If you are looking for a quick revenue win increasing the ROI from visitors to your website who have not purchased is a must.
"Frequency” tells you how often the average user has seen your Facebook ad over a selected time frame.
This metric is important to track when setting up your ad campaigns so that you don't oversaturate the same person with the same ad repeatedly.
In this post we will discuss:
How to measure your Facebook ads frequency in the Facebook ads manager
How to set up the optimal frequency for your ad campaign
Which target audience you should be increasing your Facebook ad frequency for
The Basics Of Tracking Facebook Ads
Tracking Facebook ads performance is best done via the Facebook business manager.
Facebook uses its Facebook pixel to track visitors to your website. The Facebook pixel... (Meta pixel) is a small piece of code that you add to your site. This code allows Facebook to see who has been to your site, how often, and to which pages.
We can increase the likelihood that website visitors will purchase from us by increasing the Facebook ad frequency to those who have been to our site already.
Measure Your Facebook Ad Frequency In The Facebook Ads Manager
To find the frequency metric open your business manager.
Go to the ads manager in the left-hand sidebar.
Once in the ads manager select the columns drop-down on the right and make sure it's on performance and clicks.
This is one view that will give you insight into your Facebook ad frequency.
For more information on Facebook columns, you can read my post on that.
Set Up The Optimal Ad Frequency For Your Ad
Too high a frequency can lead to over saturation of your target audience.
This leads to waste in your budget and lost resources.
According to Facebook, the ideal frequency for your Facebook ads is around 3-4 on your retargeting campaigns.
I like to see this be around 4-5 when spending towards specific promotions.
For more information on the ideal frequency for your Facebook ads fee free to dive deeper.
Automated Rules For Facebook Ad Frequency
Looking to set up automated rules to track your Facebook ad frequency?
You can do this by selecting the rules drop-down menu.
Choosing to create a custom rule.
Then creating a custom rule where your Facebook ad will automatically be turned off if the frequency is greater than your threshold for showing the same ad.
If you decide to use a frequency cap in this way be sure to keep track of your Facebook ads to make sure they all don't go over the threshold leaving you with no active Facebook ads.
To learn more about automated rules you can read my post on that topic.
3 Custom Audiences To Increase Facebook Ad Frequency For
Here are three custom audiences you should be increasing your Facebook ad frequency for:
1. Returning visitors – These are people who have visited your website but have not made a purchase. These people already know who and what your brand stand
Here is an example of a returning custom audience you could create for your next promo.
2. Time Spent – These Facebook users who have spent the most time on your site.
If you include exclusions you could exclude current buyers to target only visitors who have spent the most time and not purchased.
3. VIP customers – These are the people who have made repeat purchases and often make higher-value purchases.
Upload a custom list from your CRM to Facebook to target these people with your Facebook ad.
You can create your custom audience via the Facebook business manager. Go to the Audiences tab.
To learn more about creating a custom audience you can read this post on custom audiences.
Miscellaneous Facebook Ad Frequency Questions
Frequency should not be your leading KPI.
Targeting website users who have visited several pages is simply one approach to making your ads more relevant and getting in front of the correct people.
To make sure your Facebook ads perform well you need to take into account key metrics like visitors, conversion rate, and average order value.
Track Your Frequency To Avoid Ad Fatigue
Ad fatigue and poor ad performance might result from a high recurrence of the same ad to the same audience.
Manage the frequency of your Facebook ads to prevent negative feedback on your Facebook ads.
Increase Facebook Ad Performance By Reaching Your Highest Engaged Visitors
Increasing the frequency of your Facebook ad campaigns is an effective way to increase revenue from returning customers.
Tracking your Facebook ad's performance closely to make sure that your custom audiences don't get oversaturated is key to not wasting your budget.
If done properly you will be getting in front of your highest potential customers more frequently.
For more info on ad frequency and help creating your own Facebook ad campaigns, feel free to book a call with me.
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