Facebook sets new limits to concurrent ads

Unless your new campaign has over 250 product variations, you should not worry about this one.

Facebook announced new limits on how many ads you can run at the same time, but not because of any financial concern. On the contrary! The platform wants your ads to perform the best they can, and to do so, the ad algorithm has to ‘learn’ how to optimize them—the more ads you run at the same time, the less the algorithm can learn about their performance.

According to Facebook:

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.”

The limits are very generous, though. The lower limit, which is for small to medium sized Pages (advertising <$100K in their highest spending month in the last 12 months) is 250 ads at the same time. The upper limit, which is for the largest Pages (advertising >$10M in their highest spending month in the last 12 months) is 20,000 concurrent ads.

Learn more here.

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