Frequency is critical to advertising success, so marketers focus on identifying the optimal level for their goals. Excessive frequency can waste budget and frustrate consumers, while insufficient frequency reduces campaign impact. How can you determine the right balance?
To help you better understand the frequency performance of your video campaigns and video ads, Google introduced three new metrics: frequency distribution, weekly average frequency, and monthly average frequency.
Learn more about these metrics below and add them to your statistics table, located under "Reach metrics" on the Campaigns or Videos page in Google Ads.
With frequency distribution, you can see how many people saw your campaign ad a certain number of times over a selected date range. The breakdown consists of 6 possible buckets, signifying how many people saw your ads at least that number of times:
Frequency distribution offers a more nuanced picture of your campaign’s frequency that can be lost with just average impression frequency. Use it to see what fraction of your audience reached your campaign's desired frequency.
Weekly and Monthly Average Frequency Metrics
To see how frequently your ads are shown over a specific period, choose average impression frequency per user (7 days or 30 days). This metric shows how your weekly or monthly average frequency changes over time by creating a 7- or 30-day lookback window for each date in the range.
During a campaign flight, use this metric to track how the weekly or monthly frequency of your campaign is doing. After a campaign ends, review trends in weekly or monthly frequency.
Frequency is vital to any campaign's success. Understanding the frequency distribution in detail can help advertisers find new ways to reduce advertising costs and increase revenue.
