Comments on: Facebook Ads Frequency: 3 Techniques to Fight It in 2018

By: Martin van Stein

Martin van Stein — Tue, 09 Jun 2020 21:39:00 +0000

What annoys me about frequency is that Facebook starts to early delivering ads to people who’ve seen them already.

For instance I have an ad with an audience size of 130K people …and it starts re-delivering around 8900 (frequency of 1.71) …

The problem is that conversions drop considerably even after a day … and I have a suspicion that it is just a good old money grab … because I have created a new audience and a new campaign 3 times now and each time the pattern is similar …great results on day 1 …day 3 it’s grinding to a halt .

Now I realize that at some point you need to show an ad again … but I think it is better for an algorithm to learn if it goes for reach first and based on conversions optimize … but that doesn’t happen.

So for now I am creating the same campaign over and over again every 3 days just to get my money’s worth

By: Digital Santhosh

Digital Santhosh — Tue, 07 May 2019 12:55:25 +0000

For me, 5 is a bit too much. I would say 3 should be the limit for frequency cap. Because people would already be kind of bored and irritated when they see an Ad 4 times. Anyways I will try your tactics while promoting my blog posts.

By: 5 Facebook ‘Ad Hacks’ for Quickly Attracting Customers to Your New Hustle | Stacy Klein's Blog

Wed, 05 Dec 2018 21:26:21 +0000

[…] One study found that by the time someone sees an ad on Facebook for the ninth time, clickthrough rate decreases by nearly 50 percent, while the cost per click increases by over 160 percent. […]

By: Marketing Mumbles

Marketing Mumbles — Wed, 17 Oct 2018 23:12:29 +0000

[…] a regular Facebook user, this gives me more of a reason to get off Facebook and move to another platform that isn’t so bombarded with ads. In today’s competitive digital […]

By: Adil Khan

Adil Khan — Fri, 31 Aug 2018 16:58:26 +0000

Nice article, Massimo. Have a question:
If you have a one month campaign to drive traffic to a page, would you recommend using the same ad set(s) and only pausing the old creative at the ad level OR duplicating the ad set and pausing the old ad set?

By: Davide

Davide — Tue, 13 Mar 2018 17:22:43 +0000

In reply to Massimo Chieruzzi. Ciao Massimo, ho una campagna che è andata molto bene nell'ultimo mese ma adesso sta raggiungendo una frequenza vicina al 6 e non sta generando conversioni. Come devo comportarmi? Thanks!

By: Elizabeth

Elizabeth — Mon, 05 Mar 2018 03:04:53 +0000

Thank you for sharing this informative article. I had never checked the frequency of my campaigns before.

By: Vishal

Vishal — Tue, 27 Feb 2018 11:20:11 +0000

How to change the frequency of an active campaign?

By: Massimo Chieruzzi

Massimo Chieruzzi — Fri, 12 Jan 2018 07:08:12 +0000

Great question Jamie!

There are a bunch of factors here that might influence your delivery:

1) The reach is always an estimation from Facebook. Some of those 15,000 users might not be active anymore ore they might login once per month making it very tough to reach them.

2) Facebook is an auction. If those users are targeted by a lot of advertisers your bid could be not high enough to reach them

3) Facebook Optimization algorithm for some reason could think your ad is not relevant for them and they would not convert.

What you could try is either increase your bid or change optimization method for your campaign, optimizing for reach would be the best choice to reach everyone … but it could be more expensive and not worth it!

By: Jamie

Jamie — Sat, 06 Jan 2018 14:27:52 +0000

In reply to Cris Casey.

Thanks for the article!
It certainly supports the experience I’ve had.

One thing still confusing me, I hope you (or anyone else) can help… here’s a typical example:

Ad Sets targeting 20,000 people.
Impressions: 10,000
Reach: 5,000 (so frequency 2, and climbing)

Why does FB repeatedly advertising to the 5,000 when there are still 15,000 people that haven’t seen the ad?

Do I trust the algorithms that this is the best use of spend, or should I combat this somehow?

We’re using Top 5% Lookalike LTV audiences so everyone in the audience is worth hitting in theory.