Can there be too much of a good thing. The answer, in most cases, is a resounding ‘yes’. Generally, the same ol’ same ol’ is a discouraging force, driving people away in droves. Even in popular territory such as Facebook, running the same ads over and over consistently is counterproductive. What was electrifyingly thrilling on first or second viewing fast becomes a one-ticket to dullsville. Eyes turn away en masse.
Far worse, however, is what a dose of boredom will do to vital metrics. Imagine a sledgehammer. Now imagine that instrument pounding away at your click-thru rates. That’s pretty much the expected outcome of monotonous ads. What will go up is costs per click and costs per conversion. Basically, the wrong numbers all around.
How to Slay the Ad Boredom Beast
There is no secret ingredient required to counteract the pitfalls of monotony. A simple sprinkle of varied ads into the Facebook mix will do the trick.
Variation 1 – Diversify the ad design so that each showing offers something fresh and new. Same message; different look.
Variation 2 – Divide your inventory of ads into separate groups (by theme, message, whatever). Then, schedule each group for a different day of the week. This strategic distribution eliminates the possibility of any ad repeating within a seven day period.
Brand marketers should bear this in mind — the more limited the intended audience, the more important ad variety becomes. Retargeted users, for instance, are extremely vulnerable to monotonous messaging. On any given day, this select group will receive multiple ads. If each one is a clone, viewers probably won’t take notice.
If you have any questions or comments about varying Facebook ads, or about any other brand-related topic, feel free to send them our way.
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