Facebook Ads

How you can take advantage of Facebook Ads ad limitations

Social networks are constantly changing and making multiple adjustments, such as the case of Facebook Ads ad limitation. Despite the reputation crises it has suffered in recent years, it remains one of the most popular digital platforms in the market, with millions of active users.

Keeping up to date with social media updates is fundamental to succeed in your Social Media strategy. Especially when you use these platforms to advertise your brand and what you offer. Therefore, you have to take into account all the parameters set by each network.

Knowing the current Facebook Ads limitation allows you to know the right amount for your account. But it also gives you the possibility to take advantage of it in your advertising plan, as it can be beneficial for your company.

Volume of ads allowed by Facebook Ads

It is important to know that the performance of an ad improves depending on the number of times it is shown. Therefore, advertisers of different sizes should use different ad volumes to improve performance.

In order to do this, you must apply the Facebook Ads ad limitation, which has four different levels according to the advertiser's budget. Below you will find them in more detail:

  • Small to medium pages (less than 100,000 euros of investment in the month of highest spending in the last year): in this case the limit is 250 ads.
  • Medium to large pages (between 100,000 and 1,000,000 euros of investment in the month of highest spending in the last year): here the limit is 1000 ads.
  • Large pages (between 1 and 10 million euros of investment in the month of highest spending in the last year): you will have a limit of 5000 ads.
  • Very large pages (more than 10 million euros of investment in the month of highest spending in the last year): in this last option the limit is 20,000 ads.

It should be noted that these limits came into force in February 2021 and will remain in force until the summer. Just go to the Ads Manager to see when they will start to be applied to your page.

How to reduce the volume of ads?

In case you have a lot of ads created, the social network itself advises to approach the problem from four different fronts. In this way, you will be able to respect the limitation of Facebook Ads ads and take advantage of their full potential

A.- Combine ad sets

The combination of ads offers you the following particularities:

  • You can combine ad sets with different audiences and use reporting breakdowns to have more precise data on each one.
  • Work by combining ad sets targeting several small geographic areas.
  • In case you have different ad sets for different locations, you can combine them and use automatic placements and asset personalization.
  • You also have the possibility to set up multiple languages in a single ad set.
B.- Reducing the number of ads per set

The second front presented by Facebook revolves around reducing ads per set:

  • You have the opportunity to use A/B testing to find which ads are preferred before launching them on a large scale.
  • Employ six pieces of content per ad set at most.
  • Instead of launching ads with different text variants, work with multiple text optimization. This way the delivery system will automatically improve the performance of each ad impression.
  • Use dynamic content and formats. This way, different formats and optimized content are shown to different users, without the need to create more than one ad.
C.- Use specific solutions for your sector

Another alternative given by the social network to these ad limits is based on sectors:

  • In the event that you have created ads aimed at different physical stores, you can use the traffic targeting in the business. This way, you can customize the ads with local information for each store.
  • Real estate advertisers can employ real estate ads. These show specific ads to the people most likely to make a purchase.
  • Now, if you're in the automotive sector, use car inventory ads. This way, you can promote your entire inventory with a smaller number of ads.
D.- Deactivate the ads that are not being delivered.

Last, but not least, is the deactivation of those ads that for some reason are not being delivered. Keep in mind that having those ads that are not being shown to users does not add anything to your account. Rather, it is a negative factor, since it reduces performance.

So the best thing to do is to perform periodic cleanups where you can remove ads that are not receiving impressions. Or those that have limited learning.

Make the most of Facebook Ads ad limits

You don't have to see Facebook's ad limits as something negative for your business, quite the contrary. You have to take advantage of this new regulation to boost your advertising strategy on this popular social network.

There are several ways to achieve this. In the following section you will see some alternatives that you can consider in your future projects:

1.- Work with split testing

By working with split testing you can compare different versions of your ads to see which one works best. It allows you to use the same image with different copy or the same copy with different images. Or, if you prefer, you can make them completely different, all depending on what you want to know.

The idea is for you to find out which one has the most desired effect and execute it successfully. If you wish, you can split test the best ad with another ad that you think has potential.

2.- Determine the purpose of the advertisement

It is of utmost importance that you know what you are comparing and what you want to achieve, so you must be clear about the purpose and objective of your ad. This is key to achieve what you propose within your advertising strategy in this social network.

Determine if you want more likes, comments, conversions or impact. You have to have really defined what you want to get through the ads, so you do not have to publish them disproportionately without an argument.

Keep in mind that this will help you at the moment of sending those similar but not identical ads, since you have a defined objective for each one of them. If you develop a good strategy for your ads over time you can make it a general rule for your advertising if it is successful.

3.- Select your target audience

Another aspect that you cannot leave out is the selection of your target audience. You must be sure of the type of audience you want to reach in order to design a much more effective and attractive ad for them.

So it is imperative that you have an idea of who your main target audience is or who specifically you want to see your ad. To do this, you need to make sure your demographics are correct.

Learn how to create effective ads

It doesn't hurt to know a few tips to make your ads really effective. These tips that you will see below can be very useful when faced with the limitation of Facebook Ads ads:

  • Use images or videos with great appeal: if you really want to attract the attention of your audience, you have to work very well with visual content. This must fit your brand style: use color, text, graphic design, images, eye-catching titles, subtitles, and voice-overs, among others.
  • Work with Facebook ad specifications: this social network has its rules regarding the amount of text. If they are too long, they will not be accepted. Also make sure they have the right image size for any type of ad you run. The image size should be 1200 x 628 pixels.
  • Design the right message: the copy is a fundamental part of your ad's performance and there are certain guidelines you must respect. The wording must be able to catch people's attention and have a purpose. The opening headline will define whether the user stays or not. You have to avoid being too commercial and in case you offer a discount mention it in the first seconds.

Overcome the limitation of Facebook Ads ads

With all this information you are more than ready to continue advertising on Facebook while respecting its limits. But we invite you to try Adtuo, where you will get exceptional results in your campaigns, you can collaborate and be part of the most innovative community of advertisers in the world. But not only that, you already know how you can use them to your advantage and exploit the full potential of all your ads.

In addition, these small recommendations will be of great help when creating your ads in this social network. And if you want to have the help of a professional agency with extensive experience in the sector, Adtuo offers you our software to manage and work collaboratively your campaigns. We have a working system to manage performance marketing campaigns effi