How to know when to change creatives

Knowing when to change your creatives is very important because with time people tend to develop banner blindness and stop noticing your ads. But to take out the guesswork you need to look at the right data.

Here’s what we check to find out if we need to freshen up an ad:

- frequency graph. It’s hard to say what’s considered to be “normal” frequency because it depends on the niche and target geo. But if it steadily grows, you probably need to broaden your audience and check

- actions graph. It shows how many interactions people make with your ad. And now attention please: if this graph is steadily going down and at the same time frequency is on the same level or is steadily going up, IT’S TIME to change your creatives. Because it means that people stopped interacting with your ad the way they used to do, so showing them the same creatives becomes pretty useless.

Don’t forget that sometimes these two metrics might be affected by CPM. For example, during Black Friday ad market is saturated with all kinds of entrepreneurs. So competition grows which leads to higher CPM, lower amount of actions, and lower frequency since you can’t reach the same amount of people unless you grow your ad budget for this special time.

When it comes to changing creatives, don’t forget to test new formats. For example, if you had static images before, try videos or gifs, if you had videos showing your product, try spokesperson videos where customers give feedback or demonstrate your product, etc.

Generally, get creative! Or hire a team of professionals to get creative for you and update everything in your ad account in time!