When displaying the same advertisement to people again, there is a chance of diminishing returns. After a while, viewers will start to tune out, which will result in less purchases being generated by the increased impressions.
Google admits that having the same advertisement appear again is annoying for viewers and inefficient for advertisers.
According to a study funded by Google
the ROI of TV advertisers falls by 41% when dataset their frequency exceeds six or more weekly impressions, which accounts for 46% of all TV impressions delivered.
With basically half of the impressions wasted, Google says:
“Almost half of the linear TV impressions in our study were considered waste but the same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI.
This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.”
Google wants to help advertisers increase impressions with target frequency while minimizing the impact on ROI
Advertisers can choose the frequency practical tips for creating content with ai objective, and Google will optimize for the greatest number of unique views at that frequency.
When put up using suggested best practices, Google claims that over 95% of target frequency campaigns on YouTube fulfilled their frequency goals during testing.
Availability
The target frequency feature is accessible to all Google Ads marketers globally.
Create a new video reach campaign with the aim set to target frequency, then choose the desired weekly frequency to begin utilizing a frequency-optimized campaign.
PPC
Forecasting for Video Action Campaigns (VAC) is now available in Google Ads Reach Planner
Google Ads Reach Planner now offers ukraine business directory forecasting for Video Action Campaigns (VAC), making it simpler for marketers to plan for conversions, views, reach, and impressions-based KPIs.
Based on your desired audience, budget, and other criteria like geography and ad types, the tool forecasts how your media plan might succeed. Forecasts are based on market trends for advertising and past results of comparable campaigns.
You can now add Video Action Campaigns to your current plans and choose “Action – Online Conversions” as an objective when building up your plans in Reach Planner. With this launch, you can now create plans for a full-funnel YouTube strategy to get the most out of your ads and plan your campaigns across the funnel, from awareness to action.
According to a personalized Nielsen meta-analysis, clients that used a full-funnel YouTube approach generated a 10% greater ROI than those who used solely awareness advertising.
