23rd April 2019
Facebook Ad Fatigue happens when your advertisement is shown to your target audience in excess. This causes your Click-Through-Rate (CTR) to decline while your Frequency rate increases.
Facebook Ad Fatigue can happen for a number of reasons. Users can be shown your advertisement whenever they open up Facebook, which can be several times a day. This can lead to people becoming exhausted to seeing your ad, which leads to the decline in CTR.
If you’ve experienced first-hand ad fatigue, don’t fear!
We’ve come up with 10 ways to avoid this problem and get that CTR climbing again.
How to Detect Ad Fatigue
The Facebook metrics you should be tracking to monitor ad fatigue are Frequency, Actions and CTR.
Let’s quickly break these down.
The average number of times each person saw your ad.
According to Facebook, If performance begins to drop as your frequency numbers rise, your target audience may be experiencing ad fatigue.
This describes the people who engaged with your ad – clicking a link, installed an app, liked a page, shared a post etc.
Facebook defines CTR rate as how many link clicks you’ve received on your ad compared to how many impressions your ad received.
This is calculated as Link Clicks divided by Impressions.
Change Ad Creative
Mix up your images, videos, headlines and text so your audience isn’t exposed to the same ad over and over again.
Below is an example of Nespresso changing their video and caption to keep things interesting.
Use The Reach Objective
The Reach objective helps to show your ad to as many people as possible. This will disperse your ad impressions over a greater number of users, meaning it will take longer for ad fatigue to occur.
More more info, check out our post on Facebook Ads which explains how to choose your objective.
Choose A Frequency Cap
Frequency caps limit how often people within your selected audience will see your ad.
Typically, the average frequency is lower than the frequency cap you set and represents a distribution of impressions delivered to people in your target audience.
You can see this detail in the Frequency Per Person chart when setting up your ad set in Ads Manager.
Promote Other Content With Your Other Offers
Promoting a blog post that isn’t too promotional is a great way to offer something more to your audience than just an advertisement.
Customers are more likely to pay attention to your voice online if you aren’t constantly pushing ads down their throat.
Change The Format Of Your Ad
Sometimes changing your ad creative just isn’t enough. In which case, you can step it up a gear and change ad format.
Try changing from Image to Video and see how your ad goes.
Change What You Are Advertising
Expose your customers to new services or offers so they remain engaged with your Facebook page. This can be hard to do if one of your ads is performing well, but it’s necessary to avoid fatigue.
Incorporate Popular Holidays Into Your Ads
Everyone loves a holiday! Use this to your advantage. This is a great way to stay relevant and connect with your customers.
It also forces your advertisements to stay current. You can’t be running a Christmas promotion in the middle of March, can you?
Create Lookalike Audiences
You don’t need to cancel your ads if you start to experience ad fatigue.
Creating a lookalike audience can also bring you fantastic results. One of the best ways to find these people is with a Lookalike Audience.
These are users that are similar to another group of users. You can create a lookalike audience to represent those who have already taken an action on one of your advertisements.
This option can often perform better than your first audience.
Don’t Spend Too Much On Retargeting
Facebook retargeting is completed by targeting custom audiences. Custom audiences can be created from customer lists, email lists and website visitors.
These audiences are typically smaller in volume that normal audiences which means the chances of ad fatigue occurring are much higher.
By keeping your budget small, your ad won’t be shown too many times to a small audience.
Respond to Comments
Don’t just throw up an advertisement and throw in the towel. People will more than likely have questions about your product or service and it’s important you answer all their questions.
The more engagement that happens on your advertisement opens up the door for more people to follow the conversations.
Be sure to check out the video version of this post!
What do you do to avoid Ad Fatigue? We would love to hear from you in the comments!