Facebook ads are getting worse, how do you solve it?

When we were doing Facebook ads, did we find out that Facebook ads were only done for a few days, and the cost of each click started to rise, and the frequency of ads was increasing.

That is, you often find that, in fact, your advertising effect, slowly the effect will be worse and worse, so why?

I think there are a few points:

First: from a facebook point of view, it is not possible for an ad to always perform very well, if an ad can always perform very well, then Facebook will make less money.

You may wonder, how do users' ads have been doing well, anti-Facebook likes?

This pay attention to a degree, no ad is from the end of the performance effect is good, products have a life cycle, not to mention advertising right

Second:From the user's point of view, a lot of times the user's aesthetic will be tired, you see an advertisement every day, really will feel very annoying.

Before we have less information, similar ads "this year's festival does not accept gifts, gifts only receive brain platinum" we are no way, have to accept

And now the information flood, who can be bombarded several times in a row advertising, this is because of the aesthetic fatigue of advertising will lead to the effect of advertising will be worse and worse.

So if we look at the background of the ad data for developing Facebook from a data point of view, we can find the following data:


As the chart above shows, if you see similar data in Facebook's Ad Manager, your ads are mostly tired.

Okay, so today we're going to talk about Facebook ads, how to improve the benefits of advertising fatigue


Causes and consequences of advertising fatigue



What is advertising fatigue?


Facebook ad fatigue is the phenomenon that ads have been shown to target audiences many times, with a rise in ad display frequency and ad click-through rates falling.


Why is there advertising fatigue?


Ads cause advertising fatigue for your audience because:

1. Ads are shown too often, causing users to see the ad every time they log on to Facebook

2. Ads are competing with the photos and status above the user's News Feeds

3. Ad audience is already familiar with an ad and no longer feels fresh, so click-through rate drops




Advertising fatigue reduces relevance scores, which can be low?


Increases the cost per thousand impressions, as well as the cost per search result. It will also result in fewer results from campaigns, reducing the overall return on advertising spending (ROAs).


Metrics for FB ad performance

Monitoring ad performance at Facebook's Ad Manager focuses on three metrics:

1. Frequency

Frequency, that is, the audience will see your ads how many times, if the number is more than 3, then you should consider changing the creative.

To see the frequency of your ads, in Ad Manager, click on your campaign, and then select delivery in the report section.



When the click-through rate drops and the frequency goes up, it means that the same group of people are repeating your ad, but they don't take action.

When the ad is displayed, the person who has already clicked on the ad is less likely to click, and those who haven't clicked still won't click, so the ad has actually saturated the target market.


2. Operational behavior

What is included in the actions taken by the ad? Get offers, click on links, install apps, like pages, send events, etc. within 24 hours of viewing or within 28 days of clicking on the ad.


If you want to have a higher conversion rate, then operational behavior is an important indicator. You can use conversion tracking tools to track your understanding.


3.Click-through rate

The click-through rate algorithm is the number of times a user clicks on an ad divided by the number of impressions of the ad.


Click-through rate is an important indicator of ad fatigue. Through the two indicators of click-through rate and frequency, you can determine when you need to rotate your creatives by figuring out the click-through rate and frequency that are appropriate for you.


Of course, there are other indicators that can be looked at, such as CPM, ROAs, correlation.


Every ad that runs ends up tired. If Facebook ads are tired, how do you adjust and fix them to get your ads back on track?


Since ad fatigue is ad show to a target audience many times, we can set conditions in Facebook Ad Manager to limit the number of times your ad appears to the same audience.

You can also use ad rotation strategies to optimize ad performance and solve the problem of ad fatigue.Overcome ad fatigue with an ad rotation strategy.

Because users see an ad for a long time is very easy to produce fatigue, through the rotation of ads, so that the ads continue to have some new ideas, can effectively solve the problem of advertising fatigue. It's a good idea to use a rotation strategy as soon as your ad shows signs of fatigue.




Ways to address audience fatigue

If an ad is shown to the same group of people for a long time, they are prone to fatigue, so there are ways to keep your ad fresh to your audience.


1. Use reach coverage targets

When you start creating Facebook ads, setting your ad targets as reach reduces the chance of ad fatigue.


The campaign target, Reach, says that by allowing ads to reach as many people as possible, the ad show will be spread across as many people as possible, so the chances of ad fatigue are less.


2. Set the frequency cap

One sign of audience fatigue is that ad display frequency is too high, so you can avoid audience fatigue by setting a frequency cap that limits how often your selected audience sees your ads.


Set the frequency limit here in the frequency cap to select the setting.


3. Exclude people who have been involved in advertising

Because when the frequency of ads rise, the audience may have seen this ad over and over again, if you can exclude this part of the people, will reduce advertising fatigue.


