buckworks - 1:17 am on Jun 25, 2012 (gmt 0)

From the advertiser's perspective, one of the biggest weaknesses of Facebook advertising is that there's no way to limit the exposure of your ad other than reducing your budget.

Or if it's there, I haven't found it.

AdWords lets you set limits on how often any particular user will see your ad, and in my experience judicious use of limits makes the ad spend much more effective.

Facebook has controls for users so they can block ads they don't like or are tired of, but from the advertiser's side of things the only way to prevent ad fatigue (and reduced effectiveness) is to reduce my budget.

If I could set reliable limits on how many times a user would see my ad in a given time frame, I could set much larger budgets on Facebook.

But I can't.

Listen carefully ... the sound you hear is Facebook shooting itself in the foot.