One of the issues advertisers struggle with most is controlling the frequency of ads shown. At some point, you’re just wasting money showing the same ads to the same people.
There is no ideal frequency that is best for every advertiser in every situation. Some frequencyCalculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad. More is good. But advertisers have very few options to control it. There’s just not a whole lot that you can do beyond adding creatives or changing targeting.
Meta needs something. Let’s discuss…
Reach OptimizationReach optimization allows you to show your Facebook ads to the maximum number of people while using a frequency cap. More
One of the nice benefits of using Reach optimization is that you get access to Frequency Capping.
With frequency cappingFrequency capping allows you to limit the number of times your audience sees your ad during a given window of time. More, you can tell Meta to limit impressions to once every seven days, for example (which is the default). But you can customize that however you want. It’s great!
Reach and Frequency Buying TypeThere are two buying type options when determining how you will pay for a Facebook ads campaign: Auction and Reach and Frequency. More
Frequency capping is also available when using the Reach and Frequency buying type.
Of course, you may not even know that this option exists — and it doesn’t for all advertisers. Truthfully, it’s not a great option for many because it has such a high minimum threshold for budgetA budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More that it will price most advertisers out.
But, sure, you can turn frequency capping on there, too.
Other ObjectivesThe campaign objective is the ultimate goal for your Facebook ad. Your selection will impact options, including optimization and delivery. More Besides Reach
Unfortunately, the only time you can use frequency capping under the AuctionFacebook uses an ad auction to determine the best ad to show to a person at a given point in time. The winner of the auction is the ad with the highest total value, based on bid, estimated action rates, and ad quality. More buying type is when optimizing for Reach. Reach has its limitations since you can’t optimize for a specific action, like a conversion. The entire point of Reach optimizationHow you optimize impacts who sees your Facebook ad. Facebook will show your ad to people most likely to perform your desired action. More is showing your ad to as many people as possible.
Wouldn’t it be great if you could control frequency for other optimization options, too?
Now, I understand that there has to be a pretty good reason for why frequency capping isn’t available for other optimization options. I’m sure that this would impact the algorithm and the optimal way that Meta wants to deliver your ads.
But… I don’t know. You can make the argument that you interrupt the algorithm in similar ways when using cost controls like cost caps and bid caps.
So, why not make frequency capping available for other optimization options? Even a simplified version would be great. Something that would allow us to say, “Let’s show this ad, but try not to show it 50 times to this person in a week.”
This may be an exaggeration, of course, but adding an actual lever to this to give us some sort of control over frequency would be ideal. It may allow ads to remain relevant for a longer period of time, too.
How do you think frequency capping might work with other optimization options?
Let me know in the comments below!