It’s finally here. Now you can control frequency of Engagement campaigns.
My last video was about changes to Frequency Control for Awareness campaigns. It was during the process of putting together those notes that I realized something big: This is coming to Engagement campaigns, too!
Here’s what you need to know…
How to Find It
Use the following steps to access Frequency Controls for Engagement campaigns.
1. Select the Engagement objective.
2. Within the Conversion Location section, select “On Your Ad.”
3. For Engagement Type, select “Video Views.”
4. For Performance Goal, Select “Maximize ThruPlay views.”
If you have this option, you’ll see a new section for Frequency Control. Check the box to set a frequency for your ad delivery.
What is Frequency Control?
You’ll have options to set a Frequency Cap or Target Frequency.
Frequency Cap has been around for years when optimizing for reach. It sets a cap on the number of times you reach people during a specified number of days. Target Frequency is also rolling out for Reach optimization.
This is the first time we’ve seen frequency controls for the Engagement objective when using the Auction buying type (at least beyond a limited test). It would’ve been nice to have years ago, but here we are.
Target Frequency establishes the goal average number of times that you want to reach people — so it could be more or less, depending on the person.
Requirements
Target Frequency requires the following settings:
- Lifetime budget
- Schedule that runs for at least 7 days
- No use of bid strategies
If any of these requirements is not met, Target Frequency is grayed out.
You’d still be able to utilize Frequency Cap.
Should You Use It?
If you run engagement campaigns, this could be a useful option for controlling frequency. I wouldn’t obsess over what is a “good” or “bad” frequency. Instead, test it out and see how it impacts your results.
It is a way to restrict the algorithm. While advertisers love that, it’s usually going to lead to worse results. But you may have a specific reason for wanting to limit how often you reach people. This gives you an option.
Now… What about other objectives and performance goals?
