GCG Media

Top 3 Ways to Bounce Back from Ad Fatigue in Ecommerce

29/12/2022

Ad fatigue – the bane of any marketer’s existence. Ad fatigue, otherwise known as creative fatigue, can tank your results and bring down even a great campaign. So, let’s find out what exactly it is and how you can counter it!

What is Ad Fatigue?

So, what is creative fatigue on Facebook ads? Ad fatigue or creative fatigue on Facebook occurs when your audience becomes tired of seeing the same ad over and over again, leading to a decline in ad performance. This can be a common problem for ecommerce store owners who rely heavily on advertising to drive traffic and sales. In fact, here are some ad fatigue statistics for you to see for yourself.

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Image: N/A
As you can see, the statistics are staggering. Clearly, users tire of seeing the same ads, and when they do, your results will go down. What the ad fatigue statistics show us is that it’s necessary to take countermeasures. And there are some steps you can take to bounce back from ad fatigue and continue to drive success for your business. Let’s dive into the 3 main ways you can bounce back from creative fatigue as an advertiser.

1. Update the Facebook Creative to Diffuse Fatigue

One of the easiest ways to combat ad fatigue is to refresh your ad creative. This can involve updating the visuals, copy, and targeting of your ads to make them more appealing to your audience. The text is important, but also keep in mind that Facebook is a visual platform, so pay attention to the visuals as well. Refreshing the message is what this is all about. You can also consider testing new ad formats, such as video or carousel ads, to see which performs best for your business and diffuse fatigue. In addition to updating the content of your ads, it’s also important to vary the placements of your ads to ensure that they are being shown to a fresh audience. Facebook is a platform with billions of users so don’t over-market to a single group – branch out to other target groups as well, and update your target audiences frequently.

3. Use Testing to Improve Your Facebook Ads Strategy

Testing is the key to achieving the best ecommerce advertising campaigns on the market. Facebook offers a variety of ad formats, including static ads, carousel ads, videos, dynamic ads, and the Story format. Experiment with different ad types to see which performs best for your business, as well as different styles and approaches to ad creation. This will allow you to identify the most effective options for your specific audience and product. Testing is an important part of an effective ecommerce Facebook ads strategy and you shouldn’t ignore it. By including the testing phase in your ads strategy, you ensure that your campaigns get the most out of advertising on Facebook. The algorithm of the platform will help you in this – capitalize on it to weed out the best ecommerce ads for your business.
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Image: freepik.com

2. Put a Cap on It: Limit the Chances of Ad Fatigue

We all know unlimited ads are the best thing ever, so why put limits on them? Well, it can help you deal with the issue at hand. Start using frequency capping in order to negate the negative effects of creative fatigue on Facebook. What is frequency capping? It’s a way of limiting the number of times ads are shown to the same person. By setting a frequency cap, you can ensure that your ads are not being shown too often to each Facebook user, which can help prevent ad fatigue. Facebook has a special feature for this – the ad set level frequency capping feature. Utilize it and set a cap limit on the frequency of your ad being shown to the same person. But be careful with this tool – it’s important to find the right balance with frequency capping. It’s true that ad fatigue can be detrimental to a business and the statistics support it. However, if you set the cap too low, your ads may not be seen by enough people. So, make sure to find the right balance.

3. Pause Your Facebook Campaign

Take a short break and pause your campaign to discourage ad fatigue in users. If your Facebook ads are experiencing a significant decline in performance, it may be necessary to take a break from advertising for a while. This can give your audience a chance to rest from seeing your ads and can help prevent ad fatigue from occurring in the future. You can use this time to work on refreshing your Facebook ad creative and targeting so that when you do resume advertising, you’ll be better equipped to drive success. You can also capitalize on this and use it to analyze the performance of your past ad campaigns and identify any areas for improvement.
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Image: Cottonbro Studio, pexels.com + jv-dr.com

Extra Tip: Consult an AdTech Specialist

An extra tip that can help any ecommerce store owner is consulting an AdTech specialist. Reach out to an experienced consultant in the field and get their thoughts. They’ll help you understand how you should change your approach and strategy in order to avoid causing ad fatigue on Facebook. By doing this in combination with the previously mentioned strategies, you can bounce back from ad fatigue and continue to drive traffic and sales to your ecommerce store. Remember to constantly optimize your Facebook ad campaigns to ensure that you are delivering the most effective ads to your audience. It’s also important to be mindful of the frequency at which you are showing your Facebook ads and sometimes just taking a break.

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