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Has this ever happened to you? You’ve set up your shiny new digital ad campaign, budgets are ready, creatives are polished, and targeting is spot on. Everything looks good, until you realize your ads are not delivering the way you expected.
We can hear a big yes!
Google Ads have 90% of global reach. Still, it is a common occurrence that some people see your ad way too often, while others barely see it once. Confusing, right?
This is exactly where the question “Which Campaign Setting Impacts How The Associated Insertion Orders Deliver?” comes in.
It’s not just a geeky detail. It’s the difference between campaigns that delight your audience and campaigns that annoy or waste money.
In this blog, we, as the best digital marketing company, will break down the topic step by step, in simple terms anyone can follow. Whether you’re an advertiser, a business owner, or just curious, by the end of this, you’ll know exactly:
- What campaigns and insertion orders are.
- Which campaign setting has the biggest impact?
- Why it matters for delivery.
- How to use it effectively.
- Common mistakes to avoid.
Let’s get to it.
Campaigns & Insertion Orders Explained
Before we start digging on which campaign setting does the magic, let’s clear the basics.
What is a Campaign?
Screenshot showing an example of Google Ad
In Google Ads, a campaign is like the main folder that keeps everything organized. It’s the top-level setup where you decide the big picture for your advertising.
Inside a campaign, you can create ad groups. These ad groups hold your ads, the keywords you want to target, and the bids you’re willing to pay.
Think of a campaign as the big umbrella. It’s like a wedding plan. You set the theme, budget, guest list, and overall goals. Under this umbrella, you may have multiple smaller tasks or events, but everything ties back to the big plan.
In digital ads, a campaign brings together:
- Budget – how much you’re willing to spend overall.
- Targeting – who you want to reach.
- Creatives – the actual ads people will see.
- Goals – clicks, impressions, conversions, or awareness.
What is an Insertion Order (IO)?
An Insertion Order (IO) is like a formal agreement or contract between an advertiser (you) and the platform or publisher (where your ads will run).
It’s a contract or instruction sheet that says:
- How much budget to allocate.
- The time period for running ads.
- Specific targets (like location or device).
- Expected number of impressions or clicks.
So if a campaign is the big idea, the IO is the execution plan.
The Big Question: Which Campaign Setting Impacts How The Associated Insertion Orders Deliver?
Okay, here’s the answer you came for:
The campaign setting that impacts how insertion orders deliver is “Frequency Capping.”
Why? Because frequency capping directly controls how often an ad is shown to a single person across campaigns, insertion orders, and line items.
So, when you ask:
“Which Campaign Setting Impacts How The Associated Insertion Orders Deliver?”
The clear, simple answer is: Frequency Capping.
But don’t just take our word for it, let’s unpack this so you’ll really understand why.
What is Frequency Capping? (And Why It’s a Game-Changer)
Imagine watching your favorite YouTube video. The first time you see an ad, you may pay attention. The second time, maybe still okay. But by the tenth time? You’re rolling your eyes and hitting skip as fast as you can.
That’s where frequency capping saves the day.
It allows advertisers to set a limit, like:
- “Don’t show this ad more than 3 times per user per day.”
- Or “Limit impressions to 10 per user per week.”
How It Works in Campaigns & IOs
- At the Campaign Level: The cap applies across all insertion orders in that campaign.
- At the Insertion Order Level: It affects everything under that IO.
- At the Line Item Level: It’s the most detailed control, applied to specific creatives or placements.
If any one of these caps is reached, delivery stops. That’s why it directly impacts how insertion orders deliver.
Why Frequency Capping Matters
Let’s take off the tech hat for a second and look at this as humans.
- Keeps ads fresh: People don’t feel stalked or annoyed.
- Saves money: No need to waste the budget showing the same ad to the same person.
- Spreads reach: More unique people see your ads instead of hammering the same few.
- Improves performance: Balanced exposure means higher engagement and better results.
It’s like seasoning food, you need just enough flavor, not an overdose.
How to Set Frequency Capping (Step by Step in DV360)
Infographic showing the steps to set frequency capping
Here’s a quick breakdown:
- Open your campaign settings.
- Look for the frequency capping option.
- Decide your limit. Example: “3 impressions per day per user.”
- Choose the time frame (day, week, or month).
- Save changes.
