Facebook seeks to give value both to advertisers and users. As such, they allow advertisers to create personalized ads without limits. After years of study, the platform observed that high ad volume decreases ad performance. On 09 September 2020, Facebook announces that it will limit ads running on business pages. The move aims to boost ad performance at less cost.
The limit will include 4 tiers of advertisers. Each tier is classified according to their ad spend in the last 12 months. The limits imposed are as follows:
|
Advertiser Tier |
Ad Limits Per Page |
| Small to medium-sized Pages (advertising <$100K in their highest spending month in the last 12 months) |
250 |
| Medium to large-sized Pages (advertising $100K to $1M in their highest spending month in the last 12 months) |
1,000 |
| Larger Pages (advertising $1M to $10M in their highest spending month in the last 12 months) |
5,000 |
| Largest Pages (advertising >$10M in their highest spending month in the last 12 months) |
20,000 |
Facebook will limit ads running on business pages effective February 2021.
Implications for Marketers:
Marketers have to wait and see the effects of the ad limits announced by Facebook. Many brands are positive that it will increase product sales. With Facebook’s new overview of how ads work, marketers should consider consolidating a brand’s ad set up. They can target consumers based on shopping habits. The key is flexibility, as social media marketing is continuously evolving.
Reference: https://www.facebook.com/business/news/improving-ad-performance-through-ad-volume-guidance/#
