Frequency in Facebook Advertising Campaigns and Common Misconceptions

Are You Running Facebook Ads But Not Getting Orders? What Is the Ideal Facebook Ad Frequency? Let’s Find Out with buybm365.

Frequency – the repetition rate of an ad – refers to the average number of times an ad is shown to each user. Simply put, it is the number of times your ad appears to a particular audience. The higher the frequency, the more times the ad is displayed.

However, many people selling on Facebook still lack a proper understanding of this concept. The following article will address common misconceptions about ad frequency that many encounter when running Facebook ads.

1. Creating Multiple Ads Within the Same Age Range Increases Ad Repetition

This is a prevalent misconception. Many believe that running multiple ads targeting the same age range will lead to the same users seeing the ads repeatedly. However, Facebook’s ad distribution system is more sophisticated. Even with overlapping demographics, Facebook can distribute ads efficiently without excessive repetition.

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For instance, running 100 identical ad campaigns with overlapping demographics resulted in an average frequency of just 1.02, meaning each user saw the ad approximately once.

The explanation for this is quite complex and technical. However, to summarize, the audience range is divided into multiple segments, and each ad set is placed into a different segment depending on various factors.

When Does Frequency Increase?

• Small Audience Size Relative to Budget: If your target audience is too narrow compared to your budget, ads will repeat more frequently to the same users.

• Optimizing for Impressions (CPM): Choosing to optimize for impressions rather than reach can lead to higher frequency, as ads are shown more times to the same audience.

• Extended Campaign Duration: Running campaigns for prolonged periods can cause users to see the same ads multiple times.

How to Minimize Frequency:

• Optimize for Daily Unique Reach (DUR): This ensures each person sees your ad only once per day.

• Segment Audiences: Divide your audience into distinct groups based on interests or behaviors to reduce overlap.

• Vary Age Ranges: Create separate campaigns targeting specific age brackets to diversify reach.

Read more: How to Identify Target Audiences When Running Facebook Ads

In summary, you can run multiple ads within the same age range, combine and customize them freely without worrying about excessive repetition.

2. Multiple Ad Accounts Running the Same Content to the Same Audience Increases Frequency

This is yet another seemingly logical misconception that many people still believe. To verify its accuracy, let’s consider the following example.

Suppose you use one account to run multiple ads, targeting a potential audience of 30,000 people with a given budget. Now, if you multiply your budget by 10, can your ads reach 300,000 people?

Furthermore, if you increase your budget by 100 times or even 1,000 times, will your audience expand to 30 million people—the entire Facebook user base in Vietnam (including clone accounts)? The answer is clear.

What does this mean?

Facebook never allows a single advertising campaign from one account to reach the entire potential audience. If you only have one ad account and enough budget, you will simply become one of Facebook’s ideal customers—because your advertising spend will only result in repeated exposure to the initial audience segment that Facebook has assigned exclusively to you.

What’s the solution?

Split your ad campaigns across multiple accounts. Instead of running one account with a daily budget of 25 million VND, break it into five campaigns across five different accounts, each with a 5 million VND/day budget. Your total budget remains the same, but if you run it on a single account, your 25 million VND will only reach one specific audience segment. However, by distributing it across five accounts, you can increase your reach fivefold, exposing your ads to new potential customer groups.

Now, you should have a clearer understanding of the optimal Facebook ad frequency. With Facebook Ads, there is no fixed formula. If you want to master it, you must test and experiment extensively to gain valuable insights and experience.

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