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 and retain prospects.
With XPO, you can limit ad exposure by:
- Duration OR
- Page-level
Duration-based Frequency Capping limits the number of times your ads get shown to an individual over a period of time. This is typically done to prevent 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. Below is an example of what advertising can look like when there is no frequency capping mechanism in place. Notice how the page is overcrowded with the same ad, making it difficult for users to navigate the page with ease. 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 set a bid limit per page to limit the number of bid attempts per user per publishing page.
Advanced Settings
The Advanced Ad limit setting grants you granular control. For example, if you enter 10 for Bid attempts and 6 for Seconds, 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 can also access this page by clicking on Ad Group Info in the left menu.
Adjusting Duration
You have the flexibility to adjust the duration to be in minutes, hours, days, weeks or in months.
Setting an "Optimal" Frequency Cap
Read more about setting frequency caps for Facebook ads .
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