Facebook Ad Fatigue: 10 Ways to Optimize Creative
Facebook Ad Fatigue: 10 Ways to Optimize Creative
Did your best ad start dropping in performance? Is the whole campaign is losing traction? Odds are, your ads have fallen fatigued. Don’t worry though, this happens to everyone, the important thing is to recognize fatigue ads early enough so you can optimize campaign audience or creatives.
In this article, we’re going to showcase 10 ways you can optimize your ad creatives to remove Facebook ad fatigue.
What is Facebook ad fatigue?
Facebook ad fatigue occurs when your ad, ad set, or campaign decreases in performance while increasing in frequency. This means its audience has seen the ad/s so many times that it is no longer engaging with it in any way aka got tired of seeing it.
It is obvious why ad fatigue is not a desirable situation to be in but it could also be used to your advantage. How? By optimizing your creative, because ad fatigue is most likely to occur with ads that were actually performing well. Ultimately, your best-performing ads are most likely to fall fatigued but by catching them on time and applying appropriate optimizations, you can keep leveraging them for longer.
Thus, recognition of ad fatigue should be at the top of your performance analysis tasks. Once you’re able to identify them, you can figure out what creative elements or concepts are no longer working for you.
10 top creative insights for ad fatigue optimization
Once your Facebook ad has fallen fatigued, sometimes all you need to do is make a few creative changes to pick it back up. The question is, what should you change?
To help you narrow your options, we’ve gathered our top insights that will help you increase your fatigued ad performance. To keep this organized, let’s sort them by creative type.
1. Experiment with human presence
People can play a significant role in Facebook ads performance. For some of you, ads that showcase your product alone will work great while for others the creative might require a human “touch”. If your fatigued ad doesn’t include a person, see if adding one or multiple people will make a difference. Moreover, you can play around with adding just hand or partial body too (like just the face).
2. Bright vs dark
Yes, your brand might have certain a look & feel which often determines the style of your ad creative. However, whether you use vibrant or calm colors the overall brightness of the image affects its performance too. So if you see ad fatigue on a bright image, try switching the design concept to a darker one (note: the image itself doesn’t have to change at all).
3. Play with your text positioning
This insight repeats itself at surprising frequency. Many of our clients see that text positioning actually impacts CTR. Did you know there are psychological methods of positioning text on an image that would be most comprehensive to a viewer? Usually, our eye “reads” an image in a “top left – center – bottom right” style. Check it out with your ad creatives and see if placing an image anywhere around those 3 locations helps with ad fatigue.
Pro tip: text on solid background shows a significant increase in CTR so it’s worth experimenting with too!
4. Switch up your CTAs
No brainer here. Perhaps your Facebook ad went fatigued because your offer was no longer relevant? Try switching up your call to action and see how your audience responds. It’s very possible that offering free shipping instead of a discount will actually increase performance, especially around the holiday season.
5. Check what you start and end with
Since 47% of the total campaign value of a Facebook video ad is created in under 3 seconds we highly advise paying attention to how your video starts. For example, here at Pudding.ai we often see that starting with speech performs better than starting with music. However, to fix your video ad fatigue simply try a different starting version from what it is now.
6. What’s your frame speed?
The way we see it, your video ad is most likely to either be high-framed, low-framed, or static. Changing this could require a bit more optimization than other creative insights we’re offering here but changing your frame speed impacts your audience’s comprehension of the overall message. Fast-framed videos have a very different feel than low-framed or static ones. Even if it may appear to correlate more with your brand, sometimes it’s worth switching up the speed of your video a bit to get out of ad fatigue.
7. CTA and keywords
Just like in images, changing what you say may be a way to get out of ad fatigue. Try playing around with your offers or value propositions, perhaps your audience needs to learn more about your brand or products. Perhaps your offer has exhausted itself. Either way, it’s a quick fix to simply switch your text to a different one and see if it gets you out of fatigue. Alternatively, you could learn that a different SP could actually sell better in the long term!
8. Is your text overly descriptive?
Our sweet spot advice is to stick to 2-3 lines while avoiding overselling. Make sure your language points out your benefits but doesn’t claim your product to be “the best in the world”. Testimonials and other social proof are great copy examples you could use on fatigued ads. Besides, see if there’s a way you could redirect the conversation from your brand and/or product to your audience.
9. Questions and good vibes!
We’ve been seeing this trend throughout 2021 – questions and exclamation marks help increase performance! Don’t be afraid to engage with your audience and show your excitement – this could definitely be something to play around with your fatigued ads. Check out our past #PuddingReports to see it for yourself, both brand awareness and conversion campaigns benefit from these “?” “!”.
10. URL links and headline CTAs
One of the copy CTA insights that keep reoccurring is the impact of URL links. Keep them just as they are, without shortening or changing them so the links remain transparent. If it’s clear where you’re redirecting your audience they’re likely to trust and thus click. Regarding promotional CTAs, like discounts and other offers, it is recommended to use them in your headlines instead of primary copy text. Your Facebook ad fatigue could have a very easy fix – add your links URL in text and move your main CTA to the headline and viola!