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Best Frequency? (7)

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Hello everyone,

What do you guys normally use for Frequence Capping on banner campaigns?

I am currently using 3 per 24 hours but this might be too high?

Unfortunately Trafficstars (or any other traffic source) doesn´t have any reports on after how many views conversions happen so I am hoping some of the STM Veterans can share what they think is the best frequency cap for banner camps.

Thanks.

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There's not really an "ideal" frequency cap as it all depends on how much traffic you are trying to get.

I usually start with a 2 or 3 per 24 hrs, that's probably a good start.

However I have campaigns where I run uncapped since I'm trying to get all the traffic I can get, while others I use a 1/24hrs because of the type of traffic.

So it really depends.

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There is no best.

But its usually a good idea to start with tighter cap in the testing phase where you don't want to overspend for untested banners.

Over time as you find winners you can start loosening the cap and monitor what happens -> how it affects the traffic you get vs. the conversion rate and ROI, you get the idea.

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Guys above summed it up pretty much ... start with tight cap, 1/24 is good, don't go over 3/24 straight away. Then increase it in order to get more traffic, in case it performs well for you.

A tip for you : with more loose cap, it's better to have more banners in rotation, so you don't show the same ad to the same people over and over again.

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May just a small thing, but in my experience it's also worth to test a smaller timeframe: 1/12hr compared to 2/24hr.

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I almost always start with a stringent setting (e.g. 1/24), then only if the campaign becomes profitable would I increase the frequency - because if the campaign is in the red, then increasing the frequency would only make it worse.

Generally speaking, increasing the frequency will lower the ROI, but increase traffic volume. So if the campaign is in positive ROI, then by increasing the frequency we'd be hoping that the extra traffic volume will counteract the lower ROI enough to result in an overall increase in PROFITS.



Amy

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Ah, totally forgot about this ... though using it all the time, sometimes I go down to like 1 in 1 hour ... in some cases it works better than longer periods. It needs to be tested though, as every algo serves in a different way.

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