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Why Add Frequency Capping?
Frequency capping restricts the number of times a user 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.
Campaigns without frequency caps will see a reduced click-through rate. Low CTR will hurt your display Quality Score, reduce your ads' Ad Rank and, in turn, handicap performance via higher cost-per-click and lower impression shares.
Frequency capping is particularly crucial 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 encourage them.
How does this improvement task work?
This improvement appears if we find a Display campaign with no cap.
To help you decide whether you'd like to Add Frequency Cap or Dismiss the improvement, we'll show you stats from the last 30 days detailing:
- Cost — the 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", i.e. user.
- Unique cookies — number of users who have seen ads from this campaign.
If you complete this improvement, we'll add a frequency cap of three impressions per user, per day to the campaign. If you'd like to change the cap, click Adjust to set a cap between one and ten impressions.