Although this announcement was made in November 2019, we now have an outline as to how these regulations will apply. There will be four tiers of advertiser categories, and it is these that will determine how many ads these categories can run at the same time. Ultimately, this is supposed to maximise the performance of an ad.
According to Facebook, “When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance.”
When discussing the ‘learning phase’, this applies to the time in which Facebook ‘learns’ the best way to maximise an ad based on who the target audience is, how they react and how this ties in with the campaign goals. This phase occurs when a new ad is created, or an edit is made to an existing ad. This is when performance is less stable.
Facebook makes a suggestion to run ads over a longer period of time in order to see better results. When too many ads are run at once, this does not provide optimum results. Research showed that four out of ten ads never actually exit the learning phase and this is why a limit has been set out.
Check out the limits below:
Small to medium-sized pages which advertise less than 100k in one month – 250 ads
Medium to large-sized pages which advertise 100k to 1 Million Dollars in one month – 1000 ads
Larger pages which advertise 1 million to 10 million Dollars in one month – 5000 ads
Largest pages which advertise more than 10 Million Dollars in one month – 20 000 ads
When you see the limits there really isn’t much to stress about for most pages. These new limits will come into effect from February 2021 and will roll-in according to the page sizes, so don’t worry, you will have some time to structure your campaigns accordingly.