How To Overcome Facebook Ad FATIGUE

0:00hi guys it's ben heath and in this video i'm going to show you how to overcome facebook ad fatigue it's a very important topic very important part of facebook advertising if you run campaigns long enough you are going to run into facebook ad fatigue and it's something that you do need to address because it will kill your facebook ad campaigns now before i get into that just want to quickly ask for you to smash that like button on this video click that like button that'd be much appreciated and of course subscribe to my youtube channel if you are new and you haven't done so already okay facebook ad fatigue what

0:30are we talking about here so basically there's a concept by which once people within your audience have seen your ads multiple times they're going to become bored of them they're going to become fatigued with them and as a result they're not going to take the action you want them to take and your results are going to drop off um because of that now as i said if you run facebook ad campaigns for any length of time any extended length of time if you've spent particularly higher budgets you may well run into ad fatigue issues there's things that you need to do about it and there are things you can do about

0:58it that's what we're going to cover here so i'm in one of our our facebook ad account so this is just an old campaign that i've brought up it's actually a retargeting campaign but the reason why i wanted to highlight this is to talk about the frequency number okay so i get a lot of questions and comments and people say oh i think i've got ad fatigue issues i think uh my campaign is fatigued and that's why i've seen a drop off now there are a number of reasons why a facebook ad campaign can drop off fatigue is one of the most common but there are also other reasons so how do

1:25you assess whether it is facebook ad fatigue or something else that's causing the issue well you look at your frequency number so here i said i'm in a um a retargeting campaign here but you could this is just as important for cold audiences and i'll get on to that in a minute and the default when you're looking at columns over here is performance i want you to go ahead and select delivery and you'll be presented with with something similar to what i'm looking at right now and you can see this frequency number here now i selected this campaign and retargeting campaign because the frequency numbers are really really high and i think it

1:54makes fit for interesting reading i'm going to talk about cold audience frequency numbers first and then get onto the warm audience stuff so what's an issue you know what frequency number is a problem when have you got facebook ad fatigue likely setting in when you see a frequency number for your cold audience campaigns of anything above a 2 to 2.5 particularly above a 2.5 you're likely running in to facebook ad fatigue issues and there's some steps and measures that you need to take to combat that with warm audiences you can get away with much much higher frequency numbers you can see in this ad set here where we're targeting people

2:29on our email list um we got up to a frequency of over six before the ad set started to drop off in performance with this one which is actually targeting add to carts for a specific product of hours um we actually got all the way up to a 38 37 frequency number before that stopped performing very well so it's important to keep in mind that with warm audiences depending on what kind of warm audience it is you can get away with much higher frequency numbers people who have added to cart you can basically bombard them with ads whereas people with uh who've just joined an email list you

3:00can't get away with so much people have visited your website maybe even less okay so with warm audience what you're really looking for is that drop-off and results then check your frequency numbers if it's frequency numbers it's like a two not an issue three not an issue with warm audiences if that frequency number is like 10 12 yeah that might be an issue cold audiences you want to try and stay ahead of it be aware of when your frequency is getting near that 2 2.5 mark sometimes you can go longer than that and the different businesses operate differently sometimes you'll be fine getting to a 3 3.5

3:29something like that but at some point particularly cold audiences you are going to run into facebook ad fatigue issues so what can you do how do you overcome facebook ad fatigue if your results have dropped off you've checked frequency it's pretty high what can you do the first thing my first port of call will always be new ad creative remember there's lots to facebook advertising but your ad creative is the only part that your prospects and your customers see so by changing the ad creative the image the video the slideshow maybe even add format it's a great way to do that perhaps go from an image to a

4:04slideshow or from a carousel to a single image something like that um that basically like it gets past the filter that your prospects now have when they're fatigued where they go i've already seen that you know you're scrolling through facebook or instagram checking things out you see an ad you saw that twice already your brain instantly recognizes i've seen that before i can ignore it and move on something else that's what's going on with your prospects when facebook ad fatigue sets in by changing the ad creative by change it could be as simple as just changing the color of the background of one of your image

