Thanks Ben, I needed to know how ad fatigue worked and how to manage it, so I searched for ad fatigue, got to your video, and you answered my questions and showed me a straightforward way to manage it, all in 13.5 min. Subscribed :) Thanks for helping us
The only Facebook advertising video I have seen that makes sense... That makes you undery the "why" behind every strategy... Makes sense behind those "tricks" being told by others
Even though this is 2 years old, i had Ad fatigue recently, i also have a limited budget. I changed the Ad creative yesterday, it got approved this morning and got sales after a few hours. facebook recommended i duplicate the Ad but obviously that would be double my budget, so luckily i changed the creative from the original Ad and it worked. Thank you Ben :)
I will try this. I have not got sales now even though i changed the Ad alot, not sure why. U think duplicating it and doing more changes would work?@@DrHalaMedicalAesthetics
Great stuff Ben. Really enjoying your FB advertising content. Some of the best I've run across. One thing that I feel could help you is to try and be a little less wordy and maybe try and be a bit more concise. That would really take your content to the next level. Please receive this as constructive feedback and not as criticism in any way. ;) Looking forward to your next video! You are my current FB Ads go to!
Great video! I am wondering how does an ad get fatigued if it's running for a super broad audience W 18-55 in Australia. I would say the audience size would be more or less around 8 million. Why does it increase the frequency when there are still so many women who have not seen the ad. Thank you Edit: How do these massive companies with 1-year-old ads do that if it's so easy to have ad fatigue? I mean these ads where you see 10k comments, millions of views etc but some comments go back to 1 year or more.
Hi Helin, that's a great question. In your scenario Facebook has determined that a small segment of your target audience is most likely to convert. They are then serving those people your ads multiple times instead of spreading the impressions around. Your ad has fatigued with your core market. The companies that do that typically have deep pockets and care far less about their cost per conversion. We've worked with companies that have outside investment and are willing to lose a lot of money on each new customer acquired because they are building a brand over the long run. It can be a very effective strategy if you can spend enough. Their ads will be fatiguing and results will be dropping but if you can spend $150 to acquire a $50 customer, it doesn't matter.
Thanks for the content Ben. When you change up your add (image / video etc) I assume you just edit at the ad level? The ad then goes back into approval etc.... ?
Hey Ben. I am running ads for local business (computer service) with maximum potential reach about 400k. It seems that I'm running into ad fatigue quickly and frequency is growing quickly. So my question is how should I act: running ads all the time and just changing creatives when it's needed (can this work? It would be great) or giving the audience breaks and running ads from time to time. Thank you so much for your content 💪
Hey Ben! Love your vids. I have a question tho, which is a better approach? Re-edit the current ad or create a new ad and delete the underperforming one?
Great stuff. I use the submit application conversion objective for my coaching business as it's the only way to get consistent calls booked. My ads fatigue however after 1 week, if I want to extend the ads to at least 2 weeks (post iOS) what might you suggest? Thanks
Great explained... One thing still not clear to me when comes to ad fatigue, should we pause that ads in Ad sets and create new ads in the same ad sets with same audience? Or should we make some changes in existing ads like replace old image to new image, and modifications in copy?
The whole idea of Ad fatigue to me is mind-boggling. Most audiences I deal with, even the most narrowly defined ones, have millions of users. Am I supposed to believe that one Ad can become over-exposed with a potential audience that size?
Absolutely - firstly, you won't advertise to more than a small fraction of that audience. Plus with say a $20cpm, you'll generate a million impressions with $20,000 ad spend. $20,000 ad spend is a level tons of Facebook advertisers reach - and all our clients.
Hi. Thank you for video. I have a question please, when we do a new ad creativity should we make it in the same compagne or we should creat completely new compagne?
Great video, Ben! So it is a 2.5 frequency on an ad set level, cold audience. But it is only 1.3 on an ad level. What does that mean? Still change the creative and try that first, or what?
Good question. The ad set level frequency will include all the ads within that ad set and add them together. I tend to be more concerned with ad frequency as opposed to ad set frequency so you probably don't need to change things yet but you will do at some point.
