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Why don't people want to see their selected ad campaign again?
Basically, it is a normal situation that at a certain point the advertisement ceases to be interesting for the user. This could be because the recipient has already purchased the product or interacted with the content, but didn't like what they saw. An additional problem that was discussed at the beginning of this article - people do not want to watch the same ad over and over again, or the message used in the creation no longer reaches the recipient correctly (even if it used to).
How to know it?
The Meta system itself is able to indicate that the advertising material is tired - with a notification that appears on the Facebook ad. However, you shouldn't trust every recommendation you get. It is worth checking for yourself whether this is really the case and the creation started to generate worse results than before.
Analysis of the "frequency" column. This is the estimated number of impressions of the given ad accounts on the platform. It tells us how many times someone viewed the given content in the selected time window. Typically, the correct frequency for the last 7 days is a maximum of 1.5-1.9 in the context of targeting new recipients and 3.5-4 for people who have already been in contact with the company (remarketing).
Management of costs and results of the given campaign. Using the graphs available in the Meta Ads system, you can see how the price per result (click/add to cart/purchase) of the selected creation has changed over the course of days. It pays to analyze such data after 7, 14 and 30 days.
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Combination of frequency and cost/outcome columns. The above two points have significant application only in contemporary comparison. To draw significant conclusions, you have to look and look for correlations. If the frequency and cost increase, you may conclude that the creative is actually being shown to users too often and they are no longer interested in the content.
Comparison of specific time periods. Poorer ad results aren't always the result of ad creative fatigue. Seasonality is also important, especially in industries that are characterized by it. In addition, during periods of increased activity intensity, such as Black Week or Christmas. Therefore, when comparing the above columns, it is a good idea to compare them with the same period a week/two weeks/month/year ago. Of course, this is, for example, a general frequency that occurs in the selected period, because the creations will be completely different... rather.
Reading the comments. The simplest solutions are sometimes the best. Continuous monitoring of active comments will significantly speed up the optimization of advertising campaigns. The users themselves can vent their irritation in the comments and even express in stronger words that they are constantly being shown advertisements.
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How to avoid fatigue in your outfit?
In fact, it is impossible. Especially in the case of an advertising campaign on social networks such as TikTok, Pinterest or LinkedIn. This is due to the fact that ads are natively displayed among the content being viewed, making it easier to become irritated and tired. This may be different for Google Ads, especially search campaigns and product campaigns. The user himself enters the phrase he is interested in, so he is somewhat responsible for displaying content that is contextually related to the query. Of course, you can analyze the causes of this phenomenon and try to eliminate them in order to be prepared for such a situation in the future and to have a process of optimizing your creations and target groups.
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5 ways to stop or prevent the process of growing ad fatigue.
Create campaigns with different ad formats.
Within the meta system, we can add ads as: single image, video, carousel or collection and create them using uploaded graphics/video or product feeds. It's worth testing them early on and uploading ads with at least one image, collection, and carousel. The system then displays them simultaneously to highlight the most effective option. This can be useful because different people may find different types of content more attractive than others.
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