Have you created a Facebook ad that’s performing extremely well and would love to keep it on autopilot without any maintenance?
A single Facebook ad can have a long run of successful performance without touching it at all. This usually happens after extensive testing to find the right audience, the right copy, the right image, and more. But the reality is that great ad performance cannot run on autopilot forever. If left on autopilot without any maintenance or tweaks, you will notice a big decrease in performance over time. There are many aspects involved in the success of an ad and it requires frequent maintenance to ensure it performs well long-term.
"Ad fatigue" is what happens when an audience is tired of seeing the same over and over again. You might see a low cost per lead or cost per purchase for a few weeks or even a month but then it starts to decline. Similarly, you may notice that the cost per lead or cost per purchase all of sudden double and you don’t know what happened. These common pain points are usually due to ad fatigue. The image, copy, offer, etc. doesn’t have the same excitement for the audience as it used to.
With some of the ad campaigns that we run, we often rotate and refresh any campaigns that are experiencing ad fatigue like this. We might come up with a brand new offer or even bring back an offer that performed really well last year. Every audience is different and the way an ad needs to be adjusted is specific to each campaign. The bottom line is that we can’t expect the same image, copy and offer to work for months on end; eventually the audience won’t respond the same way and we’ll have to adjust accordingly.
Successful Facebook advertising campaigns require constant re-evaluating and tweaking to maintain great performance. This is a tedious task that can be time quite consuming for anyone who doesn’t specialize in Facebook ad management.
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