161. Day 2️⃣: Optimize Frequency Caps #programmaticadvertising

Programmatic Digest

If I had 8 days to prep my programmatic campaigns before 🎄, here’s what I would do daily, in 150 words or less:

Frequency caps determine how often your ads are shown to the same user.

Too high, and you risk ad fatigue or wasted impressions; too low, and you might miss opportunities to engage a receptive audience.

Analyze performance data to see how current caps impact goals, KPIs, and conversions. This means to pull your report in that sexy excel format and look at the average and even layer in recency if applicable.

For branding campaigns, aim for consistent visibility, while for performance campaigns, focus on striking a balance between engagement and cost-efficiency.

Adjust caps for each line item or placement as needed. This is particularly important when you’re running different tactics such as contextual vs. behavioral, lookalike vs. retargeting, etc.

Remember that a more conservative frequency cap can allow for more unique impressions.

P.S.: Did you sign up for our January workshop yet? https://programmaticdigest14822.ac-page.com/3partworkshop