Ongoing work.
WHAT TO CHECK
Spend against results Which ads perform Whether the audience is being exhausted Frequency, meaning how often one person sees the ad
AD FATIGUE
Performance declines as an audience sees the same ad repeatedly.
Change the image before it declines badly.
HOW OFTEN TO REFRESH
Every few weeks for a small audience.
Longer for a large one.
WHAT TO TEST
One variable at a time.
Image, audience, or text. Not all three.
WHAT TO PAUSE
Ads with meaningful spend and no results.
WHAT TO SCALE
Ads producing results below your target cost.
Increase budget gradually, not dramatically.
Large sudden increases frequently disrupt performance.
WHAT TO WATCH
Comments on your ads.
Unanswered questions and complaints appear there publicly.
WHAT TO RESPOND TO
All of them.
