Ad Fatigue: Signs Your Audience is Bored of Your Facebook Ads
Your ad was a hero. For three weeks, it brought in sales every single day. But this week, the cost is going up and the sales are going down. You didn't change anything. What happened? Your audience got bored.
This is called Ad Fatigue. Every ad has a shelf life.
The Symptoms
CPM rises: Facebook starts charging you more to show the ad.
CTR drops: People stop clicking because they have seen it before.
Frequency rises: The same people are seeing it over and over.
The Cure: Creative Refresh
You don't need to change the product or the audience. You just need to change the wrapper.
1. Change the background color.
2. Change the headline.
3. Change the first 3 seconds of the video.
Rotation is Key
Smart advertisers have a "bullpen" of ads ready to go. When one gets tired, they sub in a new one immediately. Stirling is the ultimate bullpen builder. It allows you to create dozens of variations so you always have a fresh player ready to enter the game.
