Many people with experience in online marketing on various platforms are familiar with the term Ad Frequency. This term is often used when setting the frequency or number of times people see an advertisement or content. It is calculated as an average.
Previously, brands or marketers running advertising campaigns on Google’s network could only adjust this Ad Frequency for TV Campaigns in Google Display and Video 360. But recently, Google has decided to add this feature so that marketers worldwide can adjust Ad Frequency for campaigns on YouTube. What are the details? What do marketers need to know? Let’s take a look.
If Ad Frequency is Too High, What Are the Negative Effects?
Many people know that one thing to always consider when running advertising campaigns on various online platforms is not to make viewers feel too uncomfortable with the advertisements. It would certainly not be good if, whenever users use a platform, they find that a brand’s advertising campaign is constantly haunting them. Therefore, in terms of being able to set Ad Frequency, it is like a double-edged sword. If set too high without considering other contexts, instead of creating positive memories and attracting customers, it may damage the brand in the long run.
YouTube Campaign Can Now Adjust Ad Frequency
As mentioned earlier, previously Google limited the function of adjusting Ad Frequency to only some platforms in the Google Ads advertising network. But recently, Google has announced that marketers and brands who market on all platforms in the Google Ads platform can now provide a better advertising experience to viewers through the feature of limiting Ad Frequency for advertising campaigns on YouTube Ads. It will support various ad formats as follows:
This change will not only help brands and marketers improve the efficiency of reaching their target audience but also guarantee that it will provide an appropriate viewing experience for general users. The Ad Frequency feature on YouTube has been piloted by the Triscuit brand, and the brand found that its campaigns had a Recall Campaign value as high as 93% compared to campaigns that did not adjust Ad Frequency.
How to Enable Ad Frequency on YouTube Campaign
Here’s how to create a campaign with Ad Frequency adjustment:
- Sign in to your Google Ads account
- ClickCampaigns in the menu on the left
- Next, select Target Frequency. If your campaign goal is Brand Awareness and Reach, select Campaign Type as Video reach campaign, then select Target Frequency.
- Click Next
- Then, select the desired Target Frequency
- Set up the other parts of the campaign as needed
- Click Create Campaign
Conclusion
Now, brands and marketers can adjust Ad Frequency as needed. But as mentioned, you should adjust the frequency appropriately considering other factors because, in practice, there is no fixed number that must be adjusted to have a good effect. Therefore, new marketers must rely on experience in creating campaigns and finding the most suitable frequency number. Hope this article is useful for online marketing. Let us know how it goes!
Source: SEJ
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