ESM Digital's Higher Ed Marketing Blog

6 Tips to Combat Ad Fatigue on Facebook

Ad fatigue is just what its name implies: tired ads! When an ad that was once well-performing for you stops yielding results, you might have a case of ad fatigue. And if you’re looking to generate leads and increase student enrollment, you need to do all you can to avoid ad fatigue. Here are 6 tips to combat ad fatigue:

Measure.

Ad fatigue happens when the prospective students you’re targeting are shown your ads so many times that those ads become virtually invisible to them. But how can you tell when you’re losing your prospects’ attention? By paying close attention to the results of click-through-rates against frequency rates. If your click-through-rates drop (the ratio of how many times your prospects click on your ad against the number of times they’re shown them) as frequency rates rise (the number of times your ad is seen in a given time period), you’ve got ad fatigue.

Cap frequency.

If the problem is that your ads are appearing too frequently in front of the same audience, you just need to scale back their frequency. Luckily, Facebook gives you the tools to cap frequency by spend, or you can even select “daily unique reach” to show your ads to your prospects only once per day.

Get visual.

Facebook is a visual platform so if you want to avoid ad fatigue you’ve got to make your ads stand out. Choose colors, characters, themes and images of people that will grab the attention of your target audience. Don’t opt for a color scheme that matches too closely with Facebook’s own colors and avoid ads that look like everyone else’s. What makes you and your school unique? Put it on display in every image you create.

Use great copy.

Your call-to-action needs to be one that speaks to your future students in a way that makes sense to them. It needs to be clear, concise and specific. What is it you want them to do? What is it your school can do for them?

Change out creatives.

If you’ve got a great image, change out your copy. If you’re copy is spot-on, try swapping out images. Change colors and themes to keep your school’s brand in front of your prospects in a way that’s fresh and inviting. And don’t put the same ads in front of every demographic. Consider your target and customize your ads to their unique interests.

Use A/B testing.

Changing up ads is most effective when you first test to see how your creatives perform. A/B testing allows you to change one variable to see its effect on your click-through rates. For example, you could create two identical ads with different calls-to-action. Measure which ad sees more success to help you determine the copy that is more effective.

Ad fatigue can cost you money, leads and student enrollment. If you’d like to learn the secret to avoiding it, contact Effective Student Marketing for a free consultation today!