deals. But keep in mind, in open RTB or header biddings, publishers cannot set frequency capping.

How To Change Frequency Capping from Google Ad Manager?

Login to your Google Ad Manager account, head towards the “Adjust Delivery (optional)” option.

There you can set delivery impressions, display creative, rotate creative, etc other things too. Under the set days and times option, you can find the frequency capping option. Mark that on.

Now update the ad frequency capping value as per your choice. There you have to find Add Frequency Cap option and edit ads according to your needs.

Frequency Capping
Frequency Capping

Why Frequency Capping in Advertisement is Important?

The high frequency of the same ad impressions may give a negative impact on the user for a particular advertiser’s brand. On the other hand, the low frequency might not give the same results to the publishers as they were before. So, for an optimum CTR value setting up frequency capping in an advertisement is very much important.

What are the 3 Best Practices?

Displaying of premium quality ad banners

Too many ads displayed in one area will not do your work. They are fighting with each other to gather the user’s attraction. As a result, the user ignores them all. So, to catch the user’s attention use 1 ad in one particular area. If it is carrying a premium quality display, then the user is willing to click on it.

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Use Brand-awareness Campaigns

Publishers can set high-frequency caps for Brand-awareness Campaigns. Close to 15-30 impressions a day will work fine.

Sometimes there are no limits for these ad impressions from a few ad networks. The main goal is to spread the brand recognition deep across its customer base.

With close to 30 impressions a day creates 5000-10000 ad impressions to all the users on daily basis.

High impressions for the campaigns convert into extensive brand recognition in a quick time to the targeted customers. In that case, CTR is not only the prime factor, CPM also gives revenues to the publishers.

Use Re-targeting campaigns

Re-targeting campaigns mainly focus on two factors –

  • Increase ad conversion goals as much as it can be done.
  • Re-engage visitors to their relevant ads and products.

As advertisers are willing to pay high CPMs and e-CPMs for those re-targeting campaigns, it will be better for publishers if they are using it with a high-frequency capping. It can save some budget for remarketing purposes.

Publishers can apply a hierarchy while displaying these kinds of ads. The higher CPM can be displayed at the top of the page, as it goes lower displays the lesser CPM ads. A combination of 4 types of CPM rate ads with 8 ad impressions per user a day will become the best practice.

Final Words:

Analyze your current monetization rate; see the results of ongoing campaigns. Then after monitoring the performances of the last few months, apply programmatic frequency capping in your advertising.

Keep in mind, only one ad frequency formula will not work. It will be best if you apply different frequencies for different campaigns. After getting the proper idea from the new result, you’ll be able to customize more professionally, whether you’re using direct campaigns or programmatic deals.  

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