The Facebook Ad Policy Change
In October 2019, Facebook announced it would introduce ad limits per Page – a limit it claims will "help advertisers reduce costs and improve ad performance.” Facebook most recently shared that ad limit enforcement will take effect on February 16, 2021. Advertisers will still be able to use thousands of creatives, but ad limits ensure that advertisers use the most effective tools to do so.
You can see the ad limit for each of your Pages by navigating to the Ad Limits Per Page tool accessible through the Business Manager menu. If your Page is within 20% of its limit, you can also navigate to the Ad Limits Per Page tab in Account Overview to see both your ad limit and ways to reduce your ad volume.
Why Is Facebook Limiting Ads Per Page?
Running too many ads at once can hurt performance. Generally, when a Page runs too many ads at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system has optimized performance. For this reason, Facebook is implementing a limit per Page on ads running or in review.
How Does This Impact Fullpath
This policy change doesn’t actually affect Fullpath customers. If anything it reflects our own approach to machine learning and AI driven marketing automation where our system is constantly trying to optimize and learn based on your performance. If that means showing only 250 ads instead of 350, then our system will adjust automatically.
Unlike Google Search and Display, where hundreds of ads are created and run across multiple channels, Social ads leverage Facebook’s best practices and create dynamic ads for each client account. Dynamic ads mean that different data points, like inventory and pricing, are pulled into the same ad structure. Essentially dozens of ad iterations are created from one single ad so there’s very little chance of exceeding any ad limit.
What We’re Doing
While the majority of Fullpath customers using Digital Advertising Social have at or under 250 ads running on Facebook, we are nonetheless dedicated to proactive monitoring of all Social channels and Social ad performance. We have alerts set up internally to make sure any accounts that come within a predefined threshold are immediately flagged and our Product and Performance teams will proceed accordingly.