Meta just rolled out a major update that could change the way we run ads for Awareness and Engagement campaigns. The new ‘Target Frequency’ option, previously available only for reservation campaigns, is now part of auction-based ads. This feature adds more control over how often your audience sees your ads, giving you the power to fine-tune your reach and impact.

Bram Van Der Hallen Via LinkedIn

What’s the Deal with ‘Target Frequency’?

Before this update, Meta offered Frequency Cap to limit how many times someone saw your ad over a set period. Now, you can choose between:

1. Frequency Cap: Limits the maximum number of impressions a person sees during your campaign.
2. Target Frequency: Sets the average number of impressions per week for each person reached.

The key difference? Target Frequency focuses on building consistent exposure with your audience, helping you hit a specific number of impressions weekly. It’s perfect if your goal is to create lasting awareness or engage the same people multiple times to reinforce your message.

What It Means For You

This update means greater control and flexibility for your campaigns. Here’s how it can impact your strategy:

• Improved Awareness: Target Frequency helps ensure your audience sees your ads often enough to remember your brand before targeting a new customer who has never seen your products before. 
• Customizable Campaign Goals: Choose between a one-time blast to many people (Frequency Cap) or steady impressions for a focused audience (Target Frequency).
• Higher Engagement Rates: Repeated exposure can drive better engagement, especially for complex messaging or offers that need multiple touchpoints to resonate.

However, there are a few conditions. Target Frequency only works for campaigns running 7 days or more with a lifetime budget. You’ll also need to turn off Advantage Campaign Budget and avoid bid controls.

Meta’s ‘Target Frequency’ Could Be a Game-Changer for Remarketing

Let’s face it—awareness and traffic campaigns don’t always drive the results you’re looking for. These campaigns target broad audiences, many of whom may not even be in the market for your products. But Meta’s new ‘Target Frequency’ feature for awareness campaigns might be paving the way for something bigger: its implementation in purchase-based campaigns.

This could seriously improve the performance of your remarketing efforts.

Remarketing is an incredible tool for re-engaging people who’ve shown interest in your business. But if you’ve run these campaigns before, you’ve likely hit some common issues:

• Sky-High Frequencies: Remarketing audiences are much smaller than prospecting audiences, so ads tend to show up for the same people over and over. This can lead to diminishing returns if your budget is too high.
• Budget Burnout: Oversaturating your audience means wasted ad spend. Even worse, people may get annoyed seeing the same ads repeatedly, which isn’t great for your brand.

These issues can limit how effective your remarketing campaigns are, even when the audience is highly qualified. If Meta decides to implement this feature in purchase-based campaigns, we could see great improvement in remarketing efforts across the platform while making sure each user in the audience is targeted.  

Next Steps

Thinking about trying out Target Frequency? Here’s what you can do next:

1. Identify Your Campaign Goals: Are you looking to boost awareness or engagement? If yes, Target Frequency might be worth testing.
2. Adjust Campaign Settings: Make sure your campaign meets the necessary requirements, like lifetime budget and no bid control.
3. Monitor and Adjust: As you experiment with this new feature, track your performance metrics closely. Watch for changes in engagement, brand lift, and conversion rates to gauge effectiveness.

Curious if Target Frequency could enhance your campaigns? Let’s discuss! Contact us to schedule a call, and we’ll guide you on making the most of this Meta Ads update.