What is Ad Fatigue on Facebook?

Ad Fatigue on Facebook is a common problem many digital marketeers’ face; when your ad campaigns begin to see a sudden decline in performance it may be time to give your Facebook ads a creative refresh. In 2022 so far, it is reported Meta’s tools (formerly known as Facebook inc) have been used by over 200 million small businesses worldwide – with users spending over 19 hours per month on average.

What is Ad fatigue on facebook?

Facebook Ad Fatigue is when the same user sees your ads too many times. This can have a negative impact on your ad performance; wasting ad spend & decreasing ROAS whilst potentially iterating your target audience deterring them from purchasing your service/product.

High ad fatigue (measured by the frequency metric) limits your ad(s) deliverability resulting in decreased engagement, hindering your ads & making them less effective. A drop in CTR (click-thru rate) normally goes hand in hand with high ad fatigue which is why this metric is so important to stay on top of.

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How do you avoid 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.

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Do you need help preventing ad fatigue?

Atomic Digital Marketing is a full-service digital marketing agency with offices in Warrington & Southampton. We specialise in PPC, SEO, CRO, Social & Web Design and Development. Our team is fully flexible, and we host an in-house team of digital experts, with experience across all remits of marketing.

Ad fatigue on Facebook is something we currently combat with many clients across a multitude of industries. Fill in our contact form or give us a call to speak with a strategist and work out the best next steps for you.

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