Overview

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Ad fatigue is often referred to as this boogie-man that will come up out of nowhere and tank your ads faster than you can refresh. It seems like this invisible hand, but in reality it’s not. 

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Ad Fatigue = Frequency > X and CTR < AVG CTR 

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You know ad fatigue is kicking in because you’ll see high frequencies, and your CTR performance declining overtime, which eventually leads to lower conversions. 

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Your frequency target will vary depending on the audience you are targeting. 

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My general recommendation would be to aim for a frequency of 5 for prospecting, and 10 for remarketing, but ideally you personalize this value based on your account.  

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Using this exact some logic you can build a SAM in Sami to automatically catch ad fatigue. 

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This SAM automation will check weekly if your frequency is high, and if your CTR is less than your average over the last 90-days, if so you’ll get a real-time Slack alert. 

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You can set this up for your LinkedIn & Meta ad campaigns.