Boost Media CEO David Greenbaum was asked to share his thoughts on ad fatigue with Search Engine Land. In the column — which was co-written with Frederick Vallaeys, co-founder at Optmyzr and former Google AdWords Spokesperson — David discusses the four reasons ads commonly fatigue, or stop delivering value:
- Seasonality and Product Changes
- Copycat messaging
- Evolving Consumer Needs
- Changing Ad Platforms
Taking these factors into consideration, digital ads need to be refreshed regularly. Too often we see marketers treat ad copy as a “set it and forget it” item on their campaign launch to-do list. In the column David explains that this can cause a drop in CTR and Quality Score, increasingly making ad fatigue a problem online marketers should be solving for in their SEM campaigns.
Click here to read the full column. Stay tuned next month for part 2 in this series with Search Engine Land.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.