Friends who work with replicas advertising are very concerned about the ROI indicator, and almost check the ROI report every day. Different from the Facebook advertising of general goods independent website, because our counterfeit brand category has a relatively high customer unit price, ROI is also relatively easy to increase. In the industry average, an ROI indicator of 2.8 is considered passing, and 5 is considered excellent. In actual advertising work, I often encounter customers with ROI of 8 or even 10, thanks to their long-term exploration and experience accumulation.
Experienced ads pitchers must have encountered such a phenomenon: an advertisement that obviously runs very well, suddenly the ROI continues to decline, inexplicably, seemingly incredible, but in fact there is a reason: it may be that your advertisement has entered a fatigue period and the display effect is declining.
There are two characteristics of ads entering the fatigue period:
1) The frequency of delivery is increasing
2) The click-through rate is decreasing
If your ads clearly meet the above two characteristics at the same time, especially the click-through rate, which was originally 10% and suddenly became 5%, then your ads are likely to have entered the real fatigue period: ads are frequently displayed to the same group many times, causing users to see the same content many times and feel tired, and the ROI indicator will inevitably continue to decline.
Several reasons for advertising fatigue
①. Small audience range
The audience range is affected by four factors: region, position, budget and interest. The setting of audience range needs to be scientific. If the scale is too large, your budget will be quickly consumed. If the scale is too small, advertising fatigue will occur. Therefore, the four elements of organic coordination and scientific combination are the valuable experience and skills of our pitchers.
①. Consider the advertisement and decide whether to keep it or not
Based on the historical ROI indicator statistics and advertising performance, we need to evaluate the advertisement and decide whether to keep it or not.
If the performance of this advertisement is average in the early stage, for example, the ROI effect is less than 3, then this advertisement has almost no value for reuse. It is recommended to directly close it to stop loss and create a new advertisement; if the ROI indicator performs well in the early stage, for example, the ROI indicator can reach about 5, and the effect decreases due to fatigue in the later stage, then we enter the advertising adjustment stage.
②. Adjust the audience
Because the advertising effect is excellent in the early stage, our advertising pixels have accumulated a certain amount of data. We can reuse pixels by adjusting the audience, find similar people, and improve the advertising effect.
For the adjustment of the audience, please strictly adjust the budget, position, interest and other factors according to the industry audience size. You can appropriately expand the original audience range by about 30% to show the advertisement to as many new users as possible.
③. Adjust the copywriting
The new copywriting focuses on reflecting new creativity. With eye-catching colors and strong call copywriting, highlight the product advantages and service content to ensure that it is attractive to your users.
Regarding the creative production of materials, if you don’t have friends in the material team, you can generally use the SPY tool to remove duplicate references and transfer.
Once the advertisement enters the fatigue period, generally adjusting or deciding whether to keep or remove the advertisement through the above three methods can greatly improve our ROI indicators.
In essence, the most important thing for advertisements to enter the fatigue period is the influence of material fatigue, which accounts for the largest proportion, because Facebook itself is an advertising platform with strong materials, so keeping the materials fresh and producing or SPY de-duplicating more high-quality materials is one of the core tasks.
In addition to the reference frequency and click-through rate, the sudden increase in CPM per thousand impressions is also a sign of advertising fatigue.
In the actual Facebook delivery work, we should be familiar with these advertising indicators and form an organic and unified diagnostic plan to do a good job of delivery.
