What Is Frequency Capping?
Applying frequency capping lets you set a maximum limit on the number of times an ad is shown to an individual. This is done primarily to avoid overexposure to ads as and thus, retain prospects, while greatly reducing wastage.
With XPO, you can limit ad exposure by:
- Duration OR
Duration-based Frequency Capping limits the number of times your ads get shown to an individual over a period of time. This is done typically to prevent annoyance and ad fatigue/burnout.
Page-level Frequency Capping limits the number of ads from the same advertiser/source that can be shown on a single web page. These screenshots below show a common issue when there is no capping mechanism in place, generating unnecessary wastage while not projecting the right image too. Having a page-level capping feature helps address this issue.
On some websites, despite setting per page limit to show only 1 ad, you may still see more than 1 ad. This could be due to the publishers allowing for 2 or more placements for 1 bid.
Set Frequency Capping By Page Level
The Page-level Frequency Capping feature is available under Viewability, as one of the different targeting options available during ad group setup. You can control the frequency of occurrence on a webpage through the bid limit for a page.
The Advanced Ad limit setting provides you granular control. For example, if you enter 10 under Bid attempts and 6 for Seconds, it means that XPO will bid to show the ad 10 times every 6 seconds.
The seconds value must be above 5 seconds.
Set Frequency Capping By Duration
When you are setting up an ad group, you can adjust the Impression Capping.
You have the flexibility to adjust the duration to be in minutes, hours, days, weeks or in months.
Setting "Optimal" Frequency Cap
Check out this article which has summarized nicely for the few channels.
For specific channels:
- Google https://support.google.com/google-ads/answer/6034106?hl=en
- Facebook https://www.facebook.com/business/help/1461336133922536?id=842420845959022