Do you find yourself driving past the same tired billboard day after day on your commute to the office? Though the images and witty tagline might have caught your eye the first couple of times you passed it, seeing an ad over and over again is bound to wear anybody down.
This is what we call ad fatigue.
And it’s affecting your Facebook ads.
If you notice that your Facebook ad campaigns get off to an excellent start with quality engagement and sky-high click-through rates, but eventually begin to decline after a couple of days, then you may be battling the dreaded ad fatigue.
The premise is a simple one, once you have shown the same ad to the same person for a long period of time, the ad will begin to become less effective. Your audience will lose interest in the ad content and may even begin to ignore it. But how do you know when this is happening to you and how do you fight it?
Recognizing Facebook ad fatigue
Knowing about ad fatigue is just the first step. If you want to keep this from happening to your Facebook ad campaigns, you need to know how to identify fatigue. The best way to do this is by monitoring your Facebook ad reports. There are three metrics that you want to pay particular attention to when identifying fatigue:
- Frequency – A high ad frequency shows that your target audience is seeing your ads too often. This is one of the first signs that you may be heading into dangerous territory.
- Declining Click-Through Rates – Your CTR tends to decline after the ad has been live for a couple of days. A falling CTR is a sign that the ad has reached its peak effectiveness.
- Increasing Cost Per Action – With higher frequency and lower CTR comes higher cost per action. This means that your ads are slowly becoming less cost effective.
When you first start seeing these signs in your Facebook ad report then it is time to take action before you waste anymore of your Facebook ad budget, or worse, alienate your audience.
3 Ways to Fight Ad Fatigue on Facebook
Ad fatigue can have a significant impact on the success of your Facebook marketing. Not only are ads less effective the more they are served to your target audience, but they can even cause your audience to develop a negative opinion of your brand. That’s why it’s vital to find ways to avoid ad burnout.
Here are just three strategies that you can employ to battle Facebook ad fatigue and keep things fresh for your audience:
1. Rotate your Facebook ads.
This may seem like a no brainer, but it is one of the best ways to avoid Facebook ad fatigue. The typical Facebook ad campaign will reach its peak click-through rates about three days after it is launched, so you should be rotating your ads every three to four days. You should schedule ad rotations for all of your ads, even those that are for the same product or service.
To get into the habit of regularly rotating your Facebook ads, create a few variations of each ad right at the start of each campaign. Then you can use a Facebook ad management tool to schedule the ads to rotate for you. Run each ad for about three or four days, then pause it and activate the next. Even if it is the same product, if the ad content differs then your audience will perceive as a different ad.
2. Find a balance between audience size and budget.
One major way to cut down on Facebook ad fatigue is by making sure that you find a balance between the size of the audience you are serving the ad to and the budget you are allocating for this ad. If your audience is small, but you have a larger ad budget, then the frequency of your Facebook ads will increase, which may cause fatigue.
To remedy this, make sure that you monitor the frequency of your ads and make adjustments if you notice that this frequency is too high. The threshold will vary based on your audience, but typically anything above 2.0 for news feed ads and 3.0 for sidebar ads should be adjusted. When you notice the frequency is getting too high, you can reallocate your budget to other ads or increase the size of your audience. You may also want to use Audience Insights to identify new audiences that you can serve the ad to.
3. Segment your target audience and rotate.
In addition to rotating ad content, you should also try testing target audience rotation. Rather than serving one version of an ad to your entire audience, break down the target audience into segments and rotate your ads so that each audience sees a different ad. There are many ways that you can break your audience up into groups including geographic area, demographic information, or behaviors.
Not only does this help you avoid ad fatigue, but it can also help you better test new ad content and visuals on each segment. For instance, you might try using an image that resonates with a certain interest group to see if it makes the ad more effective for that segment of your Facebook ads targeting. Remember to rotate these ads every three to four days for the best results.
How do you combat Facebook ad fatigue? We’d love to hear from you in the comments.