Facebook has announced a new initiative around the number of ads that can be shown by Pages based on their spend size.This new enforcement on ad limits will begin rolling out in February of next year, and continue through the summer.
Why Limit Volume?Facebook is stressing more ad volume doesn’t mean better performance.Adding more of anything to Facebook creates the need for it optimize. But, it can actually prevent that from happening effectively. Brands may notice certain ad creatives get few, if any, impressions and may find the status stuck in the Learning Phase for awhile.Every time an ad is shown, the algorithm builds its learnings, but more ads means each version is shown less times.Facebook cites that 4 in 10 ads never exit the Learning Phase at all. This also means budget is being spent and taking longer (or maybe never) to optimize for winners, costing brands more money in the long run.
Volume LimitsFacebook will be bucketing each advertiser by size, into one of four groups. The size is determined by the Page and its highest spend in a given month. It is not creating the limits based on the ad account itself.Groups are based on their spend within the past year, with a higher spend meaning a higher threshold for number of ad creatives that may run.
- Small to medium sized Pages (advertising less than $100K in their highest spending month in the last 12 months) - 250 ads
- Medium to large sized Pages (advertising less than $1M in their highest spending month in the last 12 months) - 1,000 ads
- Larger Pages (advertising less than $10M in their highest spending month in the last 12 months) - 5,000 ads
- Largest Pages (advertising $10M or more in their highest spending month in the last 12 months) - 20,000 ads
- Your two pages would be competing against one another in the ad auction.
- The algorithm will now be creating two separate sets of learnings instead of one combined master data set.
- Brands then have to manage more than one Page, as both would be tied to their business identity.