Avoiding PPC Burnout: Managing Ad Frequency Across Channels

Why Are You Experiencing PPC Burnout?

The main reason for PPC burnout is overexposure. Your audience gets bored seeing the same advert over and over, resulting in them not paying attention. PPC burnout is caused by:

• People are overexposed to the same advert too many times
• You are not making use of other opportunities, such as new visuals, messages, and angles
• Your targeted audience is too small
• Your message is outdated and not keeping up with the latest trends
• You run the same advert across all channels

Many brands don't realise that they are wasting valuable budget on PPC burnout ads until performance drops. 

Quickly Identify Your Are Dealing with PPC Burnout

Are you only noticing a drop in performance and wasted budget once it's too late? There are some indicators to help you spot PPC burnout early on:

• A decline in Click Through Rate (CTR)
• An increase in Cost Per Click (CPC)
• A drop in conversions
• You have a high frequency score

How to Manage Ad Frequency Across All Channels

The good news is that you can fix PPC burnout by keeping your adverts fresh, relevant and engaging. It's means constantly refining your approach, testing new ideas to ensure your adverts are interesting to the right audience at the right time:

Refresh Your Ads Regularly

If your advert has been running for weeks or months and your engagement metrics are dropping, it's time to make a change. Some small changes, such as updating the copy or adding new visuals can make a different. You may want to dry adding a different Call to Action (CTA).

This means trying different formats, including interactive elements, while making your amended advert stand out.

Expand Your Target Audience

Many businesses will experience PPC burnout when they are targeting a small audience, which means the same people are seeing your advert repeatedly. This can significant increase your advert costs.

It's worthwhile trying a broader audience segment. Lookalike audiences is an excellent way to target new users that are similar to your existing customers.

Control How Often Your Adverts Are Shown to People

If your audience is seeing your advert multiple times, chances are they are bored with it. The good news is that many PPC platforms, including Google, Facebook and Instagram enable you to set frequency caps, limiting how often an individual use is exposed to the same advert within a given time frame.

Match Adverts to Customer Journey

Not every person exposed to your advert is at the same stage of their purchasing journey. You could be missing out on valuable opportunities running the same awareness-stage advert.

Focus on creating adverts that align with the purchasing journey. This means:

• Focus on brand awareness and education for new audiences
• Add testimonials, case studies, and comparisons for those that are already engaged and have shifted to the consideration-stage
• Retarget those that have visited your advert or site but didn't convert with urgency-driven message, product demonstrations, or special offers

Conclusion

PPC burnout can significantly drop click through rates, while increasing your advert spending. Avoid PPC burnout to achieve success across all channels by following the above recommendations. If you need help managing your ad frequency to avoid PPC burnout, the Genie Crawl team are here to help. Contact us today for a free evaluation and quote.