Ad fatigue occurs when your audience, who has seen your ad too many times, overlooks or ignores your ads. This phenomenon must be taken seriously because ad fatigue causes your CTRs to decrease and your frequency to increase. To combat ad fatigue, you must refresh your creatives at least every two weeks. Some advertisers might grumble at the thought of having to refresh their creatives, fearing a waste of time and money. It is, however, the opposite. You don’t need to craft new creatives from scratch. You can simply tweak the photos and copies you’re already using. This, along with other strategies, will help you combat ad fatigue.
1. Revise Ad Copy
Rather than writing your ad copies from scratch, simply rewrite the ad copies you already have. You can do one or a combination of the following options in amending your ad copies:
- Write statements rather than questions or vice versa
- Mention or don’t mention your product in your copy
- Add or eliminate emojis (if applicable)
- Add or remove price details
- Change the text’s tone
- Change the CTA verbiage
2. Edit Ad Image
You don’t need to create new creatives from scratch to refresh your ad’s image. Instead, you can make minor edits such as the options given below:
- Edit generic photos by adding text, filters, stickers, borders, or shadows
- Turn photos into gifs with a gif generating app
- Place photos against a quirky background with Overgram or Over HD
- Add or remove brand logo
3. Turn Your Videos into Gifs
If you have videos you’ve used for your video ads, consider turning these videos into gifs with apps such as Gifboom, Cinemagram, Giffer, and Gif Camera. If gifs don’t suffice, you can also try breaking the videos up into separate images which you can ad into a carousel ad.
4. Rotate Ad Format
To give your ads a fresh new look, you can also try rotating ad formats. You can run a single image ad for two weeks and then run a carousel ad for the next two weeks.
5. Tell a Story
You can also keep your ads fresh by creating your ads around the narrative of your customer’s purchasing journey. First, create and serve ads that educate users about your brand. After leaving that ad active for two to three weeks, serve a different ad that contains specific details about your products or services. Finally, conclude your narrative with a strong offer.
6. Rotate Targeting
Because ad fatigue occurs when the same person repeatedly sees the same ad, you can, in addition to the previous strategies, vary your audience. You can break your audience into smaller groups and alternate who you target. For example, you can target men in one rotation then target women in another.
7. Rotate Placement
Not only should you consider rotating your audience but also rotating your placement. When creating your ad, choose one placement rather than all the eligible placement options. Choose one which you will use for the next two to three weeks and transition to another for the next. There are many placements to choose from: you can choose to serve your ads on Facebook’s news feed desktop or mobile, Facebook’s right column, Instagram, the Audience Network, or Instant articles. Note, however, that depending on your ad and your objective, certain placements may not be available to you.
Ad fatigue is a serious phenomenon that can cause your ad campaigns to perform poorly. To combat this, try implementing one, several, or all of the strategies listed here.
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