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Frequency Capping

February 19, 2023

Frequency capping is a feature in Google Ads (formerly known as AdWords) that allows advertisers to limit the number of times an ad is shown to a particular user within a given period. This feature helps prevent overexposure to your ads and reduces the risk of annoying potential customers.

By setting a frequency cap, you can ensure that your ads are seen by a wider audience while also preventing users from seeing the same ad repeatedly, which can lead to ad fatigue and reduced engagement.

Benefits of using frequency capping in your ad campaigns:

Improved user experience: By limiting the number of times an ad is shown to a user, you can help prevent ad fatigue and improve the overall user experience, leading to higher engagement and better ad performance.

Cost savings: Frequency Capping can help reduce wasted ad spend by ensuring that your ads are seen by a wider audience rather than being repeatedly shown to the same users.

Better campaign management: By monitoring and adjusting your frequency caps, you can optimize your ad campaigns and achieve better results.

When setting frequency caps, it’s important to consider factors such as your campaign goals, your target audience, and the type of ad you are running. For example, you may want to set a higher frequency cap for a retargeting campaign aimed at users who have already interacted with your brand, compared to a broader awareness campaign targeting a new audience.

It’s also important to monitor your ad performance regularly and adjust your frequency caps as needed to optimize your results. By setting the right frequency caps, you can achieve a balance between reach and engagement and achieve better overall ad performance.

Also, See: AdWords Campaign Experiments (ACE)

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