Frequency capping: Definition

A feature that limits the number of times your Display or Video ads appear to the same person.

Frequency is the number of times a user sees ads in your Display or Video campaign over a given time period. Frequency capping works differently on Display campaigns and Video campaigns.

For display campaigns:

  • When you set the frequency cap for a Display campaign, you set a limit for the number of impressions you will allow an individual user to have on the campaign per day, week, month or any combination. 
  • You can set a frequency cap to limit the number of impressions on the campaign, ad group, or ad.

For Video campaigns:

  • When you set the frequency cap for a Video campaign, you set a limit for the number of impressions and/or views you will allow an individual user to have on videos in the campaign per day, week, month or any combination. Frequency caps for Video campaigns can only be set on the campaign level. 
  • If the videos in the campaign are used in other Video campaigns, impressions and/or views from other Video campaigns for a given user will count towards the frequency cap of the campaign. When a user reaches the frequency cap, Google will stop showing this campaign to the user. This only applies to in-stream video ads in the auction bought through Google Ads.

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