Facebook will limit the number of active ads at the same time
We've probably heard the phrase "less is more" or "more is not always better. The point is that this is an expression that we could perfectly use when deciding how many different ads to create and test in our advertising campaigns in order to sell our products or services.
All things considered, having too many ads is not something that most businesses using Facebook are guilty of. Just as there are far more SMEs than large and medium-sized businesses, most businesses using Facebook and Instagram Ads are rather small.
The advertising practices of these businesses are often at the other, more damaging end - creating as few ads as possible to at least get the ad campaigns going. Most common reasons? Lack of time and budget.
Normally we would talk about the latter and the great importance of trying out different creatives, but today the circumstances are different as Facebook has decided to implement a limit of ads that we can have running at the same time in our advertising campaigns. Said by Facebook itself:
"Between February 2021 and the summer of the same year, we will start implementing a limit on the number of ads that each page can run at the same time. The ad limits will impact only a small percentage of advertisers, and we plan to share more details about the limits early next year”
No need to be alarmed, because far from being a problem, it's something that "forces" companies to make better and more relevant creative decisions (less is more) instead of just blindly shuffling around with all the creative ideas imaginable and crossing their fingers so that the Facebook algorithm knows what to do with them.
The biggest problem that Facebook sees with the excess of ads is precisely the overload suffered by the algorithm, which ends up losing effectiveness. As said again by 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"
In addition, a lot of ads would have to be made in order to have this "problem" and as we have indicated, the vast majority of companies would not even be aware of the implementation of this Facebook policy if it were not for this article or some other related one.
So, the limits imposed by Facebook are as follows:
- 250 ads for companies that have spent less than $100,000 in their month with the highest advertising expenditure in the last 12 months
- 1,000 ads for companies that have spent less than $1,000,000 in their month with the highest advertising spend in the last 12 months
- 5,000 ads for companies that have spent less than $10,000,000 in their month with the highest advertising spend in the last 12 months
- 20,000 ads for companies that have spent more than $10,000,000 in their month with the highest advertising expenditure in the last 12 months
An important detail to take into account is that the dynamic creativities that allow us to have variations of creative elements within the same ad and the dynamic ads that allow us to have entire catalogs of our products also in the same ad and that try to show the user the combination of creativities or product most relevant to him/her, count towards Facebook as a single ad.
In short, the Facebook algorithm digests these formats much better, which translates into better results.
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