Frequency Capping
Frequency Capping is a critical advertising technique used to limit the number of times a unique user is exposed to your ad or interacts with it within a specific timeframe (e.g., 24 hours). Implementing effective frequency caps helps prevent ad fatigue, reduces budget waste on repetitive audiences, and maintains the relevance of your messaging.
How It Works
MyBid offers two primary types of frequency capping:
1. Impression-Based Frequency Capping
This method limits the total number of times an individual user views your ad within a defined time window.
- Example: With a cap of 4:24, a unique user will see your ad a maximum of four times within a 24-hour period. While clicks remain unlimited, the user will stop receiving impressions once the cap is reached.
2. Click-Based Frequency Capping
With this method, delivery is restricted based on the number of clicks a user performs, while the number of impressions remains unlimited.
- Example: With a click cap of 2:24, the system can serve as many impressions as possible to the user until they have clicked the ad twice within 24 hours. After the second click, the user will no longer be targeted for that period.
Benefits of Click-Based Frequency Capping
Choosing click-based capping can provide several strategic advantages:
- Maximum Visibility: By allowing unlimited impressions, you ensure your creative has the best possible chance of being noticed, even if the user doesn't click immediately.
- Wider Audience Reach: The algorithm automatically shifts delivery away from users who interact but fail to convert, prioritizing fresh audiences and potential new leads.
- Optimized CTR: Click-based capping helps maintain a healthy Click-Through Rate (CTR) by focusing on users who haven't yet reached their interaction limit.