20 Creative Ways to Extend the Life of Your Social Ad Campaign

20 Creative Ways to Extend the Life of Your Social Ad Campaign. As seen in Target Marketing.

Extending the life of your social ad campaign

You’ve enjoyed the benefits of a winning social ad campaign for a while. And, with an eye-catching video that yields a high clickthrough rate (CTR), high relevance score, and low cost-per-install (CPI). But most importantly, you’ve got a high return on ad spend (ROAS). However, lately, you’ve noticed that your KPIs have started to decrease in performance, your CTR is decreasing, your CPI is increasing and your ROAS isn’t holding. As a result, your once strong ad creative is no longer thriving. What happened?

Well, with the increase in audience reach and spend, all creatives eventually fatigue, and performance drop. This happens when your social advertising ads have been seen by the same people too many times. As a result, the performance will start to decrease, and you’ll soon need to find strong replacement creatives to maintain your performance.

Yes, you could start from zero and try to generate brand-new creative concepts. However, this is a process you should be constantly doing. In addition, you should spend about 10 to 15 percent of your media budget on it. Yet, before you start spending on new concepts that you don’t know will perform, we recommend extending your existing campaign by breathing life into your current creative first. Below, we describe 20 simple modifications to freshen your creative to maintain performance for a longer period of time.

1. Background Image

Leave all of the elements of your creative the same, and change the background image only; single colors are usually best.

2. Image Copy

If you’ve already run several ad copy tests. Try placing a winning copy on the video or image in the header or directly over the creative.

3. Call to Action

Change the call to action to extend your ad’s life. If you’ve used “Download Now,” try “Play Now,” “Play Free” or a different CTA relevant to your business.

 4. Image Layout

Try reordering the elements of your creative. If you have text and images, try moving them around to give it a new look without completely changing the ad (horizontal vs vertical strips of text).

5. Image Colors

Is your image mainly blue? Try changing it to red, yellow, orange or green. We’ve found that primary colors work best to grab people’s attention.

6. Font Treatment

Again, if you’re not too strictly tied to your brand guidelines, try changing the font treatment to something significantly different.

7. Font Color

Besides font treatment, you can experiment with different font colors. Also, you can try bright against neutral colors and see what stands out.

social ad campaign

8. Add Logo

Do you have a recognizable brand? Add your logo if you haven’t already. And, even if your brand isn’t well-known, you can test an ad that includes your logo.

9. Remove Logo

Have you run ads with your logo? Try testing ads without your logo to see if it yields different or better results.

social ad campaign

10. Add Characters

Are you advertising a game with well-known characters? If so, add them to your ad. Your characters aren’t recognizable? It’s still worth a test.

11. Remove Characters

Have you already run your ads with your game characters? If so, remove the characters from your ad, and see if you can get better results.

social ad campaign

12. Add Products

If you are advertising an e-commerce or retail store, try adding and showcasing several products in one ad.

social ad campaign

13. Remove Products

Likewise, when advertising multiple products from an e-commerce or retail store, you can try removing them. Also, creating ads with just one product.

social ad campaign

This section refers to videos only.


14. End Card

If your video is decreasing in performance, change your end-card. Also, you can change the end card’s design as well as the Call To Action.


15. Add Effects

Adding effects to your winning video can significantly increase its performance. For example, effects can include sparkles, floating elements like coins or stars, or even fireworks.


16. Add Movement

Do you have a winning image? Why not turn it into a moving image? So, animate one or several elements to revive your image.


17. Video: Shorten Length to 8 Seconds Max

Shorter videos tend to outperform longer ones. So, if you’ve been running video ads longer than eight seconds, try shortening their length for better results.


18. Video: Focus on Gameplay

If you’re advertising a mobile game, focus your video ads on exciting elements of gameplay. Such as wins, credits and passing new levels.


19. Video: Add Copy

Most people don’t watch entire videos, and they probably won’t get to see your end card. As a result, include that CTA or text throughout the video in a banner.


20. Video: Include Interesting Transitions

Improve your video by including interesting transitions between scenes. Also, these can include transitions beyond your typical dissolve or fade in.


Consumer Acquisition joins Poshmark and Upwork at Mobile Growth SF

Our CEO, Brian Bowman, will be joining panelists from Poshmark and Upwork at Mobile Growth San Francisco. Mobile Growth is a community of mobile app advertisers, product managers, and developers committed to putting together informative events. Furthermore, the show will take place at Mobile Growth South Bay at Samsung on Thursday, December 14, 2017, at 6:30 pm to 9 pm.


Mobile Growth Summit


The evening will kick off with beer, soft drinks, and pizza. Also, attendees will hear lessons and best practices for the growth of app installs from industry experts. In addition, and most noteworthy, the panelists will discuss everything from organic and paid user acquisition, retention and engagement strategies, and more. Hence, here are the panelists who participated in the show:

Mobile Growth Summit Panelists


Thursday, December 14, 2017
6:30 PM – 9:00 PM


Mobile Growth South Bay at Samsung
665 Clyde Ave.
Mountain View, 94043


About Consumer Acquisition

Founded in 2013, Consumer Acquisition provides creative services, fully-managed user acquisition services, and SaaS tools for social advertisers. We understand the greatest ROI comes from creative testing and we have an unmatched ability to produce videos and images at scale. Our creative studio supports Facebook, Instagram, Google App Campaign, Snap, Pinterest, and IAB formats and our AdRules platform supports Facebook and Google App Campaign.

In January 2019, we announced that we’re now offering Google App Campaign for managed services and expanded our managed services offerings, and tiered them for advertisers of all budget sizes.  We also enhanced AdRules with new workflow automation features: AdBuilder Express & Audience Builder Express.  The platform offers the industry’s lowest fees; 60 days free, then 0.7% of spend.

Google Premier Partner

In May 2019, we were awarded a Google Premier Partner Badge; recognizing Consumer Acquisition as a leading social advertising and creative solution. Consumer Acquisition is Google’s only Partner in North America with a Creative and Premiere Certification. The Google Partner Program is a highly selective program designed to help customers identify the highest performing and most reliable companies based on their Google App Campaign social advertising and creative needs.

A company must meet several requirements in order to qualify as a Google Premier Partner. According to Google, “Achieving Partner status means that your company has demonstrated AdWords skill and expertise, met Google ad spend requirements, delivered company agency and client revenue growth, and sustained and grown its client base.” Premier Partners are held to an even higher standard and must demonstrate expert-level AdWords knowledge and performance in order to achieve this badge.

Facebook Marketing Partner

In addition to being a Google Premier Partner, we are a Facebook Marketing Partner. This means that we are badged in Creative and AdTech. As a result, we are uniquely positioned to help you with Facebook and Google App Campaign. We can also help you with creative and UA optimization. Contact us if you’d like to discuss how we can help with Creative or User Acquisition services.

Learn more about our Creative Studio.

mobile growth summit



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