Understanding the difference between Facebook reach and frequency and Facebook auction is key.
In this #MarkekoMonday, I explain basic and fundamental aspects of reach and frequency you should know:
Below you will find additional information and a summary of the video.
A number of you have asked on our Facebook Group a number of questions regarding the difference between Facebook Reach and Frequency and Auction.
When and how to use either of them.
Yes I know, the terminology can be confusing; however, I tried to summarize the key points you should really know.
Today, we’ll be talking about and trying to explain the following:
- What is Reach and Frequency?
- When do we use Facebook Reach and Frequency?
- How is Reach and Frequency different from Auction?
- Tools applicable when using Reach and Frequency
Usually, when you log in to your ads manager or power editor, you find two things:
- Auction (the default option)
- Reach and Frequency
Three main things that differentiate Facebook Reach and Frequency with Auction
We are going to identify the three main things that differentiate the two from each other.
1. Reach
Ads done with Reach and Frequency have a fixed reach while Auction is estimated.
With Reach and Frequency, if you actually want to reach 100,000 people, Facebook will make sure you reach those 100,000 users.
Meaning your reach is fixed.
However, with Auction, your reach is estimated.
An estimated reach means just give you a rough number of how many people you might reach.
2. Frequency
The second aspect of your campaigns you will fix with Reach and Frequency is…
Your frequency.
What does this mean?
Basically, you can determine the number of times you want your audience to see your ad.
With the auction, you frequency varies.
Your frequency will then depend on two variables:
- The budget that you have for your campaigns
- How large or the size of your audience
Thus, if your audience is large but your budget is low, your frequency is going to be low, but if your audience is low and your budget is high, your frequency is going to be high.
Important note: With Auction, there is an option called Daily Unique Reach that will fix your frequency to 1. I won’t go into details in this video/post but will discuss on another one.
3. Budget
For Reach and Frequency, the number of people you can reach is dependent on your budget. So, based on your budget, Facebook determines how many people get to see your ad.
On the other hand, with Auction even if you determine a budget, your ads still depends on the performance of your campaign:
- Did you pick the right audience?
- Did you pick the right creative?
- Does your audience react positively to your creative?
- and so on…
So,
basically you can set up upper and lower limits, rules and the maximum amount you want to spend but this will all depend on how your Facebook campaigns perform.
Facebook Campaign Planner
The Facebook Campaign Planner is a tool that allows you to plan your campaigns.
You can basically determine your audience, budget, frequency, timeline, and dates.
Facebook will analyze and project how many people you will actually reach with your campaigns. These numbers will be fixed.
Facebook Campaign Planner is not available for auction.
CTA AQUI
When to use Facebook Reach and Frequency?
This is a very popular question with regards to this topic. There are a few things to keep in mind;
When you need to fix reach
When a client approaches you and requests that you make sure they reach the entire user base, then Facebook Reach and Frequency is your best bet.
Most branding campaigns should be run through reach and frequency. You should also use reach and frequency with core/saved audiences but not lookalike or custom ones.
When you need to fix frequency
Reach and Frequency helps to be able to control the number of times your audience see your ad.
So, if your client needs the ad to circulate three times a week, then, Reach and Frequency is the best option.
When you want to plan your budget
Reach and Frequency is also useful when your client needs to make sure they spend their budget.
In other words, they want to prioritize reach and expenditure over performance. If they need for your content to reach a specific number of people with a specific amount of money, you should use this feature.
Other times to use reach and frequency
- Reach and Frequency is mostly used for branding.
- If you have a specific timeframe for your digital marketing campaigns.
- When you want to launch a sequence of ads.
- When you are trying to build awareness of a new product.
Conclusion
Hopefully, you now have a better understanding of Facebook reach and frequency.
Make sure you watch the full tutorial on our Youtube channel and don’t forget to join our community.
Other resources
- Join our +4,000 Facebook Group to ask questions and get support
- Download our Free Study Guide for Facebook Blueprint Exams
- Facebook difference between Reach and Frequency with Auction
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