The frequency cap consists of the number of times a single user views a specific advertisement, this data is present, for example, in the statistics of Facebook Ads.
This statistic is useful to avoid overexposure of content to the same users which could become annoying.
To implement the frequency cap, one resorts to using cookies that are capable of tracking a user's exposure.
Choosing the Frequency Limit
The frequency limit allows you to set the number of times an advertisement appears to a person within a certain period of time.
The frequency limit affects the number of people it can reach and how often they see the advertisements.
You can set a frequency cap to achieve higher coverage:
- You can lower the frequency cap: to show ads less often but to more people;
- You can raise the frequency cap: to have it higher but shown to a smaller number of people.
Alternatively, you can choose to increase the average frequency of the advertising campaign to show ads first to people who will view them more than once.
As the average frequency increases, there will be double views, repeated and thus the number of people reached may decrease in percentage.
Important!
When setting a frequency cap, Facebook shows your ads throughout the duration of the campaign, so it's important to distribute the frequency of the advertising campaign evenly in order not to show the ads too much or too little to people in your target group.
In conclusion, the average frequency cap is also used for direct response advertising campaigns measured by click-through rates (Percentage of clicks), which is the rate that measures the effectiveness of an online advertising campaign.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
Free trial for 30 days. No credit card required.
