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FB: Bid .VS. Freq Cap and Reach?? (12)

08-15-2011 02:43 AM #1 scotchsales (Member)
FB: Bid .VS. Freq Cap and Reach??

Okay so I'm very familiar with lowering bids etc. to drive down my CPC's on FB, but what about expanding reach through bidding?

Example: Say I have a demo of 300K and after a few days of testing i'm driving down my bids and CPC's but now the freq cap is rising and my reach is not expanding.

Will increasing my bid help me continue to receive fresh impressions from new users? or are these metrics totally unrelated and maybe just a small portion of the demo is actually online?

Currently testing this out but if any other FB guys have some experience or insight to share that would be great thanks.

08-15-2011 03:01 AM #2 polarbacon (Moderator)

I have noticed the higher I bid the more people I reach and my frequency stays lower for longer......fb makes money on eCPM model not a eCPC model.....the more you bid the more inventory they will open up to you

08-15-2011 03:21 AM #3 scotchsales (Member)

yeah just watching the frequency go up faster than usual and i don't wanna jump the gun and ditch good ads if i can squeeze more progress out of them

08-15-2011 04:39 AM #4 vuedoolor (Member)

At what frequency do you guys ditch the ad or start to notice ad blindness ? is there a rule of thumb to go by?

08-15-2011 04:45 AM #5 scotchsales (Member)

i would say it really depends on the camp especially with FB sometimes as little as 4.0 and sometimes 7-9+

08-15-2011 07:07 AM #6 hd2010 (Member)

I still confuse on the frequency cap in the FB campaign, not quite sure what is it for...

08-15-2011 01:59 PM #7 scotchsales (Member)

Frequency refers to the number of times your ad is shown to a single user...

example you see the same ad 3 times that would = frequency of 3

When advertising on FB never forget that "reach" does not equal "impressions"

Impressions = Frequency x Daily Reach.

Sucks that FB doesn't have frequency capping which is why you need to monitor this stat because the higher the frequency the more banner blindness can set set in and conversions could drop, because your getting your ad to fewer fresh eyeballs.

08-15-2011 02:04 PM #8 hd2010 (Member)

any other way to lower down the banner blindness ?

08-15-2011 02:07 PM #9 scotchsales (Member)

well i was asking in this thread about raising your bid to keep reaching new users and that seems so far to be working a bit but i'm still testing it.

The real way to reduce blindness is to continually make fresh ads especially fresh images.,

08-15-2011 02:10 PM #10 lavish (Member)

Keep us on the update s&s. Interested in seeing how you go!

08-15-2011 10:43 PM #11 scotchsales (Member)

okay so after a little initial testing on some of my live camps...

Found that upping my bid did help expand my reach a little bit but the freq cap still kept rising a fair amount. I didn't want to go to high and retro all the work i did to get click prices down, but i did notice some positive effects.

I think one thing to always keep in mind is that even if FB quotes XXX,XXX users for a demo only a portion of that actually log in and are active on the site on a daily basis. I know myself personally i do most of my FB'ing through my iphones i'm never really exposed to a lot of ads. Just something to think about when targeting a demo.

All goes back to the usual get CPC''s down then raise bids to find that happy medium of volume and ROI.

08-16-2011 04:22 AM #12 lavish (Member)

Quote Originally Posted by scotchsales View Post
okay so after a little initial testing on some of my live camps...

Found that upping my bid did help expand my reach a little bit but the freq cap still kept rising a fair amount. I didn't want to go to high and retro all the work i did to get click prices down, but i did notice some positive effects.

I think one thing to always keep in mind is that even if FB quotes XXX,XXX users for a demo only a portion of that actually log in and are active on the site on a daily basis. I know myself personally i do most of my FB'ing through my iphones i'm never really exposed to a lot of ads. Just something to think about when targeting a demo.

All goes back to the usual get CPC''s down then raise bids to find that happy medium of volume and ROI.
Yeah, I figured as much.

I'm hesitant on raising my click price and screwing with my overall EPC. I also figure that if you're day parting, a lot of the same people would probably be online at that same time - so you'd be getting regular 'customers'.

Thanks for the update brah!

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