Creative and testing
Creative fatigue
The drop in an ad's results as the same people see it too often.
What it is
Click-through rate falls, frequency rises and costs climb. Small audiences and high budgets bring it on faster.
Why it matters
For lead generation and e-commerceA winning ad does not stay a winner; accounts need a steady supply of new creative to hold their costs.
In practice
Watch frequency and click-through rate over time, and plan replacements before results fall away.
A common mistake
Increasing budget on a tiring ad, which speeds up the decline.