There’s a fine line to walk when it comes to targeting.  Being too aggressive can be very off putting, but you want to make sure that you capture all possible interest out there.  Google has a feature that will allow you to track when it’s time to start dialing it back.  Use the Reach and Frequency Report to determine if your ads are endearingly annoying, like Hampster Dance, or over-the-top annoying, like anyone that uses #annoying at the end of one of their stupid tweets.

If you’re using interest-based advertising or frequency capping you can look at this report, going all the way back to September 2011.  Watch the video tutorial below to look at the report and decide what you can do with it next.