Hi Ben, thanks! I'm running an ad that has a frequency of 1.45, it is my best performing ad with a ROAS of 3 and has tons of positive social proof as I have been running it for over a year. Today Facebook put a yellow warning on the ad saying that the ad is experiencing Ad Fatigue. No matter how you slice it, (7 day, Month, Year, Maximum) the frequency has never crested a frequency of 1.5 and the ad still seems to be performing well. Why would facebook be showing me this warning with such a low frequency? Should I ignore it until I see a frequency of above 2?
When changing the ad creative... Does it make a difference if.. we duplicate the winning campaign with a different creative... Compared to creating a new campaign with the same intrests in the ad sets with a different creative? Which are we supposed to do? Do we duplicate the winning ad campaign with a new creative or create a new campaign with a new creative with same interests in it?
HI Ben, thanks so much for all of your videos - its so much valuable content :) Just one question regarding this video: If running into ad fatique, following the steps you suggested, would you change the audience or creative of the running ad in the very same ad set and the same campaign? Or would you rather shut down the campaign and duplicate it to start anew? Edit: I think you party answered that in minute 9, saying, you would run them inside the same campaign. But would you simply chose the ad that dropped in performance and put in the new image/video/slideshow? Or rather duplicate it, accepting, that it has to go through the learning phase again? Best
Good question Gerhard. I would duplicate the existing ads, ad sets, etc. and make changes to the new versions. Then run those in the existing campaign.
@@BenHeath Thank you Ben for your continious clarification. one more question in this context; when you duplicate the existing ads, asset within same comaign and make the changes needed. do you keep the old ads set and ads running or you PAUSE/OFF them ?
Hi Ben, When dropping a new ad into an ad set, I've read that the new ad must have engagement to work effectively in CBO. Is this true? And if so, what is your work around for this. Do you drop it in a PPE campaign beforehand, or do you do something else? TIA :)
Hi Ben I ran into Facebook ads fatigue today I got the mail from Facebook on a particular campaign I've been running for like 3 weeks now not up to a month but am targeting just my country but can sell the product to nearby countries, so do u suggest I immediately change the ad creative and same time broaden the demographics and targeting aswell all together at same time, but sadly am gonna be entering the learning phase and loose all my likes and engagements I had previously on that ad
Thanks for the awesome video. One of my campaigns dropped off suddenly after performing for a few days. I checked on the frequency which showed 1.82. Can you pls guide whether the poor performance was due to ad fatigue or some different reason altogether. Your views pls ..thanks in advance
Do you adjust your ad creative and/or audience in your running campaign? Or do you create a new one where you make the changes and see which of both does it better?
I have the same question. Based on pieces of information from other Ben videos, I think you need to duplicate this ad set and add new placement in the new ad set. But I am not sure if you should keep the old ad set running or pause it
Hi Ben. I am running these 2 adsets with the same creative for almost 1 month. My frequency is 1.5. Though, on one of my adsets, it says creative limited. Should I worry in regards with this? Is a cold audience of 17mil+
Hi Ben, I am running into a situation where as soon as I add a new add set into an existing campaign, it doesn't get much of the budget allocation initially especially if the existing add sets are doing well. Although it's all about results, I do feel that if one puts a lot of effort into a new ad set with creatives in a new add, do they initially get the relevant exposure to give these add's some time to potentially perform? It's almost as if a large amount of the budget is already not available.
@@BenHeath would one not run the risk then of audience overlap? My open targeting campaigns only have exclusions in them of interactions or sales for the past three days. I do remember you saying to be careful of audience overlap as these campaigns might compete against each other. Is this valid?
Yes but provided you do so temporarily I think the upside is worth it. You wouldn't want to keep running separate but similar campaigns for months, but for a while it's ok.
Hey ben! was referred by a friend, i have an ad account but trying to add a payment method but it says "For your security, we've temporarily disabled Facebook Payments. Please contact us to turn it back on." when i click the "contact us" it says i have no ad account?!
Hi Ben, thanks a lot for the video! How can someone know if the drop in results could be because of ad fatigue or simply a result of iOS 14? My niche is electronic music production, the ads were running since December 2019, have 4 million+ reach, 25 million impressions, with ads rotating and same landing page/offer. So the offer have been running for long. But the drop in conversion rate began in April, it was 5% pre iOS 14 and now 2.5% post. Also I would like to add that the AOV is $30 and it's barely breaking even, when in 2020 it was making 3-4 times ROAS. Thank you!
