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Avoid Ad Fatigue Through Digital Analytics: 3 Proven Antidotes

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Level 4

24-11-2022

Attention has limited reserves that won't be deployed in the case of a mundane or insufficiently rewarding task. That’s when Ad Fatigue kicks in or your digital marketing campaigns underperform because the ad serving wasn’t reinforced enough.

What Are Three Antidotes for Ad Fatigue?

1.      Ad Format: Variety is Key!

At least two creative versions are recommended—ALWAYS. This way, the machine can serve different ads to various audience types which improves the reach overtime. This will also ensure that each audience will see multiple creatives, so if they don’t resonate or click on one, the machine can serve the other.

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Below is an example ad serving frequency for the span of 15 days of the campaign, and another set in the remaining 15 days.

Why is this important?

This approach of having variety improves the mileage of your ads, as well as the clickthrough rate. Lastly, multiple creative types will lead to varying volume of website visits.

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2. Optimisation Objective: Alignment is a Must!

During your analytics checkpoint, focus on metrics in which the campaign was optimized for. If the phase’s focus was awareness, hence, Reach or buying for CPM, evaluate against these metrics. In my experience, some media managers would overlook this end-to-end view and analysis on campaign performance.

Why is this important?

The optimisation objective will affect your website analytics. Campaigns optimized for Reach will have lesser visits than those optimized website clicks.

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As an analyst, it is vital to understand the different optimisation objectives from the media plan and activation brief so you can provide necessary interventions. Without knowing what your ads are optimising for, you can’t provide right recommendations to improve the website landing pages’ performance. As shown above, media objectives optimized for reach, impressions, video views, lead generation, or brand recall are expected to have low website visits. For Facebook, I highly recommend using landing page views than website clicks if you aim to have more website conversions.

3. Ensure Visibility of Website Analytics: Winning Strategy!

Since media managers has their attention on media buying performance, it will be instrumental if you share with them the campaign’s impact on website analytics. This will enable your agency partners or media managers to assess and optimise the campaigns further. For example, if the campaign’s key KPI is website file downloads, the media buying must focus not only in getting link clicks, but on bringing users to the website.

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Why is this important?

Your digital analytics data will tell the end of the story. No cliffhangers. And you can benchmark this and use as tangible examples that to inform future planning and strategies.

With all your digital activations, the next challenge is to find out when to reengage your audiences. Hence, the importance of Cohort Analysis to improve customer retention and keep them coming back to your website.