Guide to Reach and Frequency Buying on Facebook. by Online Circle Digital onlinecircledigital.com

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1 Guide to Reach and Frequency Buying on Facebook by Online Circle Digital onlinecircledigital.com

2 To run successful brand campaigns, marketers need to reach their audience often enough to get their message across. Reach and Frequency buying on Facebook lets marketers accurately plan and deliver campaigns with predictable reach and controlled frequency. Understanding what is reach and frequency ad buying Facebook currently offers a few different payment options for its ads targeting and measurement: dynamic auction bidding, fixed-price bidding, or reach and frequency buying. Reach and Frequency (R&F) is a buying option that enables marketers to schedule and predict the cost and reach of their Facebook campaigns. Smart use of this type of tool can make for a great storytelling and cross-platform advertising opportunity. This type of ad campaign offers advertisers almost the same targeting capability and buying size as through the auction option. R&F allows brands to better plan their campaign, as marketers know what will be delivered and how much it will cost. The system allows different set up prices for each audience. This option enables marketers to manage the target audience size and control message frequency over a determined period, as traditional media buying does. R&F Capabilities R&F is the best solution for marketers with brand awareness as the core campaign objective. It provides control over the sequence in which ads are shown, more reach to their target audience and can even extend the reach of a TV campaign. onlinecircledigital.com 2

3 How does it work Pricing: Cost is always CPM a fixed price per every 1,000 impressions. Delivery: Campaigns must run between 1 to 30 days and reach a minimum of 200,00 people per campaign. Ads can be delivered on desktop, mobile and in Instagram. Capping: Ability to set the frequency cap (capping) for each individual allows advertisers to manage the number of ads a person sees over a set period of time. That way they can control how many times people see your messaging. For example, you can set that one person will see your ad twice within seven days. Reach: Facebook advertisers can predictably reach the exact number of Facebook users in their target audience within the fixed campaign budget. Cap Frequency: It allows marketers to have control over ads frequency. It s possible to set sub-caps for frequency in lengthier campaigns. You can set up a frequency cap of two ads per each 10-day period, in a 30 day campaign, and the user will see your ad six times during the 30-day period. Plan adverts sequence: As a specific advert can be a part of other creations series, it can be a part of the whole story that the advertisers want to tell. Estimates: The ability to receive your estimates through either a maximum budget amount or a desired reach goal. You can see CPM changes, depending on the modification, within a target group, campaign period or capping. onlinecircledigital.com 3

4 Guidelines on how to best use R&F There are some rules & guidelines to keep in mind when opting for Reach and Frequency ad buying. Review and/or make any changes before launching campaign: Any changes to audience or frequency will alter costs and should be done before launching the campaign. Creative can be changed at any time during the campaign. Align your goals with objectives: Facebook will optimise the best performing ad so consider your business objectives before setting up your campaign. R&F targeting capabilities: R&F is compatible with most of Facebook s business objectives with the exception of Website Custom Audiences, Fan-exclusion targeting, Friends of Connections targeting and Operating system specific targeting. However you can t pause or change campaign objectives or parameters once the campaign is running. Stay relevant, but broad: There is a balance between reaching a wide audience and ensuring that your message gets cut through. Easily communicated messages may only need a low frequency, while messages that have multiple value propositions to communicate may require a high frequency. Set the ideal frequency for your campaign, then maximise your reach. onlinecircledigital.com 4

5 About Us Online Circle Digital works with Australia s leading brands to help them to develop outstanding digital marketing. If you want to increase your business performance and create cutting-edge marketing campaigns, contact uson (03) , onlinecircledigital.com Lucio Ribeiro Head of Strategy and Delivery lucio@theonlinecircle.com onlinecircledigital.com 5