The essential unanswered question in today's business is: what does a Facebook ad frequency look like. It is probably an inaccurate question to consider because, in this competitive market, who cares about frequency, sales, exposure, and leads are more important to us than ad frequency, aren't they?
Everyone thinks they should be worried only when ad frequency disturbs your performance, but what to do when many people hide your advertisements due to excessive ads on Facebook custom audiences. Often people overlook Facebook ads frequency as a metric, but to grow their business, they probably do not ignore this. Therefore, if you want to get insights about Facebook advert frequency, this article will help you.
So, without further ado, let's dive in!
What is Facebook Ad Frequency?
The amount of times a brand's advertisement appears in a user's news feed is referred to as Facebook Ads frequency. The frequency of the advertisements aids the organization in evaluating its audience's engagement. It further demonstrates the importance of marketing campaigns when these advertisements appear in the news feeds of people with common interests.
Why do We care About Frequency?
Throughout the years, and across campaigns in a range of businesses, we've discovered that a specific variety of frequency coincides with, if not directly drives, rises in CTR and decreases in CPC (and ultimately CPA). However, too low or too high of frequency can cause the opposite: low CTR and increased costs.
An ad that has been seen too few times will not make a significant mark – it will be possible to ignore and forget. Also, if a person sees an ad too much, the high-frequency rate will create conflict by receiving unsatisfactory comments or reviews, lowering the ad's relevance score. As the frequency of Facebook advertising raises, the chances of a user clicking on the ad reduces.
How Can Facebook Ad Frequency Impact Campaigns?
Advertising campaigns will display the ads to users that aren't paying close attention to them, with the average internet consumer being subjected to 1,707 banners each month (Analytics). They appear in their feeds, but they go unnoticed or unacted upon, inevitably resulting in what is sometimes known as banner blindness.
Banner blindness (individuals learning to recognize and then ignore the advertising on a subconscious level) and advertisement fatigue (signs that the message is becoming less successful over time) may be problematic for your marketing campaigns. It results in increased expenses and lower returns.
How to control Your Ad Frequency?
If you are tired of it all and want to take complete control of your Facebook ad frequency, we have put together a list of tactics, will help you. These techniques will improve your business, but which one is better for you depends on your circumstances. Also, if you do not want to spend a lot of money, then doing this manually will be a better option because you will always get better results manually. So here are few tips to control your ad frequency:
Manually doing it: If you have the chance, then this is one of the safest ways. To make a decision, you should merely look at your frequency, rating scores, and performance. If your frequency is having a detrimental effect on your performance, you should diversify your creatives, change up your targeting, and so on.
The reach objective: The reach goal helps you to set a frequency limit. You can establish a frequency limit of no more than two, ensuring that your ad never exceeds that average. It's not the perfect choice because, except for Facebook retargeting, the reach goal is rarely the best.
Establishing automated norms: When a specific ad frequency is reached on your advertisements, you can set up an automated rule to either turn off the ad or lower the budget. If you can't do it manually, this is a safe strategy; we usually only lower the budget as the frequency is hit before the stats improve.
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Summing-up
Companies can set the frequency of Facebook Ads in such a way that as they are displayed to viewers, they are interested in learning more. Advertisements do not annoy the viewer because they have the power to vote out of seeing the brand's advertising. Though always remember:
There is no perfect frequency, it is determined by your situation.
High frequency isn't a negative impression if your output score is good and your performance doesn't seem to be affected.
There are many ways to improve your frequency to optimize your performance.
I hope this article provided you with relevant knowledge about Facebook Ads Frequency.