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Meta provides a new way to manage frequency when running Awareness campaigns.
Let’s discuss…
Frequency Control
This update works when you use the following settings…
1. Type of Auction.
2. Purpose of the Awareness Campaign.
3. Objective: Increase the reach of advertisements.
If you have this update, you will see a new Frequency Control section with a Target Frequency option:
Target frequency will help you set how often people see your ads each week and can help you reach your target audience at the frequency you set.
Target frequency
If you’ve ever used a Reach and Frequency or Booking type of purchase, you’ve seen this before. It’s been over a year (I wrote about it last October), but now it’s coming to awareness campaigns using the Auction mode of purchase.
Until now, you’ve only had the Frequency Cap option, which has been around since at least 2016 (I wrote about it then!). This sets the maximum number of times you want to reach people. This option is always available.
Target Frequency allows you to set an average number of times you will reach people, so you can still exceed that number for other people.
Restrictions
Note that Target Frequency is only available if you use lifetime budgets for campaigns of 7 days or longer.
And you can’t use this with bid controls.
These limits are not in the Frequency Cap.
This change is rolling out so you may not have it yet.
NOTE: Frequency Control also comes in Engagement campaigns if the performance goal is ThruPlay. I have a separate video coming up for that.
