Most people who are included in a particular targeting option on Facebook will still be there within 6 to 12 months.
Because of this, if you promote the same ad to the same group of people for an extended period of time, ad fatigue will become an issue, and when it does, the effectiveness of your Facebook ad campaign, and how much it costs to reach people, will be significantly affected.
9 Ways to Avoid Ad Fatigue for Your Target Audience
Fortunately, there are steps you can take to help you overcome Facebook ad fatigue, and ensure your results don't suddenly fall off a cliff.
Here are nine ways to improve your focus.
1. Use the Scope objective
When you create a Facebook ad campaign, there are several campaign objectives to choose from.
One of them is the scope objective:
The reach objective is designed to get your ad to as many people as possible, which is different from other campaign objectives, such as “Conversions” (which serves your ad to people who are most likely to convert).
Using the Reach objective spreads your ad gambling data usa impressions out to a larger number of people, which means ad fatigue will take longer to set in.
2. Set a frequency limit
The Reach objective can be even more effective with a frequency cap.
Frequency caps limit how often people within your selected audience will see your ad.
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Frequency caps are set at the ad set level in Ad Delivery Optimization. The example above would limit the number of impressions to just one per week, per person.
This is a great way to avoid Facebook ad fatigue.
3. Advertise content alongside other offers
Advertising high-quality content is an effective way to attract cold audiences and can also help you combat ad fatigue.
Promoting a blog post or video alongside your main offer can provide additional value to your target market and can buy you more time.
This technique works best when the content is not promotional or closely related to the product or service being advertised.
4. Rotate Your Ad's Creative Elements
Specifically, the images, text, and headlines that make up a Facebook ad. Changing these elements can give your campaign some extra life.
However, you must make significant changes to your ad. It can't look like a variation of the original ad, it must look like a new ad.
Changing the ad image and/or title is the most effective way to do this. Here is an example of two ads that look very different, but are promoting the same service:
interior design ad example 1
AND…
interior design ad example 2
5. Change the ad format
Sometimes, changing the creative elements of your ad just isn't enough. In that case, you can speed things up and change the format of your ad.
I'm a big fan of Facebook video ads, and they are definitely underutilized.
Many advertisers could boost their results and overcome ad fatigue by creating video ad versions with engaging images.
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6. Regularly change the product or service you offer
This one is pretty obvious, but not many Facebook advertisers do it. When a particular product or service is selling well, it can be really hard to stop advertising it.
But regularly changing your bid is one of the best ways to make sure people don't get bored with your ads.
This option is not available to all businesses. Some only offer one product or service and will need to use one of the other options listed in this article.
But if you offer a range of products or services, I would recommend that you regularly switch between them. And don't wait until your results start to decline.