What Is a Good Frequency for Facebook Ads?

• Overzealous advertising turns customers off, but a high frequency isn’t always the true cause.
• Learning balance is the key to successful advertising on Facebook—yet it’s difficult to master alone.
• We’ll show you how to determine a data-driven ad frequency that captures attention without oversaturating your audience.

Advertising on Facebook can often be more art than science. It’s the subtle balance of visibility versus cultivating interest, and a careful consideration of the differences between one creative and another. Yet, beginner marketers and veterans alike struggle with a simple variable that affects the entire equation: ad frequency. 

In this blog, we’re exploring the question, “What is a good frequency for Facebook Ads?” Truthfully, there’s no cookie-cutter response that will satisfy every brand’s budget, unique product lineup, or business goals. That said, we’ve got some secret moves that will help you tackle frequency without going overboard. 

What is Facebook Ad Frequency?

According to Facebook, frequency is the “average number of times each Accounts Center account saw your ad.” Simply put, it’s the average number of times a user has seen that ad. If it’s 2, they’ve seen it twice. Remember, this is an average; it doesn’t guarantee that users will have seen it that many times, just that the average one has.

Frequency typically averages between 1-2 per ad set (which is the official recommendation), or it can be significantly higher depending on your settings. Facebook recommends watching frequency along with results and ad relevance diagnostics to ensure users don’t see your ad too often. If frequency increases while performance plummets, it’s likely due to ad fatigue.

How to Control Ad Frequency

Facebook provides two ways to control ad frequency: target frequency or frequency cap. You can also do this manually by increasing or decreasing spend. The frequency cap limits the maximum number of times an ad can be shown to a user. So, if you set your cap to 2, and a user has seen it twice already, they won’t see it again. Target frequency instead aims for an average weekly target, such as 1 impression every 7 days. In this case, the cap is only limited by the interval and the length of the campaign.

You can probably see how this variable can be so flexible for different types of businesses. For some brands, a cap of 6 impressions during a 6-week campaign might be perfect. For others, a frequency target of 1 impression every week for 6 weeks is a better choice. But to determine what is a good frequency for Facebook ads for your business, we need to consider a few key points:

1. Maximizing Ad Effectiveness: A higher frequency can be beneficial at first because it increases the likelihood that users will notice your ad. Unfortunately, after a honeymoon phase, that higher frequency will lead to ad fatigue. Users may end up hiding or reporting your ads which is never a good thing, and it can have a serious impact on deliverability and overall results. Effective ad campaigns balance frequency against your performance metrics.
   
   
2. Getting More from Your Budget: As your frequency inflates, the CPC (cost per click) may also increase. That means you might be paying more for less, which makes the campaign less financially viable. On the other hand, a balanced frequency with low CPC may be very profitable.
   
   
3. Making Decisions With Data: Monitoring ad frequency is only one element in the network of variables you need to watch. As with any campaign, follow Facebook ad best practices: keep your creatives fresh, carefully target audiences, and optimize your bidding strategies. But all of these decisions require data—which you can only get by running your ad for a meaningful period of time. And don’t forget about A/B testing! The power to determine which of two ad variations performs the best is invaluable.
   
   
4. Finding Your Golden Frequency: Dialing in the perfect frequency varies based on many factors, such as the best practices we mentioned above. Speaking with Facebook representatives, Social Media Examiner notes that the majority said the “golden window” was between 1 and 2. However, others said a dropoff point of 3.4 might be more accurate. For most brands, going over these numbers is sure to yield poor results, but if you’re getting good returns then it’s right for you!

Our Top Ad Frequency Tips & Tricks

Ad frequency can feel a bit mysterious when you first encounter it. Is more good, or is less better? What is a good frequency for Facebook ads on a tight budget? Fortunately, there are plenty of tricks to keep frequency—and ad spend—under control. 

1. Start With the Facebook Recommendation: While this is hardly a well-kept secret, Facebook tends to know its own platform pretty well. An ad frequency of 1 to 2 will help your ads remain fresh, engaging, and non-invasive.
   
   
2. Experiment With Retargeting: Frequency is a bit different when you’re dealing with retargeting ads, which are ads that try to re-engage customers who interacted with your ad or site but didn’t make a purchase. You don’t want your retargeting ads to give off a “stalker-y” vibe that makes users feel like they’re being followed, but you do want to give them gentle opportunities to reconnect.
   
   
3. Don’t Blindly Trust the In-Platform ROAS: Unfortunately, high frequencies often inaccurately display higher ROAS inside the platform’s metrics. Facebook tends to over attribute view-through conversions. It’s more significant to recognize the revenue the ads drive rather than the in-platform return metrics.
   
   
4. Monitor, Test, and Adjust: While it may seem like a no-brainer, it’s easy to become fixated on ad frequency. But you shouldn’t forget about your ad creatives, which constitute a huge part of what makes your campaigns work. Meanwhile, audience segmentation shouldn’t be an afterthought; if you’re firing a “shotgun blast” of ads with no discernment for who sees them, don’t expect to see a balanced frequency-to-performance ratio.

5. Increasing Frequency: Finally, frequency can help indicate how large your audience is. It can take up to 6 views before a customer is ready to click, so if your retargeting frequency is between 1-3 you can feel free to bump up your spend without worrying about negative results.
   
   Keep a close eye on your main performance metrics, like CTR (click-through rate), CPC (cost per click), and ad relevance score. If these take a nosedive while your frequency climbs, it’s time to rethink your strategy. 

Find Your Perfect Facebook Ad Frequency

Even with long testing periods and generous budgets, you might still ask, “What is a good frequency for Facebook Ads?” The answer is constantly changing, both based on your unique business model and the platform. We recommend staying updated with the latest guidelines from Facebook, reading case studies, and observing industry benchmarks. This will help you maintain consistency even when the mechanisms behind Facebook advertising inevitably shift.

Finding your perfect frequency doesn’t have to be a solo journey, though. At Social Ktchn, we specialize in dialing in a balanced ad frequency. With decades of experience driving millions in revenue through Facebook and Instagram, our team of experts provides sustainable ad campaigns that deliver a better bottom line.

If you’re trying to unravel Facebook ad frequency without a guide, Social Ktchn is here to help. Connect with our team today to learn more.

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