That moment I realized ad frequency was wrecking my ROI

Last Tuesday I was looking at my campaign data from the past quarter and noticed my conversion rate dropped after 3 impressions. Turns out my remarketing ads were hitting people 8 times before they even clicked, which just annoyed them. Has anyone else found a sweet spot for frequency caps that actually works?

2 comments

2 Comments

butler.finley1mo ago

Did you try A/B testing frequency caps at 3, 5, and 7 impressions per week? I agree with @mia748 that 4-5 is usually the zone where you get attention without driving people crazy, and splitting the audience is the only way to really prove it out. Your remarketing audiences get fatigued fast, so setting a cap lower than you think is often the safer bet.

mia7481mo ago

You said "my conversion rate dropped after 3 impressions" but that's not really how it works. The conversion rate is a ratio of conversions to clicks, not impressions. What you probably saw was that your click-through rate dropped and your cost per conversion went up because people kept seeing the ad but ignoring it. I've run tests where capping at 4-5 impressions per person per week kept things fresh without annoying anyone. Did you try splitting your audience into groups with different caps to see what actually worked?