Have you ever wondered what frequency your ads have when you buy display advertising,and what frequency they should have? And should you focus on what the frequency is on individual campaigns, or is it the overall frequency of all your campaigns most important?
Choosing the right frequency is an art. Most people would probably reply that they know the frequency of individual campaigns, but not the overall frequency of all campaigns. Overall frequency has long been "the best" for companies that haven't come so far in their digital development. If you are a seasoned buyer, the company probably has a DMP that can track all purchases or it has made a complex campaign set in its ad server that manages to capture everything that is done.
But the question remains for the majority; what is your overall frequency and how much money do you spend on users who end up just finding your advertising annoying?
The idea that you spend money on creating unhappy customers feels undeniably unsettling, and well worth thinking about. What if you could kill two birds with one stone, become more effective in your advertising while creating more satisfied customers? Of course you want to, and you know what, you can!
Google has recently in its Marketing Platform (GMP) released a module that allows you to filter out all users who have seen any of your programmatic ads across different campaigns. You set yourself the frequency level that you consider appropriate. This makes it possible to both streamline your advertising but also means the ability to test different frequencies and find it where you are most effective, which in the past has been very difficult to do.
What I just said is of course very positive news but the best of all – there is more! Google has also, in its quest to open up opportunities for working with audiences, developed a tool in GMP that allows you to analyze the audiences you are using.
In the tool you can:
- See aggregated third-party data on demographic variables
- See overlap between your own audiences
- See third-party audiences
- Build new audiences based on combinations of different lists.
This allows you to gain a better understanding of who you are actually targeting, as well as making it possible to discern the nuances that bring a stronger performance in terms of conversions.
In other words, Google has opened up a huge amount of opportunities to give you more for your money. Both by cutting back on the waste due to high frequencies, while you can now more actively work to learn more about your audiences and which ones you need to reach to maximize your impact. A win-win for everyone; you get better results and customers are more satisfied, so they don't have to see ads everywhere.
Need help reviewing your advertising or getting advice on the appropriate frequency of your campaigns? Contact one of our digital specialists and we will tell you more!