Ads running too frequently is actually among the main reasons a Facebook marketing campaign may stop delivering results
By: Ilan Nass
Ilan is an experienced performance marketer with 7 years experience helping B2B and B2C companies grow. Spent 5 years running Taktical Digital, a paid social performance marketing agency. Skills include SEO, SEM, Content Marketing, Paid Social Ads and more"
When launching a Facebook marketing campaign, you want your ads to be displayed to users as frequently as possible, right? It simply makes sense that the more often your ads run, the more people will see them, leading to a higher return-on-investment.
This is an understandable assumption to make. However, thinking this way is a mistake. Ads running too frequently is actually among the main reasons a Facebook marketing campaign may stop delivering results.
Don’t let this limit the potential of your ads. To better understand how excessively high Facebook ad frequency hurts your marketing efforts, and what you can do to manage it, keep the following essential points in mind.
Understanding High Facebook Ad Frequency
It’s worth noting that there may be instances when you want your ads to run more frequently than usual. For instance, if you’re launching a new company, high ad frequency can help spread brand awareness.
That said, there are also many reasons why high ad frequency can have a negative effect. If your ads are constantly being seen by the same users in their feeds, they might come across as intrusive. It’s important to guard against this. Surveys reveal consumers respond negatively to ads that intrude or interrupt.
Additionally, the users who see your ads will impact the degree to which high frequency affects your campaign. For example, if your ads are frequently seen by users who are already somewhat loyal to your brand, they may be more willing than others to allow the intrusions. Users who have no loyalty to your brand will be less likely to give you the benefit of the doubt.
Monitoring & Managing Ad Frequency
Ad frequency typically isn’t a default metric Facebook ad reports provide data on. Thus, to monitor it, you need to first go to your ad reports, select Columns, choose Customize Columns from the drop-down menu, then check the Frequency box. Now your report will generate this information. You can also break down the reports by different time frames, such as a week or two weeks, in order to get a better sense of general trends.
Monitoring your frequency can help you better determine if this factor is impacting the performance of your campaigns. If a campaign stops delivering results, and it appears ads within that campaign have been displayed more often than usual, you may need to take steps to address the problem.
The following are a few key ways you can do so:
-Exclude Audiences: There may be some audiences who don’t need to see an ad, as it offers no value to them. For instance, if you were promoting an item that customers would typically only purchase once, don’t target users who’ve already made a purchase. With the Facebook Pixel, you can exclude users in this audience.
-Budget Properly: Resist the impulse to spend more than you have to on a Facebook ad campaign. If you set a high budget for an ad with a relatively small audience, the same people are likely to see it multiple times. That’s why you need to monitor cost per impression. Over time, doing so will provide you with a clearer sense of how much you need to spend on a given audience based on its size.
-Create New Ads: One of your top priorities should always be to consistently generate new marketing content. Instead of running the same ads frequently, experiment with new ones.
Just remember to monitor the impact these strategies have on your overall campaign performance. That’s key. By keeping these tips in mind and paying attention to your metrics, you’ll successfully prevent high ad frequency from limiting your potential ROI.