What does Facebook Frequency mean and is it important? – Facebook Advertising Tutorials
Understanding what metrics to monitor can be very difficult. Learning how to focus on a few important metrics, and only focusing on them, can help your advertising campaigns dramatically.
Today we are going to break down Facebook Frequency. What is it? How important is it? Where should you limit your frequency? Etc…
What is frequency?
We need to understand 3 terms:
Reach – The number of people who saw your Ad at least once.
Impressions – The number of times your Ad was seen on screen.
Frequency – The average number of times each person saw your Ad.
The equation: Impressions / Reach = Frequency
In this example, 144,994 / 101,328 = 1.43
So this Ad was viewed 144,994 times by 101,328 users. Of course the Facebook frequency of 1.43 is just an average. Meaning some people may have seen it 2-3 times, others just once. This number will never be exact, but will give you a good gauge on how many times people are seeing your Ad.
Why does Frequency matter?
There are two main reasons.
#1. You don’t want to annoy people.
Imagine jumping on Facebook and seeing an Ad every day for 30 days. You have clicked on the Ad, read the article already, but you still keep seeing it. You will soon get really annoyed at how many times the same Ad keeps showing and wondering why it is always on your feed.
Having a high Frequency can quickly result into a dislike of your brand. You really don’t want to get to that point.
#2. You can be ignored
We are exposed to thousands of banners and advertisements every month. After seeing the same Ads again and again you are less likely to click on the Ad.
As an advertiser, this can skyrocket the CPC (cost per click) on your Ads leaving you spending much more that you originally were.
I found this graph from a study done on 500 campaigns looking for a correlation between the Ad’s performance and the frequency:
As you can see the more times someone sees you Ad the more expensive it will be for an action such as a click, video view, lead, or whichever objective your Ad is set for.
Ok, so that begs the golden question…
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