It’s finally here. Now you can control how often you participate in events.
My last video was about frequency controlling changes in conscious activity. It was in the process of compiling these notes that I realized something big: this is going to be in the Engagement event too!
Here’s what you need to know…
how to find it
Use the following steps to access frequency controls for engagement activities.
1. Select your engagement goals.
2. In the “Conversion locations” section, select “On your ads.”
3. For Engagement Type, select Video Views.
4. For Performance Goal, select Maximize ThruPlay View.
If you have this option, you will see a new Frequency Control section. Check the box to set ad delivery frequency.
What is variable frequency control?
You can choose to set a frequency cap or target frequency.
When it comes to optimizing coverage, frequency capping has been around for years. It places a cap on the number of times you can contact a person within a specified number of days. Targeted frequencies are also being rolled out to optimize coverage.
This is the first time (at least beyond our limited testing) that we’ve seen frequency control over engagement goals when using the auction purchase type. This would have been great a few years ago, but here we are.
Target frequency determines the target average number of times you want to contact people – so it might be more or less depending on the person.
Require
The target frequency requires the following settings:
- lifetime budget
- Run a schedule of at least 7 days
- Not using a bid strategy
If any of these requirements are not met, the target frequency will appear gray.
You can still use frequency capping.
Should you use it?
If you run interactive campaigns, this can be a useful option to control frequency. I don’t obsess over what are “good” or “bad” frequencies. Instead, test it and see how it affects your results.
This is a way to limit the algorithm. While advertisers love doing this, it often leads to worse results. But you may have a specific reason for wanting to limit the frequency of contact with others. This gives you a choice.
Now…what about other goals and performance goals?
