Google is rolling out a new targeting strategy for YouTube campaigns. Frequency Targeting is an ad strategy that will give advertisers more control over how many times YouTube users can see their ads.
Before it was released for YouTube ads, controlling the ad frequency was a feature for users running connected TV campaigns in Video 360 or Google Display. With the new update, advertisers can now use the target frequency feature for their YouTube campaigns.
Ad Frequency Targeting
In their official blog post, Google explains the new target frequency capability. It is designed to help advertisers to reach their goals without risking annoying their target audience with too many ads.
Google says the new feature can optimize the ads for a more precise reach and frequency and will also ensure that users have a suitable advertising experience. The target frequency feature lets users select a frequency goal for up to four per week. Google will then optimize its system algorithm toward maximum unique reach for the set frequency.
Effects on ROI
The reason for the ad frequency targeting is Google’s acknowledgment of users’ frustrations in seeing the same ad over and over again.
A study commissioned by Google found that ROI from TV ads decreases by 41% when the frequency exceeds by more than six times their weekly impressions. This represents 46^ of all the TV impressions served.
The new ad frequency targeting feature allows advertisers to set their average weekly frequency on YouTube to deliver a consistent ROI, helping ads maximize their impact across their target audience.
New Feature Launch
The target frequency setting is now available to all Google Ads advertisers worldwide. If you need help setting it up, Cybertegic is a marketing agency in Pasadena that offers paid marketing services. For inquiries, schedule a free business consultation with us via our website.
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