“Ugh, Not Again:” 5 Proven Ways To Overcome Ad Fatigue
Paid advertising is a fast and effective way to get more sales for your business. But paid ads come with a complex ecosystem of decisions that can cripple your campaign success.
Here’s the truth: even if you do everything right, your paid ads could become a victim of ad fatigue.
This happens when, 3 weeks into a great campaign, you notice a higher cost-per-click (CPC). And woah: it looks like your ad frequency is through the roof.
That means people in your target audience have seen your ad over 3 times.
And guess what? They’re sick of you.
Ad fatigue is a huge problem because it means you’re pumping more money into ads that just don’t get traction anymore. Users are sick of hearing about you, and that has devastating consequences for your campaign.
First of all, it’s important to understand what ad fatigue is and how to spot it. And once you spot it, put these 5 strategies into place to combat ad fatigue for good.
What is ad fatigue?
Ad fatigue is also called “banner blindness.” It happens when customers see your ads so many times that they start to feel annoyed.
Yeah, ads are always a little annoying, but ad fatigue is different: it leaves a negative impression on people who see the ad. This means your ad campaigns are working against your goals, which is never a good look.
If your average ad frequency is over six, pause your campaign and make some adjustments to reduce that ad frequency.
Try different settings like:
Automatic rules: Most ad platforms let you set up automatic rules that keep your ad frequency low. In plain English, that means the platform will prevent a user from seeing your ad after they’ve seen it twice. You should always set up automatic rules, anyway, because they can be a useful backup for when you’re too busy to check the campaign daily.
Ad rotations: Ad fatigue happens when people see the same ad over and over. So don’t show them the same ad! Create 5 variations of your ad and rotate it every 3 days. When one ad’s frequency comes close to 3, pause it and start your next variation. That changes things up enough to keep users’ eyes fresh.
Ad schedulers: This tool shows customers different ads on different days. So, if you show someone an ad just once a week, they’re not going to get as fatigued. This is a native setting in most ad platforms like Facebook or Google, so use it!
2 - Refresh your copy and creative
After twisting the knobs on a few of your campaign settings, you can also reduce ad fatigue with a creative refresh.
So, if you’ve been really into Facebook’s Carousel ads, pump the breaks and try a video ad instead.
Ad creative is important because it’s what your audience sees first. You can update your text copy until the cows come home, but your visuals matter most.
Here are a few easy ways to refresh your creative and reduce ad fatigue:
Convert the creative to a new format: If you’re doing single-image ads, combine them into a Carousel. Or create a slideshow video from your image ads.
Adjust the colors: Did you know that customers respond differently to different colors? Not only can this minimize ad fatigue, but it can help you split test customer response based on color. Try blue, yellow, or green backgrounds and see how your CTRs change.
Paid ads are a great way to raise awareness and increase sales, but let’s be real: ads can get annoying.
Instead of pestering your prospects, use these 5 strategies to keep your ads fresh and engaging every time. A well-balanced advertising strategy will minimize—and even fix—ad fatigue.
Oh, and if you want a little help with solving ad fatigue, it’s time to work with a creator.
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