What is Ad Fatigue?
Ad fatigue occurs when your audience sees the same ad multiple times, leading to decreased engagement, lower conversion rates, and increased ad costs. Over time, users become indifferent to the ad, resulting in diminishing returns for your advertising efforts.
Common Signs of Ad Fatigue:
Decreasing Click-Through Rates (CTR): Users stop engaging with the ad after seeing it too often.
Increased Cost Per Click (CPC): Ads become less effective, making them more expensive.
Lower Conversion Rates: Fewer people take action after clicking on the ad.
Ad Frequency Spikes: The same users are being shown the ad repeatedly without reaching new audiences.
Why is Ad Fatigue a Problem?
Wasted Budget: High ad spend with low engagement leads to inefficient use of resources.
Reduced Brand Appeal: Seeing the same message repeatedly can annoy customers and hurt brand perception.
Campaign Underperformance: Ad fatigue decreases the effectiveness of even well-planned campaigns.
How to identify Ad Fatigue ads with Stirque?
Steps:
Ensure Your Meta Ad Account is Connected:
Strique requires an active Meta Ads integration to access the ad performance data.
Create a New Report:
Select Meta Ads as the data source.
Click on the Ad Account Name and select Ads.
You can also add the Meta Ads Overview Widget to the same report.
Check Account Averages:
Change the date range to the last 30 days.
Note the ROAS from the Meta Ads Overview Widget (for e-commerce goals) or CPL (Cost Per Lead) for lead generation goals.
Apply Filters to Identify Fatigued Ads:
Click on Filters in the Ads Widget.
Select Frequency as the column, choose Greater Than as the operator, and enter 3 as the value.
Add another filter using AND Condition:
For e-commerce goal: ROAS less than the account average ROAS noted above.
For lead generation goal: CPL greater than the account average CPL noted above.
Go to the Revenue Column (for e-commerce) or CPL Column (for lead gen) and sort from High to Low.
Analyze Results and Take Action:
If an ad meets these conditions, it likely suffers from fatigue.
Consider refreshing ad creatives, adjusting targeting, or pausing underperforming ads.