Meta offers a new way to manage frequency when conducting awareness activities.
Let’s discuss this…
Frequency conversion control
This update applies when you use the following settings…
1. Auction purchase type.
2. Publicity campaign objectives.
3. Performance goal: Maximize advertising coverage.
If you have this update, you will see a new section of frequency control with target frequency options:
Target frequency helps you set how often people see your ads each week and helps you reach your target audience at the frequency you set.
target frequency
If you’ve ever used the Reach and Frequency or Booking purchase types, you’ve seen this before. It’s been around for over a year (I wrote about it last October), but now it’s using an auction-buying type of awareness campaign.
Until now, you could only choose frequency capping, which has been around since at least 2016 (I wrote about it back then!). This sets the maximum number of times you want to contact people. This option is still available.
Target frequency allows you to set an average number of times to reach a user, so you can still repeat it for certain users.
limit
Note that target frequency is only available when using lifetime budgeting for campaigns that are 7 days or longer.
You also can’t use it with bid controls.
Frequency capping does not have these limitations.
This change is being rolled out, so you may not receive it yet.
Note: Frequency controls also appear on engagement activities when the performance goal is ThruPlay. I have a separate video.