4:39ads you know you could have be advertising a product that's on let's say like a a blue background or a white background and perhaps you try and change that to a red or an orange background something's just going to look very different so as i said when people are scrolling they don't immediately go i've seen that could ignore it they pay it the attention that it's due and therefore they're far more likely to take the action you want people to take whether that's become a lead uh purchase etc as i said you can change ad format great way of doing that getting past that um that as i said that that ad fatigue

5:06filter um and just changing the creative in general you know you could you go from one image out to another image ad but if the other image just looks quite different and that can really help that could really help overcome our fatigue so that's the first thing i will that would always be my go-to initially because when you're running a facebook ad campaign that has been running long enough to become fatigued it's usually as a result of success you know if a facebook ad campaign's been running long enough to do that then often that's because whatever you're offering is working your targeting is working your ads are

5:38working and otherwise you wouldn't have made it to the point where you get facebook ad fatigue in the first place so that will be my first port of call because i don't want to go ahead and change the other elements unless i have to change up the ad creative we found that ad creative in terms of adjusting the ads is far more important than the ad copy yes you can change your ad copy and that is something that you can do as well if you want but that's not going to have the impact because i said facebook and instagram are primarily visual advertising platforms as people

6:04are scrolling through you want to make sure you catch them um and get past that facebook ad fatigue filter okay so the the imagery the video the carousel et cetera is what's going to get past that you can change the creative if you want the headline is is a good uh good option there but it's not um it's not as important as the imagery okay so that's the first thing i'll do we'll test that let's assume that doesn't work right okay perhaps we need to test something else the next thing i'll test is to try and make my audiences larger so let's say you've got a one percent

6:35lookalike audience based off of purchases for example we'll try um increasing the size of that lookalike to a two percent or a three percent something like that that can be often a very quick and easy fix that gives you much more people to advertise to and therefore facebook can go and be like right we've already fatigued that section of this audience let's go ahead and put this ad in front of a whole uh bunch of other people that can be a great way to go about doing it if you're not necessarily using lookalikes using other targeting options like interest well are there other interests you could use that you haven't

7:05already used are there perhaps broader interests you can use because you really want to increase that that audience size that can really help on the audience front another thing we will test is extending our geographical locations that we're targeting potentially adding in other countries so if we're just advertising in the us for example but the product could be or the service or whatever could be shipped worldwide delivered worldwide or perhaps we'll add in canada uk australia other english-speaking countries western europe a certain certain wealthier asian countries things like that are there other markets you can extend to you've got to think ad fatigue is the same people seeing your ads

7:42too much in too short a time period and for the campaign to work really well therefore you get around that by changing the ad creative a or b increasing the size and changing the audiences and the people that you are targeting now if you're operating in a really really specific niche where there aren't really other audiences you can go after you kind of maxed out your audience everyone's seen seen what it what it is that you're advertising you've changing your creative already and that hasn't worked then i think you need to take a look at your offer okay so what is it that you're offering how can you either a offer something

8:17different so if you have a range of product or a range of services are there just straight up different things you can advertise that can really help as well or b if you've just got the one main offer there's not really anything else you can advertise is there a different hook you can use is there a different lead-in so perhaps you know you offer one main service and you are advertising a free consultation okay is is the the thing that's in your ad the thing that's getting people to take action can you change that up could you offer part of your service free could you talk

8:46about if you buy our service you get this thing free with it could you use a lead magnet approach instead we get people to opt in for a lead magnet and then retarget basically change up the process and the approach and what your prospects are seeing as they come into your facebook advertising sales funnel it's not something i like to do and that is more of a last resort because i said if we've reached the point in which we've got facebook and fatigue we've usually got something that's working quite well so i want to change that as little as possible to where we start with ad creative then

