Facebook will start to limit the number of ads any Page can run based on the size of their highest spending month in the last 12 months.
Back in November 2019, Facebook announced it will introduce ad limits per Page – a limit it says “will help advertisers reduce costs and improve ad performance.” Now Facebook has shared that ad limit enforcement will roll out from February 2021 through Summer 2021, and advertisers will see when their ad limit will go into effect for each Page in Ads Manager.
The decision to bring in ad limits stems from a practice many advertisers adopt: Personalizing ads and running them in high volume, in an effort to have the right ads seen by the right people.
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The number of active ads on a Facebook Page affects the predictability, stability, and optimization of results, as Facebook’s ads delivery system learns more about who to show an ad to or where to show it. It’s clear that the more an ad is shown, the better system becomes at optimizing its performance.
Therefore, when any advertiser runs too many ads at the same time, each ad is delivered less often – and fewer ads leave the learning phase. This leads to more budget spend before Facebook’s delivery can optimize an ad’s performance. Facebook says that roughly 40% of running ads don’t leave the learning phase, “and many of these ads come from advertisers running too many ads at the same time.”
As a result, Facebook will now be implementing a limit on the number of ads a Page can run at once. The limit will come in four tiers “to encourage advertisers of different sizes to use an ad volume per Page that optimizes their performance.”
Facebook Ad Limits Per Page
- Small to medium-sized Pages (advertising <$100K in their highest spending month in the last 12 months): 250 ads
- Medium to large-sized Pages (advertising $100K to $1M in their highest spending month in the last 12 months): 1,000 ads
- Larger Pages (advertising $1M to $10M in their highest spending month in the last 12 months): 5,000 ads
- Largest Pages (advertising >$10M in their highest spending month in the last 12 months): 20,000 ads
The Role of Dynamic Ads
Facebook suggests that advertisers instead use new machine learning-driven ad products like dynamic ads to personalize their ads for viewers. Facebook says these can “improve performance relative to high ad volume” and “reduce the volume of ads that advertisers need to manage.”
These ad personalization products were created to improve performance, rather than rely on high ad volume which can lower ad performance.