Optimal Frequency cap for reach campaign

What frequency cap should you use for reach campaign to custom list

[Aussie Steve]

I have started some facebook advertising campaigns recently. I am a real estate investor marketing for distressed property owners. This means I fall in the housing special category and don't have many targeting options available. I used to be able to create an audience of about 100,000 people and optimize for conversions and this worked well. Now I don't have as much targeting I have been pulling data of good targets from list companies and using a custom segment to target them specifically. The list is much smaller but should be more targeted. I am optimising for reach so I reach them all and wondering firstly if you think this is a good idea and secondly what sort of frequency cap should I set for this?

[lammert]

It really depends on your goals. Do you want to reach a very broad audience, or target a small audience and hammer them with the same ads over and over again. Setting the frequency cap to a too short interval may cause more people to mark your advertisement ad irrelevant which will lower your relevance score in Facebook.

One way to optimize the frequency cap is to tweak the value and constantly monitor the relevance score. If the relevance score goes down you have just passed the sweet spot between being visible and annoying with your ad campaign. When people start reporting the ad, you know they have seen it, remembered it and had time to take action on it.