Ads are a great way to show your brand to the target customers. However, if you keep showing the same ads to one person repeatedly, there is a high chance that it will annoy them. People will get fed up with your ads which will ultimately have a negative impact on your brand.
You might want to go for remarketing, but that does not mean you show the same ads to the same user throughout their day whenever they go on the internet. That is where frequency capping in Google Ads comes into play.
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Frequency capping allows you to set a limit to the amount of time a user can see your ads. You can set impressions or views to limit the number of times your ads show up to a user.
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Steps To Use Frequency Capping For Your Video And Display Campaigns
Google lets you set frequency capping for your video and display campaigns. Here is how you can do it.
Google Ads Display Campaigns
If you place the frequency cap for a display campaign, it will give you the option to manage the impression that the user has on your Google Ads on a daily, weekly, or monthly basis. In addition, you can control the number of impressions for the ad group and the ad as well.
The algorithm uses third-party cookies as the default settings. However, if they are not available, it will use the first-party cookies for the impressions.
Google Ads Video Campaigns
If you place the frequency cap for a video campaign, it will give you the option to manage the time of impression or views that the user has on your videos in the campaign on a daily, weekly, or monthly basis. An important point to keep in mind is that the frequency cap for video campaigns is only applicable on the campaign level.
If you plan on using the video of a particular campaign that is running in other campaigns, then the impressions or views from the other video campaigns for a particular viewer will be included in the count for the frequency cap of the current campaign. Upon reaching the frequency cap, the algorithm of Google will stop displacing the campaign to that user.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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