Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 8 or more pages of my website during the past 180 days.
Today’s video lesson is embedded below…
In the last lesson, I talked about how I used Reach optimization to reach as many people as I could within a designated audience. At the end, I suggested that there’s another benefit of using Reach optimization. That’s what we’ll talk about today!
One of advertisers’ biggest complaints is an inability to control frequency. We don’t want to show ads to the same people over and over and over again. Eventually, you’re just throwing money away.
But, what if you could control how often your ad is shown to people? You can do that using Reach optimization and the Frequency Capping option.
When running a Reach campaign, you may not even know that there’s a Frequency Capping option. That’s because it’s buried below a “Show more options” link within Optimization & Delivery.
Once you click that link, you’ll see it…
As you can see here, the default is 1 impression every 7 days. Unless you’re using a larger audience, that’s not going to cut it. If it’s an especially small audience (in the hundreds), Facebook will likely stop showing your ad in a few days once your eligible audience is exhausted (at least until that 7-day minimum expires).
You can edit that, of course.
For these small audiences, I often use a frequency cap of 1 time per 1 day. What you use here is based on a balance of audience size, how long the campaign is running, and what placements you’re running.
For example, I plan to adjust my earlier ads in this experiment eventually to show those ads less frequently. This campaign will keep going for a while, and those early lessons are slightly larger audiences. Once I hit a couple of weeks, it’s also more likely that most of the audience would have seen the ads at least once, so I can start adjusting the cap.
Also, the placement matters. If you only use news feed, you can have a relatively high level of confidence that a single impression isn’t wasted. But, if you use less engaging placements, you may be wasting that single impression in a day. Especially if it’s a short campaign, you may want to consider removing those less engaging placements or increase the limit of times you can reach people.
Like everything, there aren’t any hard and fast rules on what you use for Frequency Capping, but be prepared to adjust on the fly.
If you want to get more tips served to you, you’ll need to first qualify! The next threshold to hit is viewing at least nine pages of my website in 180 days.
View Prior Lessons
I have multiple engagement thresholds for viewing lessons in this experiment. If you were already ultra-active on my website, it’s possible you’ll skip a few of the initial lessons. As a result, I will link to all prior lessons at the bottom of each one.
Here you go: