{"id":11128,"date":"2019-02-19T15:40:14","date_gmt":"2019-02-19T10:10:14","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=11128"},"modified":"2022-10-13T16:58:55","modified_gmt":"2022-10-13T11:28:55","slug":"frequency-capping","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/frequency-capping\/","title":{"rendered":"Frequency Capping: A Quick Guide for Publishers","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Showing the same ad over and over again can irritate visitors. But then what is the <em>exact number of times<\/em> an ad should be shown to a visitor? Well, there is no exact number. However, historical data of previous campaign can help in deciding ad frequency. This is what we are going to discuss in this article about frequency capping.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/#What_is_Frequency_Capping\" >What is Frequency Capping?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/#Why_Use_Frequency_Capping\" >Why Use Frequency Capping?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/#Whats_in_it_for_Publishers\" >What\u2019s in it for Publishers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/#How_to_Set_a_Frequency_Cap_In_DFP\" >How to Set a Frequency Cap In DFP<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-frequency-capping\"><span class=\"ez-toc-section\" id=\"What_is_Frequency_Capping\"><\/span>What is Frequency Capping?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Frequency capping means to restrict an ad (or a campaign) from appearing on a visitor\u2019s screen over and over again. The objective is to reduce <strong>banner burnout<\/strong>\u2014a phenomenon where showing an ad repeatedly to a visitor, <a href=\"https:\/\/www.adpushup.com\/blog\/whats-causing-the-sudden-drop-in-your-adsense-earnings-ctr-and-rpm\/\">results in reduced clickthrough rates<\/a>.<\/p>\n\n\n\n<p>Here\u2019s where frequency capping can help:<\/p>\n\n\n\n<ul><li>For publishers, to <a href=\"https:\/\/www.adpushup.com\/blog\/ads-arent-the-problem-what-annoys-adblock-users-and-how-to-fix-it\/\">avoid annoying visitors<\/a> by showing them the same ad over and over again.<\/li><li>For advertisers, to avoid spending money on impression not leading to conversions.<\/li><\/ul>\n\n\n\n<p>Frequency capping originated in ad tech in 1990, to tackle a problem where advertisers were paying for pointless impressions that were not converting. Frequency capping helped advertisers to get better conversions to impression ratio (or simply, conversion rate).<\/p>\n\n\n\n<p>While creating an ad campaign, advertisers set the frequency capping for the particular campaign. However, many servers including <a href=\"https:\/\/support.google.com\/admanager\/answer\/82242?hl=en\">DFP allows publishers to add frequency capping<\/a>. It could be 3 impressions per user per day or 10 impressions per user per week and so on.<\/p>\n\n\n\n<p>This feature uses cookies to identify unique user and to remember the impression count. Frequency capping is mentioned in the <a href=\"https:\/\/www.adpushup.com\/blog\/insertion-order\/\">insertion order<\/a>. Both publishers and advertisers can negotiate the frequency cap before signing the IO.<\/p>\n\n\n\n<h2 id=\"h-why-use-frequency-capping\"><span class=\"ez-toc-section\" id=\"Why_Use_Frequency_Capping\"><\/span>Why Use Frequency Capping?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Advertisers want to promote their product or service, but overexposing them to the same audience is never advisable. Also, if a visitor checks the website once or twice, it doesn\u2019t mean he\/she should then see the advertiser\u2019s ads all the time. In fact, this practice can result in decreased campaign performance. And sometimes even result in visitors completely ignoring the ads, also known as <a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\">banner blindness<\/a>. Or worse, start thinking that the brand is intrusive.<\/p>\n\n\n\n<p>Every ad campaign has a goal. It could be getting x number of leads or conversions. If a single user gives 10 impressions a day without converting, then it\u2019s no good for advertisers. The advertiser is still paying for these \u2018wasted\u2019 impressions. Limiting the number of times a visitor sees a particular ad can save advertiser\u2019s money and increase the campaign RoI.<\/p>\n\n\n\n<h2 id=\"h-what-s-in-it-for-publishers\"><span class=\"ez-toc-section\" id=\"Whats_in_it_for_Publishers\"><\/span>What\u2019s in it for Publishers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Frequency capping can be a good idea for publishers <a href=\"https:\/\/www.adpushup.com\/blog\/your-guide-to-affiliate-marketing-20-resources-you-just-cant-miss\/\">running affiliate campaigns<\/a>. This is because showing different ads (or different products) to the visitors might increase the chance of them clicking on an ad and actually making a transaction. <em>Everyone likes more options.