You want to be visible, but you don't want to overexpose yourself, which is why it's almost always advisable to use a frequency cap. One or two visits to your website doesn't mean prospects want to start seeing your ads everywhere they browse. Overexposure quickly results in decreased campaign performance. Prospects may ignore your ads completely, a phenomenon known as banner blindness, or they may begin to think of your brand as creepy and stalker-like.

A frequency cap will limit the number of times a tagged user will see your ads and will prevent potential customers from feeling bored, overwhelmed, or stalked. Be strategic with how and when you serve ads as many prospects are still researching, window shopping, or just not ready to buy. We typically recommend 17-20 ads per user per month, but you can work with your retargeting provider to determine what makes most sense for your campaign.