The BEST NEW Facebook Ads Feature For Years

Meta is introducing a new 'frequency control' feature within Facebook ads, replacing the former 'frequency cap' and allowing advertisers to set a 'target frequency' rather than just a limit. This change, initially available for awareness campaigns with lifetime budgets, is anticipated to roll out to other campaign objectives such as sales and leads, potentially leading to better ad performance by preventing over-exposure of ads to the same individuals and encouraging broader audience reach.

Frequency Control Feature

• 00:00:00 Meta is introducing a new 'frequency control' feature, allowing advertisers to set a 'target frequency' instead of a 'frequency cap'. The new feature offers more control over ad impressions and aims to distribute impressions more evenly across audiences, preventing over-exposure to the same individuals. This feature is initially available for awareness campaigns with lifetime budgets, and the hope is that it will be rolled out to other campaign types in the future.

Impact on Advertisers

• 00:07:24 The new frequency control feature is a 'game-changer' for advertisers, particularly those who want more control over their ad reach and want to prevent their ads from being shown too often to the same people. By setting a target or cap on the number of times an ad is shown, advertisers can potentially increase the reach of their ads, especially when focusing on new customer acquisition. For example, this feature could be highly beneficial for limited-time offers and sales where it is desirable to reach a broad audience quickly.

Advantages of Targeted Frequency

• 00:03:19 Using the 'target frequency' option allows advertisers to aim for an average number of ad impressions rather than simply capping the number of times an ad is shown. This approach offers a possibility of better ad performance by prioritizing users who are actively engaging with ads. However, using this option requires lifetime budgets and campaign durations of more than seven days, which may not be ideal for all advertisers.

Use Cases for Frequency Control

• 00:08:46 The frequency control feature is particularly useful for businesses running limited-time offers, sales, or promotions. By spreading impressions thinly across a larger audience, they can maximize the reach and awareness of their offerings during a specific timeframe. It also could benefit new product launches or when rapid awareness building is needed, allowing for more effective and targeted campaigns across various objectives.