Your results are expected to be even higher now!
We have recently added a new feature that allows setting the number of clicks/shows to be broadcast to a user with the same IP address per unit of time, in addition to the existing capping setting.
This feature is because many conversions are made on the second, third, or fourth display instead of the first. By using this setting, we can adapt to the audience's behavior on a particular slice and maximize the effectiveness of the advertising campaign. Furthermore, the capping plus user agent allows users with identical IDs to go to the same site and click on the ad.
In general, capping is helpful as it helps advertisers customize the viewability of ads and spend advertising budgets more efficiently. This ensures that ads hit the right target audience and eliminates the possibility of being ignored. Capping also provides a better user experience for your audience as they don't see the same ad multiple times in a row.
Therefore, limiting frequency is beneficial to advertisers and in the interest of publishers.
The ideal capping setup for a campaign depends on the advertiser's goals and the campaign type. For retargeting campaigns, there are typically two types of goals: re-engaging page visitors by targeting them with relevant products/services and increasing the conversion rate of the advertising campaign. Advertisers are usually willing to pay a higher CPM for such campaigns, so limiting the frequency is necessary to optimize the budget.
On the other hand, brand awareness campaigns can afford a high-frequency limit, such as 30 impressions per campaign, 12 per day, and 8 per hour, or sometimes no campaign limit. In this case, the main goal is quickly gaining brand recognition among selected target audiences.
As many consumers experience banner blindness, your ads must be high-quality and memorable, and users must be willing to click on them. This usually means setting a frequency limit of 1 impression per user per hour or up to 3 impressions per day.
This is how capping can help us achieve better results and optimize your advertising budget based on your specific goals and campaign type.