Frequency in Facebook Ads: What is it and why control it? –

For those new to digital marketing who use social media to promote ads, learning about frequencies is important. The frequency of Facebook Ads is responsible for giving or not.

Some ignore this aspect of their ad campaigns due to the fact that the priority is to generate sales and frequency does not influence this. Nevertheless, There are cases where it can influence and decrease the sales of a company, due to spam to users.

No user, no matter how loyal they are to a brand, wants to receive an exaggerated spam of ads that bother their browsing. So they can become disinterested or bored instead of keeping an eye on brand changes. It is for this reason that we have written an article that explains everything you need to know about the frequency of Facebook Ads. Just keep reading.

What is the frequency in Facebook Ads?

To get started, you need to know what Facebook Ads frequency is and why it’s so important to consider it based on sales. Since many use ad campaigns through Facebook Ads, you probably need to understand that they will have a frequency. This will determine how often it is displayed to the target user.

However, we can define this frequency as the number of times a user views an ad on average. And it may not be as important to some as a metric, but to others it can be really essential.

Importance of frequency in Facebook Ads

In general, most businesses only need to worry about the frequency level of their ads to avoid overwhelming their target users. Frequency in Facebook Ads determines the number of times a user views an ad. And if it is constant, said user could have two actions

Ignore frequent content.
Hide the ad.

And in the case of the second option, the investment loss would be considerable because it would decrease the amount of influence over its target customers. By reducing the audience, there is less chance of having the same reception as before.

What is the frequency of ads on Facebook?

Standard Facebook ad frequency is fairly easy to calculate and depends on the number of impressions divided by reach. A clear example is that if an ad had a total of 3,000 impressions, but only reached 1,500 people, it means that its frequency is 2.

Nevertheless, this is an average metric that can mean that a single person has seen the same ad multiple times.

How to find the frequency of ads on Facebook?

Since we already know the importance of the frequency of Facebook Ads, it is important that you know the frequency established in your ads. So that you can have greater control over the effective impact that Facebook Ads campaigns have or not. For this, you need to follow some steps like:

Go to Business Manager and select the “Ad Manager” option.
Look for the “column” section to the right of the options.
Select the “customize columns” option once the menu is displayed.
Choose the Frequency option to get to see it as a section in Ads Manager.

The frequency problem on Facebook

As we have mentioned before, it is possible to find problems in the frequency of Facebook Ads when it is excessive. Since it can generate investment losses and greatly reduce the audience, causing long-term problems for a thriving business. The biggest problem it can generate is the ineffectiveness of an ad.

High frequency can cause a group of users to almost unconsciously recognize one type of ad. It’s almost like going through the same place and seeing an ad every time. This can get boring… Right? Or it even causes the ad to go unnoticed after a few occasions.

This is precisely what is sought to be avoided, because it would end up contributing large investments of money in paid advertising that is ignored. And in the worst case, your targeted users will end up blocking your ads for being too annoying.

What frequency should I aim for?

Like everything in digital marketing, the frequency of Facebook Ads is something that requires prior study. In this case, it is to determine if a high or low frequency is more convenient depending on the moment. For that reason, the best way to find out is by following a few steps like:

Create creative and different ads: Try not to show the same ad over and over again, when you can present your brand in different ways. Thanks to ad rotation you can help avoid the problem of high frequency. And remember that each advertising creative must be different, focus on a different theme of the brand.
Segment audiences by location: If the ads are presented in different ways through different social networks it can be more effective. We’re talking about using Facebook News Feed or Instagram Stories to ensure better targeting. And if one is not as effective, you can exclude it.

Simply go to “Breakdown”, select the “delivery” option and choose the location option.

Strategies if you have a high ad frequency

If you have a high ad frequency, it is best to consider some strategies. So that the frequency of Facebook Ads does not harm the business, being these strategies:

Adequate targeting of ads.
Zero duplicate ads.
A budget correctly distributed in each of the options.
Adjust the frequency of the campaign as a group and not for each day.
Create campaigns that do not have a large number of ads each.
Generate diverse content that presents different faces of the brand, with different design.

How to control the frequency in Facebook Ads?

If even after knowing the importance and frequency of Facebook Ads in your ads, you want to manage this aspect, you can do it easily. For it, we have collected a series of methods that can be adjusted to any problem to make it easier. To control the frequency of Facebook Ads you can:

Modify it manually. If you have enough time you can manage the frequency of your ads and verify the information obtained. If such frequency generates positive results, then you can use the strategies above to help change the results in a positive way.

The best thing is that you do not have to disable the ad because you will manage the information it offers to help improve results.

Range target. If you want to better manage the frequency of Facebook Ads you can use a limit to prevent it from generating negative results. Which means that the amount selected will be the frequency limit that it will have permanently. Although this is not a highly recommended option.
Use automatic rules. These allow you to regulate the budget or you can even deactivate the ad if it reaches a set frequency. Simply go into the business manager and choose the Automated Rules option to create it.
Use of scope and purchase of frequency. If desired, it is possible to select the objectives that a campaign has and that it does not exceed them. However, if you wanted to invest more in an advertisement that has been quite effective, it will not be possible.

Now that you know the importance of frequency in Facebook Ads, the time has come for you to try advertising in Facebook Ads. In We carry out the optimization and management of campaigns on social networks such as . Do not hesitate to contact us if you need more information.