5 ways to combat Facebook Ad fatigue

Creative | Marketing | Content

5 ways to combat Facebook Ad fatigue

Ad fatigue is an issue that will affect even the most successful Facebook ad campaigns.  Do you know how to overcome and recognise it?

Ad fatigue doesn’t just mean that users are getting annoyed with your ads; it means a measurable impact on a campaign’s performance. Compared to other online advertising platforms, the audiences on Facebook do not change very quickly. Which means that most of the people that are included in a particular targeting option will still be there in 6 or 12 months’ time. You might need to look at some Facebook ad rotation.

If you promote the same ad to the same group of people for a long period of time, ad fatigue will almost certainly become an issue and the effectiveness of your Facebook ad campaign will be significantly impacted.

Continue reading to discover 5 ways in which you can alter your approach…

Change your ad creative and copy

An ad refresh consists of changing either the creative or the content of your ad. Within Facebook’s advertising best practices, they advise that you change your creative every one to two weeks to avoid fatigue. Take a look at your creative to begin with because this what your target audiences see first – this is what will grab their attention to carry on and read the content of your advert. Create an eye-catching creative that will make them ‘stop scrolling’. Set a simple Facebook ad rotation plan to see which perform best.

Did you know that the colour blue ignites the feeling of calmness and clarity; yellow makes us feel happy and optimistic and green is the color of peace and refreshment? Think about this when creating your advert creative.

Testing copy or different calls to action is also a great alternative to creative testing, and it can be done without the creation of any additional assets.

Change the ad format

Sometimes changing your ad creative just isn’t enough. In which case, you can step it up a gear and change the ad format. Below are the different formats in which you can have your ad:

  • Video
  • Image
  • Selection
  • Carousel
  • Canvas
  • Slideshow
  • Offers
  • Post engagement
  • Lead generation ads
  • Event responses
  • Page likes

Each ad has two components: The format (what it looks like) and the placement (where it will be displayed). Whether you want to use video or text – or a combination of a few elements – there’s a Facebook ad format for every goal and objective.

Set a frequency limit/cap

Unless you’re targeting an audience of over several million people, Facebook will start re-showing your ads to your audience. That’s how you’ll reach a high ad frequency, meaning that the same user has seen a particular ad for already 5 or 10 times. Frequency caps are set at the Ad Set level in Optimisation for Ad Delivery. Make sure you keep an eye on your metrics and analytics during your campaign – you want to be in the know when your ad frequency gets close to 3.

Use the Reach objective when setting up a campaign

There are a number of different objectives you can set when creating a facebook advert. The reach objective is designed to get your advert in front of as many people as possible. This is slightly different to other campaign objectives which is angled all around ‘conversions’. Using the Reach objective spreads your ad impressions over a larger number of people, which means it’ll take longer for ad fatigue to set in.

Exclude people who have engaged with your ads

When setting up a Facebook campaign there are three ways you can exclude users from seeing your ad. The first way is by selecting a custom audience and excluding it; the second way is to exclude people by location or the third way is to exclude users by interest, behavior, or demographic.

By removing people that have already engaged with your advert, it will mean that they are not shown the advert again and therefore not wasting your advertising spend. By using the right exclusions, you can remove tens of thousands of un-targeted users and custom audiences from seeing the wrong message.

Get in touch for help with your Facebook Advertising and to find out more about Facebook ad rotation. Let us manage it for you and you watch the results come in!