Do you ever go on Facebook and realize you’re seeing the same ads again, and again and… again? You’re probably experiencing something called “ad fatigue,” and as much as you don’t want it to happen to you as a consumer, you most definitely don’t want it happening to social media users seeing your staffing company’s online ads!
What Is Ad Fatigue?
Simply put, ad fatigue is what happens when an audience is exposed to an ad so many times that they tune it out, get annoyed, or even hide it from their social media feeds. This makes your ads less effective in that you may be reaching a smaller group of people, and those who are still in your audience won’t be as engaged as they were when they first saw the ads. This leads to fewer impressions, fewer clicks and less ROI overall.
What Can You Do To Prevent It?
The best way to prepare for the inevitable is to have a plan! When you’re creating your staffing firm’s paid Facebook strategy, make sure you take the possibility of ad fatigue into consideration.
Here are a few ideas to help keep your audience paying attention:
- Rotate your ads: When you’re getting started on your campaign, add some extra time for your creative team to design more ads that can be rotated throughout the duration of the campaign to keep things fresh.
- Update creative design or copy: If you don’t have extra ads, try changing something as simple as a color or font on your existing creative. Variations in copy, especially in attention-grabbing areas like the ad headline, will help generate more attention, too.
- Monitor ad frequency: Ad frequency is a measure of how many times your audience is being exposed to your ads. Keeping an eye on this will help you know when it’s time to implement changes.
- Create an ad schedule: If you are rotating ads, one strategy is to run them on different days or at different times to have more control over ad exposure.
- Refine ad targeting: It might be time to adjust your audience. For example, you could broaden your audience or create a lookalike of your existing audience, which would help you reach people with similar interests to those you’re currently targeting, but on a broader scale.
- Consider a new objective: Take a look at how Facebook is optimizing your ads. Are they serving your ads based on engagement, clicks or landing page views? Testing daily unique reach will make sure your ads are only shown once per day to each person who sees the ads.
- Switch up your format: If image ads just aren’t getting the engagement you want, try adding a video or slideshow ad to your campaign.
Need more help making sense of your Facebook ad performance?
The team at Haley Marketing Group are experts in digital advertising campaigns for the staffing and recruiting industry. Contact our team today to get started!