The creative is the image or the video of an ad with its text, and rotating it means switching off the one that has worn out and putting another in its place. It is the manoeuvre that saves the most money in all of digital advertising, because every ad wears out and the wear does not announce itself with an alarm: it shows in the numbers.

The three signals, and they have to come together:

• Frequency rises. It is the average number of times each person has seen your ad. While it rises, each new appearance is worth less.
• The click rate falls. The same people who used to come in now scroll past.
• The cost per customer rises. The consequence of the other two, and the one that costs you money.

Any one of the three on its own can be a bad week. All three at once and sustained over several days is a burnt-out ad.

What to do, in this order. First pause the ad, which is reversible and stops the spending immediately. Then launch the variant you had ready. If you only pause, you stop selling; rotation means replacing, not switching off.

What Markettai does for you. BOOST watches these signals all day. When the cost per customer runs away and it is also clear that you have worn out the audience, it pauses the ad without asking, and that works the same on every paid plan. It also creates new variants and runs them alongside the original without switching it off. What changes with your plan is whether every other change is proposed for your approval or carried out on its own (see «What each plan automates»).

Everything it did is recorded in Performance, with the day and the reason (see «How to see what it did last night»). And a campaign you paused yourself is touched by nobody: it stays stopped until you turn it back on.