ADVERTISER CORNER TURNING AD CLICKS INTO REAL CONVERSIONS by Nicola Tate It’s time for this month’s marketing tip! This month I want to focus on the importance of rotating or refreshing your creatives. Even the best-performing campaigns lose their impact over time. As audiences grow accustomed to seeing the same creative, engagement drops — a phenomenon known as “creative fatigue.” Knowing when (and how) to refresh your ads can extend your success. Key Tips: 1. Watch for declining performance. If your click-through rate or landing page visits drop steadily or impressions rise without results, it’s time to consider a refresh. 2. Change visuals, not your message. Keep your core value proposition intact but rotate in new images, colors, or headlines to re-capture attention. 3. Use A/B testing. When engaging in digital campaigns run two variations at once and see which performs better. Small tweaks (like changing button text or background color) can revive engagement.
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SUBTEL FORUM | Issue 148
4. Refresh on a schedule. Plan updates quarterly or seasonally, especially if you’re advertising around industry events or publication cycles. If you’d like help developing a schedule for refreshing your creative or planning a long-term campaign, reach out. SubTel Forum properties can help you maintain consistent visibility without letting your message go stale.
Originally hailing from the UK, Nicola moved to the US when she was just four years old. Aside from helping companies create effective advertising campaigns Nicola enjoys running (completed the Chicago marathon in 2023, the Berlin marathon in 2024, and will be running the London marathon in 2025), hiking with her husband, watching her boys play soccer, cooking, and spending time with family.