Ad fatigue is a common issue in advertising.
It happens when the customers you’re targeting become so familiar with your ads that they lose interest.
They ignore them, and your ads run without getting attention or evoking emotion like they used to.
And if you have a smaller budget and narrower targeting, that can happen quickly.
How can you spot ad fatigue?
Lower CTRs over time. Ad fatigue goes hand in hand with lower engagement.
How to combat ad fatigue?
Here are a few ways:
- Rotate your ad creatives. Watch your key metrics, and switch out any creatives that have fatigued as soon as possible.
- Broaden your targeting. Ad fatigue can happen faster when you’re advertising to a smaller target audience. Broaden your audience, or test new audiences.
- Test new creative formats. Ad fatigue is not a certainty. Sometimes, ad creatives can run on platforms like Meta for many, many months. You just have to test different formats—like UGC and features-point-out ads—and messaging to really find what sticks with your audience.
Bottom line
Like everything else in marketing, it takes time and testing to figure out what your audience resonates with… or who your audience really is.
So don’t be afraid to take some big swings in targeting and creatives and see what works.
