Why refreshing your ad imagery and messaging is so important

Imagine hearing the same song over and over again. After a while, you’d probably start tuning it out, right? That’s exactly what happens to your audience if you don’t keep things fresh. Refreshing your ad imagery and messaging isn’t just a nice-to-have; it’s essential. Here’s why:

Combat ad fatigue

When people see the same ad repeatedly, it starts to lose its impact. This is called ad fatigue. Your audience becomes so familiar with your content that they begin to ignore it. By regularly updating your ad visuals and copy, you keep things interesting and grab their attention. Here are a few things you can do:

• Rotate visuals and copy every few weeks.
• Update the formatting of your ads.
• Switch out your CTAs.
• Test different headlines to see what resonates best.
• Try implementing testimonials and quotes.
• Use interactive elements like quizzes or polls.

Trying and testing each of these things allows your ads to feel “new”, even if it’s not a big change.

Keep it current

Trends change, and so do your customers' needs and preferences. What worked a few months ago might not resonate with your audience today. Keeping your ads fresh ensures that your messaging stays current and speaks directly to what your audience cares about right now.

Think about the trends you see on TikTok. They might seem fleeting, but there's a reason why they catch on—people are paying attention. By tapping into current trends, you show your audience that you understand and are engaged with what's important to them.

• Adapt to shifting preferences: Regularly update your ads to reflect the latest trends and developments in your industry. This keeps your content relevant and engaging.
• Stay ahead of the curve: Monitor what's trending in your market and be ready to incorporate these elements into your ads. This proactive approach helps you stay ahead of the competition.
• Be timely and topical: Align your ads with current events, holidays, or popular culture to make your content more relatable and timely.

Refreshing your ads to stay relevant doesn't mean chasing every fleeting fad, but it does mean staying attuned to the evolving landscape and adjusting your strategy to meet your audience where they are. A good tip is to set up Google Alerts for keywords relevant to your industry to receive updates on new trends and development.

Stay relevant, but also be bold

Staying relevant is crucial, but sometimes it’s not enough to stand out in the crowded ad space. To avoid blending into the sea of ads, be bold and experiment with imagery you wouldn’t normally use.

Try testing unconventional visuals or abstract designs. Often, we’re so connected to our brand that we forget our biases. A fresh perspective can reveal surprising insights. Abstract ads, for example, might catch the audience's eye more effectively than traditional ones especially in the B2B space.

A perfect example with one of our clients was incorporating an abstract lemon design into our ads. This unconventional choice deviated from our usual brand guidelines. However, the lemon ad achieved the highest CTR compared to our other LinkedIn creatives. The key takeaway? Sometimes, breaking the rules can yield better results.

Reflect new insights

As you gather more data about your audience’s behavior and preferences, you gain valuable insights. Use this information to refine your ad imagery and messaging. Tailoring your ads based on what you’ve learned can significantly boost their effectiveness.

Ask these questions:

• Which ads performed the best?
• Which ads had the highest click-through rates?
• Were the headers longer or shorter in the most successful ads?
• What types of visuals captured the most attention?
• Did certain times or days of the week see higher engagement?
• Were there specific keywords or phrases that resonated more with your audience?
• How did the layout and design impact engagement?

Use analytics to inform your ad strategies and adjust your messaging based on audience feedback.

Outshine competitors

Your competitors are always vying for your audience’s attention. If your ads become stale, you risk losing ground to more dynamic and engaging campaigns. Keeping your ads fresh helps you stay ahead and stand out in a crowded market.

• Differentiate your ads from competitors.
• Stay ahead with updated and engaging content.
• Highlight unique selling points that set your product or service apart.

Adapt to platform changes

Advertising platforms like Google and Facebook frequently update their algorithms and features. By refreshing your ads, you can optimize for these changes and ensure your campaigns are running as effectively as possible.

Continuous brainstorms with your team

One of the best ways to keep your ads fresh is through continuous brainstorming sessions with your team. Creating a collaborative environment where ideas can flow freely is essential.

• Use tools: Platforms like Figma Jam or shared documents are great for collecting and organizing ideas.
• Monitor sequences: Regularly review which ad sequences are working well and which aren’t. Incorporate successful strategies into new campaigns.
• Sales insights: Audit sales calls to identify common pain points and themes mentioned by leads. Integrate these insights into your ad messaging.
• Customer focus: Ensure your ads address the pain points of your customers, not just the features of your product. Interview customers to gain deeper insights into their needs and challenges.

If sales calls reveal that customers frequently struggle with a specific issue, create ads that address this pain point directly.

Check out our blog: Go-to-Market Retrospectives: Reflecting on marketing successes and setbacks.

Tips for refreshing your ads effectively

Refreshing your ad imagery and messaging isn’t just about staying current; it’s about keeping your audience engaged and ensuring your marketing efforts are as impactful as possible. Here are some dynamic tips to help you refresh your ads effectively:

• A/B testing: Keep things interesting by continuously testing different versions of your ad imagery and messaging. This way, you can pinpoint what grabs your audience’s attention and drives conversions. It's like discovering the perfect recipe by trying different ingredients.
• Customer feedback: People trust real experiences. Use customer feedback and testimonials to craft relatable and trustworthy ad content. Nobody wants to feel like a guinea pig, so show them how others have benefited from your product or service. Genuine stories resonate deeply.
• Show concrete metrics: Numbers don't lie. Highlight specific improvements your company has achieved for your customers. For instance, demonstrate how your solution has boosted a client’s business performance by a tangible percentage. Concrete data builds credibility and trust, making your ads more persuasive.
• Monitor competitors: Always keep an eye on what your competitors are doing. Spot their strengths and weaknesses, and then craft your ads to outshine theirs. It's not just about keeping up; it's about standing out.

Never underestimate the power of your ad imagery

Refreshing your ads is about more than just keeping up with trends; it’s about staying ahead and continually engaging your audience. Next time you see your ad performance dipping, take it as a cue for a creative refresh. Your audience will notice—and thank you for it.

Need help with your ads or looking for marketing support? Reach out to us!

Check out our blog: The impact of consistent branding on trust and market presence.