Home > Paid Traffic Sources > Mobile

Frequency cap, how do you set. (8)

06-21-2015 06:37 AM #1 luckskywalker (Member)
Frequency cap, how do you set.

I am wondering what do you guys set for frequency cap, I never really knew the best choice for that.

06-21-2015 07:03 AM #2 arunbasillal (Member)

I think you can only find the ideal value by split testing. This is what I normally do:

- If I am starting a new campaign: 1 view in 3 hours for pop (or sometimes 1 view for 24 hours) and 5 view for 24 hours for display.
- New campaign + very low traffic (tight targeting): 1 view in 1hour for pop and same for display.
- Campaign profitable: Test with 1 view in 1 hour and no frequency cap. For both pop and display.

For one specific campaign I made more money by turning frequency capping off and lowering the bid than it was doing before. Got a better ROI.

I am not sure if I read this in Ca$hvertising or Tested Advertising Methods, but some research says that the customer needs to see your Ad 7 times before he will take action. So as a general rule of thumb, if you stick to 1 view in 3 hours (i.e 8 views a day), that should be a good start.

06-21-2015 05:52 PM #3 luckskywalker (Member)

Thanks man, this was very detailed.

06-22-2015 05:12 AM #4 vortex (Senior Moderator)

Wow Arun! You're just a treasure chest filled with useful information and valuable experience! Thanks for your insight!

(Going off to play with frequency settings now....)


Amy

06-22-2015 06:38 AM #5 acepowermarketing (AMC Alumnus)

every traffic network works differently, sometimes beyond the imagination of what everyone here can discuss. the same campaign on different networks or country could function better/worse on a higher/lower frequency cap. so gotta test it all, and dont assume whatever works on this current geo and traffic network is going to be the same as another... sometimes it isnt.

06-22-2015 09:55 AM #6 dennis (Member)

Quote Originally Posted by arunbasillal View Post
I am not sure if I read this in Ca$hvertising or Tested Advertising Methods, but some research says that the customer needs to see your Ad 7 times before he will take action. So as a general rule of thumb, if you stick to 1 view in 3 hours (i.e 8 views a day), that should be a good start.
This doesn't make any sense to me. If what you're saying is somewhat true shouldn't you set the cap at 7 per hour or 7 per 3 hours? I mean, someone is not visiting a website or app 24 hours a day. And it wouldn't surprise me if the visitor sees the AD the next day he doesn't even recognize it because it's "at least" a day ago or so.

06-22-2015 10:27 PM #7 arunbasillal (Member)

You can only find out the answer to this by split testing for frequency cap.

I get your point. But I did not read that the user have to see that Ad in one single go. I think its safe to assume that if you see one single Ad 7 times in an hour, you wouldn't notice it as much as seeing it once every hour for a couple of hours and then seeing it again the next day.

It wasn't my research in the first place. And these are just thumb rules to get started. Once the campaign is profitable, I always test with varying caps. Sometimes having no frequency cap works very well, sometimes it doesn't. And as xavierfok said, it varies from traffic source to traffic source.

Quote Originally Posted by dennis View Post
This doesn't make any sense to me. If what you're saying is somewhat true shouldn't you set the cap at 7 per hour or 7 per 3 hours? I mean, someone is not visiting a website or app 24 hours a day. And it wouldn't surprise me if the visitor sees the AD the next day he doesn't even recognize it because it's "at least" a day ago or so.

06-22-2015 10:29 PM #8 arunbasillal (Member)

Quote Originally Posted by xavierfok View Post
every traffic network works differently, sometimes beyond the imagination of what everyone here can discuss. the same campaign on different networks or country could function better/worse on a higher/lower frequency cap. so gotta test it all, and dont assume whatever works on this current geo and traffic network is going to be the same as another... sometimes it isnt.
I can vouch for this. Currently I have one campaign that's uncapped on one source and profitable and with 1 view per 4 hours and barely profitable (tested it uncapped, was not working).

It also depends on weekends / weekdays and on the offer.

@Amy - Thanks for your kind words! You are too kind.

Home > Paid Traffic Sources > Mobile