When we were doing Facebook ads, did you notice that the cost at every click begins to rise and the advertising frequency also continues to rise after only a few days of launching the Facebook ads?

In other words, you will often find that the advertising effect will get much worse slowly. So why is this?

I think there are several points:

Primarily: From the perspective of Facebook, an ad can’t perform well all the time. If an ad can perform well all the time, Facebook will make less money.

You may wonder, why do users’ advertisements always perform well, but they are not what Facebook likes?

It pays attention to a degree. No advertisement can perform well from beginning to end. Products have a life cycle, not to mention advertising, right?

Secondarily: From the user’s point of view, the user’s taste may be fatigued. For example, if you see an advertisement every day, you will feel very annoyed.

In the past, when we had little information, we had no choice but to accept similar advertisements such as “Just Do It”.

Now, with too much information, who can stand the bombardment of advertisements several times in a row? This is because the frequency taste of advertising will lead to much and much worse effects of advertising.

If we look from the data’s perspective, opening Facebook ads data from the backstage, we can find the following data:

As shown in the figure above, if you see similar data in the Facebook ads manager, most of your ads have entered a period of frequency.

Okay. So today, let’s talk about Facebook’s ads and how to improve the decline in benefits caused by advertising frequency.

01

Causes and Results of Advertising frequency

Q: What is advertising frequency?

A: Facebook Advertising frequency is the phenomenon when ads have been displayed to the target audience many times, the frequency of ad display has increased, and the ads’ click-through rate has decreased.

Q: Why does advertising frequency emerge?

A: The reason why ads can cause audiences’ advertising frequency is because:

1.Advertisements are displayed too frequently, which leads users to see this advertisement every time they log in to Facebook.

2.Advertisements are competing with the photos and statuses on users’ news feeds.

3.Advertising audiences are already familiar with an advertisement and no longer feel new, so the click-through rate will decline.

Q: Advertising frequency will reduce the relevance score. What happens if the relevance score is very low?

A: It will increase the cost per mille display and the cost per search result. Ultimately, it will also reduce the number of results obtained by the ad campaign, thus reducing the overall rate of return (ROA) of advertising expenditure.

02

Indicators of FB Ads Results

Monitoring advertising effect in Facebook ads manager mainly focuses on three indicators:

1.Frequency

Frequency is how many times the audience will see your advertisement. If this number exceeds 3, you should consider changing the advertising material.

To view the advertising frequency, in the advertising manager, click the ads campaign, and then select “delivery” in the reports section.

When the click-through rate decreases and the frequency increases, it means the same group of people are watching your advertisement repeatedly but have not taken any action.

When the advertisement is displayed, those who have clicked on the advertisement will not click again, while those who have not clicked will also not click, so the advertisement has saturated the target market.

2.Operation Behavior

The operational actions taken by the act of advertising include what? Within 24 hours after viewing the advertisement, or within 28 days after clicking the advertisement, you get discounts, click links, install applications, like pages, send activities, etc.

If you want to have a higher conversion rate, then the operation behavior is a very important indicator. You can use the transformation tracking tool to track and understand.

3.Click-through Rate

The click-through rate is calculated by dividing the number of times users click on the advertisement by the number of times the advertisement is displayed.

The Click-through rate is an important indicator of advertising fatigue. Through the two indicators, click-through rate and frequency, find out the click-through rate and frequency suitable for you, and you can determine when you need to rotate advertising materials.

Of course, you can also focus on other indicators, such as CPM, ROAs, other correlations, etc.

Every ad that runs will end up fatigued. If Facebook ads enter the fatigue period, how to adjust and solve it to restore the effect of advertising?

Since advertising fatigue is when advertisements are displayed to the target audience many times, we can set some conditions in the Facebook ads manager to limit the number of times advertisements are displayed to the same audience.

In addition, we can also use the advertising rotation strategy to optimize the advertising effect and solve the problem of advertising fatigue. Overcome advertising fatigue through advertising rotation strategy.

Because it is easy for users to get tired when they see an advertisement for a long time. By rotating advertisements, they can constantly have some new ideas, which can effectively solve the problem of advertising fatigue. It’s best to use the rotation strategy as soon as the advertisement shows signs of fatigue.

03

Solutions to Fatigued Audiences

If an advertisement is shown to the same group of people for a long time, they are easy to feel tired. Therefore, we need to use other methods to keep the advertisement fresh for the audience.

1.Use reach coverage targets

When starting to create Facebook ads, setting the ad target to reach can reduce the probability of advertising fatigue.

Reach, the target of the ad campaign, means to make the advertisement cover as many people as possible, and the advertising display will be distributed to as many people as possible, so the chance of advertising fatigue becomes smaller.

2.Set upper-frequency limit

One sign of audience fatigue is that the frequency of ad display is too high, so you can avoid audience fatigue by setting an upper-frequency limit and limiting the frequency of your advertisements to the selected audience.

Set the upper limit of frequency. Change the setting here in the “frequency cap”.

3.Exclude people who have participated in advertising

Because when the advertising frequency increases, the audience may have seen the advertisement repeatedly. If these people can be excluded, advertising fatigue will be reduced.

