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161. Day 2️⃣: Optimize Frequency Caps #programmaticadvertising
Manage episode 456589333 series 3562653
Helene Parker에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Helene Parker 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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
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