SEA
2.6.22
8 min

Advertising fatigue: How do I recognise it and how do I solve it?

We all recognise it: You have built a great campaign and it runs like clockwork, and then from one day to the next, performance drops. If this sounds familiar to you, your ads are probably suffering from Ad Fatigue.

We all recognise it: You have built a great campaign and it runs like clockwork, and then from one day to the next, performance drops. If this sounds familiar to you, your ads are probably suffering from Ad Fatigue.

If this surprise effect is lost because it is already recognised by the target group, the attention will not be retained. 

What does Advertising fatigue mean?

You have probably experienced this yourself on one of the social media channels: You come across an advertisement and the first second you already know what's coming, you click away immediately. Most adverts are designed to make people make an impulse buy by surprising them with a unique offer. This surprise grabs their attention and they are inclined to click through. If this surprise effect is lost because it is already recognised by the target group, the attention will not be retained when seeing the advertisement. Because of this, people will scroll through immediately and probably think: "there's that ad again" and experience it as annoying.

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There are a number of measurement tools from the advertising platforms that clearly indicate when your ads have lost their power.

How do I recognise advertising fatigue?

There are a number of measurement tools from the advertising platforms that clearly indicate when your ads have lost their power. Of course, these are the clicks (CPC), so if the cost per unique click goes up, it becomes more expensive to bring 100 visitors into your shop. If we assume that the conversion rate of your website is 3% on average and your CPC goes from 0.40 to 0.80 per click. That means it will cost you twice as much money to get the same number of visitors. And it will cost you twice as much money to achieve the same number of conversions. For many products, this can cause your ad to go from profitable to loss-making.

Maximum CPC bid

Besides CPC, it is also important to keep an eye on your CPM, because Facebook is constantly looking for new people for your ad. If this becomes more difficult because no one likes it anymore, it will cost more to find new people. This increases the Cost Per Mille (cost for a thousand views) and therefore the cost of your ads.

Besides CPM and CPC, it is of course very important to keep an eye on your CTR, but of course you are already doing this daily because you are curious whether your ads are positioned correctly ;). If you see your CTR plummeting as time goes by, that is also a sign of ad fatigue.

These three measuring tools mentioned above obviously have a lot of influence on each other, for example if the CPM goes up, it will be more difficult to get unique clicks and therefore the CPC will go up. And if the CTR goes up then the CPM will go down and so will the CPC.

It's all very well being ad-libbed, but how do we solve this?

There are a number of things you can change that can improve your performance. Think about your customer, how can you best surprise them with your products or service? The first thing you need to think about is of course varying your ad-creatives, another angle, another background colour, other ad-copies etc. If your ads always have a white background, try a dark colour. This is new and will not be recognised and will therefore make people more inclined to stop scrolling.

Refresh your Paid Social ads regularly

  • Another angle of attack
  • Change the background colour
  • Other Ad copies
  • Use a new CTA

You have to think about your customer, how can you best surprise them with your products or service? The first thing to think about is of course varying the ad-creatives, another angle, another background colour, other ad-copies etc. 

You can also try playing with the amount, increasing or decreasing it slightly. In this way you can reactivate the algorithm to search for new people. 

Fixing it may be impossible, but postponing it is also fine.

As discussed earlier, ad fatigue means that your customers are tired of your ad. How can you delay this? Well you can't stop people seeing your ad, Facebook already takes care of that. But you can make sure that people see several different ads from you. 

For example, you advertise for 5 euros a day on a certain target group or interest, you can easily use 2 different creatives. If that is the case, try to alternate creatives, so add a new one after a week. Add another one a little later and maybe remove the one that isn't running anymore. Try to maintain a minimum of 2.50 per creative, so Facebook has enough room to test which creative works best.

Stan Kuilboer

Google Ads - management and optimisation of Ads campaigns

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