How to effectively solve Facebook advertising fatigue?When we are doing Facebook ads, we will find that Facebook ads have only been used for a few days, the cost per click has begun to rise, and the frequency of advertising has also continued to rise. This situation is called advertising fatigue.
#1 Reasons and results of advertising fatigue
Why the audience has advertising fatigue:
1.The ad is displayed too frequently, causing users to see this ad every time they log in to Facebook.
2.Ads are competing with the photos and status of the user’s News Feeds.
3.The ad audience is already familiar with an ad and no longer feels fresh, so the click-through rate will drop.
Advertising fatigue can cause a series of terrible things, the most direct thing is to reduce the relevance score, which leads to an increase in cost per thousand impressions and cost per search result. It will ultimately reduce the number of results obtained by the campaign, thereby reducing the overall return on ad spend(ROAs).
#2 Facebook advertising performance indicators
Monitoring the effectiveness of advertising in Facebook Ads Manager mainly focuses on three indicators.
People get tired when they see your ad too many times, which can seriously damage your Facebook ad effectiveness. Use Facebook Ads Manager to view advertising frequency. If your advertising frequency is more than three times, you need to adjust the audience of the ad group or change the creative. When the click-through rate drops and the frequency rises, it means that the same group of people is watching your ad repeatedly but not taking action.
When an ad is displayed, people who have clicked on the ad are less likely to click, and those who have not clicked will still not click. The advertisement has saturated the target market.
The actions taken by the advertisement include: obtaining discounts, clicking links, installing apps, liking pages, sending activities, etc. within 24 hours after viewing the advertisement or within 28 days after clicking the advertisement.
If you want a higher conversion rate, then operational behavior is a very important indicator. You can use conversion tracking tools to track and understand it.
The Click-through rate is calculated by dividing the number of times users click on the ad by the number of times the ad is shown. The Click-through rate is an important indicator of advertising fatigue. According to these two indicators, click-through rate and frequency, you can get the click-through rate and frequency that suit you. Then you can determine when you need to rotate the creative. Of course, you can also pay attention to other indicators, such as CPM, ROAs, correlation.
It is easy for users to experience fatigue after viewing an advertisement for a long time. Continuous innovation by rotating advertising can effectively solve the problem of advertisement fatigue. It is best to use a rotation strategy as soon as the advertisement shows signs of fatigue.
#3 Solutions to audience fatigue
If an advertisement is displayed for the same group of people for a long time, they are easy to be bored. Therefore we need to use some methods to keep the advertisement fresh to the audience.
1.Use reach coverage targets
The goal of the campaign Reach is to make the ads reach as many people as possible, and then the ads will be scattered to as many people as possible. Therefore, people are less likely to be fatigued with advertising.
2.Set the frequency cap
A sign of audience fatigue is that the frequency of advertisements is too high. By setting a frequency cap to limit the frequency with which the selected audience sees your advertisement, you can effectively avoid audience fatigue. The option “frequency cap” is used to set the frequency cap.
3.Exclude people who participated in the ad
When the frequency of the advertisement increases, the audience may have seen the advertisement over and over again. If we can exclude these people, it will reduce advertising fatigue.
First, use the Facebook pixel to create a custom audience of users who have visited the site in the past 60 days. And you can also create a separate list of people who have recently registered for the service or filled out forms.
Then, use Facebook Ads Manager to exclude audiences who have clicked on ads from the target list, and only serve ads to audiences who have not clicked on ads.
4.Keep the pictures concise and easier to understand
It is advisable to keep the ad image simple, and there are several ways to do this:
Choose eye-catching images that are visually satisfying to zoom in, zoom out, or zoom in on.
Do not include text in your images and avoid images with a lot of detail.
Be sure to test the ad images separately to see which one works better.
5.Use clear call-to-action language to ensure that advertising is informative
The ad must have a clear and unambiguous call-to-action phrase, otherwise, the ad will be less effective. Test at least 5-6 call-to-action phrases with different ad materials to find the most appropriate one for the campaign rotation.
For example, the call-to-action phrase Sign up for our 6-week SEO accreditation course now can be derived in several variations, as follows.
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In addition to making changes for the ad elements, you can also change the target audience.
If you are very optimistic about your ad material, but the click-through rate is still decreasing and the frequency is still increasing, try changing the target audience stats before you publish your ad. Changing your target audience will keep ad fatigue to a minimum, while also maintaining a steady stream of clicks.
6.Increasing the value of advertising offers
It is also possible to increase the attractiveness of an ad offer by upping the value of the ad offer. The different offers can also be tested separately so that we know which offer has the best results.
For example, the first subscription offer of the New York Times is "99 cents for 4 weeks", while the second offer is "8 weeks of free use", the value of this offer will have a great impact. Because it is easy for people to make a decision when they have a comparison to make.
7.Find the ad space that offers the best results
When creating an ad, you have the option to advertise in all eligible display locations on Facebook, Instagram, and Audience Network. However, not all ad posting locations are available for all ad groups.
Select the Campaigns view of Facebook Ads Manager to see which display locations have gotten the best results over the past 30 days. To view the results, you need to find the display ad positions that worked best and worst.
8.Connect with your customers
Providing valuable information and useful guides to your audience, rather than direct sales promotion, can build interest and trust in your brand. There's a saying that the best way to sell is not to sell. If you not only use Facebook ads for direct sales but also use it to nurture prospects and connect with customers, you can make the most use of Facebook ads and achieve dual advertising goals.
There are many ways to achieve this such as creating eBooks, sharing blogs, giving away completely different types of products, and using these to increase customer subscriptions, which helps increase prospects, build brand awareness, and boost sales.
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