22 Feb Frequency vs actions
There are basically 3 types of Facebook advertising campaigns based on my observation: action-based campaign, awareness-based campaign, and a hybrid one.
You must understand what do you really want to achieve with a Facebook ads campaign. Top-of-funnel campaign usually aims on actions to qualify your audience to the middle-of-funnel, but there could be exceptions.
A client have been advertising heavily in a specific market segment, the brand awareness is there with positive sentiment. When they plan to launch a new product into the same market segment, without interrupting the existing action-based campaigns, an awareness-based campaign can be added into the mix.
In this case, instead of action, we use frequency as qualifier. The aim is to reach as many people as possible within a segment to make sure the information reach them. Actions will happen eventually with the help of brand awareness and sentiment.