Facebook Ad Frequency: Are You Annoying Your Audience?
Have you ever seen the same commercial 5 times during one football game? By the end, you hate that company. The same thing happens on Facebook. If you show the same ad to the same person too many times, they stop clicking and start getting annoyed. This is tracked by a metric called <b>Frequency</b>.
Frequency tells you the average number of times one person has seen your ad.
The Danger Zone
Frequency 1-2: Good. They are just noticing you.
Frequency 3-4: Okay for retargeting, but getting high for cold traffic.
Frequency 5+: Danger. You are likely annoying them. Your costs will go up because people will stop clicking.
Why High Frequency Happens
It usually happens because your audience is too small or your budget is too big. You are forcing $100 of ads onto a group of 100 people.
The Solution
When frequency gets high, you have two choices:
1. Expand your audience (find new people).
2. Change your creative (show the same people a new image).
Fresh Ads Fix Frequency
If you rotate your ads every week, people won't get bored. Stirling allows you to generate fresh variations instantly so you never hit that "Annoyance" wall.
