If you’re deep targeting interests and pages with your Facebook Ads you’re probably noticing your ads are being shown to each user an average of 6-9 times per day each. If a user hasn’t clicked your ad in the first 2 or 3 ad views, I believe they are less likely to click it the next 5 times they see it over 20 minutes.
Unfortunately Facebook doesn’t have any capability to directly create frequency caps on ads, but you do have a few options that may produce some interesting side effects.
When you first create ads, typically you have to bid higher so they get a good test run on the network. The best performing ads will be much cheaper to run over the long because higher click through rates means higher cpms for facebook and lower prices per click for you. You should create 10 ads in 3 different campaigns to test a wide variety of targets.
If you’re bidding $0.70-$0.90/click this process will take 4 or 5 days. Try setting up some campaigns with small budgets initially. Typically $20.00-40/day is a good area to experiment. Once your best performing ads have 20-30 clicks, start lowering the bids .05 every 25 hits or so. Your hits/day may drop a slight amount, but the CTR on most of your ads will shoot up because they frequency of ad displays per user is cut in half. Once you notice more than 20-25% drop in your daily click volume per ad, you’ve pushed it about as far as you should go. A frequency of 2-3 is a good goal to shoot for.
Now is the time to increase the budgets daily and continue watching performance. It seems the Facebook ad system rewards the higher CTRs it sees and dumps additional loads of traffic on the ads that you walked the bids down on. Cheaper traffic in higher volumes, perfect!