If you’re running ads but have noticed that they’ve stopped performing, there’s a chance that they could be suffering from ad fatigue.
But what is ad fatigue, and how do you fix it? In this blog, we’ll take a look at how your business can discover if your ad is suffering from this issue, and give you the tips you need to ensure you can maintain it’s performance.
What is Ad Fatigue?
Whether you watch TV, use social media or listen to the radio, you’ll have noticed certain ads that just pop up over and over again. Often, you then get tired of seeing these ads and stop paying attention, or if you’re seeing them online, skip or scroll past them – this is what we call ‘ad fatigue’. When an audience gets bored with ads, campaigns begin to become less effective and bring in less revenue. Whilst they may still be bringing in conversions, these conversions are likely to be lower in volume and slow down over time.
How To Spot Ad Fatigue
Worried that your ad is suffering from fatigue? There are some signs that you need to keep an eye on when ad fatigue begins to present itself. Here’s what to look out for:
Drop In Engagement - If you’ve noticed your ads or even your business is getting fewer engagements on social media, that can point to people getting tired with your offerings. If less people are liking, commenting, sharing, talking about your business or interacting with ads, then your audience are likely getting fatigued - and you need to look into where you're losing your audience's interest in order to get them engaging with you again.
Click Through Rate – Depending on your goal, a drop in clicks can point towards ad fatigue. If you previously started with a high volume of clicks (and conversions), but you’ve noticed a steep decline, then it’s clear that changes need to be made so you can continue bringing in a steady flow of new customers.
Impressions – Ads are shown to your target audience, but the less they engage with it over time the less likely it is that your audience will see them. This has an impact on your impressions, and when these begin to fall you need to re-think your current ads and strategy to ensure you’re getting the best results and avoiding fatigue.
Combatting Ad Fatigue: What Changes You Can Make
If you think your ads are affected by fatigue, then here are a few things that can be done to fix it…
Change Your Creative – People can get bored looking at the same image or video multiple times when it appears on their feed, so making small changes can be beneficial to stopping your audience in their tracks when they’re scrolling. Whether it’s freshening up images, changing colours or fonts, re-designing your graphic, adding new footage into videos or simply adding onto the graphic that there’s currently a sale or offer taking place, updating your ad can be hugely important in recapturing the attention of audience members.
Rotate Your Ads – Having multiple ads that you rotate are helpful to preventing ad fatigue. Once you notice one ad is beginning to drop engagement, run the other (which should have some slight differences, even if your offer is the same). This allows you to deliver fresh ads to your audience, and you can use A/B testing to ensure you’re only delivering the highest-performers to guarantee good engagement and clicks.
Look At Your Analytics – As with anything you do on social media, your analytics play a key role in explaining how your ads are doing. Tracking your ads performance allows you to see trends over time, notice when a decline starts to happen and take the needed steps to rectify any problems. When fatigue begins to set in, you’ll see this in your analytics – giving you the opportunity to make changes to boost your engagement back up.
Stay Up-To-Date With Current Industry Trends – Key word research and insights into current trends within your industry or audience can be useful to know when tackling ad fatigue. Rewriting your copy to include terms that your audience are currently searching for and ensuring your copy is rich with key words will help to make your messaging more relevant and valuable to your target audience.
If you’ve noticed ad fatigue starting to affect your performance, don’t worry – making tweaks and changes can help to reignite your campaign and spark more interest with your audience. By following these tips, you should now be able to know what to look out for and how to fix any issues you're having with ad fatigue.
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