First, use Facebook pixels to create a custom audience, which is users who have visited the website in the past 60 days; You can also create a separate list of people who have recently registered for services or filled out forms.

Then, use Facebook Ad Manager to exclude the audience who has clicked on the ad from the target list, and only display the ad to the audience who has not clicked on the ad.

4.Change the background color to present different visual effects

As we all know, Facebook’s colorway is blue and white. When making advertisements, we should avoid using the same color. Otherwise, it is easy to be submerged in the newsfeed and ignored by the audience.

Therefore, the colorway used in our advertisement should be conspicuous enough. If it is a blue advertisement, at least put the advertisement on a colored background, to attract attention.

Different colors will stimulate different emotions. Blue makes people feel calm, yellow makes people feel happy, and green gives people a feeling of vitality. Advertisements that use different colors will make people have different psychological effects.

Do a separate test with advertisements that have different visual effects to find out which advertisement has the best effect. The frequency of advertisement should be kept between 2.5-3.

5.Use different captions

Revise the caption and use brand titles, appealing words, questions, etc. However, the caption title should be within 25 characters, the main text should be limited to 90 characters, and use a language that can directly talk to the target audience to better attract them.
Everyone will be interested in humorous content. More humor in the advertising context and wording is very helpful to improve the advertising effect. Therefore, a little modification of the text can make the advertisement more attractive.

6.Keep the picture simple and easy to understand

It is suggested that ad pictures should be kept concise. For specific measures, please refer to several aspects:

Choose eye-catching pictures. The visual effects of zooming in, zooming out, or drawing close are good.
Don’t include the main text in the picture. Avoid using drawings with many details.
Pay attention to separate and test ad pictures to see which picture works better.

This picture, be it in full-size or in thumbnail, looks very good. There are not many details in the picture. The model looks very charming wearing this pair of glasses. This picture advertisement can produce some conversion materials, such as:

According to the male audience statistics, you can separate and test a picture of a male model with the same posture;
The picture focuses on the eyes and glasses, and the eyebrows raised.
The content of the picture is a pair of broken glasses with humorous questions in the text or the title.

7.Use clear and appealing words to ensure that the advertisement has information

Advertising must have clear and definite appealing words. Otherwise, the advertising effect will be greatly reduced. When testing different advertising materials and looking for the most suitable rotation advertising, at least 5-6 appealing words should be tested. Example: “Sign up for our 6-week SEO accreditation course now” Many changes can be derived from the form of the appeal, as shown below:

1.Spots for our SEO Accreditation course are disappearing fast. Enter now!

2.Need a resume boost? Earn SEO Accreditation with AcmeCert!

3.Now until September 31st – save 50% on our SEO Accreditation course.

4.Optimize your company’s internet presence with SEO Accreditation. Apply now!

5.Boss breathing down your neck about ROI? Sign up for our 6-week SEO Accreditation.

In addition to making some changes to the advertising elements, you can also change the target audience.

If you are optimistic about your advertising material, but the click-through rate is still decreasing and the frequency is still increasing, try to change the target audience statistics before publishing the advertisement.

At the same time, the number of clicks can be kept stable and the advertising fatigue can be reduced to a minimum.

In my experience, changing the target audience of Facebook is very useful. Because the competition is very attractive, changing the advertising audience can keep the competition attractive and avoid advertising fatigue or decreased click-through rate.

8.Explain the value of ad concessions

We can also increase the attraction of advertising by increasing the value of ad concessions. We can also conduct separate tests for different ad concessions so that we can know which offers have the best effect.

For example, the subscription discount of the New York Times is “99 cents for 4 weeks” for the first time and “free for 8 weeks” for the second time. Such revalue discounts will have a great impact. Because it’s easy to decide after you have a comparison.

9.Change the display position of advertisements

An ad set uses desktop, mobile devices, and audience network display positions at the same time, and each ad will have more likes and shares.

But this will also allow Facebook to do automatic optimization, and then all budgets will tend to give the display position of the lowest CPM.

For example, if the CPC of your ads displayed on the audience network is significantly reduced, Facebook will allocate more budget to this display location.

If you want to use multiple ad display locations, create a separate ad group for each display location, copy the ad group and assign different display locations to each ad group.

10.Connect with customers

By providing valuable information and useful guidance to the audience, rather than direct sales promotion, customers can establish interest and trust in the brand.

There is a saying that the best way to sell is not to sell. Namely, this principle.

If you use Facebook ads for direct sales on one hand and use them to cultivate potential customers and establish contact with customers on the other hand. Then you can make full use of Facebook ads to achieve dual advertising goals.

There are many ways to achieve this effect, such as creating e-books, sharing blogs, and giving away completely different kinds of products. Using these ways to increase customers’ subscriptions will help increase potential customers, establish brand awareness and promote sales.

The above are some methods to solve Facebook advertising fatigue. The first three methods are to control the speed of advertising fatigue by setting Facebook ads, and the latter method is to overcome advertising fatigue by rotating advertising materials. We can utilize tests A/B to see which test method is more effective.

Click on the link to view the Chinese version:
https://veryfb.com/d/30-facebook