The number of ads a Page is running is critical to whether advertisers can achieve more predictable, stable, and optimized ad performance. Facebook announced in October 2019 that it would soon limit the number of ads on its pages, which would help advertisers lower costs and improve ad performance.Machine learning and personalized advertisingIn the past, advertisers looking for personalized ads have personalized them by crafting a large number of ads in the hope that the right people will see the right ads. Today, many advertisers are using Facebook's new machine learning-driven products to personalize their ads. These products not only improve ad performance, but also reduce the number of ads advertisers need to manage.For example, dynamic formats and ad ideas allow advertisers to automatically customize individual ads to show the best formats, ad files, and ideas for established results. At the same time, dynamic advertising enables advertisers to integrate their entire product catalog into a single ad that displays the products that are most relevant to each consumer. British fashion retailer JD Williams has increased incremental conversions by 21 per cent using creatives for dynamic formats and Facebook live ads.These ad personalization products mainly help advertisers who use a large number of ads to improve their performance, because too many ads will reduce the effectiveness of ads.Why can't the number of ads be equated with the performance of your ads?The number of active ads on your Page plays an important role in achieving more predictable, stable, and optimized results.
Each time you show an ad, Facebook's ad delivery system learns more about the best audiences and regions for display ads. The more ads show, the more your delivery system optimizes the performance of your ads.When advertisers run too many ads at once, each ad is run less frequently. This means that fewer ads will drop out of the learning phase and spend more money before the delivery system can optimize performance.Facebook also found that 40 percent of on-the-job ads failed to drop out of the learning phase, and that many of among them came from advertisers who were running too many ads at the same time. As a result, Facebook is limiting the number of ads each Page can serve at a time.The optimal number of ads your Page can castThe more times an ad is shown, the better it performs. Advertisers of all sizes should therefore use different numbers of ads to improve their performance. Facebook will introduce a four-tier limit to encourage advertisers of all sizes to use the number of ads on their Pages and to optimize their performance.The ad restrictions will be implemented from February 2021 to summer 2021.Advertisers can see when each page's ad restrictions take effect in Ads Manager and find details of other implementations in the Help Center.
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