Frequency cap

Without a cap, a small group who spend all day on one site or app can see the same ad hundreds of times. That money buys irritation rather than reach.

A cap spreads the budget across more people, which is usually what a Display or video campaign is for.

1. Open a Display, Video or Demand Gen campaign, then Settings.
2. Expand Frequency management or Frequency capping.
3. Set a limit per day, week or month on impressions or views.
4. Compare reach and frequency columns before and after.

A remarketing campaign with no cap shows the same visitors an ad 40 times a week. Capping it at 5 per week cuts spend on those visitors and frees budget to reach more of them.

• Leaving Display and video campaigns uncapped.
• Setting the same cap for prospecting and remarketing.
• Setting a cap so low that nobody sees the ad enough to remember it.

The audit checks Oppy runs on this, each with its own page.

• A Display or Video campaign with no frequency cap
• Still paying to advertise to people who already bought

• Display Network: Websites and apps where Google shows image and text ads.
• Video campaign: A campaign that shows video ads on YouTube and video partner sites, for reach or views.
• Remarketing: Showing ads to people who visited your site or used your app before.