Creative, targeting, or messaging remains unchanged despite declining performance.
Running the same creative, messaging, and targeting for months without review is how audience fatigue sets in silently. Scheduled optimization cycles are basic campaign hygiene, not advanced practice.
Ogilvy: "Never stop testing, and your advertising will never stop improving." He also warned against the opposite mistake: "If you are lucky enough to write a good advertisement, repeat it until it stops pulling." Refresh because the data says so, not because the team is bored. Pairs with new Rule 40.
• Same ads for months
Owned — Email sequences unchanged for years.
Earned — Outdated content still promoted.
Paid — Same ads running past fatigue point.
Analytics — Declining performance ignored.
AI — AI prompts never updated.
• Scheduled creative refresh cycles
