Why understanding frequency is key to success with Facebook advertising

How do you assure that your Facebook advertisement marketing campaign is doing work as difficult as it potentially can? 

For Facebook advertisers, it can be simple to get trapped into the multitude of statistics and metrics that your strategies produce.

For all those that are analytically minded, Facebook advertising can feel like remaining a child in a candy shop, but can be equally challenging to the uninitiated.

Get to, the range of distinctive men and women have noticed your publish, provides you an indication of just how much your advertisement has been noticed, but it doesn’t really give you significantly of an indication of how successful it is.

It is a equivalent story for impressions, which tells you how a lot of moments your advertisement has been served. The important metric is the latter divided by the previous – frequency.

Frequency is a measure of how a lot of moments a person has been uncovered to your publish, and functions as an indication of how successful your focusing on is. If your frequency is low, you are arguably focusing on as well extensive an viewers, investing as well very little to achieve your goal viewers, or a combination of the two.

There are different strategies of viewing frequency, and Facebook divides your strategies into a few stages you can view the frequency for just about every advertisement, just about every group of adverts (an advertisement-set) or just about every marketing campaign (a selection of advertisement-sets).

Advert level frequency

Advert level frequency is the most basic level of frequency examination. In the instance underneath, just about every dot refers to a distinctive person, with the encompassing circle representing one particular advertisement.

As customers who have previously noticed the advertisement are served it again, the impressions improve. However, simply because the range of customers hasn’t enhanced, so does the frequency (simply because a higher range of impressions are served to a static range of customers).

facebook frequency

In this instance, we have 19 distinctive customers (represented as individual dots), with an advertisement that has been served a full of 27 moments (as soon as to 13 persons, 2 times to four persons and a few moments to two customers). This generates a frequency of 1.42.

Advert-set level frequency

Advert-sets are intended to group adverts together, earning it less complicated for advertisers to organise and control various strategies, and control their collective devote and focusing on. This will allow the focusing on for a lot of adverts to be transformed quickly and effectively.

That could possibly be terrific for marketing campaign management, but it’s not so good for frequency management. Advert-sets keep track of all of the customers who have frequented all adverts and if an individual is served several adverts from an advertisement-set, that will nevertheless only count as one particular distinctive person.

One person that sees 5 adverts would be considered as “one unit” of achieve, 5 models of impressions and so that individual’s frequency would be classed as ‘five’.

facebook ad set frequency

In this instance anything inside of the bigger oval is the advertisement-set.

  • The inexperienced Advert nevertheless retains its 19 distinctive site visitors, 27 impressions, and Frequency of 42
  • The pink Advert has 20 distinctive site visitors, 22 impressions (as 2 men and women see the advertisement 2 times), providing a Frequency of 1
  • 12 of the customers nevertheless, have noticed both Ads, with 1 person observing both Ads 2 times
    • The full distinctive customers is 27 (not 39, which would be a combination of both adverts)
    • The full advertisement-set impressions is 49 (which is the combination of both adverts)
    • This pushes the frequency of the advertisement set up to 81, regardless of the inexperienced advertisement having a frequency of 1.42, and the pink advertisement having a frequency of 1.1.

Perplexed nonetheless?

As both adverts in this advertisement-set are served with the exact focusing on, they’re just as possible to be served either advertisement. Adding new adverts inside of advertisement-sets would only compound the dilemma, so you ought to glimpse at limiting advertisement quantity inside of advertisement sets where ever feasible.

Campaign level frequency

A cursory glimpse at the subsequent level of frequency reporting probably complicates issues more. In marketing campaign level frequency examination, we have a predicament the place a marketing campaign may possibly include several advertisement-sets, just about every with their own focusing on.

Which is not really an problem when just about every advertisement-set involves mutually distinctive focusing on, generally when negation is utilized, but as we can see from the instance underneath, a lot of focusing on methods will overlap. Following all, your audiences may possibly have a lot of pursuits.

A person may possibly be a lover of a particular confectionary model webpage previously, or they may possibly not – they cannot be both. However, difficulties crop up when the focusing on may possibly look mutually distinctive at 1st look, but in actuality it isn’t. A lover of chocolate may possibly also be a lover of candy, which means that they are possible to see adverts from both advertisement sets.

campaign level frequency

In the previously mentioned instance, advertisement-set one particular (to the left) has two adverts, as does advertisement-set two (to the right). Ads one particular and two, in advertisement-set one particular, have 31 distinctive customers between them. As some men and women have noticed just about every advertisement several moments, their impressions is at 71, providing that advertisement-set a frequency of 2.09.

Advert-set two (to the right) has 35 distinctive customers, and 82 full impressions, providing that advertisement-set a frequency of 2.34.

However, some of all those customers will attribute in both advertisement sets, so the marketing campaign as a entire has 54 distinctive customers, and 153 impressions. Which is a frequency of 2.8, which is a move up from both advertisement-sets.

So how does this operate in exercise?

Let’s consider an instance of the sweet firm seeking to market their hottest line of confectionary items.

Of the two items that they want to market, one particular involves gelatine dependent items, and the other contains chocolate items, the model consequently makes a marketing campaign with two distinctive advertisement-sets: one particular aimed at gelatine enthusiasts, and one particular at chocolate enthusiasts.

One of our goal audiences, Tom loves gelatine, whilst yet another member of viewers, Dick, loves chocolate. However, poor Harry loves Turkish Delight. Compared with Tom and Dick, he gets qualified by both the gelatine products adverts and the chocolate products adverts. Although Harry is technically effectively served by the focusing on, he gets an advertisement about milk chocolate, then an advertisement about jelly beans, fairly than just one particular form of confection.