Hi Melhem, thanks for watching :) It could be iOS 14 or it could be both. The best thing would be to test new ad creative and see if that really helps improve performance. That will give you your answer.
Hi Ben, I hope you’re doing well. As a follow up, I’ve proceeded this year to refresh creatives and change to price to $7 instead of $19. After a year, I’m having another drop in conversion rate. Do you have any study case where changing the price solved ad fatigue? My theory is, if I change the price of the ebook back to $19, this will make the algorithm show the ads to another section of the audience, this solving ad fatigue. But my only issue would be the pixel was trained on thousands of conversions for $7 (there are upsells, so AOV around $17, as I’m selling more stuff on the front end.) My main focus now is selling things on the back end, which I am but at very low conversion rate which I’m not satisfied with, for a $1500 product.
Hi Ben! If I want to update my creative in a good ad campaign. Do I just directly change the media in ads and will it change the number of reactions previsouly?
Is it common for Frequency to remain low but CPM climb pretty hastily over the span of a few months? Is that still considered ad fatigue? Regardless, I have a feeling the solution would be similar to the one you described in this video!
Hi Evan, that's probably not ad fatigue. You could have burnt out your audience if only a small percentage of your target audience would be interested though?
Hi Ben. If the ad frequency is somewhere between 1.8-1.4, by other means, can u still get ad fatigue? My winning campaign keeps declining in performance after 5-6 days, could this be ad fatigue? My frequency is always below 2. hope you can respond. Thank you
Hay there do you think there's a chance to get a restricted BM back after you were hacked and someone added an ad set on there and put their MasterCard on the account
It's taken over 2 weeks but they say they are getting though it. And how can I become one of your clients I'm a dropshipper and I have a product that has so much potential it's crazy so simple and such good quality
Thanks for watching guys! Let me know what you think in the comments :)
Should i duplicade the ad and change the image or change it inside the current high fecuency ad?
Thanks Ben, I needed to know how ad fatigue worked and how to manage it, so I searched for ad fatigue, got to your video, and you answered my questions and showed me a straightforward way to manage it, all in 13.5 min. Subscribed :) Thanks for helping us
The only Facebook advertising video I have seen that makes sense... That makes you undery the "why" behind every strategy... Makes sense behind those "tricks" being told by others
Thanks Tony :)
You are amazing! Greatful for all your work and dedication!
Even though this is 2 years old, i had Ad fatigue recently, i also have a limited budget. I changed the Ad creative yesterday, it got approved this morning and got sales after a few hours. facebook recommended i duplicate the Ad but obviously that would be double my budget, so luckily i changed the creative from the original Ad and it worked.
Thank you Ben :)
Hi Jin, I believe it is better for you to duplicate the ad and change the creative, then turn off the old ad.
I will try this. I have not got sales now even though i changed the Ad alot, not sure why. U think duplicating it and doing more changes would work?@@DrHalaMedicalAesthetics
Great stuff Ben. Really enjoying your FB advertising content. Some of the best I've run across. One thing that I feel could help you is to try and be a little less wordy and maybe try and be a bit more concise. That would really take your content to the next level. Please receive this as constructive feedback and not as criticism in any way. ;) Looking forward to your next video! You are my current FB Ads go to!
Thanks a lot Damien - feedback is always welcome :)
Hi Richard, I wasn’t the luck or the fortunate one to win the last competition. Hopefully, I would be fortunate to win this competition
Great video! I am wondering how does an ad get fatigued if it's running for a super broad audience W 18-55 in Australia. I would say the audience size would be more or less around 8 million. Why does it increase the frequency when there are still so many women who have not seen the ad. Thank you
Edit: How do these massive companies with 1-year-old ads do that if it's so easy to have ad fatigue? I mean these ads where you see 10k comments, millions of views etc but some comments go back to 1 year or more.
Hi Helin, that's a great question. In your scenario Facebook has determined that a small segment of your target audience is most likely to convert. They are then serving those people your ads multiple times instead of spreading the impressions around. Your ad has fatigued with your core market.
