Meta has introduced a new tool, Frequency Control for Sales campaigns, which is significant for creative testing. This feature allows advertisers to set how often their ads are shown to individuals each week, ensuring they reach their target audience at a specified frequency. It is applicable only for campaigns lasting 7 days or longer, using a lifetime budget, and without bid control.
Research indicates that ad performance declines by 60% after 4 views, suggesting that ads may not be ineffective but rather overexposed to the same audience. The new tool enables frequency management not just in the Reach objective but also in Sales campaigns, addressing issues like frequency spikes that can occur with minimal ad spend.
Key Features of Frequency Control:
- Applicable only for lifetime campaigns
- Activates after 7 days of running
- Not compatible with cost/bid control
- Incompatible with A+ audiences
Despite its limitations, this feature is seen as beneficial for improving creative testing processes by allowing for more effective budget spending, reducing creative fatigue, and enhancing overall performance. The concept of "fresh eyes" is emphasized as a way to achieve better results.
