Use frequency capping

Frequency capping allows you to limit the number of times ads appear to the same person. You can use frequency capping in Display campaigns and Video campaigns.

This article explains how to use frequency capping in your campaigns.

How it works

Depending on your campaign type, frequency capping works differently.

Display campaigns

• You can allow Google Ads to optimise how often your ads show to users, or you can set a frequency cap manually to manage the number of impressions on the campaign, ad group or ad.
• Third-party cookies are used by default, but if those aren’t available, then first-party cookies are used to approximate impressions.
• You can only use frequency capping from the 'Frequency management' section in your campaign settings. You can’t adjust frequency capping settings when you create a new campaign.
• For Display campaigns, only impressions that were viewable count toward frequency caps.

Video campaigns

• Frequency caps for Video campaigns can only be set on the campaign level. When you set the frequency cap for a Video campaign, you set a limit on your videos in a campaign for selected time intervals based on:
  • Impressions
  • Views
  • Both impressions and views
• If the videos in a campaign are used in other Video campaigns, both those other impressions and views count towards the frequency cap of that campaign.
• When a user reaches the frequency cap, Google stops showing this campaign to the user. This only applies to in-stream and bumper ads in the auction.

Instructions

Set a frequency cap in a display campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Click the Settings tab, then select a display campaign you want to add a frequency cap to.
5. Click Additional settings.
6. Select Frequency management and then choose how often your ads show to the same user. You can choose to let Google Ads optimise how often your ads show (recommended) or choose your own settings for the frequency cap.
7. Click Save

Set a frequency cap in a new video campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Click the plus button and select New campaign.
5. Select your campaign objective and click Continue.
6. Select your campaign type.
7. Click Continue.
8. Click Additional settings.
9. Select Frequency capping.
   • Cap impression frequency: Limit how many times ads in this campaign can show to the same user.
   • Cap view frequency: Limit how many times ads in this campaign can get a view or interaction from the same user.
10. Enter the number of impressions or views cap for the campaign. The value must be a whole number (such as 4, not 4.5).
11. Select a time interval (per day, week or month).
12. When you finish, click Create campaign.

Set a frequency cap in an existing video campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Click the Settings tab, then select the video campaign you want to add a frequency cap to.
5. Click Additional settings.
6. Select Frequency capping.
   • Cap impression frequency: Limit how many times ads in this campaign can show to the same user.
   • Cap view frequency: Limit how many times ads in this campaign can get a view or interaction from the same user.
7. Enter the number of impressions or views cap for the campaign. The value must be a whole number (such as 4, not 4.5).
8. Select a time interval (per day, week or month).
9. Click Save