Frequency capping restricts the number of times a user is shown a particular ad. With no frequency cap, your campaign could suffer from "banner blindness", where users consciously or subconsciously ignore your ads.

Campaigns without frequency caps will see a reduced click-through rate. Low CTR will hurt your display Quality Score, reduce your ads' Ad Rank and, in turn, handicap performance via higher cost-per-click and lower impression shares.

Frequency capping is particularly crucial for remarketing campaigns since too high a frequency can make users feel as though they're being "stalked". Repeated exposure to the same ads is annoying and can deter conversions rather than encourage them.

This improvement appears if we find a Display campaign with no frequency cap set.

To help you decide whether you'd like to Add a Frequency Cap or Dismiss the improvement, we'll show you how much you spent on the campaign in the last 30 days.

If you complete this improvement, we'll add a frequency cap of three impressions per user per day to the campaign. If you'd like to change the cap, click Adjust to set a cap between one and ten impressions.