Facebook Ad fatigue is the common cold of the ad campaign. You’ve taken the time to create an eye-catching ad, watch it exceed all of your Facebook campaign expectations only to find that a short while later it’s yesterday’s news.
Your ad has now fallen victim of the dreaded Facebook Ad Fatigue. This article lists some hacks and reveals the kryptonite that will keep your ads going strong.
There are three metrics that you need to keep an eye on in order to recognize ad fatigue:
- Frequency – Look out for increased ad frequency since it often marks the beginning of ad fatigue.
- Click-through rate (CTR) – Another metric that can help you notice ad fatigue is click-through rate. Ad fatigue will often be marked by a slow decline in CTR.
- Cost-per-action – When your average cost-per-action starts to increase, you might be dealing with ad fatigue.
If you’re using a large daily ad budget, ad fatigue can kick in within three to four days. On the other hand, campaigns with a smaller ad budget might go on for a couple of weeks before experiencing the effects of ad fatigue.
The timeframe in which you’ll start experiencing ad fatigue also depends on the size of your audience. If not optimized, every campaign will eventually experience ad fatigue.
What works for one campaign may not necessarily work for another, but there are several hacks advertisers have used to combat Facebook Ad Fatigue that can be implemented quickly:
- Exclude people who have already purchased or visited your website in the last 30 days;
- Exclude fans of your page depending on where they are in your Facebook Ad funnel;
- Decrease budget for high-frequency ad sets;
- Create more ads within the ad set;
- Run 4 to 8 ads with different creatives in an ad set and leave them all on. When your audience is fatigued by one ad, Facebook will start optimizing towards the others;
- Refine the ad copy;
- Show ads on a schedule;
- Create ad sets for each placement and don’t use ‘Automatic Placements’ when targeting larger audiences. Facebook will optimize the best performing placement and allocate funds there.
You need to keep testing over time to see what works best for you and how you can keep your costs low and increase returns.
With over 2 billion active users on Facebook, a Facebook Ad that is structured correctly can work well.
Facebook Ad fatigue has more to do with your creatives than your content than you think. Refreshing your copy is never a bad idea though.
An advertiser spending $100k per month needs 10 times as many creatives as an advertiser who spends $10k. Why? The larger the budget, the further the reach; the further the reach, the quicker everyone has seen your ads and the fatigue sets in.
Pumping out 20 new creatives to replace that one high-performing creative after 3-4 days is by no means a pace anyone can easily keep up with. Not to mention, it’s expensive.
Automating creative production is the most efficient way to combat ad fatigue. How does creative automation work?
Creative automation is generating many creatives using your catalog so that Facebook can then serve them to the audience most likely to engage.
There are two key ways you can combat Facebook Ad Fatigue through creative automation using Hunch.
You can connect your catalog and create various templates for DPA campaigns in the Hunch Studio. For example, if you have 10k products in your catalog, and you create 7 different DPA templates for these products, you have created 70k unique creatives for your ads. Hunch allows you to use predefined designs with just one click if you are short on ideas for creatives.
In combination with Facebook pixel, Facebook will show relevant products to your target audience.
A good creative increases CTR, conversions and ultimately ROAS. So later when Facebook Ad Fatigue sets in, with a few clicks in Hunch Studio you can change all creatives and supply Facebook with enough creatives to prolong the period before ad fatigue sets in.
Once you have prepared your creatives, you can launch ads through Hunch and automate ad rotations that show X amount of ads at any given time. This is useful for offsetting ad fatigue as you can set different conditions that will signal to Facebook to show particular ads on a schedule and rotate the ones that are struggling for ones that will perform better.
Facebook Ad fatigue goes around like the common cold. You can keep it at bay by keeping your creatives fresh and your audience engaged. We listed several hacks that have worked for advertisers and that can be implemented right away. Creative Automation just might be the kryptonite of Facebook Ad Fatigue, and it is definitely the most efficient and cost-effective way of ensuring that your ads are unique, seen by the right people and not getting ignored.