Ad Fatigue

What happened to you awesome perfectly optimized campaign?  It was running along so smoothly and perfectly and then all of a sudden… The leads started to fall; the stats started to dip.  Your campaign may be suffering from ad fatigue.

Just like other areas of PPC, ad copy should not be "set and forget" mentality.  It's very important to watch your CTR and conversion rate looking for signs of ad fatigue.  We like to have an "always be testing" mentality at SKM.  We like to have at least 2 ad variations, usually three, running at the same time.  We are always looking for one to become the "winner".  But, never be satisfied.  Keep testing and evolving!