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It has finally arrived. Now you can control the frequency of Affiliate campaigns.
My last video was about changes in frequency control campaigns for Awareness. It was during the process of putting those notes together that I realized something big: This is coming to Affiliate campaigns too!
Here’s what you need to know…
How to get it
Use the following steps to access Frequency Controls for Engagement Campaigns.
1. Select the purpose of the Partnership.
2. Within the conversion area section, select “In Your Ad.”
3. For Engagement Type, select “Video Viewing.”
4. For Performance Goal, Select “Increase ThruPlay views.”
If you have this option, you will see a new Frequency Control section. Check the box to set the delivery frequency of your ad.
What is Frequency Control?
You will have the options to set a Frequency Cap or Target Frequency.
The Frequency Cap has been around for years when it was adjusted for accessibility. It sets the number of times you reach people during a specified number of days. The Targency Frequency also comes out for Full Access.
The first time we see frequency controls for Engagement intent is when we use the Auction purchase type (at least beyond limited testing). It would have been nice to have it years ago, but here we are.
Target Frequency establishes a target average number of times you want to reach people – so it can be more or less, depending on the person.
Requirements
Target Frequency requires the following settings:
- Budget for life
- A schedule that runs for at least 7 days
- No bid strategies are used
If any of these requirements are not met, the Target Frequency is grayed out.
You will still be able to use the Frequency Cap.
Should You Use It?
If you are running engagement campaigns, this can be a useful option to control frequency. I won’t bother myself with what is usually “good” or “bad”. Instead, test it and see how it affects your results.
It is a way to limit the algorithm. Although marketers love that, it will often lead to very bad results. But you may have a specific reason for wanting to limit how often you visit people. This gives you an option.
Now… What about other performance goals and objectives?