The companies that do that typically have deep pockets and care far less about their cost per conversion. We've worked with companies that have outside investment and are willing to lose a lot of money on each new customer acquired because they are building a brand over the long run. It can be a very effective strategy if you can spend enough. Their ads will be fatiguing and results will be dropping but if you can spend $150 to acquire a $50 customer, it doesn't matter.
This is awesome, thank you!
Should we change the creative on the old ads or create a new ads with new creative?
Thanks Ben it really helps.
Happy to help!
amazing content. thank you!
Glad you liked it :)
your channel is underrated in the ecom world
Glad you think so :)
Glad you think so :)
Thanks for the content Ben.
When you change up your add (image / video etc) I assume you just edit at the ad level? The ad then goes back into approval etc.... ?
Well said
Great video Ben but I have a question. Isn't refreshing the creative going to put us in a new learning phase?
Yes it will, but it is well worth it. Ad fatigue is a much larger negative than re-entering the learning phase.
Ben, your videos are great. Thanks so much.
Glad you like them!
Thanks 😊
Welcome 😊
Thanks for the value Ben :) Really helpful!!
Glad it was helpful!
Great
Thank you!
You're welcome!
Thankyou brother
No worries
Hey Ben. I am running ads for local business (computer service) with maximum potential reach about 400k. It seems that I'm running into ad fatigue quickly and frequency is growing quickly. So my question is how should I act: running ads all the time and just changing creatives when it's needed (can this work? It would be great) or giving the audience breaks and running ads from time to time. Thank you so much for your content 💪
Did you get an answer?
Thanks for covering this topic.
My pleasure!
Hey Ben! Love your vids. I have a question tho, which is a better approach? Re-edit the current ad or create a new ad and delete the underperforming one?
Thanks Daniel. I'd create a new ad :)
Great stuff. I use the submit application conversion objective for my coaching business as it's the only way to get consistent calls booked. My ads fatigue however after 1 week, if I want to extend the ads to at least 2 weeks (post iOS) what might you suggest?
Thanks
Hi Ben, great video as always. What time frame do you use to look at the Frequency of ads? So for example your max 2.5 is measured over what timeline?
Usually over a 30 day period but it's important to check other time periods as well to see what it looks like - good question though.
@@BenHeath So frequency 2.5 over a 30 day period? Isn't that very low?
Great explained... One thing still not clear to me when comes to ad fatigue, should we pause that ads in Ad sets and create new ads in the same ad sets with same audience?
Or should we make some changes in existing ads like replace old image to new image, and modifications in copy?
I'd leave the best performing ads running and create new ads to run alongside those. Pause the underperformers :)
@@BenHeath in the same Ad sets with same audience, no need to create new ad sets or modify existing ads copy, right?
@@imlakdawala please @ben heath i have the same question
The whole idea of Ad fatigue to me is mind-boggling. Most audiences I deal with, even the most narrowly defined ones, have millions of users. Am I supposed to believe that one Ad can become over-exposed with a potential audience that size?
Absolutely - firstly, you won't advertise to more than a small fraction of that audience. Plus with say a $20cpm, you'll generate a million impressions with $20,000 ad spend. $20,000 ad spend is a level tons of Facebook advertisers reach - and all our clients.
Hi. Thank you for video. I have a question please, when we do a new ad creativity should we make it in the same compagne or we should creat completely new compagne?
I would add new ad creative into an existing campaign :)
@@BenHeath thank you so much for your reply
Great video, Ben!
So it is a 2.5 frequency on an ad set level, cold audience.
But it is only 1.3 on an ad level. What does that mean?
Still change the creative and try that first, or what?
Good question. The ad set level frequency will include all the ads within that ad set and add them together.
I tend to be more concerned with ad frequency as opposed to ad set frequency so you probably don't need to change things yet but you will do at some point.
@@BenHeath oh. I thought ad set frequency is independent of ad frequency.
But then what can be the reason for the high raise in cost per lead?
Hi Ben, thanks! I'm running an ad that has a frequency of 1.45, it is my best performing ad with a ROAS of 3 and has tons of positive social proof as I have been running it for over a year. Today Facebook put a yellow warning on the ad saying that the ad is experiencing Ad Fatigue. No matter how you slice it, (7 day, Month, Year, Maximum) the frequency has never crested a frequency of 1.5 and the ad still seems to be performing well. Why would facebook be showing me this warning with such a low frequency? Should I ignore it until I see a frequency of above 2?
