BIRMINGHAM AGENCY DROPS NEWS ON META’S FREQUENCY CONTROL
Did Meta just make it impossible to overwhelm your customers with your ad campaigns? Digital marketing agency Siren dives into Meta’s updated frequency control settings which are giving marketers extra flexibility within their marketing funnels.
What is Ad Frequency?
For a digital marketing agency, ad frequency is critical for designing your marketing funnels. Simply put, frequency is the measure of how many times – on average – a potential audience member will see your ad. A higher frequency means that a viewer may see the same ad 2, 3 or more times within any given period. Whilst this can increase visibility of your brand, it can also be off putting to your audience who will quickly grow tired of being bombarded by your ads. This is known as ad fatigue.
Frequency control
Launched in November 2024 and rolled out in 2025, Meta’s Frequency Control had previously been confined to reservation campaigns and allowed campaign managers to vary how often an audience was likely to see an ad giving them more control over ad delivery.
Meta’s expansion to this feature now includes auction-based campaigns, particularly those with awareness and engagement objectives. This move will increase flexibility, reduce the risk of ad fatigue and give PPC specialists greater control over marketing funnels, enabling them to be even more efficient with ad budgets. This combination of improvements will almost certainly result in higher ad engagement and thus increase conversions.
The price of over-optimisation
Although limited, when we quizzed our PPC training experts about potential risks involved, they had this to say:
“Not showing an ad enough is just as much a risk as showing it too many times. Low frequency can prevent conversions and not initiate action from your audience due to low repetition. Reduced frequency can also reduce impressions and if you aren’t careful, this will drive up cost without driving up performance.
This new feature is going to be extremely useful when used properly, but it’s definitely not going to be an autopilot for ad performance.”
We recently caught up with our paid media experts about our amazing new collaboration with Burnley FC and Siren’s introduction into the EFL. For more information about our agency, Siren Dubai and our other services, follow the links!
