Sadly this comes off often as a 'HOT TAKE' or something that comes with the caveat of 'it depends'
However, that is objectively false for all but the MOST EXTREME situations
Let's unpack this by debunking the 3 biggest reasons that that super popular 'excuse de jour is false
"Ad Fatigue" implies that you've reached every one of value so many times that the ad loses the ability to be effective at scale
For Some Context:
The last time I truly saw this happen
Was at over 600Million impression
at a CPM of just over $10
with a Budget over $7M in 7 days
It's easy to blame an amorphic excuse
rather than take
accountability & evolve strategies
I believe this is why the concept of 'Ad Fatigue' is so popular amongst those who refuse to use Facebook properly
It's a problem than can be avoided at will
Let's dig into the how on that!
What many incorrectly blame on 'Ad Fatigue' is simply abusing ads with spend
When we optimize our accounts by forcing spend onto a limited number of assets... we cannot be surprised that the algebra that has existed for over a decade now, behaves in the way that we expect it to
The inarguable truth of how Facebook determines what to charge you for impressions & conversions, is that it is a well-defined and known equation
No Ad will improve your Advertiser Score (Gamma Score)
Ads do not dramatically change in Estimated Action Rate on their own
Raising your investment
in assets without a known outcome
can often deliver undesirable results
Did the ad really "Fatigue"
or did something you had no ability to project the outcome of
not perform well once you actually made it do real work?
This is far more often the truth
When someone uses the "Test Campaign & Scale Campaign" architecture... they are setting themselves up for "Ad Fatigue"
A lack of stability
A lack of projectability
A lack of confidence backed by data
Its a self-fulfilling prophecy
More ads is only a bandaid putting off the fall
Lack of respect for data
is the single most common cause of 'Ad Fatigue'
Facebook is a machine learning algorithm
that's not up for debate
Prioritizing decision-making that rejects the value of data confidence, places our ads at extreme risk & is often the root of "Ad Fatigue'
You cannot have consistent results
You cannot have projectable results
You cannot have confidence in your testing
Without respect for your data
No amount of ads
No amount of CRO
No targeting audience
Can ever make that untrue
Focus on what truly matters
or embrace struggle
CLEAN YOUR AD's COMMENTS
Delete bad comments
Reply to everyone
Block trolls
Champion your hero customers
Encourage conversation
Pin good reviews
No other platform lets you do this
Don't make the mistake of promoting the opinions of those who don't give a good impression
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