<\/em><\/p>\n\n\n\n<p>The ad campaign responses are often measured by the number of times users clicked on ads. More impressions and fewer click-throughs translate to a bad click-through rate (CTR). When buying a publisher\u2019s inventory, advertisers look at the CTR provided by the publisher. If it\u2019s not satisfactory, inventory price goes down, in turn affecting the publisher\u2019s revenue. However, this can be avoided by putting a frequency cap and maintaining a good CTR.<\/p>\n\n\n\n<p>Also, frequency capping can improve a publisher\u2019s relationship with the advertisers. This how it works\u2014by capping the ad creatives receiving fewer clicks, publishers can drive traffic to higher-performing creatives. Due to this, the advertisers will get a higher conversion rate. All this could result in more satisfying campaign results for both the publisher and the advertiser.<\/p>\n\n\n\n<h2 id=\"h-how-to-set-a-frequency-cap-in-dfp\"><span class=\"ez-toc-section\" id=\"How_to_Set_a_Frequency_Cap_In_DFP\"><\/span>How to Set a Frequency Cap In DFP<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\">To Set a Frequency Cap in DFP-<\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1665659518487\"><strong class=\"schema-how-to-step-name\">Sign in to <a href=\"https:\/\/admanager.google.com\/home\">Google Ad Manager<\/a>, go to Delivery tab<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665659546273\"><strong class=\"schema-how-to-step-name\">Click on order and then the line item that you wish to edit<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665659554874\"><strong class=\"schema-how-to-step-name\">Go to Settings tab and navigate to Adjust delivery. Make the desired changes<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665659584458\"><strong class=\"schema-how-to-step-name\">Finally, save the settings<\/strong> <p class=\"schema-how-to-step-text\">According to industry best practices, 3 impressions per day is the optimal frequency to run ad campaigns. Also, testing is important here. Adding a frequency cap and not monitoring the performance of the ads are not going to do any good. Hence, it is advisable to carefully examine and make changes to drive better campaign performance.<\/p> <\/li><\/ol><\/div>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1665659873842\"><strong class=\"schema-faq-question\">1. What is a good frequency capping?<\/strong> <p class=\"schema-faq-answer\">On average, more users will click on your ad if they see it <a href=\"https:\/\/corberry.com\/what-is-frequency-capping-in-google-ads\/\">3 times per day<\/a> for some unfathomable sociological reason. There will be different frequency caps for different ads on different networks, of course.<br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665660027983\"><strong class=\"schema-faq-question\">2. Why is frequency cap important?<\/strong> <p class=\"schema-faq-answer\">Brands can use frequency capping to keep their customers interested in their content. Ad viewability is improved by delivering the right ads to the right customers, and campaign budgets aren&#8217;t wasted on irrelevant ads.<br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665660156475\"><strong class=\"schema-faq-question\">3. Can we add frequency caps on Facebook ads?<\/strong> <p class=\"schema-faq-answer\">Yes, you can add frequency caps on Facebook ads by setting the frequency cap in the customize column in the ad report.\u00a0<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Showing the same ad over and over again can irritate visitors. But then what is the exact number of times an ad should be shown to a visitor? Well, there is no exact number. However, historical data of previous campaign can help in deciding ad frequency. This is what we are going to discuss in<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":11131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2019-02-19T10:11:09Z","apple_news_api_id":"4c7d501f-876d-4e29-800d-fcaba51608cf","apple_news_api_modified_at":"2019-02-20T07:32:31Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/ATH1QH4dtTimADfyrpRYIzw","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6440],"tags":[6436],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Frequency Capping: A Quick Guide for Publishers | Adpushup<\/title>\n<meta name=\"description\" content=\"Frequency capping is the practice of limiting the number of times a visitor can view an ad. Why is it important? And what should a publisher know?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/frequency-capping\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Frequency Capping: A Quick Guide for Publishers | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Frequency capping is the practice of limiting the number of times a visitor can view an ad. Why is it important? 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