Capping in GDN and video campaigns – what is it and how to configure it?

Have you ever wondered why you see the same ad so often on various websites? Or perhaps you are an advertiser and would like to know how to effectively control how many times your ad is shown to a single user? If so, then this article is for you! We will take a closer look at capping, exploring its definition, its significance in online advertising, and how to configure it. You will learn why capping is a key element of every successful advertising campaign and the benefits it brings to both advertisers and internet users.

Capping – what is it?

By definition, capping is a feature that allows you to limit the number of times your ad is shown to a single user within a specified period. In practice, this means that if you set the impression limit to 3 per day, Google will not display your ad to the same user more than 3 times within 24 hours.

Capping in GDN campaigns

• In this case, you set the maximum number of times an ad is displayed to a single user within a specified period. You can choose to limit the number of impressions on a daily, weekly, or monthly basis.
• You can set the limit at the campaign level, ad group level, or even for an individual ad. This provides greater control over which campaign elements are subject to the limitation.
• By default, the algorithm uses third-party cookies to track the number of ad impressions shown to a user. If these are not available, Google utilizes its own cookies to monitor and manage the limits.

Capping in video campaigns

• In video campaigns, capping refers to the number of times a video from a campaign is shown or viewed by a single user within a specified period. You can set this limit on a daily, weekly, or monthly basis. There is also an option to use a combination of these time intervals.
• The impression limit in video campaigns may apply to logged-in users or devices when the user is not logged in.
• The restriction on the number of views or impressions can only be set at the campaign level.
• If the same videos from a given campaign are used in other video campaigns, views and impressions by the same user in those other campaigns are also counted toward the limit of the original campaign. Once the user reaches the limit, Google will stop displaying ads from the campaign with the cap. In practice, if you set an impression limit in Campaign A, and the same video appears in Campaigns B and C, the views from Campaigns B and C will also be counted towards Campaign A’s limit. Once the limit is exceeded, Campaign A will no longer show ads to that user.

Why use capping in your ads?

Here are a few key reasons why using capping is beneficial for both advertisers and ad viewers:

User experience optimization: Capping ensures that users enjoy a more pleasant and less intrusive browsing experience by preventing them from being bombarded with repetitive ads, thereby increasing the likelihood of a positive reception.

Cost optimization: Limiting the number of impressions allows for more precise budget management. You can avoid wasting funds on excessive ad displays, which improves campaign efficiency.

Reduction of banner blindness: Overexposure to the same ad can lead to banner blindness. Limiting impressions helps maintain user interest and increases the chances of conversions.

Prevention of spam: Capping helps avoid the over-display of ads, which is particularly important in preventing unwanted communication, such as spam.

Increased ad effectiveness: By controlling the frequency of ad displays, capping helps keep the ad in the user’s awareness without overwhelming them, potentially leading to a more effective campaign.

How to configure capping?

Configuration in an existing GDN campaign

1. Log in to your Google Ads account and select the “Campaigns” tab on the left, then click on “Settings.”
2. Choose the GDN campaign for which you want to apply the impression cap.
3. Scroll down and click on the “Additional Settings” option.
4. Find the “Frequency Capping” setting.
5. Specify how frequently the ads should be shown to the same user. You can choose to let Google’s algorithm optimize automatically or set the limit manually.
6. Click “Save.”

Configuration in an existing video campaign

1. Log in to your Google Ads account and select the “Campaigns” tab on the left, then click on “Settings.”
2. Choose the video campaign for which you want to apply the impression cap.
3. Scroll down and click on the “Additional Settings” option.
4. Find the “Impression Cap” setting. You can specify both the frequency of impressions (how often an ad is shown to a user) and the frequency of views (how often a user can view and interact with the ad).
5. Set the limit (expressed as an integer) and the time interval for the cap.
6. Click “Save.”

Summary

By implementing capping in your online ad campaigns, you can reap numerous benefits that translate into better campaign results and enhanced user satisfaction. Ultimately, it’s about striking a balance between delivering important ad content and avoiding excessive, intrusive displays. This approach also allows for more effective budget management and increased conversions. Whether you’re an advertiser or a user browsing online, understanding the importance of capping in ads is essential.