You have put a lot of time and effort into creating a good Facebook and watched it exceed all your expectations, only to find that a short while later, it’s not driving results anymore… Why is this happening, and what can you do about it?

With so much talk lately about Facebook ad fatigue, we decided it was time to explain the concept and how it can affect the efficiency of your Facebook advertising campaigns. In this article, we will offer tips on preventing audience fatigue before it becomes an issue.

What is Facebook Ad Fatigue

Essentially, ad fatigue is exactly what it sounds like. You’ve been targeting the same audience for too long using the same ad, and they get tired of hearing your message. But how do you know your ad has fallen victim to the dreaded Facebook Ad Fatigue?

Determine Whether Ad Fatigue Is Impacting Campaign Performance

If some of your campaign metrics start to drop and the “freq”ency” met” ic is increasing simultaneously, it is safe to assume you are suffering from audience fatigue.

Here are the three key metrics you should keep an eye on to recognise ad fatigue:

• Adrecognisey (The average number of times that each person saw your ad over the lifetime of your campaign). – If it increases, it often marks the beginning of ad fatigue.
• Click-through rate (CTR) – If you notice a slow decline in CTR, it might be a case of audience fatigue
• Cost-per-action – If you notice an increase, you might deal with ad fatigue. An increase in Cost per 1000 Reach is a sign of audience fatigue, significantly if it’s related to changes in the other metric mentioned above.

You can also detect audience saturation using Facebook’s ad set-level insights. Hover over the audience name and select inspect. If you click on inspect, you will be directed to the delivery insights page, where you can analyse the ad set’s social ties, including the bid strategy, budget optimisation event, and optimisation.

Audience saturation helps you understand the relationship between your cost and the audience you are. If the ads are not reaching new people and expenses increase, audience saturation is high, and it’s it’s to create new audiences.

Auction overlap – According to Facebook, ‘This ‘ graph shows how often your ad set ended up in the same auction as another from the same account. To prevent you from bidding against yourself, we remove the less competitive ad set from the auction.’

When under-delivery occurs, and there is a high overlap, it is recommended to merge similar ad sets to improve depotentially delivery monitoring audience saturation and overlap, which is vital to your Facebook ad campaign.

It’s important to realise that if you carefully monitor your ads constaoptimiseery campaign, you may experience ad fatigue sooner or later. Campaigns with a sizeable daily ad budget may be affected by ad fatigue within three to four days, while campaigns with a smaller ad budget might go on for a couple of weeks before experiencing the effects of ad fatigue.

If this sounds like what you are experiencing, here are some ways to fight ad fatigue:

Create new ads

You can refresh your ads by changing either the creative or copy of your ad. You can do so by duplicating your original ad within your campaign and ad set. Then, it would be best to make a relevant change in the new draft ad.

If you think changing your ad creative is not enough, you can step it up a gear and change the ad format. Many advertisers could boost their results and overcome ad fatigue by creating video versions of winning image ads. For example, if you run a campaign for an e-commerce shop, you can turn your product images into a slideshow video.

Adjust Your Facebook Ad Set Targeting

Just because a specific audience has become fatigued with your ads, that doesn’t mean that you have to abandon that campaign altogether. Perhaps other audiences could also generate great results.

Here is what you can do:

• Create lookalike audiences based on key conversion metrics (purchase, time spent, engagement, etc.)
• Create lookalikes by uploading customers or syncing your CRM
• Create audiences based on users’ behaviour

Advertise High-Quality Content

Another way to combat audience fatigue is to advertise other types of content that could warm up cold audiences. For example, promoting a blog post or video alongside your main offer can offer the target audience extra value and buy you more time.

Regularly Change the Product or Service Being Offered

If you sell a few products or services, diversifying your offer may not be easy. But if you offer a wide range of products or services, you could regularly switch between them to combat ad fatigue. And don’t wait for your results to drop off before you do.

Excluding people who have already interacted with your website or engaged with your content, limiting ad deliverability by running ads on a schedule, using the reach campaign objective and creating different ad sets for different placements are also winning strategies for overcoming Facebook ad audience fatigue.

But sometimes, no matter what method you use, the public gets tired of your offer showing up in their feed, and there is no other way to get their attention again. Always be ready to rethink your campaign and create new content and appealing offers that continue to generate leads and sales.