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So, yo. Check it. You’re just minding your own business and running your Facebook ads, and you’re all, like, this is killer, brah. You’re hitting ’em hard, and you’re hitting ’em fast, and you’re just chillin’ listening to R.E.M. Everything is going well. Then, out of the blue, things start slowing down, getting more expensive, and generally sucking all around. You dig around in Ads Manager trying to figure out what went so wrong when it had been feeling so right and discover that your time is up: your “Frequency” score has ballooned, and is now at 5 or 6 or 10 or whatever.

Guess what? Your ad is dead. Or, rather, it should be. It’s a zombie and you need to put it out of its misery. It’s out there, wandering around, but the life has left it, and it’s stumbling around the internet doing little more than making people uncomfortable. And brands that make customers uncomfortable don’t have customers very long.

Here’s the kicker: The average cost per click increases as the frequency increases, AND the Click-Through Rate starts to decrease. So, you start paying more for less if you don’t keep it wrangled in.

In so many ways, Frequency is THE key metric, so make sure you fully understand it.

Frequency is a measure of how many times a user has been exposed to your post. It acts as an indication of how effective your targeting is. If your frequency is low, you are arguably targeting too wide an audience, investing too little to reach your target audience, or a combination of the two.

Also, note that there are different ways of viewing frequency, and Facebook divides your campaigns into three levels; you can view the frequency for each ad, each group of ads (an ad-set) or each campaign (a collection of ad-sets).

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