Mitigating Ad Decay on Facebook Advertising
Did you know that U.S. internet users spend an average of 8 hours a month on Facebook? That’s 4x more than people spend on Google! When I first read this, I had two immediate thoughts:
1. Facebook is turning into an incredible platform for advertisers.
2. For 16 minutes each day, Facebook users are seeing the same ads over and over!
According to Perry Marshall, 70% of a Facebook ad’s click-effectiveness is determined by the image. A powerful and highly relevant image can give your ad an enormous boost. But even the best images will experience significant click decay once your targeted audience has been saturated with a single ad.
At some point, all ads are going to see a drop-off in click-through-rate, and an associated increase in cost-per-click. By frequently rotating and adding in new visuals, you can ensure your ad will stay fresh to your target audience. Also, what grabs one person’s attention may not grab another’s, so your new image may be more appealing to different audience members than your previous ad’s image.
How to know when to rotate ad images?
There is no set period because every target audience is different. Most people just wait for their clicks and conversions to drop off, but this is the wrong approach. For one, it may just be a slow couple of days. Secondly, if its not, you could be setting yourself up for higher costs-per-click in the future.
When you log into Facebook Advertising, there is a cool graphic called “Audience”. This graphic is the key to knowing when to update your ad. The blue bubble represents the targeted audience. The green bubble represents your ad’s reach, or what portion of your target audience has actually seen your ad.
When the green circle completely covers the blue circle, everyone in your target audience has seen your ad at least once. Once the reach equals the target, it’s time to change up your ad’s image.
As you continue rotating in new images, you’ll have to look at the actual ad’s stats to determine what the reach is of the new ad, as this graphic will only update if you create a new ad group.
If you’re having trouble “reaching” all of your targeted audience, you may need to increase your bids and/or budget, or you may just need to come up with a more compelling ad.