Is your campaign's performance suddenly deteriorating after a few weeks of success? As a result of a phenomenon known as ad fatigue, which occurs when your target audience becomes irritated by seeing the same ads repeatedly.
What causes Facebook Ad fatigue?
When your Facebook viewers see your ad too many times, you've reached the point of Facebook ad fatigue. Facebook substantially restricts your ad's potential to be delivered because of ad fatigue. The frequency metric can be used to measure ad fatigue on Facebook.
Ad fatigue has a negative impact on other key marketing indicators. In turn, it raises your CPM and costs per result. Reduces the overall return on your spending by limiting the amount of results you get from your campaign.
How to recognize Ad fatigue?
Keep track of these three key metrics in order to tell when you've reached the point of ad fatigue:
- Frequency - Ad fatigue is often triggered by an increase in ad frequency.
- Click-through rate (CTR) - Advertisement metric can also be detected by checking the click-through rate. Ad fatigue is generally followed by a gradual decrease in CTR (click-through rate).
- Cost-per-action - When your average cost-per-action starts to increase, you might be dealing with ad fatigue.
Within three to four days of using a large daily ad budget, ad fatigue might set in. Ad fatigue may not set in for campaigns with a larger ad budget for several weeks, on the other hand.
Adding the frequency metric on ads manager
In the Facebook Ads Manager, the frequency metric is not featured as a column in the default column layout. To see a list of pre-built column layouts, click the Columns dropdown. You can select either Delivery, Performance, and Clicks, or Customize Columns and add it to any display you like.
How do I get rid of Ad Fatigue?
Ad fatigue will ultimately set in throughout any campaign. Your Facebook campaign doesn't matter how much money you're spending. Every advertiser's ads are processed in the same way by the ad algorithm.
You must be able to identify ad fatigue in order to overcome it in your campaigns. Use ROAS (return on ad spend) to determine how profitable your advertising is. Then, focus on four key criteria at the ad level: cost, relevancy, frequency, and cost per thousand impressions (CPM). You can use this analysis to detect which advertising in your campaigns is losing its effectiveness over time.
There are a number of ways you can get rid of ad fatigue.
- Change Your Ad Creative or Your Facebook Ad Copy
Begin by updating your creative because this is the first ad component that your target audiences will see. The ad creativity is what captures your target audience's attention and keeps them from scrolling through the news stream. It can include both the ad's format and the creative's content, such as a picture or video.
When doing an ad refresh, make a copy of your original ad within your campaign and ad set. Then make the necessary changes in the new draft ad.
Navigate to the ad level of your campaign to update your creative or copy. Then, select the ad you want to modify and press the Duplicate button.
- Now edit the ad and make the changes you want.
- Choose an Alternate Campaign Objective
Another strategy to fight ad fatigue is to change the campaign objective. This happens at the top of your ad campaigns and entails adjusting the objective to reach a new part of your target audience. - Changing your Targeting
Refreshing your targeting is another method to combat ad fatigue. Maintain your campaign's aim and advertising, but test fresh targeting at the ad set level. To begin implementing a targeting refresh, go to the ad set level of the campaign you've identified as losing effectiveness. Then, choose the ad set itself and press the Duplicate button. This opens the Duplicate Ad Set Into window. Check that you're replicating into the original campaign before clicking Duplicate.
- Now, access the draft ad set and change your audience while leaving the other ad set variables (such as placements, bids, and optimization settings) the same.
Depending on where your campaign is in the advertising funnel, you can test new cold audiences such as those targeting comparable interests in your business as well as other lookalike audiences.
Final Thoughts
Every advertiser has ad fatigue at some point in their career. However, it is only when we begin to take action that it becomes significant. At the end of the day, you have to recognize that we are advertising to humans, and every ad, like every human, is attempting to capture everyone's attention.
When the adverts become overly repeated, it eventually starts to harm your ads. As a result, your overall performance will suffer as a result.
Also, check out this post to know how you can build a winning content marketing strategy by yourself.
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