Google Ads Ad Fatigue

For Display & Video Ads, I would highly recommend you use Frequency Capping to limit the number of times your ads appear in front of the same users. This will ensure that your potential customers aren’t overexposed to your ad which creates what we call ‘ad fatigue’.

Overexposure of ads to the same user will result in lower CTR and performance of your campaign. To counteract this, you either restrict the ads being served by using frequency capping or have a greater pool of ad creatives in your campaigns.

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