How To Lower Frequency On Facebook Ads

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Using Facebook ads is a successful method for connecting with your desired audience. Yet, if your ad frequency becomes excessive, it can result in ad fatigue among your audience, decreasing click-through rates and increasing expenses. In this blog post, we will walk you through the process of reducing your ad frequency on Facebook.

Understanding Ad Frequency

Before we dive into the steps, it’s important to understand what ad frequency is. Ad frequency refers to the average number of times your ad was shown to each person. If your ad frequency is high, it means that the same people are seeing your ads over and over again. This can lead to ad fatigue, where your audience becomes less responsive to your ads.

How to Lower Your Ad Frequency

Here are the steps to lower your ad frequency on Facebook:

  1. Refine your targeting: If your ad is being shown to the same people too often, it might be because your targeting is too narrow. Consider widening your audience to reach new people.
  2. Refresh your ad creative: Changing the look and feel of your ads can help prevent ad fatigue. Try using different images, ad copy, or call-to-actions to keep your ads fresh.
  3. Use ad scheduling: With ad scheduling, you can specify certain times of day or days of the week when your ads will be shown. This can help you reach your audience when they’re most likely to be online and engaged.
  4. Set frequency caps: Frequency caps limit the number of times your ad can be shown to the same person within a certain timeframe. To set a frequency cap, you need to use the “reach” objective when setting up your ad.

To set a frequency cap, follow these steps:

  1. Go to Facebook Ads Manager and choose the “reach” objective.
  2. Go to the “Ad Set” level and scroll down to “Budget & Schedule.”
  3. Under “Optimization for Ad Delivery,” choose “Reach.”
  4. Below that, you’ll see “Ad Delivery.” Click on “Show More Options.”
  5. Set your desired frequency cap.
    // Example: To set a frequency cap of 3 impressions per 7 days
    // 1. Under "Ad Delivery," click on "Show More Options."
    // 2. For "Frequency Cap," enter "3" for impressions and "7" for days.

By following these steps, you can effectively lower your ad frequency on Facebook, preventing ad fatigue and improving your campaign performance. Remember, the goal is not to bombard your audience with ads, but to deliver valuable, relevant content at the right time and frequency.