Why Add Frequency Capping?
Frequency capping restricts the number of times a lead is shown a particular ad. With no frequency cap, your campaign could suffer from "banner blindness" (where users consciously or sub-consciously ignore your ads.)
Non frequency capped campaigns will see a reduced CTR. This low CTR will hurt your display quality score, reducing your ads' Ad Rank and, in turn, handicap performance via higher CPCs and lower impression shares.
Frequency capping is particularly important for remarketing campaigns since too high a frequency can make users feel as though they're being "stalked". Repeated exposure to the same ads is annoying and can deter conversions rather than help achieve them.
What does this Improvement task do?
This improvement appears if we find a display campaign with no frequency cap.
To help you decide whether you'd like to push or dismiss the improvement, we'll show you stats (from the last 30 days) detailing:
- Cost: amount spent on this campaign.
- Relative CTR: your CTR vs. other advertiser's CTR for the same ad inventory.
- Frequency: number of times an ad was shown per "cookie" ie. user.
- Unique cookies: number of users who have seen ads from this campaign.
By pushing this improvement, we'll add a frequency cap of 3 impressions per user, per day to this campaign. This will limit the over-exposure of this campaign's ads to users.