FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
On the surface, that difference may not seem like much, and that’s
actually true. When promoting Tip #7 using Daily Unique Reach,
I was getting an average frequency of 1.52 on mobile, 1.14 on
desktop news feed and 9.06 on right column (which had been
using CPM). When promoting Tip #4 using CPM only, I was getting
a frequency of 1.85 for mobile, 1.60 for desktop news feed and
12.86 for right column.
It was clear much of my frequency was spent on people who simply
didn’t click the link within the first few days, so I needed to show it
day after day — particularly within desktop news feed and mobile.
Note that for the promotion of all old tips in my experiment, I
moved to Daily Unique Reach across the board. However, those
weren’t initially a good comparison here since results change
significantly after the first few days they run (after which time the
most active people who click will be excluded).
While this isn’t a perfect science, let’s look at the average frequency
of Tip #4 by day, from the first day it ran (January 10) through
January 18.
1/10: 3.42 (537 reached)
1/11: 5.23 (381 reached)
1/12: 6.51 (359 reached)
1/13: 7.12 (302 reached)
1/14: 9.06 (283 reached)
1/15: 6.82 (282 reached)
1/16: 3.90 (249 reached)
1/17: 1.60 (194 reached)
1/18: 1.66 (203 reached)
Recall that I implemented Daily Unique Reach on the 15th, though
I believe it was very late in the day for everything other than Tip
#7. Not sure how to explain the 3.90 frequency on 1/16 as
you’d assume that would be under 3.00.
Note that the number reached should drop naturally, with or
without Daily Unique Reach because I excluded people from
targeting as soon as they clicked the link — and the most engaged
would do so during those first couple of days.
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