Thx
When changing the ad creative... Does it make a difference if.. we duplicate the winning campaign with a different creative... Compared to creating a new campaign with the same intrests in the ad sets with a different creative?
Which are we supposed to do?
Do we duplicate the winning ad campaign with a new creative or create a new campaign with a new creative with same interests in it?
HI Ben, thanks so much for all of your videos - its so much valuable content :)
Just one question regarding this video:
If running into ad fatique, following the steps you suggested, would you change the audience or creative of the running ad in the very same ad set and the same campaign? Or would you rather shut down the campaign and duplicate it to start anew?
Edit: I think you party answered that in minute 9, saying, you would run them inside the same campaign.
But would you simply chose the ad that dropped in performance and put in the new image/video/slideshow? Or rather duplicate it, accepting, that it has to go through the learning phase again?
Best
Good question Gerhard. I would duplicate the existing ads, ad sets, etc. and make changes to the new versions. Then run those in the existing campaign.
@@BenHeath Thanks alot Ben!
Would you do it the sane way for both, CBO and ABO campaigns?
@@BenHeath thank you for the clarification I had the same concern
@@BenHeath Thank you Ben for your continious clarification. one more question in this context; when you duplicate the existing ads, asset within same comaign and make the changes needed. do you keep the old ads set and ads running or you PAUSE/OFF them ?
I got a creative ad fatigue message on a brand new ad. 1st ad I ever ran for this company. Why would that happen?
Hi Ben,
When dropping a new ad into an ad set, I've read that the new ad must have engagement to work effectively in CBO. Is this true? And if so, what is your work around for this.
Do you drop it in a PPE campaign beforehand, or do you do something else?
TIA :)
Hi Ben I ran into Facebook ads fatigue today I got the mail from Facebook on a particular campaign I've been running for like 3 weeks now not up to a month but am targeting just my country but can sell the product to nearby countries, so do u suggest I immediately change the ad creative and same time broaden the demographics and targeting aswell all together at same time, but sadly am gonna be entering the learning phase and loose all my likes and engagements I had previously on that ad
Thanks for the awesome video.
One of my campaigns dropped off suddenly after performing for a few days. I checked on the frequency which showed 1.82. Can you pls guide whether the poor performance was due to ad fatigue or some different reason altogether. Your views pls ..thanks in advance
Probably not - there are probably other factors at play there.
Do you adjust your ad creative and/or audience in your running campaign? Or do you create a new one where you make the changes and see which of both does it better?
I will create new ad sets and new ads within an existing campaign when I want to change things.
so how do you add it? Do you edit the existing adset adding new placement for instance, or do you run another adset with that new change
I have the same question. Based on pieces of information from other Ben videos, I think you need to duplicate this ad set and add new placement in the new ad set. But I am not sure if you should keep the old ad set running or pause it
Would you simply change the ad creative in that campaign, or would you create a new campaing?
Hi Zoe, I'd add new creative to the existing campaign :)
Hi Ben. I am running these 2 adsets with the same creative for almost 1 month. My frequency is 1.5. Though, on one of my adsets, it says creative limited. Should I worry in regards with this? Is a cold audience of 17mil+
Hi sir, what if i want to accumulate like from the advertisement but get rid of ads fatigue any method to do it?
What about deleting the ad and making a new one with the same video would that work ? Or having multiple pages and send people to web site
No because you are advertising to real people - and they'll remember they've seen the video and ignore it as a result.
Hi Ben, I am running into a situation where as soon as I add a new add set into an existing campaign, it doesn't get much of the budget allocation initially especially if the existing add sets are doing well. Although it's all about results, I do feel that if one puts a lot of effort into a new ad set with creatives in a new add, do they initially get the relevant exposure to give these add's some time to potentially perform? It's almost as if a large amount of the budget is already not available.
That can happen. In that scenario I think it is ok to break new ad sets out into other campaigns to test.
@@BenHeath would one not run the risk then of audience overlap? My open targeting campaigns only have exclusions in them of interactions or sales for the past three days. I do remember you saying to be careful of audience overlap as these campaigns might compete against each other. Is this valid?
