Avoid analyzing your campaigns too often (eg 3 times a day) and cut off a campaign, an audience or an advertisement because one of your performance indicators deteriorates over one or two days. You should always make decisions based on your indicators of success, ie. the number of conversions, the cost per conversion and the ROAS. Take the time to do a multi-day analysis and see if there really is a significant drop. If so, investigate and see if: Is your ad engagement decreasing? Is the click-through rate on the link decreasing? CPC and CPM increasing? The repetition is greater than 3 in 7 days? If so, this is a sign that you are running out of steam with your audience. In that case, you can start doing optimizations like reviewing your ads, cutting the ad set, and testing a larger audience.
Advertising fatigue is a very common occurrence in advertising and is quite possibly the most disturbing problem when advertising (regardless of medium). If you are unsure as to exactly what ad fatigue is and why it is a Bermuda Email List problem for you as an advertiser, let me describe for you something that you experience every day of the year. … You go to Facebook or Instagram and you see this advertisement from Airbnb (for example). The first time, you click on this ad to find out more about what Airbnb has to offer, but you end up skipping that offer. You are not interested or now is not a good time. And over the next few days, you keep seeing this ad (like thousands of other people) … over and over again.
You go to Facebook or Instagram and you see this advertisement
You are unresponsive (just like many other people). And it is even possible that you decide to hide or report this ad because you are tired of seeing it. Facebook notices that more and more users are ignoring, hiding or reporting this ad. It penalizes the advertiser (Airbnb) by increasing its distribution costs, which in turn increases its costs per click (CPC) and acquisition costs. In addition to the fact that users click less on his advertisement, the advertiser is penalized because his advertisement does not (or no longer) provide a good user experience. This is what advertising fatigue is. This is the point where the people you target no longer react to your ads after seeing them multiple times. No advertiser can escape ad fatigue no matter what size audience they target, which is why you can’t just kick off an ad campaign and forget about it.
As I told you at the start of this article, ad fatigue is a real problem for advertisers (perhaps the worst). Fortunately, this is a problem for which there is more than one solution. In this article, I suggest you first discover how to detect the impact of ad fatigue on the performance of your Facebook and Instagram ads. Next, we’ll take a look at 5 proven methods to effectively combat ad fatigue on Facebook and Instagram. I specify that these methods are universal. You can therefore apply them to any advertising network. How to detect the impact of ad fatigue on the performance of Facebook and Instagram ads? So it’s the increase in repetition (the average number of times a user sees your ad) that causes ad fatigue.
The impact of ad fatigue on the performance
An increase in repetition often involves a decrease in click-through rate and in some cases an increase in CPM. AdEspresso has observed a close correlation between repeat, click-through rate and cost per click (CPC) after analyzing 500 Facebook advertising campaigns. This drop in click-through rate and / or increase in CPM in turn involves a real chain of problems: An increase in CPCs An increase in your acquisition costs A drop in your ROAS If you haven’t fully understood this analysis, I invite you to read my article on Facebook ad performance metrics (and how to interpret them). If you have understood more or less, I just have to remind you of one thing. The success of a campaign is measured according to a business objective and the resulting KPIs (key performance indicators).