What is a good frequency for my Facebook ads? The answer to this question depends on several factors, including your business goals, target audience, and budget.
In general, it is recommended to have a high frequency for returning customers and high-intent audiences compared to the new Facebook audiences you target.
When retargeting and going after high-intent audiences the Facebook ad frequency you want to see in your ads manager is between 3-4.
Where To Find Your Frequency KPI
You can find your frequency count by going to the delivery column report.
Or adding the frequency metric to one of your custom reports.
To learn more about adding metrics to your reports you can visit our post.
3 Reasons To Run High-Frequency Campaigns
Why do you need a high-frequency ad campaign? Here are three reasons why you should consider upping your Facebook ad frequency.
It Is Cost Effective To Show Ads With The Same Message Multiple Times
One reason you want a higher frequency is that your ad tends to be more effective when it is seen more often by your target market.
This is because people are more likely to remember an ad if they see it multiple times.
Additionally, seeing an ad multiple times can also help to build brand awareness and create a more positive association with your brand.
Facebook's Ad Delivery Gets The Right Message To The Right Audience
Another reason to run Facebook ads more frequently is Facebook provides several features that make it easier to target your ads to the right audience.
For example, Facebook allows you to target ads based on interests, demographics, and even behaviors. This means that you can be very specific about who sees your ads, which can help to ensure that they are more likely to be interested in what you have to offer.
High Frequency Improves Results
Finally, running Facebook ads more frequently can also help to improve your overall results.
This is because the more times that people see your ads, the more likely they are to click on them.
Additionally, the more times that people see your ads, the more likely they are to remember your brand and make a purchase from you in the future.
The only warning here is to make sure you have the right balance between reach and impressions to prevent ad fatigue and bring new visitors to your site. More on reach vs impressions later.
Do I Want A High Frequency?
There are pros and cons to running ads more frequently. On the one hand, you will have more opportunities to reach the same audience and achieve your desired results.
On the other hand, you will need to be prepared to see ad impressions to new audiences decrease, as well as deal with the potential for higher levels of ad fatigue.
Consider the following when determining if you should increase the frequency of your Facebook ads.
What Is My Target Audience?
Ads targeting is one of the most important factors to consider when determining your frequency. If you are targeting a large group of people, you will likely need to run your ads more frequently to reach them all. However, if you have a smaller, more targeted audience, you may be able to get away with running your ads less frequently.
What Are My Business Goals?
Your business goals should also be taken into account when determining your ad frequency. If you are looking to generate a lot of leads, you will need to run your ads more often. However, if you are simply looking to raise awareness or drive traffic to your website, you may be able to get away with running your ads less frequently.
What Is My Budget?
Your budget or ad spend is another important factor to consider when determining your ad frequency. If you have a large budget, you will be able to run your ads more often. However, if you have a limited budget, you will need to be more strategic in your ad placements and run your ads less frequently.
Control Ad Frequency
In general, it is recommended to start with a higher frequency and then adjust based on results. By running your ads more often at first, you will be able to gather data more quickly and make informed decisions about how to adjust your frequency going forward.
How Do I Optimize My Facebook Ad Frequency
The answer to this question will depend on your business goals. If you are looking for brand awareness or revenue, you will want to run your ads more frequently.
However, if you are looking for results such as new website traffic or lead generation, you can have a lower frequency.
To learn more about how which campaign is right for you. You can read our post on Reach Vs Impressions which covers this topic.
What Type Of Ad Campaign Has A High Frequency?
Different campaigns will have different Facebook ad frequencies.
If your business objective is to drive results from existing visitors then here are a few different types of Facebook ad campaigns that tend to have high ad frequency.
These include:
Brand awareness campaigns
Lead generation campaigns
Remarketing campaigns
Retargeting campaigns
If you are running one of these types of marketing campaigns, you will likely need to run your ads more often to achieve your desired Facebook ad frequency.
The optimal frequency for the above ad campaigns is a range of 3-4.
If you can hit this Facebook ad frequency and see positive results consider launching a new visitor or impression marketing campaign to continue to fill these audience pools.
If you are seeing a low RoAS from your remarketing and retargeting ad campaigns this can be a result of targeting the wrong audience or using the wrong message.
A hard and fast rule for your high-frequency ad campaigns is that your existing visitors and customers should be your highest return audience.
This is true, regardless if your goal is revenue, lead collection, or driving brand awareness.
Managing Facebook Ad Frequency
Once you have determined the optimal Facebook ad frequency for your Facebook ad campaign, you will need to manage your ad campaigns to ensure that your ads are running at the right frequency.
There are a few different ways to do this:
Set a schedule: One way to manage your ad frequency is to set a schedule for when your ads will run. This can be done using the scheduling tool in Facebook Ads Manager.
Monitor results: Another way to manage your ad frequency is to monitor the results of your campaigns and make adjustments as needed. This can be done by keeping an eye on your ad performance metrics, such as reach, impressions, clicks, and conversions.
Split test: A third way to manage your ad frequency is to split-test your campaigns. This can be done by running two versions of the same campaign, one with a high ad frequency and one with a low ad frequency.
What Are Frequency Caps?
You can cap ad frequency and reduce or increase the number of impressions Facebook users have of the same ad.
By using frequency capping, you can manage your ad frequency and prevent ad fatigue.
Ad fatigue happens when your potential customers see the same ad multiple times and begin to scroll past it, ignoring your brand.
You can only adjust the frequency that your Facebook ad is shown in your ad set if you choose the awareness campaign objective.
Then scroll down to the bottom of your ad set to adjust the cap.
By default, you will have 1 impression every 7 days.
Frequency caps can be a helpful way to control Facebook ad frequency, but they should be used carefully. If you set your frequency cap too low, you may miss out on potential impressions and conversions.
However, if you set your frequency cap too high, you may end up annoying your target audience and causing them to tune out your ads altogether.
Set Up The Perfect Awareness Campaign
If you are looking to improve your existing traffic or customers, consider running an awareness campaign or a Facebook retargeting campaign.
For help with reach vs impressions, you can read this post.
For help with brainstorming your next Facebook campaign, you can book a call below.
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