Capped retargeting at freq 4 — CPA fell 22%, complaints dropped
Retargeting set was hammering people: avg frequency 9.3 over 7 days. Burning cash showing the same ad to fatigued eyes.
Set frequency cap 4/7 days:
— impressions dropped 40%
— but conversions only dropped 8%
— CPA $24 → $18.70
The extra 40% of impressions were buying almost nothing.
Frequency = how many times one person sees you. Past 4 on retargeting you're usually paying to annoy. Check yours.
Buyer's Trenches
@BuyersTrenches
Capped retargeting at freq 4 — CPA fell 22%, complaints dropped
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