WHAT IS AD FREQUENCY?
Ad frequency is the average number of times that ad is delivered to each person in your target audience.
WHERE CAN I VIEW AD FREQUENCY?
- Log into Campaign Manager.
- Select the Campaign Group, Campaign, or Ad to monitor.
- Change the Columns dropdown to Delivery.
WHAT IS THE IDEAL FREQUENCY NUMBER?
To utilize your ad budget most effectively, you'll want to monitor frequency and avoid "ad fatigue" (your audience seeing the same thing over & over). There is no magic number to the perfect frequency. It depends on your industry, your audience size, and how often your audience uses the social media platform. Test your budgets and your audiences to find the best balance. As a benchmark, consider refreshing your ad at frequencies of 4-6.
HIGH FREQUENCY
- Ad fatigue
- Negative brand recall
- People "hide" your posts
- Wasted advertising dollars
LOW FREQUENCY
- No brand recall
- Not in purchase mindset
- Missed information
- Wasted advertising dollars
WAYS TO ADJUST
- Change in creative and/or copy
- Review placement and audience options
WHAT IS THE IDEAL FREQUENCY NUMBER?
Having an effective strategy for ad frequency, combined with compelling copy and content, will allow you to capture the full potential of your campaign. For most, this comes in the form of higher ROAS (return on ad spend) and lower cost per conversion or lead.
Meet the Author
erin schleicher
Erin is a Client Success Manager who partners with companies to grow their professional brands. After spending over a decade working in events and marketing, Erin specializes in eCommerce and has run hundreds of campaigns using custom audiences and geographic, demographic and psychographic targeting.
Erin holds an undergraduate degree and MBA in Marketing from the University of Wisconsin and continues to grow her marketing knowledge through conferences, webinars, podcasts and networking.