Frequency Management allows you to control how often your ads are shown (impressions) or clicked by a single company account. This feature helps prevent overexposure to the same companies, ensuring a broader reach and more efficient use of your ad budget. By setting customizable caps, you can limit engagement per company across specified campaigns or campaign groups, optimizing performance and reducing waste on non-converting accounts.
Why Is This Important? #
A Frequency Cap is especially useful for dealing with companies that consistently click on your ads without converting. Often, the same companies will be overly exposed to your ads simply because they’re very active on LinkedIn, and the system keeps serving them ads again and again. However, if a company clicks on your ad multiple times without converting, continuing to show the ad to them can be wasteful. Setting a cap allows you to stop showing your ads to those accounts, cutting down on unnecessary spend and refocusing your budget on prospects that are more likely to convert.
How Does It Work? #
You can create multiple frequency caps, each with a custom name, and apply them to specific campaign groups or individual campaigns. Caps can be set for impressions (views) and/or clicks, with options for lifetime limits (which never reset) or monthly limits (which reset at the start of each calendar month).
The system tracks impressions and clicks for each targeted account across the selected campaigns. Once an account reaches a cap, it is excluded from receiving further ads under that cap’s rules. You can enable both lifetime and monthly caps simultaneously—they work together without conflict. For example, an account hitting a monthly cap will be excluded for the rest of the month but could still be affected by a lifetime cap if it reaches that threshold.
Caps apply at the account level (company) and consider cumulative activity across the specified campaigns or groups. If you select a campaign group, the cap applies to all active and paused campaigns within it.
Current Limitations #
- You cannot create duplicate caps for the same campaign set with the same timeframe (lifetime or monthly) and metric (impressions or clicks). For example, you can have a monthly impressions cap and a monthly clicks cap on the same campaigns, but not two monthly impressions caps.
- Monthly caps reset automatically on the first day of each calendar month.
- Changes to caps (like updates or deletions) may take effect on the next scheduled update, typically on Fridays.
Setting a Frequency Cap #
Follow these steps to create and manage caps:
- Navigate to the Feature:
- Go to LinkedIn Ads Optimization > Frequency Cap in the sidebar.
- Create a New Cap:
- Click Add New Cap button.
- Enter a Frequency Name to identify your settings (e.g., “Q4 Prospect Control”).
- Select Targets:
- Choose Campaign Groups from the dropdown to apply to groups (includes all campaigns within).
- Or select Campaigns to pick individual ones.
- Set Timeframes and Caps:
- Check boxes to activate Lifetime or Monthly (or both).
- For impressions: Enter values in the Lifetime Impressions Cap or Monthly Impressions Cap.
- For clicks: Enter values in the Lifetime Clicks Cap or Monthly Clicks Cap.
- Save and Apply:
- Click Save. The cap is now active and will appear in your list.
Managing Existing Caps #
On the main Frequency Management page, your configured caps are displayed as individual cards for easy overview and management. Each card includes:
- Toggle Switch (ON/OFF): Quickly enable or disable the cap without deleting it. When ON, the cap is actively applied.
- Frequency Cap Name: The custom name you assigned.
- Campaign Targeting Summary: A list of selected Campaign Groups and/or Campaigns.
- Cap Settings Summary: Details on active limits, displayed as a bulleted item with the timeframe, metric, and value.
To modify a cap, click the Edit icon (pencil) in the top right of the card to update the name, targets, timeframes, or limits. To remove a cap, click the Delete icon (trash) in the top right of the card.
For troubleshooting or feedback, use the Report Issue button in the settings menu.