Yes but provided you do so temporarily I think the upside is worth it. You wouldn't want to keep running separate but similar campaigns for months, but for a while it's ok.
Hi ben what do i do when i get ad fatigue in a catalog sales (CPAS campaign), will changing catalog sets do the work ?
Nvm, turns out you need to create a new campaign to change catalog. What do i do then beside expanding my audience and reducing budget ?
How much should a carpet cleaner spend per day on fb
Hey ben! was referred by a friend, i have an ad account but trying to add a payment method but it says "For your security, we've temporarily disabled Facebook Payments. Please contact us to turn it back on." when i click the "contact us" it says i have no ad account?!
Thanks for sharing great knowledge not information.
Glad it was helpful!
Hi Ben, thanks a lot for the video! How can someone know if the drop in results could be because of ad fatigue or simply a result of iOS 14? My niche is electronic music production, the ads were running since December 2019, have 4 million+ reach, 25 million impressions, with ads rotating and same landing page/offer. So the offer have been running for long. But the drop in conversion rate began in April, it was 5% pre iOS 14 and now 2.5% post. Also I would like to add that the AOV is $30 and it's barely breaking even, when in 2020 it was making 3-4 times ROAS. Thank you!
Hi Melhem, thanks for watching :)
It could be iOS 14 or it could be both. The best thing would be to test new ad creative and see if that really helps improve performance. That will give you your answer.
@@BenHeath Thank you Ben for your answer!
Hi Ben, I hope you’re doing well. As a follow up, I’ve proceeded this year to refresh creatives and change to price to $7 instead of $19. After a year, I’m having another drop in conversion rate. Do you have any study case where changing the price solved ad fatigue? My theory is, if I change the price of the ebook back to $19, this will make the algorithm show the ads to another section of the audience, this solving ad fatigue. But my only issue would be the pixel was trained on thousands of conversions for $7 (there are upsells, so AOV around $17, as I’m selling more stuff on the front end.) My main focus now is selling things on the back end, which I am but at very low conversion rate which I’m not satisfied with, for a $1500 product.
Hi Ben! If I want to update my creative in a good ad campaign. Do I just directly change the media in ads and will it change the number of reactions previsouly?
Hi Steven, I'd create a new ad with the new creative - that way you retain the data from the previous ad.
@@BenHeath Awesome, thanks always!
Hi! It is advisable that in your 1adset that you have 8 ads in conversation campaign that have around $24 budget?
I'd use a max of 4 ads :)
Nice video ben
Thanks a lot :)
Is it common for Frequency to remain low but CPM climb pretty hastily over the span of a few months? Is that still considered ad fatigue? Regardless, I have a feeling the solution would be similar to the one you described in this video!
Hi Evan, that's probably not ad fatigue. You could have burnt out your audience if only a small percentage of your target audience would be interested though?
My conversions dropped. Frequency 1.08 🤯 wondering whyyyyyyy
I'd check out my video on 'why facebook ad results drop off'
Hi Ben. If the ad frequency is somewhere between 1.8-1.4, by other means, can u still get ad fatigue? My winning campaign keeps declining in performance after 5-6 days, could this be ad fatigue? My frequency is always below 2. hope you can respond. Thank you
It's unlikely at that frequency - good chance there's another issue. I'd check out this video: ruclips.net/video/6_9ZC-WsU3Y/видео.html
Hay there do you think there's a chance to get a restricted BM back after you were hacked and someone added an ad set on there and put their MasterCard on the account
Yes you should be able to get that sorted - it just might take a bit of time.
It's taken over 2 weeks but they say they are getting though it. And how can I become one of your clients I'm a dropshipper and I have a product that has so much potential it's crazy so simple and such good quality
I got add fatigue watching this video
my conversion get creative fatigue 😭😭😭 im running it for 1month
Yep that happens I'm afraid.
@@BenHeath what i will do i will do new conversion or edit only the same conversion i dont know what will
i do 😭😭
damn a frequency of 6 still worked?
Sometimes, but not always. It also depends how warm the audience is
@@BenHeath thanks
You are so handsome :(
Firs5
Nice :)