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Boost Ad Frequency on Facebook

Published on: June 4 2023 by pipiads

Facebook Ad Exposure Frequency: How it Affects Your Campaign Performance

- Facebook ad exposure frequency is a crucial metric for ad campaign success.

- The optimal frequency for ads to drive action intent is a frequency of five ad exposures for the campaign.

- The study measured frequency against two key metrics: ad recall and purchase intent.

- Creative is a crucial factor in the success of campaigns.

Key Findings from the Study:

- Higher ad frequency exposure leads to higher action intent from users.

- The optimal frequency to drive action intent was a frequency of five ad exposures for the campaign.

- Seeing an ad a sixth, seventh, or eighth time did not significantly increase the user's desire to purchase.

- Good creatives drive better results for impressions compared to others, while bad creatives tend to plateau faster.

Applying the Information to Your Facebook Campaigns:

- You cannot directly control the frequency of your ad exposure; Facebook does that for you automatically.

- There is a benefit to tracking frequency of ad exposures as it can help you to figure out when is the right time to optimize your campaigns with new ads.

- Keep your frequency under 5x for the last 30 days for prospecting campaigns that are targeting brand new customers.

- For retargeting campaigns, where you're targeting users with a higher intent to purchase, a higher frequency range of 8 to 12 times in a month can still see positive results.

- Ensure that you have at least four to six pieces of creative running at any given time to minimize creative fatigue.

- Ad exposure frequency is a crucial metric for Facebook ad campaign success.

- The optimal frequency for ads to drive action intent is a frequency of five ad exposures for the campaign.

- Creative is a crucial factor in the success of campaigns.

- Tracking frequency of ad exposures can help optimize your campaigns with new ads.

What is Facebook Ad Frequency?

In this video, Heath from Lead Guru discusses Facebook ad frequency and why it is important to pay attention to it. He explains that ad frequency is the number of times on average people within your target audience have seen your ad.

Why ad frequency matters:

If your ad frequency is too high, it can lead to ad fatigue and a drop in results. Typically, an ad frequency of 2-2.5 is where results start to drop off, especially with cold audiences. If you are seeing a drop in results, it may be time to make adjustments.

Adjustments to make:

There are several adjustments you can make to combat high ad frequency issues. You can change up your ad creative, target different audiences, or offer something else. It's important to keep things fresh and make sure people don't automatically switch off because they've seen your ad before.

Warm audiences:

If you are targeting warm audiences, such as retargeting website visitors or previous customers, ad frequency may not be as big of an issue. You can go much higher with these audiences and still see great results.

Local businesses:

For local businesses with a smaller target market, ad frequency can become an issue much earlier. It's important to make adjustments and consider running ads for longer periods of time.

In conclusion, ad frequency is an important metric to keep an eye on. If you start to see a drop in results, it may be time to make adjustments to combat high ad frequency issues. By changing up your ad creative, targeting different audiences, or offering something else, you can keep your ads fresh and avoid ad fatigue.

How To Create A Facebook Ads Frequency Cap

In this video, Ben Heath from Leaky Room shows how to create a Facebook Ads frequency cap. Frequency caps can prevent people from seeing your ads too often, which can lead to ad fatigue and wasted money.

Steps to create a frequency cap:

1. Click on the green plus create button in your Facebook ad account.

2. Name your campaign and select the reach objective.

3. Leave everything else as standard and save to draft.

4. Go to the ad set level and select optimization for delivery.

5. Set the frequency cap to one impression every seven days or adjust it according to your campaign's goals.

6. Be aware that the reach objective has a default frequency cap of one impression every seven days, which can be adjusted as needed.

7. Consider using a specialist Facebook and Instagram advertising agency like Lead Guru to optimize your campaigns and achieve better results.

Creating a Facebook Ads frequency cap is a simple process that can help prevent ad fatigue and wasted money. By adjusting the frequency cap based on your campaign's goals, you can ensure that your ads are seen by the right people at the right time. For businesses with a budget over $3,000 per month, using a specialist agency like Lead Guru can help optimize your campaigns and achieve better results.

What is a Good Frequency For Facebook Ads

What is a Good Frequency for Facebook Ads?

In this video, Christian Laversich from PixelFeed discusses the importance of frequency in Facebook ads. He explains what frequency is, why it's important, and how to keep it under control.

What is Frequency?

Frequency is the average number of times people see your ad in a specific audience. Facebook calculates this by dividing the number of impressions by reach.

Frequency Pros:

- Helps increase brand awareness

- Can lead to higher conversions

- Shows that your ad is being seen

Frequency Cons:

- Can lead to banner blindness

- Can cause negative signals from Facebook

- Can make people sick of your brand

What is a Good Frequency?

