Ad frequency in Google Ads: What is it and how to improve it? –

Definition of ad frequency in Google Ads

The concept of “ad frequency in Google Ads” refers to the number of times your ads appear to a user. This always applies to a certain period of time. This concept of frequency is used within Display and video campaigns.

Frequency within Display campaigns in Google Ads

The frequency within refers to the maximum number of times that the ads of your campaign can appear to the same user. This period of time within the Display campaigns is established on a daily, weekly or monthly basis or as a combination of these.

This frequency cap can also be applied at the ad group and ad level. This is interesting for campaigns where you have different audiences or ads targeted by ad groups.

Frequency within Video campaigns in Google Ads

Within the , the concept works in a very similar way to Display. That is to say, a limitation of times that your ad appears to the user is established. Although in this case it can be a limitation of both impressions and views. In this case they can also be set monthly, weekly or daily.

Unlike Display ads, in this case it can only be set at the campaign level and not by ad group or ad.

How to set frequency capping in a Google Ads campaign

If you want to set the frequency cap on an existing campaign, follow these steps:

1. Select the left side to see all campaigns.
2. Click the name of the campaign you want to modify.
3. Select settings
4. Click Additional Settings.
5. Select Frequency Limiting.
6. Enter the number of impressions (or views for video campaigns). Remember that the value must be a whole number, decimals are not used.
7. For display campaigns, select a time interval (per day, week, or month).
8. Click Save.

What are the optimal values ​​for frequency limiting?

There are really quite a few options to set a numerical value to the frequency. Keep in mind that it depends on the objectives, period of time and type of campaign. If, for example, it is a campaign that you want to be more aggressive because it goes for a short period of time, for example with , perhaps the frequency can be higher.

To give a reference, I personally like to put a frequency limitation of 5 impressions per day for the same user. That is to say, the ads of my campaigns will never appear more than 5 times to the same user in the period of a day. However, as I mentioned in the previous paragraph, this number could increase depending on the objectives, type of campaign or period of time.

Opinion on frequency capping

During my career as a marketer, I have come across people who are unhappy with remarketing advertising. This is because they usually tell you: “No, I don’t want to do remarketing because the user is being chased and the ad doesn’t stop appearing”. I think that advertisers have the responsibility to provide quality to users and this really happens by not “crushing”.

I will give you an example, imagine that you have visited an online clothing store and the ads do not stop appearing for a month. Doesn’t that seem like too much? Don’t you have the feeling that the ad is following you? It’s great that remarketing is designed to reach users who have already visited my website, but if I limit the frequency of daily impressions, I can be more subtle and even improve the experience that user has with my ad.

Another example that I love is the highway. Think of a big highway that you drive by every day and always see the same ad. Wouldn’t you be tired? It is possible that at first it catches your attention, but after seeing it at different points on the highway every day, surely after a few days you will stop paying attention to it. This is a bit of what happens when remarketing or ad frequency campaigns aren’t controlled from the start. Let’s always think of the user!