Facebook Ad CTR Daily Decline

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mberman84

mberman84

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Jan 17, 2007
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I am starting to notice this and wondering if other people get this too. Does your CTR for ads decline each day? Even if you have good CTR, it declines steadily over time.

True/False?

(PS. only way to fix this is to keep submitting new ads?)
 


Yup that happens. What I do to minimize this effect is for each campaign I have 2 batches of ads and each week I pause one batch and resume the other.
 
Yeah, that's pretty much how it works. One of my better ads started at like .85 or so, but settled down to .36-.40 over the course of a couple weeks. Like silentbob said, just create more ad variations, pause the ones you're running, vary it up a bit.
 
Vary up your ads. I currently have 20 different versions of a single ad. All are paused besides two. Every day, I resume two new from my list, and pause the others. By repeating this cycle, I am able to maintain a stable CTR. Though, I did spend a lot of time testing till I came up with 20 versions that convert around the same reasonable ROI.
 
As a point of interest, I noticed a few days ago they are now running 3 ads down the side rather than 2, on profile pages etc - meaning, that on 1024 x 768 browser the third one is below the fold totally.
 
Here are some stats I'll share on one of my banners which should illustrate one of my experiences with "banner blindness"

Run Time: approx 2 months
Total Impressions: 31 million
CTR for first 3-5 weeks: 0.08%
CTR for the last 3-4 weeks: 0.06%

Obviously, to some, a 0.02% decrease isn't much but that represented a 25% decrease for this particular campaign which more or less killed its effectiveness.
 
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