What is frequency capping on Google Display and why do you need it?

The power of frequency capping should not be underestimated.  Many people who opt for Google Ads do not pay particular attention to frequency capping and many people don’t even realise this feature is available.  

This feature allows the capping or limiting of the maximum times a visitor can view a particular ad within a specified period of time.  This is a key optimisation tool to optimise the performance of your digital marketing and paid marketing campaigns.

The power of frequency capping

The last thing anyone wants to happen with their digital marketing campaign is to annoy people with your ads.  This is one important reason why it’s a good idea to complete a digital marketing course before you embark on your Google Ads digital marketing campaign.

Without implementing a frequency cap, campaigns can be shown to the same users dozens of times in one day, often leaving users feeling annoyed, or at the very least, irritated, which should be avoided at all costs.

The frequency of your ad can often determine your click through rate (CTR) and there is no doubt that a low click through rate (CTR) negatively impacts your digital marketing performance.

Frequency capping with confidence

Google Ads currently have a really valuable tool that allows you to see how your display ads perform depending on how many times a user has been seen.  Frequency capping gives you the extra little confidence boost to know your ad is not irritating or seen too many times by the same user.

Your digital marketing drive has a direct purpose – to gain lots of exposure.  A repeated viewing of your Google Ads is actually a desirable goal, but as with most things, overkill is a waste of time and money.

How to begin your frequency capping structure

Setting a frequency cap cannot be done for your whole account, so you need to make sure that controlling your frequency cap gives you actual control of how many times people see your ads.

Start determining your frequency capping structure by testing your ads.  A good place to start testing your ads is to set a frequency cap of three per day.  Once you’ve reached a thousand clicks then this setting can be revaluated.

Check your conversion rates and what was the cost of each conversion.  If you think your ad is performing well then you can increase the frequency cap to seven per day.  However, if you decide that your ad is not doing so well then reduce the frequency cap to two per day.

Remarketing campaigns

Frequency capping is especially effective across the remarketing of your digital marketing campaigns.  The main point of a Google Ads remarketing campaign is that you want to find those people who have shown enough interest in your products or services once more.  

After analysing your data and developing your perfect frequency capping structure you are set to successfully remarket your digital marketing campaign to the right audience.

What frequency capping settings are right for your ad

Finding the right frequency capping method for your digital marketing needs gives you the opportunity to optimise your ad placements.  By limiting the display interval of your ads, marketers can further minimise the risk of over viewing.

Frequency capping should be used in moderation as too low a value can cause a decrease in the necessary amounts of advertising and if set too high, it is possible that your ads can negatively affect the users view of your brand.  

Studies show that viewers of Google Ads are more responsive when these ads are alternately displayed which gives the user a variety while browsing the internet.