What is ad fatigue and how can you prevent it?
What is ad fatigue and how can you prevent it?
Ad fatigue happens when your audience has viewed your ad so many times that they have become bored of it, choosing to ignore it and scroll straight past. No matter how great your creative looks, if it is the only ad your audience sees, they are likely to stop interacting with it as it provides no new information or stimulation.
A telltale sign that your ad has reached creative fatigue is a decrease in CTR and an increase in CPCs. With this, you will see advertising costs increase as fewer people move down the funnel towards conversion. Whilst a conversion can include a journey of multiple touchpoints, these should be varied, so you want to keep a single ads frequency below 4.
There are multiple ways to combat fatigue, with the simplest being a creative refresh. Add new copy and imagery that will resonate with your audience, try out different formats or change up the messaging to follow seasonality, key periods, new launches etc. If you don’t feel you have time to regularly refresh creative, try using dynamic ads that can serve variations based on a selection of copy, creative and headline options.
If you see that frequency is too high, it might be worth looking into the size of your audience, and either expanding it out to reach more people or dropping the budget if you have hit the ceiling of audience reach. It is important to keep any custom audiences up to date so remarketing pools are in a constant refresh, ensuring you are reaching new audiences and not just the same small group.
Ensure that you have a funnel system implemented with exclusions used effectively across cold audiences. Take a different approach to messaging across the funnel, after all, there is no point in serving an ad about who you are when someone is already familiar with your brand.
And finally, stand out with creative that grabs attention, follows best practices specific to different platforms and fits with your brand's voice and look.
If you’re unsure of how we can help with all things creative or want to see what we do, have a look at our Design Page.
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