From then on, your insertion orders will automatically follow this rule.
Other Campaign Settings You’ll Hear About (But Don’t Impact IO Delivery)
While frequency capping is the star, let’s not ignore the supporting cast. Here are other common campaign settings:
- Budget: Controls how much you’ll spend, but doesn’t control delivery frequency.
- Campaign Goals (KPIs): Guides optimization but doesn’t stop IOs from running.
- Targeting Defaults: Handy for consistency, but not a delivery throttle.
- Insertion Order Type: (Budget-based vs impression-based) – defines limits, but not frequency.
These are all important, but when you’re asking which campaign setting impacts how IOs deliver, none beat frequency capping.
Common Mistakes Advertisers Make with Frequency Capping
Infographic showing the frequency capping mistake
- Setting caps too low – Your ads don’t get enough visibility to make an impact.
- Setting caps too high – Audience fatigue sets in quickly.
- Ignoring campaign vs IO caps – Forgetting that campaign caps override IO-level rules.
- Not testing – Every audience is different; what works for one campaign may flop in another.
Putting It All Together
If you remember nothing else from this blog, remember this:
The campaign setting that impacts how insertion orders deliver is frequency capping.
Why? Because it controls how often a person sees your ad, and once the cap is hit, delivery stops, regardless of budget or targeting.
It’s your safeguard against wasted money, bored audiences, and inefficient delivery.
Conclusion: The Secret Sauce of Smart Campaigns
Running ads without frequency capping is like throwing darts blindfolded. You’ll hit something, but probably not what you wanted. With the right cap in place, your campaigns are more efficient, your audience stays happy, and your brand gets remembered for the right reasons.
So next time you set up an ad campaign and wonder, “Which Campaign Setting Impacts How The Associated Insertion Orders Deliver?”, you’ll smile knowingly and say, frequency capping, of course. If you’re looking for PPC services, you can count on us at Wildnet Technologies. Connect today and let us take care of the hassle for you.
FAQs
1. What exactly is frequency capping?
Frequency capping simply means putting a limit on how many times one person sees your ad. For example, you can set it so someone only sees your ad 3 times a day instead of 10. This way, people don’t get annoyed by seeing the same ad over and over, and your campaign works better.
2. Which campaign setting impacts how insertion orders deliver?
The campaign setting that fundamentally impacts delivery of associated insertion orders is frequency capping. It directly controls ad exposure and, once reached, stops the insertion order from serving further.
3. At what levels can frequency capping be applied in DV360?
In Display & Video 360 (DV360), frequency caps can be set at three levels:
- Campaign level
- Insertion order (IO) level
- Line item level
- And the most restrictive cap across these levels will take effect.
4. Why is frequency capping so important?
Frequency capping helps avoid ad fatigue, enhances user experience, optimizes budget utilization, and improves engagement by ensuring that users are not overexposed to the same ad.
5. How does frequency capping impact campaign performance and CPM?
By limiting repeated impressions to the same user, frequency capping helps spread impressions across a wider audience, potentially lowering CPM (cost per thousand impressions) and improving campaign efficiency.
6. What time frames can you use for frequency caps?
Frequency capping can be applied over various time frames, daily, weekly, monthly, or “lifetime.” Notably, the maximum “lifetime” cap in DV360 was capped at 30 days after February 28, 2025.
7. Does frequency capping behave differently across different ad platforms?
Yes. For example, in Google Ads, frequency capping works differently in Display campaigns versus Video campaigns, where you can limit views and/or impressions per user at the campaign level.
8. Can campaign, IO, and line item frequency caps conflict?
Absolutely. If conflicting caps exist across levels, the strictest limit takes precedence, so delivery stops if any one of them is reached.
9. What are common mistakes with frequency capping?
Some frequent errors include:
- Setting capping too low (insufficient exposure)
- Setting it too high (ad fatigue)
- Overlapping caps without understanding which one wins
- A good starting point for line items in DV360 is something like 5 impressions/day; then adjust based on performance.
10. How do advertisers optimize frequency capping strategies?
Best practices include:
- Reviewing historical data to see when engagement drops
- Testing different daily and weekly caps
- Using DV360’s reporting tools to monitor reach and frequency
- Adjusting caps to balance reach, performance, and CPM efficiency