That may possibly not sound like a substantial dilemma, but it doesn’t give you a true indication of your Facebook advertisement tactic.

So what level ought to you hear to?

Campaign level frequency will deliver you with the truest picture, but that by yourself won’t explain to you the comprehensive story at the rear of your strategies.

campaign frequency on facebook

Test your marketing campaign. If it’s acquired a low frequency, then no dilemma. If it’s starting up to creep up, then glimpse at the advertisement-set level. If the advertisement-set stages are high-quality, then the 1st matter to glimpse at would be to see if and the place your focusing on is duplicated.

If one particular or extra of your advertisement-sets are large in frequency, then glimpse at your adverts. See if you have as well a lot of, flip them off, review how wide or slender your focusing on is, and glimpse to either broaden, or flip the advertisement-set off completely.

Why is large frequency an problem?

With the regular world wide web person uncovered to 1,707 banners just about every month (Comscore), strategies can be serving your adverts to persons who just are not spending interest to them. They arrive up in their feeds, but they do not get noticed or actioned on, leading to what is at times regarded as “banner blindness”.

Banner blindness (men and women mastering to sub-consciously recognise, and then ignore your Ads), and marketing campaign fatigue (symptoms of the marketing campaign remaining less successful as time goes on) can be disastrous for your adverts strategies. It sales opportunities to soaring charges and diminished returns, but this isn’t the worst circumstance state of affairs for a marketing campaign.

If customers obtain several iterations of an advertisement about and about again it can start to feel like spam, and breeds unfavorable sentiment to the model. Even worse, provided that the adverts are remaining exhibited on a social platform, it’s less complicated for customers to vent their frustrations as opinions that keep on being noticeable to all long term audiences.

So just what ought to your frequency be?

There’s a high-quality line, and significantly discussion, on no matter whether or not men and women will get irritated, or no matter whether they’ll see an advertisement plenty of moments to be eventually persuaded to simply click.

The sizing and form of focusing on that you’re undertaking will in the long run identify what the optimum frequency ought to be.

Smaller sized strategies, focusing on a smaller range of men and women, will in a natural way achieve a larger frequency, but if the adverts are extra precisely qualified, a larger frequency could possibly be less of an problem.

If you focus on an viewers that loves bear formed gelatine items in London only, but the adverts are tailored to the London Gelatine Bear Emporium just about the corner from the place the viewers lived, they may possibly consider extra kindly to observing the adverts extra frequently.

Although it’s less possible to achieve a larger frequency as quickly, broader focusing on may possibly start to annoy customers who see the adverts various moments.

Customers may possibly come to be significantly extra delicate to how frequently they’re observing the adverts, provided the fall in relevance with the focusing on. Non-particular advertisement copy is for any one, and remaining informed about sweets 11 or 12 moments when you’ve noticed the information, taken it on board, and determined to do something about it (even if that decision is to ignore it) the information serves only to frustrate an viewers.

As a rule of thumb, a frequency between 5 and ten for an total marketing campaign is nevertheless appropriate, but you have to review this at a marketing campaign level to assure it encompasses each individual that sees each advertisement, and not just focussing on either advertisement set one particular, or advertisement set two.

Splitting the report up will count a distinctive person each time they’re served an advertisement, providing untrue duplicates. Only viewing at marketing campaign level with no other splits (demographic/working day by working day/system and so on.) will show the true story.

So how do you avoid advertisement frequency mayhem?

Having proven that there is no defined “right or wrong” reply to the frequency conundrum, how do we go about guaranteeing that we can at least command our advertisement strategies? There are some important levels to go via:

Do your focusing on homework

Comprehend your viewers and use some of the considerable applications that are available to you in get to come across them. The extra you know about your viewers, the improved your focusing on can be.

Program your focusing on coexistence

Could there be any cross-about between your advertisement-sets? If so, try to different one particular group from the other to minimise the chance of duplication.

Opt for your finances sensibly

If an viewers is notably area of interest, keep track of the achieve, and marketing campaign duration. If you program to achieve 100 persons a working day, are expecting £1 price-per-simply click and the marketing campaign lasts seven times, then £700 for the marketing campaign will want each single person to simply click on the advertisement (or for some customers to double simply click). Compute your possible CTR and if it’s unrealistic, program in advance by lowering devote or widening your focusing on pool.

Handle strategies, advertisement sets, and adverts effectively

Don’t setup several strategies to goal particular groups of persons that will possible have equivalent customers. For instance a group that likes chocolate, and a group that likes Mars Bars – one particular of these groups will mainly encompass the other. Frequency won’t show up at an advertisement-set level report as Facebook will tally just about every separately, and your folly will only surface below the marketing campaign level reporting.

Know how to report on frequency

Seem at the major picture. Don’t review frequency on a working day by working day basis, advertisement by advertisement, or even advertisement-set by advertisement-set (just about every splits up your distinctive customers). Seem at the entire marketing campaign.

Limit advertisement quantity

A significant quantity of adverts pushes Facebook to serve as a lot of of them as possible to the exact viewers, raising the probability of frequency leaping large.

Although you may possibly be tempted to include a lot of adverts to A/B test your creatives, do not do this to an abnormal level. A pair of adverts per advertisement-set ought to be your restrict. Have faith in your artistic!

Overview your advertisement relevance score

If some of your adverts have a low score, it’s possible not resonating with the viewers, so take away it. This eliminates the advertisement from collecting more achieve.

Will Conboy is head of advertising communications at Stickyeyes and a contributor to SEW. This write-up was co-published with Jonathan Hemingway.

Leave a Reply