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Offer blindness (5)

07-06-2014 08:57 AM #1 steve from munich (Member)
Offer blindness

Hey guys,

a campain I run in newsfeed performs worse than before and it looks to me like offer fatique if there is such a thing

I see lower CTR on all ads on overall (was about 2.5% on average, now more 1%).

The audience is a few million and the frequency is only 3.6 so far, but the effect is definitely visible.
I only spent damn 10k - I honestly thought I could spend millions before a signicant part of the population of a country is annoyed by the offer lol

STATS:

Reach: 1277744
Frequency: 3.6052683479633
Impressions: 4606610
Cost Per 1,000 Impressions (CPM) (EUR): 2.3550137736861
Cost Per 1,000 People Reached (EUR): 8.490456617288
Spend (EUR): 10848.63
Click-Through Rate (CTR): 1.8759130901031
Unique Click-Through Rate (uCTR): 5.1565102242703



I'm already changing ads with relatively little effect - the CTR decline is across all ads.
Is there such a thing as offer fatique and is it possible that it kicks in so early? To be fair facebook doesn't seem to show the ads to some people at all but rather 3x for others.

07-06-2014 09:07 AM #2 zeno (Administrator)

Yah mate not sure if 'fatique' is a thing either.

As for the fatigue, well of course this is going to happen - if you have a few million strong demo and you've reached 1.3 million of them, with ads 4x no less, why would things not degrade?

If your demo is 2 million, chances are only half of those regularly log in. The news feed has a limited number of impressions, so it will be hard to reach everyone unless you have very high bids and ad performance.

This isn't really offer fatigue - it's more advert/angle fatigue - offer fatigue would be if backend CVR dropped off (does it?).

07-06-2014 09:31 AM #3 Mr Green (Administrator)

Yep I agree with Zeno here, try either switch up your angle a bit. Or start laser targeting your ads by breaking up your demo into smaller slices.

07-07-2014 07:16 PM #4 steve from munich (Member)

Thanks @zeno @Mr Green

I removed the old comments under the ad (which were already several months old) und wrote some new fresh positive comments, so users see that somebody commented under the ad in the last couple hours.

Believe it or not, but in my case this solved the problem and CPL is looking good again.

07-12-2014 05:05 PM #5 johnaff (AMC Alumnus)

Quote Originally Posted by zeno View Post

This isn't really offer fatigue - it's more advert/angle fatigue - offer fatigue would be if backend CVR dropped off (does it?).
Great distinction between angle fatigue and offer fatigue...this helps a lot.

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