Changes are Coming to Facebook Ads

Changes are Coming to Facebook Ads

Written by Bridgette Weller Brown
on 15 Sep 2020

In November of 2019, Facebook announced a coming limit to how many ads can run on Business Pages at any given time.


We waited with bated breath in anticipation for what this would mean. After all, Facebook has always got a trick or two up its sleeve.

The news has now arrived, with Facebook now outlining exactly how these new regulations will apply in a new press release.

“When an advertiser runs too many ads at once, each ad delivers less often,” the press release stated.

“This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimise performance.”

So what’s this learning phase, Facebook speaks of? This is when the delivery system will explore the best ways to deliver your ad set and maximise performance.

(READ: The Customer Value Journey: How to Create a Digital Marketing Strategy)

Why High Ad Volume Doesn’t Equate to High Performance

The number of active ads from your Facebook Page can play an essential role in achieving more stable and optimised results.

Each time an ad is shown, the ad learns more about the best places and people to display the ad.

When an advertiser runs too many ads at once, it is shown less often. 4 out of 10 ads fail to exit the learning phase, meaning that fewer ads leave the learning phase, and more budget is spent before the system can optimise an ads’ performance.

Ad Volume Guidance Per Page

Facebook will be introducing four limit tiers to encourage users to use an ad volume per page, to optimise ad performance.

The limits will begin to roll out in February 2021.

Credit Facebook for Business

Marketers can see when their ad limit will go into effect for each page in Ads Manager.

(READ: Caffeinate Digital’s Winning Point of Difference)

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