9 Tips for Facebook Ads Creatives!

Have you ever experienced your Facebook ad performance suddenly start to decline after a few weeks of bursting?

Have you ever thought that this might be due to ad fatigue? This can easily happen when your target audience is tired of seeing the same ads over and over again.

What is Facebook ad fatigue?

Facebook ad fatigue is when users see the same ad from you multiple times over. Too much ad fatigue will seriously affect your ability to deliver ads. You can measure ad fatigue on Facebook using the “frequency” metric.

How to tell if you’ve hit Facebook ad fatigue?

It’s not difficult to tell whether advertising fatigue is the problem. If you notice that one or more key metrics in your campaign are starting to drop, while the “frequency” metric is starting to rise, this is basically a sign of “ad fatigue.” On the other hand, if your other key metrics decrease but the “frequency” metric does not increase, it is not an “ad fatigue” phenomenon, and vice versa.

How to view the “Frequency” metric in Facebook Ads Manager?

The Frequency metric doesn’t have its own column in the default Facebook Ads Manager layout. You can add the Frequency metric to whichever view you want by clicking the “Columns” drop-down menu and selecting one of the options: “Delivery,” “Performance and Clicks,” or “Customize Columns….”

If you notice a drop in deliverability (a drop in impressions) and an increase in frequency counts, it’s a safe bet that your ads and campaigns are suffering from ad fatigue. If you are in this "awkward period", it is recommended that you try the following 10 solutions.

1. Pause high-frequency advertising

If you create multiple creatives and run them simultaneously, once one of the ads reaches a high frequency, you need to turn it off to give other ads more opportunities to show, thereby increasing your delivery capacity and creating more ads as quickly as possible.

But it’s too tedious to complete this process manually, so you need to use Facebook’s Automated Rules to achieve it.

You can create Facebook automated rules by clicking on the Facebook Ads Manager main menu and then selecting “Automated Rules” under “Create & Manage.”

Once you click the green "Create Rule" button in the upper right corner, a rule builder will pop up. Select the targeting “All active ads” and choose “Turn off ads” as the action.

Then, under “Conditions,” you can choose how you want to turn off high-frequency ads. It is recommended that you set the "Frequency Cap" to 2.4 and the "Impressions" to more than 450 in the last 7 days, and perform a check every 30 minutes. Of course, you’ll need to fine-tune these parameters for your business and account activity.

2. Create new audiences and ads

In order not to affect revenue, you need to update your ad creatives and audiences as soon as possible after pausing your ad.

1) How to quickly update advertising creatives?

• Change the background color of the image

• Change your CTA (call to action)

• Change text/title

• Use new images/videos

• Minimize the amount of text in the image to meet the image text check requirements (the amount of text will affect the coverage of the ad)

2) How to quickly test new audiences?

• Create lookalike audiences based on your key conversion metrics (purchases, dwell time, engagement, etc.)

• Create audiences based on user behavior

• Create lookalike audiences by uploading custom customers or syncing with your CRM

3. Automatically reduce the budget of high-frequency ad groups

You may have this question: "Pausing high-frequency ads will prevent them from being delivered again, but I don't want to completely pause those ads or ad sets with high conversion rates, what should I do?" At this time, reducing the budget is another way out. If your ad set is being served to a certain audience too often, you may want to consider lowering your bid or budget for that segment of the ad to reduce the frequency.

So, what kind of frequency can be called a "benign frequency"? This depends largely on your advertising goals and target audience. For most advertisers, the ideal ad frequency is usually between 1.01 and 2.99.

You can use Facebook automated rules to reduce the budget for high-frequency ad groups. This rule is similar to the one in point 1 for pausing high-frequency ads, except that if the frequency is over 2.4 and the number of impressions in the last 14 days is over 4,000, you’ll need to set it to execute once a day to reduce the budget at the ad group level by 33%.

This rule will reduce ad fatigue among your audience by limiting your ad deliverability. Therefore, unless you update your creative, users will not see your ad very often.

Likewise, there are no universal industry standards for how much to reduce your budget, frequency caps, and impressions; it all depends on the size of your audience, campaign, and advertising goals. For example, if you need to target a small “micro-audience,” then a lower number of impressions may work better for you. Therefore, it is recommended that you let your ad groups complete an initial learning process before applying any rules to them.

4. Exclude Custom Audiences That Have Already Interacted with Your Ad or Brand

Excluding users who have already interacted with your website or content can help prevent ad fatigue.

