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Failure to refresh your creative is costing you more than you think. Facebook penalizes advertisers for overserving the same ad to the same user by charging a higher price. So not only do you risk annoying a user and/or wasting ad spend on an impression that doesn’t generate action, you could even pay more for that wasted ad.
To keep costs down and click-through rates up, you have to keep creative fresh, but that takes time, manpower and processes–resources many advertisers don’t have enough of.