Meta is making a really big change to a really important Facebook ads feature. I'm very excited about it and in this article I'm going to show you what it is and how to use it. Okay, so what am I talking about here? Well, Meta is making massive changes to frequency options. And just to quickly explain, frequency is the number of times that people have seen your ads. So for example, if you have a three frequency, that means that of the people that have seen your ads, on average they've seen them three times.
Now, there are advantages to having higher frequency numbers, particularly if your product or service is quite a large decision. You've got a lot of convincing to do. You need to really demonstrate the benefits associated with your product or service, put in proof, customer testimonials, all that sort of stuff. Having a high frequency can be really helpful. But not all businesses are like that.
Firstly, I want to run through the change that's happening to the frequency cap section within the awareness objective and then talk about where else we're going to be able to use frequency control options. That is very, very exciting.
What is a game-changer about this feature is it being added to other campaign objectives. Now, not within our ad accounts yet, but I have heard of this frequency control section being added to the engagement campaign objective in other ad accounts. It looks like Meta is currently running a trial and I've also heard that should that test go well, which I expect it to do, that this frequency control section is then going to be rolled out to other campaign objectives like sales and leads.
One of the ways in which this might change my approach to Facebook advertising is my omnipresence content strategy. So previously, we would use the awareness objective, and we would use a cap. We haven't yet experimented with this target option. We definitely will. I'm also really excited to use this to use the omnipresence content strategy with other campaign objectives.
Q: What is frequency in Facebook ads?
A: Frequency in Facebook ads refers to the number of times that people have seen your ads. For example, a frequency of three means that, on average, people have seen your ads three times.
Q: Why is having a higher frequency advantageous in Facebook advertising?
A: Having a higher frequency can be advantageous, especially for products or services that require a lot of convincing and demonstration of benefits. It allows you to reinforce your message and provide more information to your audience.
Q: Where can frequency control options be utilized beyond awareness campaigns in Facebook advertising?
A: Frequency control options are being expanded to other campaign objectives beyond awareness campaigns. New options are being tested and might be rolled out to objectives like engagement, sales, and leads.
Q: How can frequency control features impact campaign objectives in Facebook advertising?
A: The addition of frequency control features to other campaign objectives can be a game-changer, helping advertisers optimize their ad delivery and audience reach across different campaign goals.
Q: How can frequency control enhance marketing strategies in Facebook advertising?
A: Frequency control can enhance marketing strategies by allowing for better optimization of ad frequency across different types of campaigns, potentially improving overall campaign performance and effectiveness.
