When you come up with a Display Network ad that works, you might think you need to keep it as is for the duration of your campaign. You want to keep riding the coattails of that ad’s success, but that would be a mistake.
First, if you run the same ad repeatedly, you’ll end up with ad fatigue. This occurs when the same people see the same ad over and over again. They become desensitized to the message, so they basically ignore it.
Second, if you fail to make changes, you will miss opportunities. You won’t improve your campaign, and it will eventually stagnate.
The key is to look at the analytics from your advertising campaign. Analytics let you know who your ad is reaching and how it is performing in each demographic. When you look at the analytics, you will find out where you need to make changes to reach more people and increase conversions.