Every Facebook ad campaign you run will eventually encounter ad fatigue issues. It doesn’t matter who you are or how much you spend on Facebook ads, the algorithm works the same for everyone. (Ad fatigue is when your audience sees the same ads again and again, and becomes less responsive to them.)
Instead of pausing or stopping your ad campaigns, discover what Facebook ad campaign changes you can implement to improve their performance.
You can identify ad fatigue by analyzing the change in your ad frequency, the change in your results, and the cost per result.
Your frequency will typically be higher than 3, and your results will have decreased over the last 7 days, therefore increasing your cost per result. You’ll also find your CPM increases, and your quality score and conversion score are below average. (You may want to get a more detailed look.)
Once you’ve identified the campaigns and ads negatively affected by ad fatigue, you can now implement one of the following Facebook ad campaign changes.
The first of the Facebook ad campaign changes involves updating your ad creative. This is one of the two different ad changes you can make. (More on the second one later in this article.)
Your creative is the ad format including the image or video at the heart of your ad. That is what grabs your audience members’ attention in the Newsfeed and stops their scrolling.
For example, if you are using a single image format, you can create a new ad with the carousel format or one using the video format and vice versa. By updating the images or videos in your ad, you are presenting something new to your audiences.
When creating your new ad, navigate to your existing ad and duplicate it using the Duplication feature. Once your new ad is in draft, make the change to your ad format or image or video by either selecting one from your library or uploading one from your computer.
The second of the Facebook ad campaign changes you can make is another ad change involving changing the copy of your ad. The copy of your ad is the text that appears above your creative.
A copy change is not about changing the offer you present in your ad. It is about changing the way you present your current offer. You could focus on a new product/service benefit or target a new customer pain point in your copy. The idea is to again show your target audiences something new in their Newsfeed.
To make this change, navigate to the ad level of your campaign that you’ve identified as decreasing in performance. Once at the ad level, select your current ad, and click on Duplicate. Duplicate the ad once then in the new draft ad, and make the relevant changes to your ad copy.
The next campaign change you can make requires a refresh of your targeting. Here you are changing who you are showing your ads to, as opposed to the previous two changes where you are changing what you are showing your audiences.
The type of new audience you introduce to your campaign will depend on the temperature of the audience you are already targeting. The three audience temperatures are: Cold, Warm, and Hot.
Cold audiences consist of Saved audiences featuring interests, as well as Lookalike audiences. Warm audiences include any Custom audiences, such as video and page engagement. Hot audiences only feature website custom audiences. These are the highest-quality audiences as they consist of people that have already taken a particular action on your website and are furthest along the buying process.
For example, if you are running a campaign that is targeting an interest audience which is “cold,” the audience change would involve targeting either a new interest audience or a Lookalike audience.
If you are targeting a warm audience, such as a Video Custom audience, you could change your targeting to showing ads to a Page Engagement audience instead.
Finally, if you are targeting a Website Custom audience, changing an audience at this stage would involve creating a new Website Custom audience with a different audience duration.
The key here is to duplicate the ad set in the campaign and keep the ads at the ad level the same.
First, navigate to the Ad Set level of your campaign and select your ad set. Then, click Duplicate and create one copy. Make the targeting change in the new ad set by creating the audience in the audience section or selecting an audience that you’ve previously created.
Finally, navigate to the ad level and use the post ID method to ensure you keep the same ad with the social proof. From the create ad sectio,n click on “Use Existing Post,” and from the post selection matrix, select “Ad Posts” and choose your previous ad.
The fourth campaign change is changing your objective. Here is where you switch the overall objective to reach a new segment of your existing target audience.
When you choose an objective, Facebook segments people in your audience based on how likely they are to complete the action you are optimizing for. For example, Traffic targets people who are most likely to click on link ads, and Video Views segments people who watch a lot of video on Facebook.
By switching objective, you can improve your campaign results. For example, if you start testing an audience using the Traffic objective and it delivers positive results until you encounter ad fatigue issues, you can switch the objective to Conversions to deliver better results.
To change objective, navigate to the campaign level, and use the Duplicate feature to create a copy of the campaign. From the objective dropdown, select your new objective. Next, keep the ad set targeting the same as well as the ads (by using the post ID method covered earlier).
The last of the Facebook ad campaign changes you can make is to present a new offer to your target audience. This change combines the ad creative change and copy change. If you aren’t getting any traction with your ads, present a new product or service to your audience.
To do that, navigate to the ad level of your campaign and duplicate your ad, as described previously. Then add in the information about your new product or service in the copy, headline, URL and creative. Again, depending on what temperature of audience you are targeting, use the SBA copy method for warm audiences and the RTM Method for hot website audiences.
Don’t just stop your campaign when you see your results decrease. Instead, implement one of the Facebook ad campaign changes covered in this article. (You can also dig deeper into the Facebook Ad analytics through the free tool AdsReports.)
Doing so refreshes what your audiences see or introduces new audiences to existing ads, thereby reducing the impact of ad fatigue and boosting your results.