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Facebook to limit number of ads running simultaneously

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Facebook announced it will limit the number of ads a Page will be permitted to run simultaneously, at the end of October.

The limitation will come into effect in mid-2020.

Be advised: this limitation doesn’t refer to the number of total ads run by a Page, (which is between 5000 and 50,000 ads depending on your Facebook ad account), it refers to the number of ads run at the same time.

In mid-2020, we are implementing a limit on the number of ads each Page can run at the same time. The ad limits will impact just a small percentage of advertisers, and we plan to share more details about the limits early next year.

We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance.

To help you prepare, we released the Ad Volume API which allows you to track a Page’s ad volume for an ad account. In the future, this API will also track a Page’s ad volume across ad accounts and the number of ads that each Page will be permitted to use.

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There’s no mention of a specific number of simultaneous ads that Pages will be limited to.

Also, the announcement doesn’t mention if advertisers will be restricted to the same number of simultaneously run ads or the number will differ for each of them depending on various factors.

As to how many advertisers will be impacted by this change, Facebook says only a small percentage of advertisers will see the consequences of this limitation.

Who are these advertisers?

What companies can afford to run thousands of Facebook ads simultaneously?

My guess is big ad spenders.

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The biggest Facebook ad spenders in the UK and the US

According to the latest information, Facebook has 7 million active advertisers.

Facebook exceeded Wall Street expectations with $16.9 billion in quarterly revenue and $6.9 billion in profit for the fourth quarter of 2018. In the US and Canada, Facebook is making an average of $34.86 per user, up 30.3% year over year (source).

For 2019, in the UK, eMarketer estimates Facebook (excluding Instagram) will make $111 per user, compared with $65.33 Instagram, $21.13 Twitter and $10.96 Snapchat.

As for the next year, eMarketer estimates Instagram will make $89.51 per user, which will grow to $112.45 by 2021. While Instagram and Snapchat are monetizing users at a faster rate than Facebook and Twitter, the average revenue per user of the latter two companies continues to grow.

In the UK, the biggest Facebook ad spenders are P&G, Nestle, Microsoft, Vodafone and Huel, a five-year-old direct-to-consumer brand.

This year, P&G and Nestle have spent around $15 million on Facebook ads, Microsoft has bought around $22.5 million worth of ads, while Huel, the almost unknown consumer brand has outspent everyone: $24 million (source).

In 2018, the biggest ad spender in the US was media giant Comcast, with $6.12 billion spent.

Top 10 of the biggest ad spenders in the US:

  1. Comcast Corp: $6.12 billion
  2. AT&T: $5.36 billion
  3. Amazon: $4.47 billion
  4. Procter & Gamble Co: $4.3 billion
  5. General Motors Co: $3.14 billion
  6. Walt Disney Co: $3.13 billion
  7. Charter Communications: $3.04 billion
  8. Alphabet (Google): $2.96 billion
  9. American Express Co: $2.8 billion
  10. Verizon Communications: $2.68 billion

Is your company running simultaneously ads on Facebook?

Do you believe this change will impact your Facebook advertising strategy?

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