We’ve all come across businesses who serve the same ad copy over and over again for months on ends. If prospects haven’t engaged with an ad after seeing it for the 20th time, they are probably never going to.
After a while, their mind subconsciously associates the ad as irrelevant and they automatically ignore it every time it is served. This is not good.
Why? Well if prospects aren’t engaging with your ads, it means you’ve got a problem with your copy or you’ve targeted incorrectly. But that’s not the worst part, it also lowers your ad scores meaning you’ll be forking out more cash.
In today’s article, I’m going to show you 3 simple ways you can avoid fatiguing prospects and customers with your PPC marketing.
What is ad fatigue?
Quite simply, ad fatigue is when your audience has seen your advert several times and stops paying attention. Consumers’ needs are dynamic and change frequently, using the same ad types and wording that worked last month, will not necessarily work today. Luckily, reducing ad fatigue in prospects is easy, and here’s 3 ways to do it.
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Change your ad copy
I told you it was easy.
Yes, simply changing your ad copy is a great way to reduce ad fatigue while promoting the same offer or message. Drop Shipping Lifestyle (DSL) use a number of different retargeting ads from images to minimize ad fatigue:
DSL actually have several different ad images as they serve their ads with a high frequency. If you’ve set frequency caps, you won’t need more than 2-3 ad copies, if you haven’t then the more copies you have the better.
Images play a greater role in increasing the longevity of messages than text, if you feel your headline is perfect, just change the image to something completely different to ensure prospects don’t tire.
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Use ad-customerizers (Only On Google)
You may not heard of ad-customizers but they are a great way to serve tailored ads to your audience. Ad-customizers let you insert dynamic details about your business, products, sales and pricing based on the parameters you’ve set.
For example, if you’re running a 7 day sale, you can customize your ad to show how much time is left before the sale ends:
Ad-customizers are great for keeping messages relevant as one cause of ad fatigue is the lack of relevancy ads have over time
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Seasonal ads
Coming up with new ad copies on a regular basis can take up a lot of time if you’re not the creative type. If that’s you (for sure it’s me), purchase a calendar that displays all the seasonal holidays and adjust your ads accordingly. Simply making a reference to Halloween or adding a Christmas tree to your ad image is enough to keep them fresh and relevant. Here’s one good example from Bulk Powders:
That ad is going to stick out on everyone’s newsfeed during Halloween.
Seasonable ads are powerful because they tell the prospect your ad is relevant for today. Seasonal ads tend to work extremely well on Facebook as this one report found:
Facebook ads are a lot more visual than Google and can emphasize the holiday message a lot better through images.
Pro-tip: when applying this method, be sure to set start and end dates for your ads. Having a Christmas themed advert running in January shows a lack of professionalism and that your business is unorganized.
Summary
Fatiguing your prospects by serving the same ads can sometimes annoy until to the point that they will leave your sales funnel.
There is no best practice timescale on how long you should keep serving an ad before it loses relevance. Keep a close eye on clicks, cost per engagement and quality or relevance score to see how ad copies are performing.
Once you see these numbers drop, then it may be time pause the ad for a few weeks a run a new copy.
Nick Bridges
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