- Top of the funnel: Keep frequency between 1 and 3

- Middle of the funnel: Let it get up to 4 or 5

- Bottom of the funnel: Let it get up to 10

How to Keep Frequency Under Control:

- Use exclusion to keep frequency low

- Use rules to turn off campaigns or ad sets when frequency is too high

- Use Facebook's built-in frequency cap for brand awareness campaigns

- Bring your ad budget down to decrease frequency

Monitoring your frequency is crucial to the success of your Facebook ads. Keeping it under control can help increase conversions and brand awareness while avoiding negative signals from Facebook. Use the tips mentioned in this video to keep your frequency at a good level.

Facebook Reach and Frequency Campaigns

Are you currently using the auction method for buying ads on Facebook? While this is a popular method, there is another approach that could better suit your campaign goals: reach and frequency. This method is ideal for advertisers with little brand awareness or those who want to keep their CPMs under control. However, it may not be suitable for everyone. Let's dive into reach and frequency to see if it's right for your campaign goals.

Benefits of Reach and Frequency:

1. Control of Frequency: Before launching the campaign, you will receive information on the expected frequency for each user in the campaign. You can adjust those settings to have the frequency potentially be higher or lower, giving you more control.

2. Exact CPM: With reach and frequency campaigns, you will know your exact CPM, which is cost per 1000 impressions. This number will be booked, giving you clear expectations before the campaign even launches.

3. Campaign Reservation: You can reserve your campaigns in advance, locking in the exact CPM and cost that you want to spend for that campaign. This makes a lot of metrics predictable, so you know what you're getting before the campaign even launches.

Creating a Reach and Frequency Campaign:

1. Facebook Ads Manager: Creating a reach and frequency campaign starts like any other Facebook campaign. Click on the green create button to start.

2. Eligibility: Reach and frequency campaigns are not available in every account. Check if you are eligible by clicking on the auction option and switching to reach and frequency.

3. Campaign Objectives: Reach and frequency campaigns prioritize brand awareness over specific goals. Some campaign objectives may not be possible, such as lead gen or store traffic.

4. Ad Formats: Most ad formats are available for reach and frequency campaigns, except for 360 photos and videos.

5. Ad Scheduling: You can arrange up to 50 ads in a specific order to be shown to your target audience within the ad set. The frequency will determine how many ads can fit within the entire campaign date range.

6. Pausing or Deleting: You may not be able to pause a reach and frequency campaign, but you can turn off the ad set or delete it. If you cancel early or delete the campaign, you are only charged for the ads that were delivered.

In conclusion, reach and frequency campaigns can be helpful for advertisers with little brand awareness or those who want to keep their CPMs under control. It provides more control over frequency and exact CPM, but it may not be suitable for everyone. Understand the limitations and differences between an auction and a reach and frequency campaign before making a decision. Good luck testing it out!

Facebook Reach Ads (Maximize Reach!)

Research from Byron Sharp suggests that maximizing reach is one of the most important things a marketer can do to achieve the greatest potential market share. However, achieving this goal is more challenging than it seems, even on Facebook.

The Challenges of Maximizing Reach:

- Creating a campaign with brand awareness as the objective is simple enough, but optimizing for reach is trickier than it appears.

- Despite using various targeting methods, including lead enforce and interest targeting, the campaign only reached 46,000 people out of an estimated audience size of 3-4 million.

- It's not a budget issue, as the frequency was already over one and a half, meaning the same people were being reached multiple times.

- While Facebook has a large and active user base, other platforms like LinkedIn make it more challenging to reach unique people.

Lessons Learned:

- Don't rely solely on the total audience number as it's challenging to know how many will be active or how competitive it will be to reach them.

- Look at the estimated daily result to plan out your estimated reach over several months.

- Don't obsess over granular targeting as it narrows the audience and produces less yield.

- Expanding the audience you're hitting, even if it produces waste, may be better economically than targeting a smaller, prime audience.

Maximizing reach may seem straightforward, but achieving it is more complicated than it appears. By expanding your audience and being strategic with your targeting, you can increase your reach and achieve the greatest potential market share.

How to reduce facebook Ad frequency

Ad frequency can be a budget killer when advertising on Facebook, but there are ways to reduce it. In this article, we'll share some tips on how to do just that.

Tips to Reduce Ad Frequency:

1. Identify which campaign has the most frequency by customizing columns and adding frequency to them.

2. The recommended frequency range is 1 to 2.5. If your frequency is higher, look into the reasons why and reduce it.

3. Make sure you're not spreading your audience too thin across different ad sets. Combine ad sets if necessary to increase audience size.

4. Reduce the budget on specific ad sets to avoid continuously showing the same ad to the same people.

Reducing ad frequency takes some trial and error, but it's important to keep testing and trying new things. If you have any questions, check out our other resources or reach out to us.

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