What does the term "ad fatigue" refer to in the context of Shopping Ads?

The term "ad fatigue" refers specifically to the diminishing effectiveness of ads due to overexposure. When consumers see the same ad repeatedly over time, they tend to become less responsive to it. This phenomenon occurs because the novelty of the advertisement wears off, leading to decreased engagement and lower click-through rates.

In the context of Shopping Ads, if an ad is shown too frequently to the same audience without variation in content or message, users may start to ignore it altogether. This is particularly relevant in environments like e-commerce where competition for attention is high, and fresh content is crucial for maintaining customer interest and driving conversions. Recognizing and addressing ad fatigue is vital for marketers, as it can lead to adjustments in targeting strategies, creative updates, or changes in ad frequency to regain user interest.