Akohub | Avoiding Overexposure in BFCM Retargeting with Better Conversion Rates article
Akohub Logo

Avoiding Overexposure in BFCM Retargeting with Better Conversion Rates

November 24, 2023
As the Black Friday Cyber Monday (BFCM) weekend approaches, businesses gear up for one of the busiest and most competitive times of the year. To help you get ready for the biggest shopping event of the year, we’ve crafted a list to boost your sales. During BFCM, consumers are inundated with a barrage of deals, discounts, and promotions from all directions. The solution: personalization and effective retargeting strategies.
But here's the catch—while retargeting can be an incredibly powerful tool, it also comes with its own set of challenges, one of which is the dreaded "ad fatigue." In this blog, we will introduce the concept of ad fatigue and how it impacts BFCM retargeting campaigns. We'll explore how to prevent it to ensure the success of your BFCM marketing efforts.

Understanding Ad Fatigue

Picture this: You're an eager online shopper during BFCM weekend, on the hunt for the best deals. You visit a website and explore some products. Shortly after, you start noticing ads for those exact products everywhere you go online—on social media, in your email inbox, and browsing news articles. At first, it's helpful and reminds you of your potential purchases. However, as time goes on, the same ads relentlessly follow you, even when you've already made a purchase decision or moved on to other interests. That's when ad fatigue sets in.

The good news is that spotting ad fatigue early on gives you the chance to make things right. You can effectively counter its effects by giving birth to fresh advertising campaigns. Sometimes, it's as easy as giving your Facebook ads a new look or tapping into Google's ad features to tweak text content based on what your audience likes and does.

On the other side, if you plan your ad schedule strategically, you can make sure your ads only pop up at the most relevant times. By taking these steps, you can breathe new life into your advertising efforts, reigniting your audience's interest, and steering them toward becoming loyal, satisfied customers. Ako Marketing: Loyalty and Retargeting is your ally in retargeting potential customers and drawing them back to your website. This app will help you provide the most pertinent product information to ensure your offerings stay on their radar. Through our Website Visitors Retargeting feature, you can effortlessly reconnect with those who have previously explored your Shopify store. With advanced sequential retargeting ads, your messaging remains engaging and effective, increasing your likelihood of turning these visitors into devoted customers.

TOP 5 Strategies to Avoid Ad Fatigue during BFCM


1. Reduce Ad Frequency

One of the most direct ways to combat ad fatigue is by reducing the frequency with which your ads are shown. When your audience sees the same ad too often, it can lead to annoyance and disinterest. Adjust your ad settings to limit the number of times an individual sees your ad within a specific timeframe. This approach helps maintain the element of surprise and prevents oversaturation.

2. Sequential Targeting- Refresh Your Copy and Creative

Even the most captivating ad can lose its appeal as time goes on. To maintain your audience's interest, it's essential to periodically revitalize your ad copy and creative elements. Experiment with fresh headlines, ad text, and imagery, and showcase different product features or benefits to offer a new perspective. Consistently refreshing your creative assets can inject new vitality into your campaigns. This is where sequential marketing comes into play – guiding your website visitors through a series of tailored ad experiences once they've left your site. Instead of being exposed to the same repetitive retargeting ad repeatedly, they encounter a diverse array of ads as they progress through this sequence.

3. Adjust Your Targeting

Ad fatigue can also occur when your ads are served to the same audience segment repeatedly. To combat this, consider refining your targeting options. Explore new audience segments that align with your campaign goals. By reaching a broader or more specific audience, you can reduce the risk of ad fatigue among your existing audience.

4. Exclude Past Users

If your ad campaign targets both current customers and potential prospects, consider excluding individuals who have already converted or engaged with your brand. Continuing to show the same ads to past users can lead to ad fatigue and may not be the most efficient use of your ad budget. Tailor your ad targeting to focus on those who have yet to take the desired action.

5. Create New Content

Fresh content is the lifeblood of successful advertising campaigns. Introduce new ad creatives, whether they are images, videos, or ad copies. Showcase different product angles, use cases, or customer testimonials. By regularly introducing new content, you can capture your audience's attention and maintain their interests over time.

Ad fatigue is a challenge that every marketer faces, but it's not insurmountable. By implementing these five strategies—reducing ad frequency, refreshing your copy and creative, adjusting your targeting, excluding past users, and creating new content—you can keep your ads fresh and engaging, ensuring that your campaigns remain effective in capturing and retaining your audience's attention.

To know more about how to run retargeting campaigns check out our blog.

Ad fatigue is a challenge that every marketer must tackle during BFCM retargeting. By implementing the strategies and insights from this guide, you can create more successful, customer-friendly retargeting campaigns during the holiday season. As the BFCM weekend approaches, remember that a well-managed retargeting campaign can be a game-changer for your business.