Frequency Capping in AdWords Retargeting Campaigns

Frequency Capping in AdWords Retargeting Campaigns

What is Frequency Capping?

A frequency cap (also known as an impression cap) allows an advertiser to limit the max amount of times that your ad will be shown to a user over a period of time. Google allows you to specify this on a daily, weekly, or monthly basis

Why Would You Want to Set a Cap?

Aside from people not knowing that they have the ability to cap the frequency of their ads, this seems to be the question I get next. Their logic here is that it’s a PPC ad so while it might make sense to cap this if you were paying on a CPM (cost per thousand impressions), why would you want to cap it when you’re only paying for clicks? Read more…

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