#WebWeds: How to Combat Ad Fatigue
Note: This was featured as part of our Web Wednesday segment on Charleston’s 105.5 The Bridge with Box in the Morning. You can catch us every Wednesday morning at 8:20 am ET for your dose of social media & digital marketing news. You can listen to the segment below:
We’re constantly surrounded by advertising. Everywhere you look, you’re likely to see an ad--your television, your social media apps, your smartphone games, your online news, and more. People see so many different advertisements that they’re sick of them and can begin to become numb to them.
When it comes to social media ads, users can suffer from something called ad fatigue. Ad fatigue is when an online user has seen your ads so many times they start to ignore them, and this can significantly affect your business’s bottom line.
How do you combat ad fatigue?
Luckily there are ways to keep this from happening to your ads. Facebook’s advertising best practices recommend changing your ad creative (i.e., photo/video/copy) every 1-2 weeks in order to keep your ads fresh and engaging for your audience. This is great for testing what converts and what doesn’t, but constantly switching up ad creative like this can be time-consuming and costly.
Fortunately, other studies have been done to pinpoint the exact amount of time that goes by before users start to suffer from ad fatigue.
Merkle’s marketing analytics team conducted a study and found that after 35 days, CPC (cost per click) started to become seriously affected by ad fatigue, causing ads to become much more expensive for fewer results.
Overall, your ad creative should be changed once or twice a month in order to stay relevant and keep users from becoming numb to your advertising.
What is ad creative?
Changing your ad creative can be as basic as changing your ad copy or switching the CTA (call-to-action). This can also mean changing the main images, graphics, or video in your ad as well. Try using A/B testing to try out different creative to see what will work best for your business as well.
Make sure that you’re constantly testing your ads, monitoring your results, and updating your creative to stay relevant and combat ad fatigue. If you’re not sure where to get started with your Facebook Ads, fill out our free consultation form or give us a call at (888) 632-4499.