First, to use The Facebook Pixel to create a custom audience, is the user who has visited the site in the past 60 days, and you can create a separate list of people who have recently signed up for the service or filled out a form.


Then, use Facebook Ad Manager to exclude people who click on your ad from your target list and serve ads only to people who haven't clicked on the ad.



4. Change the background color to give different visual s

As we all know, Facebook's ad color is blue and white, and you should avoid using the same color scheme when making ads, otherwise it can easily be drowned out in newsfeeds and ignored by viewers.

So our ads should use color color is important enough, if it is a blue ad, it should at least put the ad on a colored background, so as to attract attention.


Different colors will cause different emotions, blue makes people feel calm, yellow makes people feel happy, green is a vibrant feeling. Ads use different colors, people will have different psychological effects.


Use ads with different visual effects to do separation tests to find the best-performing ads. The frequency of advertising should be kept between 2.5-3.


5. Use of different copy documents

Modify the copy, use brand title, call-to-call language, question sentence, etc. in the copy. However, the copy title should be guaranteed to be within 25 characters, the main text should be limited to 90 characters, using a language that can be directly and target audience conversation, so that they can better attract them.


Everyone will be more interested in humorous content. Ad copy and wording more humorous elements, to improve the effectiveness of advertising is very helpful.So, a little change to the following case can make the ad more attractive.

6. Keep the picture simple and easier to understand

Suggested advertising images to keep concise, how to do, you can refer to several aspects:

  • It's good to choose eye-catching images, zoom in, zoom out, or get closer.

  • Don't include text in the picture.Avoid using pictures with lots of details.

  • Note to separate the test ad images to see which one works better.



The picture looks great in both full size and thumbnail, with no details on the picture, and the model looks glamorous in the pair of glasses. This image ad can create some conversion material, such as:


  • For male audience statistics, you can separate a picture of a male model in the same pose;

  • The picture focuses on the eyes and glasses, and the eyebrows are raised;

  • The picture is a pair of broken glasses with humorous questions in the text or caption.


7. Use clear call-to-appeal language to ensure that advertising has the amount of information


Advertising must have clear and clear call-to-call language, otherwise the effectiveness of advertising will be greatly reduced. Test at least 5-6 call-on terms when testing different creatives to find the most appropriate rotation ads.

Example: Sign up for our 6-week SEO course now, a call-to-action term that can derive many forms of change, as follows:

  • Spots for our SEO Accreditation course are     disappearing fast. Enter now!

  • Need a resume boost? Earn SEO Accreditation with AcmeCert!

  • Now until September 31st - save 50% on our  SEO Accreditation course

  • Optimize your company’s internet presence with SEO Accreditation. Apply now!

  • Boss breathing down your neck about ROI?    Sign up for our 6-week SEO Accreditation


In addition to making some changes to your ad elements, you can change your target audience.


If you're bullish on your creatives, but click-through rates are still decreasing, frequency is still on the rise, try changing your target audience statistics before you post your ad.

Replacing your target audience minimizes ad fatigue while maintaining steady clicks.


My own experience is that changing your target audience is useful for Facebook contest ads. Because the competition is attractive, changing the ad audience can keep the campaign attractive and avoid ad fatigue or a drop in click-through rate.


8. Increase the value of advertising offers

We can also increase the attractiveness of our ads by increasing the value of our advertising offers. You can also conduct separation tests for different ad offers, so we know which offer works best.


For example, the New York Times subscription offer, the first offer is "4 weeks 99 cents", the second offer is "free use for 8 weeks", such a discount will have a big impact. Because after a comparison, it's easy to make a decision.





9. Change the placement of your ad


An ad set uses both desktop, mobile, and Audience Network placements, and each ad has more likes and shares.


But it would also allow Facebook to do auto-optimization, and then all budgets would tend to give the lowest CPM placement.


For example, if you have a significant reduction in the CPC of ads displayed on your audience network, Facebook will allocate more budget for that placement.


If you want to use multiple ad placements, create a separate ad group for each placement, copy the ad group, and assign a different placement to each ad group.


10. Connecting with customers

By providing your audience with valuable information and useful guidance, rather than directly promoting sales, customers can build interest and trust in the brand.


There is a saying that the best way to sell is not to sell. That's the truth.


If you use Facebook ads for direct sales, and use them to develop potential customers and connect with customers, you can take advantage of Facebook ads to achieve your dual advertising goals.


There are many ways to do this, such as creating e-books, sharing blogs, giving away completely different kinds of products, and using them to increase customer subscriptions, help inger potential customers, build brand awareness, and boost sales.


Here are some of the ways to address Facebook ad fatigue, the first three methods are to control the speed of ad fatigue by setting up Facebook ads, and the latter is to overcome ad fatigue by rotating creatives. You can use The A/B test to see which method works.


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