In digital marketing, the concept of ad frequency—how often people see your ads—often comes wrapped in myths and generalized advice. Many marketers search for the holy grail of 'optimal' ad frequency, believing there’s a magical number that works universally. Let's unpack why this notion is a myth and how you can approach ad frequency more effectively.

When launching a new advertising campaign, especially on platforms like Facebook and Instagram, one of the most crucial questions that arise is: How much should you spend on testing a new ad? The answer to this question is pivotal as it not only affects your budget allocation but also significantly impacts the success of your campaign.