7 Techniques to Combat Facebook Ad Fatigue

Key Takeaways

hi guys it's been Heath from lead guru and in this video I'm going to give you 7 techniques to combat Facebook and fatigue Facebook ad fatigue is something you really want to watch out for with your Facebook ad campaigns and make sure that your target audience aren't becoming bored with your ad so I'm becoming fatigued with them because if they do your results are gonna drop off and they can drop off really really quickly when that does happen so we've got seven techniques here that can help prevent that let's get started so number one is to refresh your ad creative now this sounds like quite an obvious technique and it is but it's worth including so if you've got an offer that's working for a product or a service or something like that you're not going to necessarily want to change that you're gonna want to keep advertising it this work for in the past but if you start to see that results are dropping off as your audience becomes bored with it you can refresh your ad creative you can try using different images you can try testing different headlines and that can give some more juice give some more life to that offer and allow you to run it a bit longer whilst generating great results number two is to use a different ad format so it's kind of along the lines of refreshing the ad creative but instead of just simply changing your image or your headline or something like that try and use a different format so if you're using static image ads you could try converting that into video if that applies to your your products if you're using video you could go to static images you could try slideshow ads or carousel ads but try and change up the ad format because when your target audience see that ad again for another time they won't immediately think oh that's just the same product or service I've already seen and they'll ignore it they will give it a paid a bit more attention because it looks completely different to the previous at number three is to use the reach objective so the reach objective helps you reach as many people in your target audience as possible now you might think that that's surely what Facebook's doing with your ad campaigns anyway but they're not if you're using for example something like the conversions objective then Facebook will work out who within your target audience is most likely to take your desired action and that might mean they're a 10 percent or even less than that of your total target audience actually see your ad with the reach objective a larger percentage of your target audience will see your ad and that means your ads being kind of put in front of more people and there's less frequency on your ad and that's going to help prevent advert eeeek so if you are starting to see how fatigue issues that can be a way to go test changing the objective in your campaigns and using reach instead technique number four is to use a frequency cap so an frequency refers to the average number of someone within your target audience has seen your ad so we tend to see results drop off when frequency reaches to two point five something like that which means obviously that on average people within your target audience have seen your ad twice now if you can use a frequency cap and say to Facebook I don't want the frequency to go above two for example you can really help prevent advert EGH and what they'll do is they'll put your ads in front of other people within your target audience instead instead of continually showing the same group of people within your target audience you're at number five is to change your target audience again quite an obvious one but worth including in this video if you've been advertising a particular product or service to a certain audience it's been working well for a long time and you start to see a drop-off and results try advertising to a different audience one of the best ways to do that is to use a look-alike audience so if you've got a customer list or an email or something like that upload that to Facebook create a look-alike audience based off of that and advertise to those people if you don't know how to Crate look-alike audience or things like that I'll include a link and to one of my videos that shows you how to do that in the video description of this video and you can implement that in your in your Facebook campaigns but em but yeah try targeting a different audience one thing to watch out for here is audience overlap so if you have used one interest targeting and you are going to use another interest targeting thinking you're changing your audience but the two interests are very closely related there's likely to be a significant amount of audience overlap so just bear that in mind when you're changing your target audience in order to try and combat facebook at 40 technique number six is to limit your retargeting budgets so you'll hear me and a lot of other Facebook advertising experts talk about retargeting website visitors and previous customers as a fantastic thing to do on Facebook and it is very very profitable because of that a lot of people spend a large proportion of their total Facebook ad budget on retargeting people but that's not something that you want to do retargeting lists whether it's website visitors customer lists email list something like that are usually relatively small usually a lot lot smaller than cold audiences and because of that you can't spend too much money if you try and spend 25 30 percent of your total budget on retargeting you're likely to see that frequency number just shoot through the roof you could end up with frequencies of 10 15 20 after just a couple of weeks so I'd recommend take a pretty small proportion of your budget and use that to retarget now if you do you know if you check your campaigns after a couple of weeks and you can see the or frequency isn't that high then maybe you can increase your budget but just one thing to watch out for in terms of preventing Facebook ad fatigue is to keep those budgets relatively small when you're doing your retargeting and finally technique number seven is to create holiday themed ads so this automatically refreshes your ad creative if you're tying your products to a specific holiday whether that's Christmas or Valentine's Day or Easter or whatever it happens to be you can only run those ads for so long probably and only a couple of weeks maybe not with Christmas but with most of them a couple of weeks before that your holiday and so that there's not your ad isn't live long enough for your target audience to start to become bored with it and when things are holiday themed people do pay more attention to it you know Mother's Day is coming up and okay there's a Mother's Day based ad yeah I haven't bought anything from my mum yet I let pay attention to it and see what this is all about that's that's something that we use a lot particularly if you work with you know products that lend themselves quite well to that sort of stuff and so a lot of b2c e-commerce type businesses that works quite well for but if it can if it does apply to your business I definitely recommend that you give that a go it's a great way to prevent a dirty and it's a good way to boost the overall performance of your Facebook ad campaigns as well so just for you go there's something I want to quickly tell you about and that's my five-part Facebook ad template now this template includes some of the best performing ads that we've created for our clients in a number of different industries if you're looking to get better results from Facebook that I highly recommend that you go ahead and grab that it's completely free you can download it right now for free all you need to do is click on the link in the video description that'll take you to a page on website and you will be able to download it there as I said it's got a bunch of different ads in it you can model from those ads you can work out what we've included in terms of images headlines things like that should be really really useful thanks a lot guys goodbye