Why You Must Test More Than One Ad Image
Hi there! Have you ever run an ad that did really well for a few weeks, and then suddenly stopped working? It can be so frustrating! This is called "ad fatigue," and it happens to almost everyone. In this post, we are going to explain why it happens and how you can fix it by testing fresh, exciting new images.
Imagine you open a physical clothing store in your town, but you only put one single shirt in the window display for an entire year. What would happen?
People walking by would get bored. They would stop looking at your store completely because they already know what is in the window.
The exact same thing happens on Facebook and Instagram! In the marketing world, this problem is called "ad fatigue."
The Danger of Ad Fatigue
Facebook shows your ads to the same groups of people over and over again. If you only run one picture for months at a time, people will stop clicking on it. When people stop clicking, Facebook thinks your ad is bad, and they will charge you more money to show it. Your ads will get very expensive, very fast.
To win at online advertising, you need to test many different pictures and words.
What Should You Test?
The Background: Maybe a picture of your product sitting on a kitchen counter works better than a picture of it on a plain white background.
The Hook: Maybe a funny headline gets more clicks than a serious one.
The Format: Maybe a Checklist ad works better than an Us vs. Them ad.
You will never know what makes your customers pull out their credit cards until you test them both! The smartest business owners are always running two or three different ads at the same time to see which one is the winner.
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