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Banish Facebook Ad Fatigue
A lot of people are jumping on the bandwagon of advertising on Facebook, which has resulted in a phenomenon called “Facebook ad fatigue” which can prove to be detrimental to your marketing effectiveness.
It’s inevitable, but you can take measures which can keep its negative effects to a minimum.
First and foremost, you have to understand the root of the problem – what causes ad fatigue?
Generally, most Facebook users log in to connect, and not to shop. This makes them disinclined to take note of your ad, which results in low click-through-rates (CTRs). Plus, these users log into their accounts very frequently, so they’re exposed to the same ads in just a span of a few of hours. This makes them ‘blind’ to your ads very quickly.
What’s worse is that most people just don’t bother clicking on your ads, and add to the fact that Facebook itself replaces/removes old advertisements, you have a suicidal recipe for an online advert.
So, how can you combat this situation?
Being with rotating your ads.
We cannot begin to emphasize the importance of fresh content; it is the very backbone successful marketing campaigns. With the onset of ad fatigue, using of new content becomes extremely urgent. For this very reason, it’s a smart option to keep alternative ads that you can use to rotate or shuffle, because this will help increase your number of impressions as well as CTRs.
You can rotate your ads from every three days to every two weeks, but either way, it’s a must.
Shake things up a bit!
Get creative and create different versions of the same ad. For example, you can use the same image but different text. One ad can be grim while the other could tickle one’s funny bone. You can try the following changes:
- Different background colors, text, font, font size.
- Adding borders of different colors and widths.
- Use different wordings for your headline. One can be a statement while the other could be a question.
- Use short text (around 80 characters) and shuffle the words, like you would shuffle the headings.
- Always remember – images are important. Use different images with the same text – and you have new ads with you automatically!
Conduct tests to find out the most effective ads
You may not realize it, but the slightest of variations in your ads can make the biggest of differences. A/B tests are the perfect way of assessing which change gives you exactly how much leverage, and the results are clearly marked so that there is no confusion regarding anything.
Be it your content, graphics, even your demographics, these tests will tell you the efficiency of all such elements. This will help you avoid ‘Facebook ad fatigue’ by giving your targeted audience exactly what they want without giving up your ad’s effectiveness. A methodical and well-organized approach towards your testing is the best because it will eventually help you budget your ads accordingly.
Engaging ads are the need of the hour and the correct ads can offer businesses a significant amount of opportunities to entice their audiences. It will increase their brand awareness and eventually, will build a loyal fan base, which is a must for every business today.
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