What is creative fatigue and how do I prevent it?
Short answer
Creative fatigue is when an ad’s performance declines because the same people have seen it too many times. You see rising frequency, falling CTR and rising cost per purchase. Prevent it with a steady supply of new creatives and new angles.
Refreshing a winner with a new hook or first frame can extend its life cheaply.
Larger budgets fatigue creatives faster, so plan creative production in line with your spend.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder