What is Ad Fatigue on Facebook?

If you are worried about ad fatigue – don’t be.

Yes, this metric is certainly something to be concerned about but there are specific steps & measures you can take which will ensure your ads deliver to the maximum.

1)    Refresh & re-create your ads regularly

One of your most powerful weapons to combat ad fatigue is to constantly adapt, refresh & re-create your ads. Following the method of ‘ad rotation’ enables you to remove underperforming ads & replace them with new text alternatives, increasing deliverability. We suggest scheduling a monthly check-in to your Facebook ads account, analysing the data and swapping out any poor performing ads.

Keeping your content fresh is a great way to play the Facebook algorithm & allows you to sincerely understand what works with your target audience.

2)    Monitor & analyse your data

Every great marketing campaign is based & relies upon data. By analysing your CTR as well as ad frequency you will be able to spot any tell-tale signs of ad fatigue from the get-go. If you find it hard to navigate around Facebook advertising UI, you can use live reporting tools such as Whatagraph to easily spot any important metric declines.

Pinpointing the signs of ad fatigue early is essential if you wish to minimise decline in performance.

3)    Try new visuals

Video & image ads have been proven to be much more engaging than text, but it’s still important to make your visuals as engaging as possible if you’d like to stand out from your competition.

Create an asset folder of different photographs (if you are using such) so you can efficiently swap & try alternatives for your ads. If you aren’t using photographs, create a few image options using different colour schemes/filters so you can work out what works best.

Are you taking advantage of video ads? If not, consider adding transitions to your image – it’s not as hard as you may think using tools such as canva. Ideally, an animation or professionally sourced video works best – but if budget is an issue, this may be an alternative worth trying.

4)    Use a different call-to-action (CTA)

One final solution we suggest is trying out an alternative CTA. If you are seeing the first signs of ad fatigue trial different ones such as ‘apply today’ or ‘learn more’.

‘Apply today’ should only be used in instances where users are being sent directly to a sign-up page. If you are sending users to a product/landing page it may be best to use ‘learn more’ as the user isn’t ready to purchase and doesn’t want to commit to a purchase at this time.