Mark your calendars and get ready! Facebook has announced that, starting next February 2021, they will begin rolling out enforcements on ad limits.
Facebook wants advertisers to know that more ads doesn’t necessarily equate to better-performing ads. In fact, too many ads means added stress to optimize and may prevent ad creatives from getting critical impressions, or even cause ads to get stuck in the Learning Phase for longer than anticipated.
The more ads are put through the algorithm, the more Facebook learns. However, more ads = less time each version is served, and thus longer Learning Phases and fewer insights overall.
Facebook even reported that 4 in 10 ads never graduate from the Learning Phase. 😱 So that basically means 6 out of 10 ads are just wasting ad budget to tread water then sink.
To sum it up real quick: You could be hurting your ad performance (and budget) by running a high volume of ads.
Facebook will group advertisers into one of four types based on their size. A Page’s size will be determined by its highest spend in a month, not on the ad account itself.The groups will be determined by the account’s ad spend within the past year. Higher spend means a higher ad creatives limit.
Here’s a breakdown of of advertiser size and corresponding ad limits:
Image Credit: Facebook for Business
Advertisers can locate their assigned ad limit size via Business Manager. Once an advertiser has reached their limit, they will not be able to launch additional ads until they remove or disable some live ads.
With this change on the horizon, here’s how you can start preparing: