Hi,
can we have some people post their frequency here? Would be interested to know what is a "normal" frequency for a direct response campaign.
I'll start:
Facebook: 2.88 (30 day period)
YouTube: 3.12 (30 day period)
Both on a large, relatively untargetted audience in the millions.
How much does the effectiveness of an ad and angle decrease with the frequency increase? I noticed a HUGE decrease in CTR with everything > 1. In other words, in my tests, every impression after the very first one, was a lot less effective (like -50%).
It's clear to me that this depends on the campaign, but we're talking about gross numbers here.
Also: what is your usual bidding strategy?
I usually start with an "average" bid which I decrease in 0.03€/day steps as long as I'm still getting traffic. If I don't get traffic anymore, I increase my bid by 0.01€. Is there anything wrong with that?
I also found that a low bid usually leads to a higher frequency and a ROI decrease over time. Can anybody confirm or deny this?
I think this is going to depend on the platform, plus the size of the demographic, plus the relative saturation of whatever angle you're promoting.
And also, a big factor is the placement on the page.
If you're buying footer ads, then it doesn't really make sense to use a frequency cap of 1 in the way that it does for prime inventory above the fold.
Where possible, I test 'prime' ads with a frequency cap of 1 per 24 hours.
If the ad is below the fold, frequency is less of a concern because it's built in to the price.
I recently dropped the frequency from 6/24h to 3/24h after reading somewhere that anything over 3 is just harming your conversion rate (traffic is mobile RTB).
Do you also have a 1/24h frequency when testing new offers?
3 banner impressions PER DAY ? I take for granted this is the campaign frequency (all ads combined) - how many ads do you run simultaneously?
Have you ever tested the ROI for 1 impression/90 days (or max allowed time) vs 1/24hr? I wonder if it's more profitable to hit everybody just once, making sure that every one who sees it sees it with fresh eyes, or whether there's just not enough traffic to do that. Also, if they've already converted... won't they keep getting served the ad every day if they're using that site/app daily?
For Facebook/Youtube his data is over a 30 day window.
So an equivalent freq cap would be 0.1 per 24 hours.
FB frequency is very different to mobile/display RTB where impressions are often cheaper and repeat impressions are less detrimental.
In some cases you might have to show the banner 4x before a unique user clicks.
On FB, a freq of 4 on your NF ads would be terrible.