Creative fatigue (ad fatigue) is when an audience has seen an ad so often that they stop responding to it. You’ll see frequency rise, CTR fall and cost per result increase on the same creative.
The three signals
- Frequency rising week over week
- CTR falling from its peak
- Cost per result rising
All three together, on the same creative, point to fatigue.
The fix
Refresh the hook and visual while keeping the winning offer and audience, and add new variants to the existing ad set rather than duplicating it.
Full guide: Facebook ad creative fatigue.
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