Facebook to enforce ad limits on pages to help advertisers’ lower costs and boost ad performance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 10, 2020, 1:51 AM UTC

Large brands, with a budget of $10 million and more, can serve up to 20,000 ads.

To lower advertising costs and improve campaign performance, Facebook will implement ad limits on pages by February 2021. Every time an ad is shown, the ad delivery system will optimise its performance based on its perception about the places and people.

However, when advertisers run too many ads at once, each ad delivered gets less frequent, thereby constricting the system in its “learning phase”. Advertisers can customise a single ad and show its best format, copy and creative for an impression with dynamic formats and creative.

Small to mid-sized companies with less than $100,000 in ad spend, will be limited to 250 simultaneous ads. Advertisers spending 100,000 to $1 million will be limited to 1,000 ads.

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