Create a campaign

Use campaigns in Display & Video 360 to group together related insertion orders with a common business goal. With campaigns you can:

  • Track your campaign goals directly in Display & Video 360
  • Frequency cap across multiple insertion orders
  • Set default targeting for multiple insertion orders (and the line items in the insertion orders)
  • Report across all of the insertion orders in the campaign

Campaign statuses

Campaigns can have one of the following statuses, which control whether or not the line items in the campaign can serve:

  • Active campaigns are eligible for serving. The insertion orders in the campaign can spend and will serve creatives via any active line items associated with the insertion order.
  • Paused campaigns aren't eligible for serving, even if any insertion orders and line items associated with the campaign are active.
  • Archived campaigns are automatically paused and filtered from view. Learn more
  • Completed campaigns aren't eligible for serving because the flights have ended for all of the insertion orders and line items in the campaign. 

Set an insertion order to "Deleted" in order to delete the insertion order and stop all of its line items from running.

Create a campaign

  1. Start in your advertiser, then click Campaigns in the left menu.

  2. Click New campaign, then:

    1. Enter a name for your campaign.

    2. Specify a goal and type of key performance indicator (KPI) for your campaign, and optionally enter a specific KPI amount. In the future, this will be used to power recommendations.

      Types of goals and KPIs
      • Raise awareness of my brand or product
      • Drive online action or visits
      • Drive offline or in-store sales
      • Drive app installs or engagements

      These goals can be measured using the following KPIs as a metric:

      • CPA
      • CPC
      • CPIAVC
      • CPM
      • CTR
      • Viewable %

      You'll see recommended KPIs based on the goal you've selected. 

    3. Select the creative type (display or video) you expect to use.

    4. Enter the planned spend for all of the insertion orders in your campaign. This won't limit serving, but will be used to help with tracking your budget.

    5. Enter the planned dates your campaign (and insertion orders) will run. These dates won't affect serving.

    6. Set a global frequency cap for all of the insertion orders and line items in your campaign.

      How do campaign-level frequency caps work?

      Campaign-level frequency caps work across multiple insertion orders. If you set a frequency cap in a campaign, serving will stop once the first cap at any level (campaign, insertion order, or line item) is reached.

      If you don't set a cap at the campaign level, you can control frequency at the insertion order- and line item-levels.

      Learn more about frequency caps in Display & Video 360. 

    7. Select the inventory source(s) you wish to use by choosing between public inventory, private deals, and grouped deals. Display & Video 360 gives you the option to buy inventory from websites not using ads.txt. Use the dropdown menu to filter inventory from Authorized sellers and Non-participating publishers or Authorized sellers only. Learn more about Authorized Digital Sellers.

    8. Specify the default targeting to be used by new insertion orders and line items created in your campaign. The following types of default targeting can be set:

      • Demographics
      • Geography
      • Language
      • Brand safety
      • Inventory source
      • Environment
  3. Once you're done building your campaign, click Create campaign to save your work.
  4. Now you can create new insertion orders in your campaign.


Frequency caps in Display & Video 360 may be enforced separately across inventory types, such as environments (mobile versus desktop) and inventory sources (specific publishers).

  • Mobile apps: Display & Video 360 supports frequency capping across mobile apps on the same iOS or Android device when the device’s IDFA or Advertising ID is passed in an impression’s bid request. If the mobile device ID isn’t known for an impression purchased on an open auction, the impression will be excluded by the line items that utilize frequency caps.
  • YouTube: For campaigns or insertion orders that contain a mix of YouTube & partners auction line items, YouTube Programmatic Guaranteed deals, and non-YouTube & partners line items, frequency caps are enforced to the best of our ability for signed-in users across YouTube and Google Ad Manager inventory independently of frequency caps for signed out users.
    • For ad sequence line items: Frequency caps for ad sequence line items are automatically set to 1 sequence per user, per 30 days for ad sequence line items.
    • For TrueView in-stream and bumper ads in the auction: If the videos in the line item are used in other YouTube & partners line items, impressions and/or views from other line items for a given user will count towards the frequency cap of the line item. When a user reaches the frequency cap, Google will stop showing this line item to the user.
    • For YouTube Programmatic Guaranteed deals: YouTube Programmatic Guaranteed deals are included in campaign-level frequency caps. If a campaign that includes both YouTube Programmatic Guaranteed deals and YouTube auction buys (TrueView, bumper, and/or non-skippable ads) hits its frequency cap, the YouTube auction line items will no longer bid on impressions but the guaranteed impressions will continue to serve. If in the creation of your YouTube Programmatic Guaranteed deal you specified a deal-level frequency cap with your account manager, that frequency cap will be respected.
  • Connected TV: Display & Video 360 supports frequency capping across connected TV apps on the same device when the device’s Identifier for Advertising (IFA) is passed in an impression’s bid request. Additionally, Display & Video 360 supports frequency capping on declared publisher provided IDs (PPID), exchange provided IDs (SSPID), and shorter-lived session IDs (SESSIONID). This is in alignment with the IAB’s published OTT IFA Guidelines. If the connected TV device IFA (or other supported IFA types) aren’t known for an impression, the impression will be excluded by line items that use frequency caps.
  • Audio: There are no special frequency management considerations for audio; it works the same as other creative types in Display & Video 360. For all creative types, frequency capping only works when the publisher is passing a cookie from the device (same as Device ID). While this is possible with audio, it’s not as common. Check with the publisher to confirm.


Frequently asked questions

Can I report on campaigns?

Yes, campaigns are available as a dimension ("group by") and filter in the General, Cross Partner, and Client Safe reports.

Can I move insertion orders into a campaign?

No, there is no way to move existing insert orders into a campaign. If you want to restructure your insertion orders into a campaign, you must re-create them as new insertion orders. (Remember to shift your budgets and pause your old insertion orders.)

Can I use Structured Data Files (SDF) to create campaigns?

Yes, as long as you're using SDF version 3.1.

How does frequency capping work when I’m targeting a Programmatic Guaranteed deal?

Any impression purchased from a guaranteed deal will contribute to the campaign’s frequency cap. Once the campaign’s frequency cap is hit, line items won't bid on open or private auction inventory for any users that have hit the frequency cap. But, line items may continue to purchase inventory from guaranteed deals, since the delivery of inventory is guaranteed by both the seller and the buyer.

Can I duplicate a campaign?

Yes. To duplicate a campaign, start in the list of campaigns for your advertiser, select the checkbox next to a campaign's name, then click Actions and then Duplicate


  • To duplicate an archived campaign, unarchive the campaign first. 
  • The "System generated campaign" can't be duplicated. 
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