Introduction to Reach and Frequency

Use this lesson to:

  • Understand the core capabilities of reach and frequency.

What is reach and frequency?

Let’s start with the basics

For certain advertisers, we offer the reach and frequency buying option. Buying your campaign using reach and frequency is an alternative to bidding for ad space through the auction. It gives you more control over the number of people your campaign will reach and how frequently a person will receive your ad during your campaign.

You should use it when you want…

 

Click the headings below to reveal more.

To use, or not to use

Who should use it?

Reach and frequency buying works well for brands that want to reach a wide audience (at least 200,000 people) and want to know their costs and delivery expectations upfront.

For example, fast moving consumer goods like soda and snack foods or advertising agencies who service clients and need to exhaust their budgets within a predictable period of time.

Who shouldn’t use it?

Reach and frequency buying is only available for campaigns with audience sizes that are bigger than 200,000 people. This means that reach and frequency might not be for you if it targets small audiences or if you have a small campaign budget.

We don’t recommend reach and frequency to advertisers who target local areas because the minimum audience tends to be too large for that type of campaign. We also don’t recommend this buying type for advertisers who want the most cost efficient direct response outcome, like conversions or app installs.

Compared to the auction buying type

Reach and frequency buying can give you more predictability and control over the following:

  • Reach and CPM
  • Frequency
  • Spend per day
  • Placement distribution (e.g., Instagram vs. Facebook)

Knowledge check

Key takeaways

  • Buying your campaign using reach and frequency gives you more control over the number of people your campaign will reach and how frequently a person will receive your ad during your campaign.
  • Reach and frequency buying works best for brands with large audiences, but not so well with smaller target audiences or small budgets.

Keep learning

Check out these resources to continue growing your skills.

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