Ad frequency measures how many times, on average, a person sees your ad within a specific period. If a campaign has a frequency of 3, it means each user in the audience saw the ad three times on average. Frequency matters because a single impression is often not enough to create awareness, while too many impressions can lead to fatigue or annoyance.
The right frequency depends on the goal. For brand awareness, higher frequency may be useful to keep the brand top of mind. For conversion campaigns, a balanced frequency is needed to remind people without overwhelming them. Platforms like Meta or Google provide tools to monitor frequency and set caps to prevent oversaturation.
High frequency can signal a limited audience or insufficient budget distribution. If the same people see the ad over and over without converting, performance may drop and costs may rise. Refreshing creatives, expanding audiences, or rotating messages can help. Frequency is not inherently good or bad; it is a signal of how effectively your campaign is reaching and persuading people. Properly managed, it ensures ads are memorable without becoming repetitive noise.
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