Facebook Ad Limits: How to Manage Your 2021 Campaigns
Facebook announced ad limits per page for the first time in 2019 but due to the coronavirus outbreak, the implementation was held off until early 2021. On February 16, 2021, the Facebook ads limit was officially activated until further notice in the upcoming summer.
Why did Facebook implement ad limits?
Facebook claims that the ad limitation per page should improve the overall performance of ad campaigns. When an advertiser runs too many ads, the learning phase of the campaign can be compromised and thus, its effectiveness. According to Facebook, an average of 4 out of 10 campaigns never leave the learning stage, which means that Facebook isn’t offering the full potential of its performance – the ads are being shown less often and to less relevant people.
That’s just bad for everyone and frankly, could waste a lot of advertisers’ money.
By limiting the number of ads a page can run, Facebook attempts to ensure better deliverability and better results for advertisers.
What are the limits?
Facebook has created a 4-tier strategy to limit active or in review ads based on the highest spending month in the past 12 months. Meaning, the higher your budget the more ads you’ll be able to run.
Here’s the Facebook ad limits breakdown:
- 250 ads = up to $100,000
- 1,000 ads = $100,000 – $1M
- 5,000 ads = $1M – $10M
- 20,000 ads = more than $10M
Advertisers can view their current spend in the ad limits per page tool in the Business Manager menu.
However, this doesn’t mean you cannot run thousands of creatives (images, videos, copy variations) even if you aren’t spending a million dollars. The solution lies in ad volume management.
How to make sure you advertise within the Facebook ad limits?
There are several solutions you can apply to your ad campaign strategy that will allow you to launch multiple ad creatives within the new limitations. These include using dynamic ads, combining ad sets, carousels, and of course, removing ads that are in fatigue and aren’t performing.
Leveraging Facebook’s machine learning to scale your ads allows you to test various creative (only squares) & copy variations within a single ad. The combination of these that perform well will be shown to the audience that responds best to it. Thus, this has been one of the favorite ad types to many advertisers.
With Dynamic ads, you can create highly personalized ad content, upsell, exclude and target across multiple devices. Therefore, it’s also a great way to retarget your website traffic, just make sure you have your pixel installed.
You can learn more about dynamic ads here.
Combing ad sets
Reducing the volume of your ad sets will help make sure they perform better. Therefore, many advertisers use existing ad sets with a successful performance history to combine them.
Our recommendation is to pick audiences & interests that perform well and target them with the best performing ad set, don’t target different audiences or lookalikes with it. In addition, Facebook recommends using up to 6 creatives per ad set.
You can learn more about combining ad sets here.
Run carousel ads
Carousel ads are a great way to test out different creatives for your ads while staying in control of your Facebook ad limit. Besides that, you can create a unique copy and link for each creative.
Carousel ads really stand out in your customers’ feed due to their layout and they have an added benefit of being interactive. In fashion in particular, this type of ads shows great ROI and click-through rate.
Remove fatigue ads
Fatigue ads can be a real pain in the ass! Just as you thought you nailed it and got with a perfect ad, you put your money on it, it runs a few days, and then… it starts dropping in performance.
There are several reasons why this happens. Usually, fatigue occurs when the same audience sees your ad over and over, losing interest in it. This results in lower CTRs and overall performance analysis. To spot ad fatigue, you have to monitor your ads on a daily basis and see which ad is dropping in performance (more impressions but fewer clicks, fewer engagement, etc).
When you spot such behavior with your ad creative – it’s time to refresh it with a new one.
If you’re a Pudding.ai user, the platform will alert you on ad fatigue in real-time so you can stop running these low-performing ads. Additionally, Pudding.ai will suggest changes you should make to refresh the creative so you can relaunch them!
This technique aids in keeping up with your Facebook ad limits because you’ll know exactly when it’s time to deactivate fatigue ads.
Facebook ad limits per page might sound like bad news for advertisers but in the long term, it should aid in higher performance, better targeting, reduced costs, and ROI. Making sure Facebook learns your audience by leaving the all-important learning phase is vital to the success of your campaign because it will help you target the right audience with the ad.
This makes it a good thing – Facebook is trying to optimize your ad performance!
Advertisers will need to learn to adjust to these limitations and we hope our tips on running multiple ad creatives while maintaining your Facebook ad limits are helpful. If you have any comments or questions about these feel free to write in the comments below!
Now is the time more than ever to make sure each creative counts! Evaluation of your ads creative performance (and their fatigue) is going to be marketers’ priority more than ever due to these Facebook ad limits so go ahead and schedule a call with Pudding.ai to see how we can help you with that in real-time.
For more information, here’re some useful links:
- Facebook Help Center with the ad limits per page recent announcement
- About managing ad volume
- Developer resources
Here’re some success stories from brands that implemented fewer ads and achieved better results: