What Do the Stats Say?
It’s challenging to measure ad fatigue in particular since many other factors may cause someone to dislike an ad. However, it is only caused after a potential customer (or customer) views the same ad several times.
Here’s what the stats say about ad fatigue:
- According to a report by AList Daily, 50% of people were already getting tired of COVID-related ads as soon as March 2020. So if it takes a few months for customers to get fed up with a challenge that’s affecting their daily lives, how long would it take for them to get tired of your brand’s ad?
- According to a report by Emarketer, 77.4% of customers say they receive too many retargeting ads. So, if you’re hoping that your retargeting campaigns will be more effective by bombarding the same customer with several ads, think again.
- Younger users are more likely to use ad-blocking software. According to the stats on the number of internet users who use ad-blocking software worldwide, people between the ages of 16-24 are most likely to use ad blockers. In the UK alone, 41% of young people aged between 15-25 years use ad blockers.
- According to a recent study, almost three-quarters of people say they’re tired of social media ads. However, the same reports suggest that these ads are effective, with nearly half of all social media users making a purchase based on an ad they saw.
- More internet users say that brands can improve their campaigns by knowing when they’re no longer interested. While this may seem impossible, you can now determine when customers are no longer interested in your product or ad with the right analytical and strategic marketing tools. We’ll explain this in detail later on in this article.
The second time an average customer sees your ad, your CPC will increase by 50%. So, unless you’ve redesigned your ads as part of a retargeting campaign, you’re wasting more money every time a customer sees the same ad.
These stats paint a clear picture of ad fatigue. Showing the same customers the same over and over will lower your conversion rate, increase your average cost per click, and may result in damage to your brand image.
So, how can you make sure that your campaigns don’t result in ad fatigue, whether it’s with video ads or content ads? Before we look at prevention strategies, let’s first look at how to identify whether your campaigns are suffering from ad nauseam ads.
How to Identify Ad Fatigue in a Campaign?
Most experienced marketers will know when there’s something wrong with their ad campaigns. However, since the best campaigns are based on real-time data and not perceptions, you’ll need an accurate method to identify whether your ads are creating fatigue in viewers.
The sooner you identify whether there’s something wrong with your campaign, the sooner you’ll get your campaign back on track. So how can you identify ad fatigue in your campaigns?
Here are some red flags to look for:
1. Your Ads Start to Get Few Impressions
If your impression rate drops consistently, it could signify that your audience isn’t engaged with the ads. So, what does the impression rate have on the ad engagement rate? After all, don’t some campaigns run on impressions?
The number of impressions that your ad receives is often based on the quality of the ad. An ad with great quality will have a higher number of overall impressions. The next step would be to convert those users who click on your ad.
However, if you aren’t getting enough impressions, how will your campaign be successful?
Google, Facebook, and other sites often prioritize more interactive ads. As a result, these ads have a higher probability of converting, making them more profitable for both the ad platform and the company running ads.
So, if your impression rate suddenly drops after going fine, then it could be a sign that your ads are no longer effective.
2. A Sudden Drop In Conversion Rate
Do your ad campaigns run fine initially and then suddenly experience a drop in conversion rate? This is a clear sign that a particular ad has reached its maximum potential. So, why does the conversion rate drop suddenly, even though you’re convinced that there’s more to get out of the market?
What happens is that when an ad is initially released, it has a high intrigue. So the first stage of any campaign is where you’ll get the maximum number of conversions. However, as customers see the same ad repeatedly, the ad fatigue kicks in.
This may harm your campaigns if you don’t identify them early. However, a sudden drop in conversion rate also indicates that people are tired of your ads. You can measure it with the latest campaign optimization tools.
3. Lower Engagement on Multiple Platforms
Most successful campaigns run on multiple digital platforms. For example, you may be running similar ads (or even the same ad) on Google and Facebook. This is an effective strategy to improve your conversion rate.
However, showing the same ad to the same customers on different platforms is a sure way to induce ad fatigue. Imagine seeing the same person wherever you go! You’ll either feel that they are monitoring you or you’ll feel creeped out by their presence. The same applies to ad campaigns.
Even though most customers know they’re being tracked online, they disapprove of it. A recent study showed that 70% of customers don’t approve of the tracking practices used by marketers.
How to Prevent Ad Fatigue?
To prevent ad fatigue, you’ll need to monitor your ad campaigns more effectively, identify errors when they occur, create new ad formats, and use different ad designs on different platforms.
You’ll also need to have real-time data on your ad campaigns, including the conversion rate changes, click-through rates, impression rate change, and other stats, to help you with a more effective analysis.
Create an Integrated Solution
All these aspects are part of the same solution: optimizing your campaign in real-time. However, with so many platforms and campaign details, it’s impossible to achieve ad optimization without constantly changing your ads.
Fortunately, you can automate this process with the best AI ad optimization software from Amanda AI for better results. AI software has become mainstream and is used by many of the largest brands to improve advertising efficiency and base decisions on more comprehensive data analysis.
Here’s how the right AI optimization software can reduce ad fatigue:
It Monitors Ad Campaigns in Real-Time
The AI software will monitor your ad campaign in real-time, providing you with up-to-date data to make timely decisions. The faster you have the data analysis, the sooner you can rectify common ad problems.
AI ad optimization software can give you the right data analysis to make your ad campaign data-driven. Since the data doesn’t lie, it’s guaranteed to improve your campaign’s efficiency.
It Automatically Identifies Which Ad Format Is Suitable For Which Platform
To reduce ad fatigue, you’ll have to target users of different platforms based on the platform’s requirements. If a user sees the same ad in the same format on Facebook and Google, it will increase the chances of customers getting bored of the same ads.
For some platforms, you may have to use video ads, while these may not be effective on others. By targeting platform-specific methods, you’ll be able to increase the overall efficiency of your ads.
Having the right software means you can optimize different ad designs based on which platform you’re targeting. For instance, the messaging of your Google and Instagram ads may be the same, but the design, layout, and even CTAs may be different.
It Monitors and Adjusts the Impression Rate
Impression rate is a great indicator of how interactive your ads are. Since many platforms will prioritize interactive ads, a lower impression rate means your ad is being shown less.
AI software monitors your ad impression rate in real-time and adjusts the campaign based on the impression rate changes. For instance, let’s assume that your impression rate suddenly drops for one ad.
The software will detect these changes and change your campaign accordingly. This way, you don’t waste money on underperforming ads.
It Will Improve Targeting Efficiency
Another benefit of running your campaigns on effective data analysis is that your targeting improves. Ad fatigue will be more if the targeting is off. For example, if you’re showing an ad for a deal on meat to a vegan, they’ll get fatigued after seeing the ad once or twice.
However, if a car enthusiast is shown their favorite model’s ad, their buying intent may increase with each view. Therefore, the right analysis and data will help you reduce ad inefficiency through better user targeting.
AI Is the Perfect Solution
If you want to avoid killing your campaign because of overusing certain ads, you’ll need better real-time data analysis. The best way to do so is to use AI software for ad campaign optimization. Contact us to learn more about the ultimate ad optimization solution across all platforms.