8 Ways to Combat Facebook Ad Fatigue
If you advertise to the same audience, with the same ad creative for an extended period of time, Facebook ad fatigue will set in.
And Facebook ad fatigue very often leads to a drop off in results. When your prospects become bored with your ads, they are very unlikely to take the action you want them to take.
Fortunately, there are ways to combat Facebook ad fatigue and here’s 8 of my favorites.
#1 Refresh Facebook Ad Creative
Changing the images, headlines, text and even videos that are used in your Facebook ads is one of the most effective ways to combat ad fatigue.
I would recommend that when using this technique, you make significant changes to your ad.
Your new ad should not look very similar to the original, otherwise your target audience will recognize it.
The most recognizable parts of a Facebook ad are the image, followed by the headline. So make sure you change at least one of those when using this method.
Here’s an example of an ad that performed well until ad fatigue started to set in:
We changed the image, some of the text and the call to action, and the cost per lead went back down to what it had previously been:
#2 Use A Different Ad Format
An almost guaranteed way to overcome Facebook ad fatigue is to change your ad format.
Most Facebook advertisers stick to image ads. But offering the same product or service in a video format can be more effective.
I would also recommend testing Facebook carousel ads as well.
It can give your campaigns a lot of extra life if you’ve got ad fatigue issues.
#3 Offer New Products & Services
Offering a new product or service is not possible for every business. But for those that can, it’s a very obvious way to overcome Facebook ad fatigue.
A lot of Facebook advertisers are reluctant to change their offer and that’s understandable. When you’ve got a profitable Facebook ad campaign, it’s difficult to stop running it.
But when ad fatigue sets in, that campaign’s performance will suffer.
And at that point It is a good idea to change your offer as a way to combat ad fatigue.
#4 Keep Things Fresh with Content
Facebook advertising experts often recommend advertising content for many reasons.
And it’s a great way to combat Facebook ad fatigue.
You can advertise video or written content alongside your conversion campaigns to help keep things fresh.
By doing so you can also deliver a lot of value, and build an audience that can really help you achieve your sale and lead generation objectives.
#5 Respond to Comments
Ads that successfully engage target audiences generate a lot of comments. Some of which will be questions.
Whenever possible, Facebook advertisers should jump in to the comments section and have real conversations with their prospects.
This will help improve results overall, and it helps prevent ad fatigue.
People within your target market are not going to become bored with your ad, if they are engaged in a conversation in the comments section.
And for every person that comments, there will be many more that follow these conversations.
#6 Change Your Target Audience
There’s often more than one target audience on Facebook that will deliver great results.
If Facebook ad fatigue has started affecting your campaign and you’re reluctant to change the offer or the ad itself, you can try targeting new audiences.
One thing you want to watch out for here, is audience overlap.
Similar targeting options can contain a lot of audience overlap, so I would recommend that you exclude your original audience for the new targeting.
You can do this in the 2nd text-field below:
#7 Target Lookalike Audiences
If you’re looking to target new audiences, one of the best options is to create a lookalike audience.
Lookalike audiences contain people that are very similar to another group of people.
If you use an existing customer list to create a lookalike audience, it will contain people that are very similar to your existing customers.
This is unsurprisingly a fantastic targeting option for most Facebook ad campaigns.
In fact, lookalikes audiences will often deliver the lowest CPA of any cold targeting option.
#8 Don’t Spend Too Much on Retargeting
Retargeting on Facebook refers to targeting people that already know your business.
This can be very effective, and retargeting audiences often deliver the lowest CPAs.
But unless you’re advertising for a massive brand, the number of people that know your business is going to be much smaller than cold audiences.
This means that you need to set a lower daily budget, otherwise you will have ad fatigue issues very quickly.
I would recommend that you monitor your Facebook ad frequency:
If that Frequency number increases dramatically over a short period of time, your budget is too high.
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