How to Deal with Ad Fatigue Like a Pro
Online advertising is a highly beneficial tool. If you have been running ads for a while now, then you are already familiar with how it all works. However, simply getting your ad out there does not guarantee that your target audience sees it or that it delivers the right message the right way. In fact, your target audience may be seeing it but is receiving a negative message from it!
What is Ad Fatigue?
You know how it is when you see too many ads about the same product or when you see an actor endorsing so many products and the ads start to lose their meaning? You come to a point where you can’t “see” these ads even when you are looking right at them. You do not recall what they mean, and they do not encourage you to act on anything.
This is known as ad fatigue. Your audience has seen your ads so many times that they have become immune to your creative approach. They just do not care anymore.
Audience apathy is the best case scenario. A lot of times, if you do not pay attention to how your ads are doing, they may fall victim to the merciless blocking of your audience!
Telltale Ad Fatigue Signs
It is not always easy to spot ad fatigue because its signs can also easily mean other things. However, if you see one or a combination of these, your audience may be experiencing ad fatigue.
One of the most common signs of ad fatigue is stalling or simply, reduced results. This is naturally expected in many cases a few months after your ad comes out (But then again, depending on what you are advertising, you are supposed to replace your ads after a while anyway.), but if you notice it happening within the first few months, there may be a problem.
#2 High cost per thousand (CPM)
As mentioned, high costs are a strong indicator that your audience is experiencing ad fatigue. In the case of Facebook, you may notice this in the form of the CPM. When your ad begins to lose engagement or when it has been around for too long and is already getting negative results and feedback, the platform may sort of penalize you in the form of an increase in costs.
#3 Negative feedback
Users are able to “submit” negative feedback about your ad by hiding or blocking it, among others. They usually do this when they see the same ad over and over. As we said earlier, websites can be very sensitive to that kind of response.
If you are getting too much negative feedback and not enough positive feedback to more than offset it, your ad account may end up getting affected. Getting low to medium amount of negative feedback is normal in many cases. However, when you suddenly see a spike in negative feedback, that is a sure sign of ad fatigue.
Fighting Ad Fatigue
The following tips are some of the most basic ones you can generally find on many sites, but they are all available on Facebook.
Change your funnel.
This may be the most extreme tactic on this list. You may have to do it this way if you are dealing with a way too apathetic audience. Try to look at other companies who are advertising the same things as you are and have been around for a while. Try to emulate what they are doing.
Schedule your ads.
On Facebook, the ability to schedule ads is only available for members with so-called lifetime budgets. This is a great tactic because it lets you run different ad sets with different creatives at different times or days, allowing you to “speak” to different audiences each time. This gets your message across to many people without irritating them by being too repetitive.
Refresh your creative.
Refreshing creative regularly helps ensure that your audience is not exposed to the same ads over and over. As a matter of fact, Facebook themselves recommend refreshing your creative. According to them, two weeks is an ideal timeframe. This is especially helpful if you or your client is targeting a relatively small group of people.
By carefully choosing custom audiences, you can ensure that your ad only gets to those who have not seen it before. You can do this by putting some exclusions in place for your top-of-funnel campaigns. You may want to exclude those who have already bought a product or service through your ad, for example, because showing those same people the same ad again is a sure way to get them to block your ad.
Online advertising is becoming more expensive year after year so you have to make sure that you are taking full advantage of it. Try the techniques we shared on this page and see which one works for you.