As a display ad best practice, you should use new display ads every few weeks. Why is this important?
- Because banners become more effective over time, using new ads prevents potential customers from taking action too quickly.
- Swapping lower-performing creative assets helps to align landing page copy and ad copy.
- Swapping lower-performing creative assets for new ads prevents potential customers from developing ad fatigue.
- Because banners have limited space for headlines, using new ads allows you to create longer headlines.
Explanation:
Swapping lower-performing creative assets for new display ads prevents potential customers from developing ad fatigue. Ad fatigue occurs when the audience becomes overly familiar with and disengaged from a particular ad, diminishing its effectiveness. By regularly introducing new display ads, advertisers can maintain the audience’s interest and attention. This practice prevents users from becoming tired of seeing the same content repeatedly and encourages ongoing engagement with the brand. Furthermore, it allows advertisers to test different creatives, optimizing their campaigns by identifying and focusing on the most effective ad elements. Consequently, the strategic rotation of display ads helps sustain audience interest, mitigates ad fatigue, and contributes to the overall success of a display advertising campaign.