The Perils of Repetitive Ads and How it Can Hurt your Brand in the Long Run
As digital marketers, we know that pay-per-click (PPC) advertising is one of the most effective ways to drive targeted traffic and generate new leads for the business within a specific period of time. However, there’s a harmful practice that a lot of marketers can’t seem to shake off easily: repetitive ads!
In this SEO Premier Article, we will explore how repetitive ads can negatively impact your PPC strategy, and in the long run, your brand’s reputation.
WHAT ARE REPETITIVE ADS?
When you run the same ad for a long time and on multiple occasions, users may develop ad fatigue. Ad fatigue happens when your target viewers become weary, unresponsive, or annoyed by repeatedly seeing the same advertisement. This overexposure often leads to a decline in user interest and engagement, therefore undermining the effectiveness of your PPC campaigns. Over time, this can result in diminishing ad recall and negative overall brand perception.
Repetitive ads can give rise to many other effects, such as banner fatigue or ad blindness.
Ad blindness is a phenomenon where users consciously or unconsciously ignore ads because they appear frequently and repetitively. The human brain learns to filter out irrelevant information to focus on what is more important. If your ad becomes the receiving end of ad blindness, it will lead to reduced visibility and engagement.
HOW CAN REPETITIVE ADS HURT YOUR BRAND?
- DISRUPTED USER EXPERIENCE. Repetitive ads often result in declined user interest and engagement with said ads. Initial ad exposure generates the highest click-through rates, but if the same ad is shown repetitively, the CTR will drop significantly. Furthermore, streaming platforms which play repetitive ads may likewise earn negative reputation if it keeps said practice.
- DECREASED RELEVANCE AND CLICK-THROUGH RATES. Relevance is the cornerstone of successful PPC campaigns. However, repetitive ads can diminish their relevance. When users see the same ad multiple times, they might perceive it as irrelevant or outdated, leading to a decreased interest in clicking on it. In a study conducted by Nexxen, an ad tech firm, repetitive ads can result in CTRs dropping by up to 50% compared to the initial exposure.
- WASTED AD SPEND. When you repeatedly show ads to the same users without refreshing or optimising them, you risk spending your budget on impressions that do not yield desired results. In fact, ReTargeter, a programmatic ads solutions company, found that repetitive ads can result in a higher cost per acquisition (CPA) and lower ROI.
- NEGATIVE BRAND PERCEPTION. To both potential and existing customers, pesky and repetitive ads can convey negative signals. They can be misconstrued as a sign of an aggressive or desperate marketing strategy. This negative perception can impact your brand's credibility and make users hesitant to engage with your ads or even consider your products or services.
To counter ad fatigue, one must focus on creatively diversifying their ad creatives. Users are often more welcoming toward fresh new campaigns. By relying on data, you can glean insights to ensure relevance and engagement of each ad and improve the results of every PPC campaign? Need help in assessing the creativity and effectiveness of your PPC campaign? We’ll take a look at it and provide further valuable recommendations to your paid advertising strategy. Book a consultation with SEO Premier today!
