Facebook Frequency Capping For Reach Objective

The two most common marketing objectives from our clients are lead generation, and brand awareness.

Most marketers want their ads to be shown as many times as possible, because they believe the audience is more likely to remember the brand, and then make a purchase, but that neglects the first impression a person have of the brand.

Remember the time when you saw an ad for the umpteenth time, and you go, “I get it, but I’m just not interested!” It’s like having your favourite dessert 10 times a day. It wouldn’t take long before you find it jelak(a Malay word meaning bored).

That’s a negative emotion you’ll want to avoid getting linked to your brand. You’ll want your potential customers to be intrigued by your brand offerings, not annoyed.

Make Audience More Receptive To Your Ads

The good news is you can now prevent your customers from feeling “jelak” at your brand on Facebook, because they’ve rolled out frequency capping for your ads with “Reach Objective”, so you can now say “Let each person in my audience see my ad thrice a week.” While your ad frequency is going to be capped, your ads will be served to the maximum number of people.

Stretching Your Budget With More Focus

If you find your budget depleting before you can reach your marketing targets, this new Facebook feature also allows you to stretch your budget further.

Your ad will be shown to as many unique people as possible, and with frequency capping your ad doesn’t drain your budget so quickly. That should allow you to focus on the segment that’s bringing in sales for you.

Reach More People

You can try to start showing your ad twice or thrice a week to a unique user – twice to act as a reminder, and thrice to encourage the user to make a conversion if they haven’t done it. Test for the frequency that yields you better results, and then optimise accordingly because it varies from industry to industry. By doing so, you’ll spend less ad dollars on generating brand awareness per user, and that lets you reach more people.

You’ll need a minimum audience size of 200,000 people in a single country to use this function, which is, well, a reasonable size for a brand awareness campaign. Ultimately, what’s important is translating “brand awareness” to sales.

We did a check and realise this is available only for some ad accounts on Facebook. It is still unclear whether this feature remains as a test or slowly rolling out globally, but do give your ad account a check and see if this feature is available for you.

Drop me an email at geraldine@clickrmedia.com to let me know what you think about this new Facebook ad feature.