How This Applies to Home Care Marketing
Frequency management is particularly important for home care remarketing campaigns. You want to stay visible to families researching care without becoming annoying. Too little frequency and they forget you; too much and you create negative brand associations.
For home care remarketing, a frequency of 3-7 impressions per week typically balances visibility with fatigue prevention. Higher frequency may be appropriate during the consideration phase when families are actively comparing options. Monitor frequency caps and adjust based on campaign performance and user feedback.
Key Takeaway
Set frequency caps on all display and remarketing campaigns. Monitor for ad fatigue (declining CTR over time) and adjust caps accordingly. Remember that home care is an emotional decision—being perceived as pushy or omnipresent can backfire with stressed families.