Facebook Ad Frequency Analysis Shows When Too Many Impressions Lead To Diminishing Returns
- by Laurie Sullivan @lauriesullivan, November 2, 2020
Is there a point when delivering the same ad to the same person begins to deliver diminishing returns? Facebook delves into data to answer the question.
The goal to determine whether an optimal frequency exists and how quality impacts the campaign led Facebook to explore how marketers boost effectiveness and …
Laurie, did they say whether they examined new ad campaigns from when they started---I assume not---or whether they simply measured the campaigns when already in progress for variable amounts of time---I assume that this was so? In which case, it's very difficult to evaluate wearout effects at specific frequency levels as some campaigns might be fairly new---hence a build up is evident as more GRPs are added while other campaigns might be quite old and on the verge of winding down---in which case added frequency may accomplish little.