You have four ways to exclude this audience:

1) Exclude website visitors (Facebook Pixel data)

Create a custom audience, then exclude it in your ad group audience settings. The three cases shown below are all based on the condition of "excluding customers who have had transactions in the past 90 days."

2) Exclude APP audiences

Create an audience for "Mobile users using the Facebook SDK for iOS or Android" and exclude them in the same way.

If you have an APP or have an "APP Install/Conversion" campaign on Facebook, it is recommended to use this strategy. Because the Facebook SDK is basically a piece of code that your app developer can put into your app that allows Facebook to track your app activity.

3) Exclude audiences who have interacted with or subscribed to your Page

You can also exclude all users who have interacted with your app in the same way.

4) Exclude uploaded custom audiences

Upload a customer CSV file or integrate your CRM with Facebook Ads and sync audiences to replace existing customers or unsuitable leads.

5. Limit the ability to deliver ads by scheduling ads (time slots)

Facebook has a built-in ad set schedule, which allows you to run your ads only on certain days and during certain times. The only two downsides to Facebook’s implementation of this feature are that you must set your ad set’s budget as a lifetime budget, which means you must set an end date and budget limit for your ad set. Second, you’ll need to do this manually for each ad group.

However, with dayparting or scheduling, you can run your ads during certain times of the day and week, known as “prime time,” rather than 24/7. This will reduce useless impressions and reduce ad fatigue.

Here's how to set this up on your ad group. First, you need to change your "Budget and Schedule" to a "Lifetime Budget".

Then, you can select “Run ads on a schedule” in the “Ad Scheduling” option below. You can also select your account's time zone or the user's time zone, as well as specific schedules for this ad group.

In the example shown above, the ad will only run between 8am and 6pm on Tuesdays, Thursdays and Fridays, and between 10am and 3pm on Saturdays. By scheduling your ads to run, you’ll be able to extend the life of your creatives and reduce the likelihood of ad fatigue.

If your conversion goal requires users to complete more steps (purchase, fill out a lead form, etc.), then for the sake of advertising effectiveness, it is recommended that you exclude the night time. Because users won’t want to spend hours at night filling out forms or pulling out their credit cards to make purchases, and it’s also likely to increase your bounce rate. You can use Facebook Audience Insights to determine the ideal times to run and pause your ads.

6. Use reach as an advertising goal

If you have an ad that’s suffering from ad fatigue, you can try duplicating that ad and changing the ad objective to “Reach.” Reach ads are often used to reach a wider audience more comprehensively.

Reach ads are optimized for Daily Unique Reach by default and have a special option to limit the frequency of your ad group. The default setting is to limit impressions to no more than 2 times every 7 days, but you can customize the frequency cap within the time frame of your choice.

While this is great for avoiding ad fatigue, it also prevents you from optimizing for conversions.

7. Optimize ad placement for daily reach

While reach campaigns already optimize for daily reach, you can also optimize for daily reach for campaigns with the traffic and engagement objective.

So, you could go to an ad group that has ads with the “traffic” or “engagement” objective and change its delivery optimization to “Daily unique reach.”

The difference between this approach and the reach campaign objective is that you don’t have as much control over the frequency cap for this method of delivering ads.

8. Manage placements correctly

Try to avoid setting up Automatic Placements, especially in campaigns targeting a broad audience.

When you use multiple different placements, Facebook will tend to choose the best performing placement and allocate the majority of your ad set budget to that placement.

Creating different ad groups for different placements can help speed up and optimize your campaigns.

The example above shows all the ad groups in a campaign grouped into placements based on a platform, such as Facebook, Instagram, or Audience Network.

Instagram Stories is also a bit of a unique placement because you can’t target users on both Instagram Feed and Instagram Stories with the same-sized image or video unless you use Customized Assets.

Creating ad groups for different placements is useful in the following situations:

• You want to attract users across platforms

• You want to allocate budget across platforms

• You want to test which placement produces better results

Moreover, this approach is also beneficial for controlling advertising frequency and avoiding advertising fatigue.

9. Overhaul and set different advertising goals

Customers will inevitably eventually become visually fatigued by your ads. They may simply be tired of the same brands, offers, or content appearing in their feed, and with no other way to get them interested again, you may have to rethink your entire campaign and create new content and new offers to attract potential customers and boost sales.

Author: Traffic FB

Source: Traffic FB