Frequency Vs Relevance: Making the Most of Your Facebook Ads
Facebooks Ads is one of the most valuable forms of marketing for a vast array of businesses. But, as with any type of marketing, it’s important to make the most of your ads to get the best possible ROI.
Two of the metrics that can help you do that are frequency are relevance. In this post, we’ll take a closer look at what they refer to, how they’re linked and how to use them to find the sweet spot for your ads.
Frequency and relevance – the basics
We all know what frequency and relevance mean in general. However, it’s good to be aware of what exactly is meant by these terms when it comes to Facebook Ads:
· Frequency – The average number of times your ad is seen by each user who sees it
· Relevance – A score given to ads based on people’s interactions with it
More specifically, relevance scores are determined by specific actions users take. If people engage with your ad – liking, commenting, clicking on the link – it will increase the relevance score.
However, users also have the option to hide your ad. When doing so, they will be asked why. Many of these options, such as ‘It’s spam’, ‘I keep seeing this’ and ‘It’s not relevant to me’, will lead to a drop in your relevance score.
The relationship between frequency and relevance
It’s important to note that frequency and relevance are relative to one another. Broadly speaking, higher frequency leads to low relevance. Why? After a certain point, the more people see your ad, the more likely they are to give it negative feedback by hiding it.
What’s crucial here is that ‘certain point’. At what point does showing your ad again make its relevance drop?
There are various theories when it comes to ‘effective frequency’ in advertising more generally. They suggest that seeing your ad two, three or even more times gives it maximum impact on readers or viewers. In the same vein, most people will suggest figures between 2-4 for the as the optimal frequency for your ads when it comes to getting the highest relevance score.
However, as with many things on Facebook Ads, the best way to find out is by monitoring the numbers of your own ads. Check the relevance scores of ads with different frequencies to see how they compare.
Get the perfect balance
Hoopla Marketing provides professional social media marketing services that can help you make the most of your marketing budget. We combine a wealth of social media experience and expertise with a tailored approach to Facebook Ads. The result is an advertising campaign that perfectly balances frequency and relevance, attracts customers and generates more sales for your business.
Get in touch with our team today to find out more.