7 Ways To Combat Ad Fatigue

Ad fatigue occurs when your audience, who has seen your ad too many times, ignores your ads. This phenomenon should be taken seriously because ad fatigue causes your CTRs to decrease and your frequency to increase. To combat ad fatigue, you have to update your ads at least every two weeks. Some advertisers may complain about the idea of having to update their ads, for fear of wasting time and money. It is, however, the opposite. No need to create new ads from scratch. You can simply adjust the photos and texts you are already using. This, along with other strategies, will help you combat ad fatigue.

1. Check Your Text

Instead of writing your texts in the ads from scratch, simply write the ones you already have. You can do one, or a combination of the following options to modify the text of your ads:

• Write affirmations instead of questions or vice versa.
• Mention or not your product in the text.
• Add or remove smileys (if applicable).
• Add or remove price details.
• Change the tone of the text.
• Change the language of the CTA (call to action).

2. Edit the Ad Image

You don't need to create new images from scratch to update your ad image. Instead, you can make minor edits like the options below:

• Edit generic photos by adding text, filters, borders, or shadows.
• Convert photos into gifs with a gif generator application.
• Add or remove the brand logo.

3. Convert Videos To Gifs

If you have videos that you have used for your video ads, consider converting these videos into gifs with apps like ImgPlay - GIF Maker. If gifs aren't enough, you can also try dividing the videos into separate images that you can add in a carousel ad.

4. Change Your Format Announcement

To give your ads a new look, you can also try rotating the ad formats. You can post a single image ad for two weeks, and then post a carousel ad for the next two weeks.

5. Tell A Story

You can also keep your ads updated by creating ads around your customer's purchase process description. First, create and display ads that inform users about your business. After leaving that ad active for two to three weeks, show a different ad that contains specific details about your products or services. Finally, wrap up your narrative with a strong offer.

6. Rotate Your Audience

Since ad fatigue occurs when the same person repeatedly watches the same ad, you can, in addition to the above strategies, vary your audience. You can divide your audience into smaller groups and toggle who you're targeting. For example, you can target men in one rotation and then women in another.

7. Change the Placement of Your Ad

You should not only consider rotating your audience, but also rotating your placement. When creating your ad, choose a placement instead of all eligible placement options. Choose one that you will use for the next two or three weeks and move on to another for the next. There are plenty of placements to choose from: you can choose to post your ads on the Facebook news desktop or mobile device, in the right column of Facebook, on Instagram, in instant articles... However, please note that depending on your ad and your goal, certain locations may not be available.

Ad fatigue is a serious phenomenon that can cause your advertising campaigns to underperform. To combat this, try to implement one, several, or all of the strategies listed here.