People see the same ad too often
Posted: Mon Jan 06, 2025 4:24 am
Once you've done this, go back and try to identify why your costs went up in the first place. Were there changes in your audience or in the ad campaign itself? Did you pause any other ads in the overall funnel? Was your frequency too high, or were customers hiding your ad?
Look for any changes that may be contributing to costs, and adjust as necessary.
4.
Your frequency tells you how often the average audience member sees the exact same ad.
In general, your campaigns should never have a frequency higher than three, because this can significantly reduce the likelihood of conversion.
Setting this as a rule is the best way to optimize Facebook ads in terms of frequency:
Facebook Automated Rules - Frequency
When high frequency causes ad fatigue (in canada phone number database other words, when repetition hurts conversions), metrics and ad spend from otherwise strong campaigns can suffer in your Facebook advertising performance report.
Facebook Ads Problems - People See Your Ads Too Often
You can also change your creatives more often to introduce your audience to new campaigns, or expand your audience to reach more people.
5. You spent less than 70% of your daily budget
Setting a daily budget means you can use your total available ad spend and reach as many people as possible over the course of your campaign.
However, it's easier to spot overspending than underspending, so you might overlook the fact that your ads aren't reaching their daily limits. Typically, you should use at least 70% of your daily budget to benefit from your ads.
Make sure you keep track of your spending, even if you have your budget set as "lifetime." Simply divide your lifetime budget by a number of days and compare the result to your daily spending.
There are many potential reasons why your ads may be underspending your budget:
There may be a limit on your new payment methods that is preventing you from being billed correctly. If Facebook only bills you for every $20-30 spent, the small bills may cause your ads to stop working normally. If this is the case, try switching back to your old payment method if possible.
Your billing threshold may be too low. Facebook should give you the option to increase your billing threshold from $250 to $750. For higher thresholds, you'll need to manually submit a request to Facebook (they're usually resolved within one business day). Our team recommends increasing your threshold when your daily ad spend approaches 50% of your billing threshold.
You've reached your account spending limit. Facebook will notify you when you're close to reaching this limit, but this can go unnoticed, so be sure to keep an eye on your notifications and emails.
One of your ad relevance diagnostic metrics is below average. This can include your quality rank (formerly known as your relevance score on Facebook), engagement rate rank , or conversion rate rank . All of these metrics are used to help Facebook determine which ads to prioritize. Learn more about the ad relevance diagnostic here .
Your bid level is too low. If you're using manual bidding in an attempt to cut costs, it can hinder your campaigns. Consider switching to automatic bidding, or at least increasing your manual bid. Facebook often provides suggestions you can use for bids that will perform well.
Your optimization goal can't be met. New accounts with new pixels are especially prone to this problem, because the pixels simply don't have enough information yet for true optimization. Focus on optimizing upper-funnel events first so your algorithm can understand the makeup of your ideal audience.
Look for any changes that may be contributing to costs, and adjust as necessary.
4.
Your frequency tells you how often the average audience member sees the exact same ad.
In general, your campaigns should never have a frequency higher than three, because this can significantly reduce the likelihood of conversion.
Setting this as a rule is the best way to optimize Facebook ads in terms of frequency:
Facebook Automated Rules - Frequency
When high frequency causes ad fatigue (in canada phone number database other words, when repetition hurts conversions), metrics and ad spend from otherwise strong campaigns can suffer in your Facebook advertising performance report.
Facebook Ads Problems - People See Your Ads Too Often
You can also change your creatives more often to introduce your audience to new campaigns, or expand your audience to reach more people.
5. You spent less than 70% of your daily budget
Setting a daily budget means you can use your total available ad spend and reach as many people as possible over the course of your campaign.
However, it's easier to spot overspending than underspending, so you might overlook the fact that your ads aren't reaching their daily limits. Typically, you should use at least 70% of your daily budget to benefit from your ads.
Make sure you keep track of your spending, even if you have your budget set as "lifetime." Simply divide your lifetime budget by a number of days and compare the result to your daily spending.
There are many potential reasons why your ads may be underspending your budget:
There may be a limit on your new payment methods that is preventing you from being billed correctly. If Facebook only bills you for every $20-30 spent, the small bills may cause your ads to stop working normally. If this is the case, try switching back to your old payment method if possible.
Your billing threshold may be too low. Facebook should give you the option to increase your billing threshold from $250 to $750. For higher thresholds, you'll need to manually submit a request to Facebook (they're usually resolved within one business day). Our team recommends increasing your threshold when your daily ad spend approaches 50% of your billing threshold.
You've reached your account spending limit. Facebook will notify you when you're close to reaching this limit, but this can go unnoticed, so be sure to keep an eye on your notifications and emails.
One of your ad relevance diagnostic metrics is below average. This can include your quality rank (formerly known as your relevance score on Facebook), engagement rate rank , or conversion rate rank . All of these metrics are used to help Facebook determine which ads to prioritize. Learn more about the ad relevance diagnostic here .
Your bid level is too low. If you're using manual bidding in an attempt to cut costs, it can hinder your campaigns. Consider switching to automatic bidding, or at least increasing your manual bid. Facebook often provides suggestions you can use for bids that will perform well.
Your optimization goal can't be met. New accounts with new pixels are especially prone to this problem, because the pixels simply don't have enough information yet for true optimization. Focus on optimizing upper-funnel events first so your algorithm can understand the makeup of your ideal audience.