Have you ever heard Facebook ad Coupon, do you run it?
How many times your ads should be seen by your audience?
The Reason for Ad Frequency Matters
The average number of times users see your ad is “ad frequency” defined by Facebook. Before the user notices the ad and hopefully takes action, you need to know how many times you should illustrate your ad to a user as an advertiser.
Optimal ad frequency is at least 3 exposures within a brand purchase cycle according to traditional advertising research has illustrated that. With the same ad as many times as possible you need to “hit” your audience according to traditional advertising schools say that. But, repeat exposure on Facebook may actually hurt your campaign.
Facebook ads are interactive unlike traditional advertising. Ad feedback can be submitted by Facebook users, and your relevance score plummet will be made by negative feedback. Many advertisers compete and to prioritize which ads get served first and at what price points one of the tools Facebook uses is relevance score for the same audience every day.
To specify what they do not like about the ad Facebook asks them if users select to hide ads. Such as It is Annoying or Not Interesting, I Keep Seeing This or It is Not Relevant to Me among others they can choose from options.
Your relevancy score will go down when a user submits feedback on your ad and reports It is Not Relevant to Me. On the contrary, the relevancy score to go up is caused by people who engage with your ad. To be served than other ads targeting the same audience your ad is more likely when your ad’s relevance score is high (with 10 being the highest).
To Manage Your Own Facebook Ad Frequency
Between ad frequency and relevance score, what is the connection? The higher the frequency, the lower the relevance score in most cases. Although in the beginning your ad may have a high relevance score (for instance, 7 or 8), your relevance score will most likely go down after your ad runs for a while and gets served to the same audience several times.
About the optimal frequency, I spoke with several Facebook representatives. After you serve frequency to the same audience 3 or 4 times, others gave a tipping point of 3.4, meaning that your ad becomes ineffective while a couple of at Facebook suggest keeping frequency to less than or equal to 2.
Key Takeaway: monitor the Relevancy Score for each ad to find the tipping point for your own ads.
For instance, your ad’s performance can be watched closely and manually stop the campaign when you notice your frequency going overboard and your relevancy score going down when creating a website clicks or impressions campaign. You can adjust your targeting or creative and relaunch the campaign for better results.
To Let Facebook Manage Your Facebook Ad Frequency
Is there a way to control it when frequency plays such an important role in your overall ad performance? Yes and no is the answer. For a single delivery option to optimize frequency, you can rely on Facebook: daily unique reach, impressions, or website clicks. From a frequency standpoint let’s briefly review each option.
Link Clicks to Your Website
You will pay per click if you optimize for Link Clicks to Your Website. To the same group of people until you exhaust your budget or your ad runs out of time your ad will be displayed by Facebook. On frequency, there is not limit. But, after you have illustrated your ad to the same audience more than from 3 times to 4 times, to serve less often your ad is begun by Facebook.
For building brand awareness you pay per thousand impressions and it is typically recommended with the Impressions option. Also campaigns optimized for impressions do not limit ad frequency. Do not forget, to wear out your audience when you do not watch your frequency closely it is easy.
When running website clicks or impressions campaigns, Facebook set limits on the number of times your audience can see an ad/day to avoid overburdening its users. Your ad can be seen by your page’s fans up to four times a day, and non-fans could be exposed to an ad up to two times a day as reported by a Facebook representative.
To note that these rules do not apply to the right column placement and to small audiences (fewer than 5,000) it is important Facebook recommends ad sets that will reach from 1 to 3 million users.
Daily Unique Reach
To optimize your ad delivery to Daily Unique Reach, there is an option after your frequency reaches a certain point while there is not a magic button that will automatically pause your ad campaign. No more than once a day although to the maximum number of people within your selected audience this means Facebook will serve your ad. Include the right column, your daily frequency is limited to 1/day, and it applies to all placements.
Daily Unique Reach downside is that Facebook no longer optimizes the ad for an action, and you may see fewer engagements or clicks (shares, likes and comments).
But, when for building a custom audience you have a large enough lead list you can use, to choose this option it is still a good idea. Custom audiences and lookalike audiences typically perform better than general Facebook targeting. However, to grow your chances of recipients taking action on the ad, you might consider adding specific interests and behavioral targeting when you do not own a high-quality list.
To sum up
When launching and monitoring an ad campaign on Facebook to keep ad frequency in mind it is important. Relevance score is often affected by Facebook frequency, which will drive the ad’s cost and performance up or down.
During the length of the campaign with a tipping point of 3.4, the optimal ad frequency is from 1 to 2 exposures, after which an ad loses its effectiveness according to Facebook.
Although at 1 exposure per user per day by choosing a Unique Daily Reach goal, to keep in mind that it is possible to automatically cap a frequency, with other campaign goals this option is not compatible such as impressions or website clicks.
What do you think about it? When Facebook offered an option to cap ad frequency at a custom number while running website clicks or impressions campaigns would it be helpful? Would it save you some time? Let’s share your thoughts and experiments in the comments below.