Conversion drop after using an ad copy for long period?

[ShadowMaster12]

Hello everyone,

So, I'm running this ad which targets people in the UK with some specific details, selling a service. They click on ad and message on FB page.

I did some A/B testing on some ad creative last month and found an image which was performing well then I got a bit lazy and busy in some other things and didn't create more ad creative.
The ad was performing well until 8th May, and I was happy. Now the CPR is 3x then before, and conversions are down 50%

I did some research, and some websites say it's because of ad frequency. Which is currently 2.01 in one ad and 1.65 is another. is this the issue? How to resolve it? Please help.

I'm trying to learn illustrator to make good ad creatives, but I think I should hire a graphics designer.

 

[Visual Eagle]

Probably best to switch ads after they've been used for sometime. Who else doesn't get annoyed by getting the same ad show multiple times?

Its why people tend to order 5-10 different ad sets.

 

[ShadowMaster12]

Probably best to switch ads after they've been used for some time. Who else doesn't get annoyed by getting the same ad show multiple times?

Its why people tend to order 5-10 different ad sets.

What do you suggest? 3-4 creatives per ad set?

The audience is around 7m so I don't think it should be the issue. maybe account is having some problem as the frequency is more the 2 now. New ads with the same audience are also not performing.
Should I setup another account to test?

It would be great if anyone can show me a write direction. I'm not asking to be spoonfed

 

[jul3s]

There is no right or wrong or the only way on how to test things out.

One thing to have in mind is every time you publish an ad it hits a certain pool of audience. That doesn't mean you will reach ALL the people in your audience with one ad - 7M in your case. That's why the frequency goes up.

The number of creatives you are testing depends on the daily budget you have. Small budget = fewer ads. I rarely test more than 3 ads at the same time because FB pushes the majority of impression to max 2-3 ads right from the start, with pushing at least 50% only to one.

You said the new ads with the same audience don't work.
- Did you first test duplicating the campaign that works several times with a higher budget? This way you will 'hit' different pool of audiences.
- Don't test completely new ads but use some elements from the ads that performed.
- Did you test lookalike audiences?
- Do you have retargeting campaigns set up?