Why Facebook Ads Frequency Rises and How to Control It
This article covers the causes of rising frequency in Facebook advertising and ways to address it.
Contents
1. What is frequency?
Frequency is the average number of times your ad reaches a person.
(Read more about frequency at https://www.facebook.com/business/help/1546570362238584)
Frequency is calculated by dividing the total number of ad impressions by the number of unique users who have seen the ad.
For example, if an ad is shown 100 times and seen by only 50 unique users, its frequency is 2 (100 impressions / 50 users).
2. Why frequency rises
- The audience is too small for the budget
- The campaign runs for too long, making users see the same ad repeatedly
3. How to control frequency
- Optimize ads for Daily Unique Reach, meaning each ad is shown to a person only once a day.
- Divide users into groups that are not too small and run ads for each group (you can use audience exclusions to keep the groups clearly separate and prevent overlap)
- Exclude people who have interacted with your Page to limit ads being shown again to previous users
- Diversify your objectives to reach groups with different behaviors, for example:
Create separate ad campaigns for each objective: instead of running a single campaign with Engagement as its objective, create several independent campaigns, each targeting a different objective such as Reach, Inbox or Video views >> This gives you more data on ad frequency and lets you optimize for each objective group separately.
- Try different creative (content, images, design...)
- If you are running a Brand Awareness campaign, you can adjust frequency under Optimization & delivery.
Frequency cap is an important feature for controlling how often Facebook ads are shown to users, ensuring they are not overwhelmed with information or annoyed by seeing ads too often.
For example, the Facebook frequency cap “1 impression every x days” means an ad can be shown only once (1 impression) to a user within x days (you can choose the number of days). This ensures your ad does not appear too often to the same user, limiting ad frequency.
Conclusion
Through this article, Optimus hopes you have learned how to control frequency when running Facebook ads. However, to gather data and experience relevant to your business, you need to experiment with different methods of optimizing frequency. Also, if you are considering an advertising agency, get in touch about Facebook advertising services from Optimus!
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