Improving Ad Performance Through Ad Volume Guidance
Improving Ad Performance Through Ad Volume Guidance
Facebook BusinessWe’re continuously working to help advertisers and people find more value on Facebook. As we announced in October 2019, we will introduce ad limits per Page – a limit on ad volume that will help advertisers reduce costs and improve ad performance.
Machine Learning and Personalized Ads
In the past, advertisers seeking to personalize ads did so by creating a high volume of ads in hopes that the right ads would be seen by the right people. Today, many advertisers utilize Facebook's new machine learning-driven products to personalize ads instead. These products can not only improve performance relative to high ad volume but also reduce the volume of ads that advertisers need to manage.
For example, dynamic formats and ad creative allow advertisers to automatically customize a single ad to show the best format, copy and creative for a given impression. Dynamic ads, meanwhile, enable advertisers to integrate their entire product catalog into a single ad that displays the products that are most relevant to each consumer. UK fashion retailer JD Williams boosted incremental conversions by 21% using dynamic formats and ad creative for Facebook dynamic ads.
These ad personalization products are designed to improve performance relative to simply using high ad volume, which can diminish ad performance.
Why High Ad Volume Doesn’t Equate to High Performance
The number of active ads from your Page plays an important role in achieving more predictable, stable and optimized results.
Each time an ad is shown, our ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimizing the ad’s performance.
When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance.
We discovered that four in ten running ads fail to exit the learning phase, and many of these ads come from advertisers running too many ads at the same time.
For this reason, we’re implementing a limit on the number of ads each Page can run at once.
Ad Volume Guidance Per Page
Since each ad's performance improves the more it is shown, advertisers of different sizes should use different ad volumes to improve ad performance. We will be introducing four limit tiers to encourage advertisers of different sizes to use an ad volume per Page that optimizes their performance.
Advertiser Size Ad Limits Per Page
Small to medium sized Pages (advertising <$100K in their highest spending month in the last 12 months)
250 ads
Medium to large sized Pages (advertising $100K to $1M in their highest spending month in the last 12 months)
1,000 ads
Larger Pages (advertising $1M to $10M in their highest spending month in the last 12 months)
5,000 ads
Largest Pages (advertising >$10M in their highest spending month in the last 12 months)
20,000 ads
Ad limit enforcement will roll out from February 2021 through Summer 2021. Advertisers can see when their ad limit will go into effect for each Page in Ads Manager and find additional enforcement details in the Help Center. Developer resources can be found here.
Many advertisers are already seeing the performance benefits of reducing their number of ads, including apparel brand Bombas, who saw a 2X increase in product sales after consolidating their ad setup. Learn more best practices for managing ad volume.
We continue to evolve our tools products to make them simpler, easier to use and more effective for advertisers and provide people a better and more relevant experience on Facebook.
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September 09, 2020
Improving Ad Performance Through Ad Volume Guidance
W
Machine Learning and Personalized Ads
In the past, advertisers seeking to personalize ads did so by creating a high volume of ads in hopes that the right ads would be seen by the right people. Today, many advertisers utilize Facebook's new machine learning-driven products to personalize ads instead. These products can not only improve performance relative to high ad volume but also reduce the volume of ads that advertisers need to manage.
For example, dynamic formats and ad creative allow advertisers to automatically customize a single ad to show the best format, copy and creative for a given impression. Dynamic ads, meanwhile, enable advertisers to integrate their entire product catalog into a single ad that displays the products that are most relevant to each consumer. UK fashion retailer JD Williams boosted incremental conversions by 21% using dynamic formats and ad creative for Facebook dynamic ads.
These ad personalization products are designed to improve performance relative to simply using high ad volume, which can diminish ad performance.
Why High Ad Volume Doesn’t Equate to High Performance
The number of active ads from your Page plays an important role in achieving more predictable, stable and optimized results.
Each time an ad is shown, our ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimizing the ad’s performance.
When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance.
We discovered that four in ten running ads fail to exit the learning phase, and many of these ads come from advertisers running too many ads at the same time.
For this reason, we’re implementing a limit on the number of ads each Page can run at once.
Ad Volume Guidance Per Page
Since each ad's performance improves the more it is shown, advertisers of different sizes should use different ad volumes to improve ad performance. We will be introducing four limit tiers to encourage advertisers of different sizes to use an ad volume per Page that optimizes their performance.
Advertiser Size | Ad Limits Per Page |
|---|---|
Small to medium sized Pages (advertising <$100K in their highest spending month in the last 12 months) | 250 ads |
Medium to large sized Pages (advertising $100K to $1M in their highest spending month in the last 12 months) | 1,000 ads |
Larger Pages (advertising $1M to $10M in their highest spending month in the last 12 months) | 5,000 ads |
Largest Pages (advertising >$10M in their highest spending month in the last 12 months) | 20,000 ads |
Ad limit enforcement will roll out from February 2021 through Summer 2021. Advertisers can see when their ad limit will go into effect for each Page in Ads Manager and find additional enforcement details in the Help Center. Developer resources can be found here.
Many advertisers are already seeing the performance benefits of reducing their number of ads, including apparel brand Bombas, who saw a 2X increase in product sales after consolidating their ad setup. Learn more best practices for managing ad volume.
We continue to evolve our tools products to make them simpler, easier to use and more effective for advertisers and provide people a better and more relevant experience on Facebook.
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