Level: Intermediate
Ad performance typically rises with repeated exposure up to a point, then declines as the audience grows tired of seeing the same message — understanding this curve helps you cap frequency intelligently.
Track CTR and CPA Against Rising Frequency
Plotting these metrics against average frequency reveals the point where performance starts declining rather than improving with additional exposure.
Set a Frequency Cap Based on That Data
Rather than guessing, use the point where your own data shows performance beginning to decline as the basis for a frequency cap.
Refresh Creative Before Fatigue Sets In
Rotating in new creative variations before an audience reaches its fatigue point can extend a campaign's effective life considerably.
Next step: Use the Sales Letter Writer to prepare fresh creative variations proactively so you have new copy ready to rotate in before ad fatigue starts dragging your performance down.