Facebook Ad Fatigue – Charles Snyder Raw #85. Hey, I’m back again today with another question coming from people just like you. So this time I’m answering why Facebook decreases the reach of a campaign, even if it was doing good before. And that can be pretty damn frustrating, right?
Variety is the spice of life!
But first, allow me to share with you the original question:
“Why does Facebook decrease the paid reach for campaigns even if it was tested before?”
Here are some of my key thoughts…
Since I do not have access to the campaign, I talk about several factors that can decrease ad reach, in my video. It could be that the offer is weak, the audience doesn’t know, like or trust you, etc. But it pretty much boils down to two key factors, a saturation of the audience and ad fatigue.
However, I would need to see the campaign analytics to figure out why the paid ad reach is decreasing. There are a lot of questions that need answers to properly diagnose the problem. So without it, all you or I or anyone is doing is shooting in the dark.
Facebook Ad Fatigue: time to freshen up
So the first nugget of knowledge I offer you is knowing your numbers; it is the first step to gaining useful insight. In other words, how could you or I possibly know what to fix, if we don’t know what’s broken? Also, if anything is really broken at all.
Is your ad is simply boring or does the offer just plain old suck? Are you new or are you an established business? It’s impossible for anyone unless they know the analytics.
However, whatever the cause may be, if your ad campaign has a low relevancy score, Facebook isn’t making money. For example, let’s say your relevancy score is a 5; your ad will still get shown, but your costs per click increase. So if your relevancy score is 1 or 0, Facebook isn’t going to show your ad anymore, to anyone. Ever.
Last but not least, people just get tired of seeing the same old ads all of the time (i.e. ad fatigue mentioned above). Change it up with fresh ad copy, images or video as needed every few months. Anything more at this point is purely speculation.
PLEASE NOTE: I no longer answer questions like Facebook Ad Fatigue on Quora. There are no checks and balances in place for the rampant censorship by some moderators. And to make matters worse, inquiries about the anonymous censorship that goes on there have yet to see any reply. Since that is the case, I will continue to help others, I just won’t be wasting my time on that website. So Say Goodbye Quora!
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Charles is the owner of C. E. Snyder Marketing LLC. His background includes 30+ years in the fire service. Since 1999, he has also become a published author and a public speaker from 2004 on. He is widely respected as the “go-to” guy for Digital Marketing, websites, and SEO, recently being recognized with the 2020 Best of Lancaster in Digital Marketing Award.
Charles is also known as “The Marketing Ninja” and is a serial entrepreneur. His favorite quote is “Make Stuff Happen!” Also, his personal interests include spending time with Ann, his fiancee, playing the occasional video game, and growing mutant eyebrow hairs since getting on the wrong side of 50 years old.