Let's say you have a clear campaign objective and thoroughly built ad sets, but your campaign's performance suddenly starts to decline after a couple of weeks.
Ever been in this situation?
This is called ad fatigue and it happens when your target audience is, well, tired of seeing the same ads over and over again.
Luckily, we have a guide on how to fight ad fatigue, but first let's see how we can spot this disease. Spotting ad fatigue is easy: one or several key metrics in your campaign start to drop and frequency rate simultaneously starts to grow. In case your key metrics drop but frequency doesn't increase or vica versa - this is not ad fatigue. Otherwise, here are 10 ways to fight it (with examples)!
1. Pause Ads With High Frequency
Let's assume you created a set of several or even tens of creatives and turned them on and you want to stop ads with high frequency, but you don’t want to do it manually.
To automate the process, log into your Revealbot account and go to Automation -> Automated Rules. Click 'Create Rule':
Screenshot above: creating a rule that turns off all ads with frequency higher than 2.4 in the last 7 days. We only apply this rule to ads that have more than 6,000 impressions.
2. Just Create New Audiences and Ads
Sometimes when your ad sets are experiencing ad fatigue the only option is to update your creatives or audiences.
Ways of updating ads:
- Change image background color
- Change CTAs
- Change text and/or headlines
- Upload new images/videos
- Minimize text in images to pass Image Text Check
Best ways to reach new audiences on Facebook and Instagram:
- Create lookalikes based on your key conversion metrics (purchase, time spent, engagement, etc.)
- Create audiences based on behavior
- Create lookalikes from by uploading customers or syncing your CRM
3. Decrease Budget For High-Frequency Ad Sets
If your ad sets are being served to the same people too often you can stop them or decrease their bid/budget before you think of a way to fix them.
What’s considered “good frequency”? It mostly depends on your campaign objective and the audience you’re targeting. For most marketers ideal ad frequency is something between 1.01 and 2.99.
So, go ahead and log into your Revealbot account and create some rules!
You’ll need to set 2 parameters:
We create a rule that will decrease budget of all ad sets that have had an average frequency higher than or equal to 2.4 over the last 14 days and more than or exactly 12,000 impressions over the last 14 days.
Note: Reach value depends on your targeting settings, if you're targeting micro audiences then perhaps a lower Impressions value would work better. However, it's recommended to always let ad sets complete initial learning before applying any rules to them.
So, this automated rule will save us some money (btw, you can set a higher budget decrease percentage) and will make us some time to fix the ad set and/or ad creatives.
However, if we’re not able for some reason to fix bad ad sets or their creatives, we can just pause an ad set that has high frequency.
4. Exclude Custom Audiences That Already Engaged With Your Ad or Brand
Excluding people that have already interacted with your website or engaged with your content helps you avoid ad fatigue.
There are 4 ways to exclude such audiences:
Excluding website traffic (Facebook Pixel Data)
Create audience and then exclude it in the ad set settings:
Excluding App Audiences
Create audiences using Facebook SDK for iOS or Android and exclude them the same way.
Note: use this tactic if you have an app and/or run App Install or Conversion campaigns on Facebook. Facebook SDK is basically a piece of code that your app developer can put inside your app, thus allowing Facebook to track events within your app.
Excluding Audiences that engaged with Page and/or subscribed to your page
You can exclude all people who engaged with your app the same way.
Excluding uploaded or CRM-synchronized audiences
Upload a customer file or sync an audience from your CRM by using Facebook API or one of the solutions that do that, such as Leadsbridge.
Then exclude them from your ad set just like in the examples above.
5. Show Ads On a Schedule
Unfortunately, Facebook allows ad scheduling only for ad sets using lifetime budget.
That’s absolutely not a problem with Revealbot: you can set automated rules that will turn ad sets on/off depending on what time of the day it is.
Go to Automation -> Automated Rules and click on “+ Task” button.
Screenshot above: creating a rule that turns all ad sets off between 11 PM and 9 AM.
Excluding night hours works good when your campaign’s ads lead to a difficult conversion funnel. This is because people don’t want to spend much time at night filling out forms and registering, and are far more likely to bounce.
But we want our ad set on again between 9 AM and 11 PM, right? (see screenshot below):
6. Use Reach Campaign Objective
Reach campaigns are usually used to reach larger audiences and they go great with eye-catching content.
Reach campaigns are optimized for Daily Unique Reach by default but you can choose how many times a person can see an advert within your ad set.
The default setting is 1 impression every 7 days, but for raising awareness you can set this to 2-3 impressions every 7 days. Facebook will make sure you have your audience reached.
It's very easy to avoid ad fatigue when running a Reach Campaign as you set ad frequency yourself.
7. Optimize for Daily Unique Reach
You might wonder why we would mention this option again when we already told you about Reach Campaigns.
Sure, Reach Campaigns are naturally optimized for Daily Unique Reach but you can optimize for Daily Unique Reach in Traffic and Engagement campaigns as well.
To do that, go to your ad set within a Traffic or Engagement campaign and change its delivery optimization method.
Note: You can also optimize your Conversions campaign for Daily Unique Reach, but we don't recommend doing that, as it will most definitely prevent Facebook from optimizing your campaign for Conversions and will result in a lower ROAS.
8. Duplicate Ad Sets
This might sound crazy, but we know very little about Facebook ad auction algorithms, and not many people actually do, for that matter.
An obvious method might work and there is nothing you can do about it but USE IT.
And we already have a great blog post on ad sets duplication and how to do it the right way, so read on! It pretty much covers it about how you can avoid ad fatigue: from rules automation to new creatives, there are many ways, but the best ones are always the ones you choose yourself with regards to your campaign objective and target audiences ;)
9. Manage Placements the Right Way
It’s better to avoid setting ‘Automatic Placements’, especially when running a campaign that targets larger audiences.
When you use several different placements, Facebook will just choose the best-performing one and allocate most your ad set budget to that one placement.
Creating different ad sets for different placements is good for speeding up and optimizing your campaign, especially when it comes to targeting on both Facebook and Instagram.
An example above shows all ad sets in a campaign divided into placements based on a platform, i.e. Facebook, Instagram and Audience Network.
Instagram Stories is a different placement too, because you can't target people on both Instagram Feed and Instagram Stories using images or videos of the same size unless you're using Customized Assets.
Long story short, building ad sets for different placements is good when:
- you want to reach people across different platforms
- you want even budget allocation across different platforms
- you want to test which placement yields best results
And it's also good for controlling ad frequency and avoiding ad fatigue 😉
10. Complete Overhaul And a Different Campaign Objective
Note: You should take this serious step only in case you couldn’t fight off ad fatigue any other way.
Sometimes people just get tired of the same brand/offer/content showing up in their feed and there is no other way to make them interested again but to rethink the entire campaign, create new content and new offers that might drive leads and sales.
Hope your customers will never get tired of your ads, but if they do—feel free to share your stories about your strategy for fighting ad fatigue in comments!