Failure to refresh your creative is costing you more than you think. Facebook penalizes advertisers for overserving the same ad to the same user by charging a higher price. So not only do you risk annoying a user and/or wasting ad spend on an impression that doesn?t generate action, you could even pay more for that wasted ad.
To keep costs down and click-through rates up, you have to keep creative fresh, but that takes time, manpower and processes–resources many advertisers don?t have enough of.
These seven tips will help you stay in Facebook?s good graces and get the best results from your campaigns. The keys to success are smart planning and systematic updating of your creative and your targeting strategy.
Plan for refreshes and reuse Plan in advance. Create refreshed versions of your creative at the outset of your campaign–that way, you are not scrambling for a new ad version every time your performance starts to wane. A simple rule of thumb is to run a new version of your ad at least every two weeks, but it really depends on the size of your audience and how often Facebook is serving your creative. Most advertisers start paying close attention when their average frequency goes above five–then you risk oversaturating the market.
If you plan for it, you can reuse the same creative with the same audience down the line, say, two to three months later. Then you should not see the same fatigue or drop in creative performance, because people have forgotten th...