How many ads are too many?

The old rulebook is outdated and now the answers about the ideal number of ads should be considered variable.

Things are changing…

Old rules

Until recently, there was a clear answer to this question. Meta’s own documentation recommends no more than six ads in the ad set. After that, other ads are not good.

Of course, this is a generalization, there are always exceptions, but it is a good rule of thumb. I refer to the guide whenever someone asks me how many ads I should use.

change

Well, that criterion disappeared due to (presumably) Andromeda. Or, it was a happy coincidence that it disappeared early this spring.

Meta created Andromeda to handle the huge growth in creative changes. Not only is the change in individual ads due to advantages + creativity and enhancements from AI generation, but also other ads.

Meta now openly recommends “creative diversity.” Now when talking about advertising strategies, this is a phrase they often use. Diversified through format, style, angle, etc.

This is a new approach against many assumptions about what we have to do. I heard that advertisers have achieved 10, 20 or even 50 ad success in ad sets.

What about the budget?

So the question now is whether there is an ideal number of advertising budgets. I would warn to answer this question too early. It is reasonable to assume that budget is an important factor, but I wouldn’t assume it without testing.

The results are very different from what advertisers see in the past. Budgets don’t seem to prevent metadata from distributing many ads and changes.

Currently, the old rulebook is out of the window and we should be open to the mindset. What have you seen?