In this article, we will try to show you that the frequency of showing ads to the same user is very important for the success of an advertising campaign.
Is less more?
It is believed that more intrusive advertising to country code +98, iran phone numbers Internet users can have a strong negative impact on them – it is simply a waste of money. So how do we reconcile the intrusiveness and effectiveness of the advertising message?
Remember, users don’t want to feel like they’re being constantly monitored or that any of their data is being exploited commercially. So, capping your views is a tactic that can reduce the likelihood of your brand coming across as overly aggressive.
It also turns out that repeatedly showing a particular ad won’t increase conversion rates or awareness, but rather it will make your audience immune to the repeated information, causing them to stop paying attention to it.
On the other hand, there is a belief that the frequency may be higher or that no restrictions should apply.
What should you consider when determining how often your ad should appear?
There are many factors that can influence whether advertisers decide to limit the frequency of ads. Below are the basic factors to consider when determining how often a particular ad is shown to an Internet user.
Unit Type
You need to think about your audience and whether they want your ad to appear in front of their eyes every time. So try to set limits on how many times you can see it per user. If you do this too often, you can quickly promote a negative brand image.
Cost of displaying an ad
You certainly know that costs generate the need and level of limiting the number of views. Sometimes you may be charged for the costs of the views you have made. That is why it often happens that entrepreneurs pay for multiple views of the same user, who after some time may become resistant to this message. It is worth taking an interest in ads that are paid only and exclusively for clicking on them. It all depends on which ad you choose.
Advertising GoalIt turns out that brand recognition increases the more times an ad is displayed. Therefore, a campaign aimed at increasing brand awareness should include more impressions per user. However, in most cases, this does not generate traffic to the site. Therefore, we recommend a test period for the ad, during which you can collect the appropriate data to determine what frequency of its display will provide a high conversion rate.
Freshness of the message
The final consideration when adjusting ad frequency is to vary the message. For example, if an advertiser consistently uses only one or two ad concepts, this can increase the bounce rate of the user. Remember, each time a specific ad is shown to a viewer, it should be different from the last. Keep your message fresh!
Do changes in technology affect view rates?
Time-of-day bidding for display ads is a new technology. It’s about the idea of the right price and experience for the right user at a specific time. Here, each potential impression is assigned a value in the form of a bid based on the likelihood of achieving a desired conversion or action. In line with this concept, technologies want to collect data to determine the right time of day to show an ad, examining which ones convert better and what type of content drives specific actions.
Keep in mind, however, that many advertising platforms allow businesses to check the rules that determine when a particular ad should appear and whether it is appropriate.
Until recently, no one was certain whether an ad was displayed or whether a user actually saw it. For example, an impression was counted if an ad on a page loaded, but it could be in the part after the scroll, and the user never scrolled down. Then a feature was introduced that is finally able to show whether an ad was actually viewed by a user, or vice versa. This is more reliable than empty data that did not contribute anything to improving marketing strategies.
Is there an ideal limit for how many ad impressions a user can have?
It turns out there is no single answer to this question. We can use best practices and our own knowledge as a guide, but the type of media and how it functions can certainly affect the right approach to frequency. Remember, testing and analysis is the best answer for any advertiser to this question, as it will allow them to understand their audience and choose the right type of ad serving.
