By Kristopher B. Jones, serial entrepreneur and investor.
Banner blindness is a silent phenomenon plaguing advertisers. It mainly stems from ad fatigue or seeing the same advertisement a hundred times.
If your PPC campaign suffers from ad fatigue, it could be indicative of bigger problems within your sales funnel.
On Facebook's advertising platform, ad fatigue results from having a high ad frequency, or the number of times a unique web user has viewed your ad. Aside from the obvious annoyance ads cause users, increasing ad frequency lowers your click-through rate over time and raises your cost per click.
With a robust audience-targeting network and rotation display, there's no excuse for ad fatigue. Below are a few strategies to prevent it and fix sloppy campaign performance.
Change Your Bidding Proposition
The higher your budget, the more people you'll reach faster, thus leading to a higher frequency. Instead of reducing your budget and foregoing conversions, many advertisers find it more cost-effective to switch their bid strategy to CPM. Unlike CPC, CPM pays for every thousand impressions generated from an ad. CPM is an effective bid for advertisers who are more concerned with increasing brand exposure than gathering clicks. If you're running a CPM campaign optimized for conversions, a high ad frequency won't necessarily raise your costs.
Regardless, discovering which bidding proposition can deliver conversions the cheapest may be the most effective way to stave off rising costs in the face of ad fatigue. Conduct split-testing to find out which saves the most money.
Rotate Ad Networks and Audiences
Using the same ad group on Facebook's desktop, mobile and 'Audience Network' may increase ad frequency for the placement with the lowest cost-per-engagement. Separate ad groups for each placement to track the frequency and bidding more effectively. When tracking analytics, exclude people who have already made a conversion/desired action.
Rotate the ads you display to a specific target group every few days to keep individual ad frequency low. With minor tweaks to ad copy, you can elude banner blindness.
Consider rotating your target audiences to deliver fresh ads to each group. Split your audience group into smaller divisions and set up a rotation schedule.
Refresh Ad Displays
There are easy ways to refresh ad displays to appear different to the user:
- Swap out background images
- Experiment with dark and light hues
- Change the color of an isolated element
- Move your CTA
You can also optimize your frequency limit to pause campaigns and swap out its ad display for a new image. Refresh ad displays every few days to ensure they still hold engagement value for customers. While we often leverage Facebook's iStock gallery for display images, you can make your ads appear more organic and authentic with a customer headshot or client-provided photo.
Change Your Value Proposition
Consider changing your value proposition to entice users to click on your ad. Adapt your value proposition to changing consumer demand and use A/B testing to find one that works for you. Always focus on perceived benefits over credentials. Highlight any discounts or promotions your website may be hosting to capture the user's eye.
Monitor campaigns and conduct ad tests to see which ads perform best over certain networks. Analyze ads from the user perspective and account for what channels your ad will be displayed. Your campaign only performs as well as your research. Create messages that appeal to particular segments.
Consider using predictive analytics to save time on split-testing. Ensure that any ad changes don't interfere with brand alignment. You can also create micro-segments and more personalized ad displays.
Finally, if your ad campaigns are underperforming, you can always stop them. Examine every element -- from background image to your value proposition -- to discover what could be causing lagging conversion rates. If your ad groups reach too high of a frequency, hold them off in rotation so people won't recognize your ads the next time they're displayed. For hyper-targeted campaigns, we often give our audience a few weeks before putting the same ad in rotation again.
Choosing the right bidding proposition will open up opportunities to discover cheaper conversion methods. By refreshing your ad display and rotating your audience and network, you can fight ad fatigue and lower your conversion bids.
Kristopher B. Jones is a serial entrepreneur and investor. Kris recently launched Special Guest App with comedian/actor Damon Wayans, Jr.