What is a recommended strategy for optimizing ad serving on Facebook and Instagram?

The recommended strategy of showing your ad once per day to your audience using daily unique reach is based on principles of effective audience engagement and ad frequency management. Daily unique reach ensures that your ad is shown to each person only once a day, which helps prevent ad fatigue—that is, the diminishing returns that can occur if the same ad is shown too often within a short period.

By limiting the frequency to once a day, this strategy allows the audience to absorb and engage with the ad content without feeling overwhelmed or annoyed by repetitive messaging. This approach can also help maintain a positive brand perception as the audience is not bombarded with the same advertisement multiple times in succession. Furthermore, it allows the advertiser to monitor engagement metrics and optimize future ad strategies based on how the audience is responding to the ad during that single daily impression.

Ad rotation, targeting lookalike audiences, and prioritizing video formats can all play important roles in a broader advertising strategy. However, the emphasis on unique daily reach directly addresses the frequency of impressions—a critical aspect of optimizing ad effectiveness on platforms like Facebook and Instagram.