How do you deal with ad fatigue and competition for PPC vs social media ads?

1 What is ad fatigue and why does it matter?

Ad fatigue is when your target audience sees your ads too often and becomes bored or annoyed by them. This can lead to lower click-through rates, higher costs, and lower conversions. Ad fatigue can happen on any platform, but it is more common on social media, where users are exposed to more ads and content from different sources. Ad fatigue can affect your brand image, your relevance score, and your return on ad spend.

2 How to prevent and overcome ad fatigue on PPC?

One of the best ways to prevent and overcome ad fatigue on PPC is to use dynamic keyword insertion. This is a feature that allows you to automatically insert relevant keywords into your ad headlines and descriptions based on the user's search query. This way, you can create more personalized and relevant ads that match the user's intent and capture their attention. You can also use ad extensions, such as sitelinks, callouts, and structured snippets, to add more value and information to your ads and differentiate them from your competitors.

3 How to prevent and overcome ad fatigue on social media?

One of the best ways to prevent and overcome ad fatigue on social media is to use creative rotation. This is a strategy that involves changing your ad images, videos, copy, or formats regularly to keep your ads fresh and engaging. You can use tools like Facebook's Dynamic Creative or Google's Responsive Display Ads to automatically test and optimize different combinations of ad elements. You can also use seasonal or topical themes, user-generated content, or interactive features, such as polls, quizzes, or stories, to spice up your ads and increase engagement.

4 How to deal with competition on PPC?

One of the biggest challenges of PPC is that you are competing with other advertisers for the same keywords and ad space. To deal with competition on PPC, you need to have a clear understanding of your unique selling proposition, your target audience, and your competitors. You need to conduct keyword research and analysis, bid strategically, and optimize your quality score. You also need to track and measure your performance, identify gaps and opportunities, and test and refine your ads.

5 How to deal with competition on social media?

One of the biggest challenges of social media is that you are competing with other brands and content creators for the same audience and attention. To deal with competition on social media, you need to have a clear understanding of your brand voice, your customer persona, and your competitors. You need to create and share valuable and relevant content, use hashtags and keywords, and optimize your ad placement and frequency. You also need to engage and interact with your audience, monitor and respond to feedback, and analyze and improve your results.