9:14go on to target audiences and then if that all of that doesn't work or either of those aren't really an option we will then go and take a look at the offer itself but those are the three main categories that you need to focus on to overcome facebook ad fatigue you can try and stay ahead of facebook ad fatigue and what i'd recommend is that you create new ads this is the best way to do it create new ads regularly and add those into your campaign don't pause your best performers run the new ones alongside your best performers and see which one performs best pause those and continue that process so

9:48how often you need to do that really depends on your budget and your audience size if you're advertising to the whole in the us and you're spending 500 a month well you may never run you may never run into ad fatigue issues okay because your budget in relation to the audience size is absolutely tiny if you're only advertising to you know a specific city with let's say a million people in it and you're spending you know 30 40 000 a month well you might need new ads every two weeks maybe even every week so the time period really depends on your budget and your audience size i would say as a rough

10:19rule of thumb to stay ahead of facebook ad fatigue the average facebook advertiser wants to be making sure they're introducing at least a new ad i would say once every month to six weeks something along those lines not too honest you could even make a whole batch and then that would do you for you know six twelve months maybe and i think that's a way you can really try and stay ahead of it don't ignore it and if you do see facebook ad fatigue don't panic either it is something that can be overcome with the measures that i've already talked about one other thing i want to

10:50quickly mention that most people are already doing but if you're not this can help with facebook ad fatigue is that if you're only using specific placements and only say advertising on facebook feeds or only advertising on instagram another good way to quickly and easily overcome facebook ad fatigue is to open that up right so if you're running a conversions campaign i would recommend using automatic placements anyway but if you're just advertising on instagram add in facebook that can obviously help you're going to reach new people you're also going to reach the same people on a new platform so it's going to look different feel different for them

11:21you get past that fatigue filter where people just automatically ignore what you're advertising and and that could be a very quick and easy win for you okay hopefully that's been useful implement those things that help overcome your facebook advocacy get your campaigns performing as they were previously which is obviously um you know if you're watching this video likely what you want to be able to do before you go a couple of three things i want to quickly mention the first is a free webinar that i've created called three killer facebook advertising strategies to double or more your revenue now if you're looking for better results from

11:52your facebook ad campaigns i would strongly strongly recommend you go through this webinar it's completely free it's about an hour 70 minutes long it'll be some of the best time you could possibly spend um when it comes to educating yourself around facebook advertising and what we've done in that webinar is basically broken down three different sales funnels that we use for our clients all the time we generated more than a million dollars with every single one of those sales funnels they're very much tried and tested and proven we use them all the time and we've broken i demonstrate them infor showed exactly how they work like

12:22these are the steps you need to take people through and this is how you get the best results and i also go a step further and say look if you've got this type of business you need to use this sales funnel if you've got this type of business you need to use this sales funnel which is so so important because there is no one-size-fits-all when it comes to facebook advertising you need to tailor your approach to your business and i'll show you how to do that in the webinar so the link to this free webinar will be in the video description below go ahead and click on it and check it out

12:48um i think you'll be very glad that you did second free thing i want to talk about is my facebook ads mastermind group we have more than 43 000 members in this group one of the biggest facebook groups about facebook advertising online fantastic community full of facebook advertisers asking questions getting them answered by experts and helping each other out i do free live trainings in their weekly if you want to join we'd love to have you just click again there'll be another link in the description below go ahead and click on that go join the group and we'd love to have you in there it's all moderated so there's no spam or

13:16anything like that we keep a close eye on that so you don't have to worry about those sorts of things and yeah if this video's been useful please smash that like button please subscribe to my youtube channel if you are new and haven't done so already uh comment below to let me know if this was useful comment below um if you've got any questions i'm not able to get to all the questions on my youtube channel anymore but i do my best and i do um see them all so they are much appreciated and yeah best of luck your facebook ad campaigns guys go ahead and

13:41sort that ad fatigue out that you've got and go and smash that and out the way because it's nothing that needs to concern you in something that can be overcome for sure best of luck with everything and i'll talk to you soon bye for now bye