Using online ads is a great way in which you can get targeted traffic to your affiliate marketing offers.
Banner ads, in particular, can be highly effective however there is one important part of using ads that you need to know about and that is the frequency cap. We are going to look at what frequency capping is, the best practices for using it and how you can get the most out of your ad campaign.
What is Frequency Capping?
Have you ever seen the same ad several times on a website? Then in that exact same spot that the ad was displayed another ad is shown. This is how the frequency cap works.
When you are setting up your ad campaign you can choose how many times your ad is shown to the same people in a 24 hour period. This applies to all your banner ads too. Frequency capping limits the number of times it is displayed.
For instance, if you set a frequency cap of 2/24 then this means that your ads will be displayed a maximum of 2 times in a 24 hour period to each user.
Frequency Capping Best Practices
Frequency capping gives advertisers the ability to ensure their ads are tailored for maximum impact.
This is particularly useful when you have ads running on a CPM basis. This is where a pay-out is made after 1000 impressions of that ad. If your ad is being continually shown to the same users who didn’t have any intention of clicking on it the first time never mind the 4th or 5th time, then frequency capping limits the chances of your having to pay out for your ad being shown to a lot of people who have no interest in it.
There are a few best practices that you should follow with frequency capping.
- Don’t always assume that having a higher frequency cap is better because the higher up you go then (in most cases) the lower the quality of traffic will be.
- When setting up a completely new campaign it is a good idea to set your frequency cap to 1/24 or a maximum of 2/24. This allows you to analyse the data for the start of your ad campaign and you can adjust and tweak as necessary.
Using the Frequency Cap Effectively
A frequency cap is an important tool in ensuring you get the most from your advertising campaign.
The frequency cap can be hard to get your head around at first but once you learn more about it and see it in action you will come to appreciate how effective it can be.
Also, you can find useful information about Ad exchange in our blog! Stay tuned!
