For campaigns to work well, we need to address not only the creative, but also ensure that people see and remember it. How often do we need to display an ad? How much is too much?
Other links to our podcasts:
SoundCloud
Spotify
Apple Podcasts
First, let’s review what ad impression frequency is. This number in Meta ads (and other systems) shows how many times, on average, an ad was shown to one user. You get it by dividing the number of impressions by the reach:
And this reseach was published by moj database Meta and says: By limiting the frequency to 1 week, companies were able to reach 80% of the potential brand lift in ad recall.
Ad display frequency = impressions / reach
Now the key question? How much is too much? When will people start getting annoyed?
Unfortunately, I won’t please you, because the answer is: IT DEPENDS… So let’s look at some data to understand it better.
In the following graph you 20 good reasons to leave… can see how the cost per acquisition changes with increasing frequency . What is interesting is that the cost is also higher at very low frequency.
CTR also deteriorates with increasing frequency , but less so with remarketing audiences.
But when it comes to frequency,
You have to be careful about who you show your message to, how complex it is, how strong your brand is, etc. Check china phone numbers out this graphic published in the Sklik.
Expert forum for when to push your message more and when to push it less. (Interestingly, Meta published exactly the same summary, only the basic frequency is 1.5 – 2 per week)
And finally, another survey from the kitchen of Meta regarding videos, which recommends a slightly higher frequency.