Advertising
Creative fatigue
The decline in response that comes from an audience having seen the same creative too many times.
What makes it wrong.
The mechanism, not the warning.
Refreshing a creative that was never fatigued costs production time and resets learning for nothing. Before rotating, check whether the cost per thousand rose, which points at competition, or whether frequency rose, which points at saturation.
In detail.
Fatigue shows as a falling click-through rate at stable delivery and stable cost per thousand. The auction has not changed and the audience has not been exhausted: the same people are simply responding less to the same thing.
It is the most common cause of a slow performance decline in an otherwise unchanged account.