Running an ad on Facebook, but have started to notice that results are slowing down, the numbers are dwindling, and that your previously performing ad just simply seems to have stopped working? You could be suffering from what is known as Ad Fatigue.
In this blog, we’ll help you figure out how to spot ad fatigue with your Facebook Ads, and give you some advice on how to fix it.
What Is Ad Fatigue?
Ad fatigue happens when your audience has seen your ad too many times. They stop engaging, which drags down your conversions and leads to a higher cost per result. This is why it’s highly important you’re keeping an eye on the data your ads are bringing in – as spotting ad fatigue early will allow you to make the needed changes quickly, and get your ad performing at its best once again – otherwise you’ll be burning through your budget without being aware.
How To Spot Ad Fatigue
As we’ve just mentioned, tracking the data is the best way to spot ad fatigue. There are a few key metrics to keep an eye on for this – Click Through Rate, Cost Per Lead and Frequency.
Ad Frequency – this is the average number of times your ad has been seen, calculated on Facebook as the number of impressions divided by the reach.
Click-Through Rate (CTR) – Your click through rate will begin to decline, giving you one of the earliest indications that your ad is suffering from fatigue.
Cost-Per-Lead – If your cost per lead begins to increase and continues to do so, you could be facing ad fatigue.
Facebook may warn you before you publish your ad if it’s likely to face fatigue early on into your campaign – and their opportunity score option will provide you with suggestions to improve your campaign. Once active, Facebook may also highlight that the campaign is listed as ‘creative limited’ or ‘creative fatigue’ in the delivery column. As Meta puts it: “When cost per result is more than ads that you've ran in the past, but less than twice as much, you will see a Creative limited status. When cost per result is more than or equal to twice as much as ads that you ran in the past, you will see a Creative fatigue status.”
Combatting Ad Fatigue
If you’ve noticed your Ad is being impacted by fatigue, then don’t panic – it can be resolved in a number of ways, you just need to find which one works best for you. One way of combatting ad fatigue is by adding in a new creative, allowing Facebook to push the budget towards this new creative whilst you rest the ad that’s been suffering from fatigue. Testing out different creatives is also a great idea when deciphering what your audience is more likely to respond to – so don’t stick to just one format. Videos and Carousels can work great alongside single images and vice versa (depending on your offer), so allowing your budget to be split across ads helps not only to help with tackling ad fatigue, but also lets you know which creative style your audience is responding to the best.
Another way of sorting out ad fatigue is by changing up the targeting. Lookalike audiences, using your email lists or slightly broadening your audience by targeting new (relevant) niche’s can help to expand the pool of people Facebook is showing your ad to.
Exclude people who clicked through but didn’t convert by retrieving data from your Facebook Pixel. Depending on how long your ad has been running, excluding those who have clicked through in the last 30-60 days can help to put your ad in front of fresh eyes who may be more likely to convert. Don’t worry about excluding this kind of group though – they work great for retargeting campaigns, giving them a second chance to become a customer through a new ad.
Whether you’re new to Facebook ads or you’ve been wondering how to fix problems with ad fatigue, hopefully you’ll find this blog useful in understanding, spotting and fixing your ad fatigue – putting you on track to better, more successful campaigns.
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