Meta is providing a new way to manage frequency when running Awareness campaigns.

Let’s discuss…

Frequency Control

This update applies to when you use the following settings…

1. Auction Buying Type.

2. Awareness Campaign Objective.

3. Performance Goal: Maximize reach of ads.

If you have this update, you will see a new section for Frequency Control with an option for Target Frequency:

Target frequency helps you set how often people see your ads each week and can help you reach your intended audience at the frequency you’ve set.

Target Frequency

If you’ve ever used the Reach and Frequency or Reservation buying type, you’e seen this before. It’s been around for more than a year (I wrote about it last October), but now it’s coming to Awareness campaigns using the Auction buying type.

Up until now, you’ve only had the option of a Frequency Cap, which has been around since at least 2016 (I wrote about it then!). This set a maximum number of times you want to reach people. This option remains available.

Target Frequency allows you to set an average number of times you’ll reach people, so you can still go over that number for some people.

Restrictions

Note that Target Frequency is only available when using lifetime budgets for campaigns that are 7 days or longer.

You also can’t use this with bid controls.

These restrictions do not exist for Frequency Cap.

This change is rolling out so you may not have it yet.

NOTE: Frequency Control is also coming to Engagement campaigns when the performance goal is ThruPlay. I have a separate video coming on that.