4 Ways To Combat Facebook Ad Fatigue To Ensure Campaign Success
If your Facebook ad campaigns went from working to failing, it is probably because of ad fatigue.
If they are decreasing in effectiveness…
…And you want to improve your results and get them back on track.
Keep reading, because in this article you’ll discover how ad fatigue reduces campaign performance and what you can do to combat it.
How the Facebook ad algorithm works
When you start a new Facebook ad campaign the algorithm is designed for it to decrease in performance over time when it starts to hit ad fatigue issues.
That’s why Facebook is not a ‘set it and forget it’ ad platform. Your campaigns require on-going management via testing to continue to deliver exceptional results.
Ad fatigue occurs when your campaign frequency gets too high causing your target audiences to see the same ads again and again and therefore become less responsive to them.
This has a knock on effect on other core campaign metrics. It decreases relevance scores, which in turn increases your CPM and your cost per results, and therefore ultimately decreases the number of results your campaign gets reducing your overall Return on Ad Spend (ROAS).
Every campaign you run will eventually hit ad fatigue issues. It doesn’t matter if you are spending millions on Facebook ads or just a few thousand; the ad algorithm works the same way for every advertiser.
Use ROAS analysis and the CRFC Method to identify ad fatigue in your campaigns.
You first need to identify ad fatigue in your campaigns to be able to combat it.
You do this by analysing your campaigns Return on Ad Spend (ROAS) and then focusing on four core metrics at the ad level, to identify the ads within your campaigns that are specifically decreasing in performance.
The four core metrics are Cost, Relevance, Frequency and CPM, also known as the CRFC Method.
When you analyse your campaigns you want to measure your ROAS. Return on ad spend is a metric of how profitable your ads are. There’s a specific ROAS metric, which you can add to your conversion reporting column.
To do this, navigate to your ads manager dashboard and in the columns section click customize columns. Next under conversions, click website. Then scroll down to conversion value and select website purchase ROAS. Finally, save your column.
If you aren’t using the purchase conversion to measure your campaigns, you can also calculate your return on ad spend by measuring the difference between the revenue generated from your campaigns and your ad spend.
If a campaign isn’t ROAS positive, meaning that the revenue it generates is less than the amount you spent on the campaign, that shows that your campaign is decreasing in performance and you need to look deeper at the campaign.
Next you want to analyse the specific ads in the campaigns that aren’t ROAS positive. Do this by looking at the changes in the CRFC metrics. You want to measure the change over a 7-day period of your number of results, cost per result, relevance scores, frequency and CPM.
Campaigns suffering from ad fatigue will be decreasing in ROAS and you’ll see that your frequency is high which has a knock on impact on decreasing your relevance score which in turn will increase your CPM and cost per results, ultimately reducing the number of results and negatively effecting your ROAS.
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