Until recently, I often recommended quotes from advertisers to Meta when discussing the number of ads you should have in your ad set:
Each ad set uses 6 or less creatives… Once more than 6 ads are added, there is almost no marginal benefit.
It is simple and concrete, which makes it easy to communicate. OK, about this…
It disappeared
The page I took the quote from it still exists, but the quote no longer exists (thanks to Dario Zannoni for the head!).
Meta softens the claim that reduces ad volume and improves performance. That is, the page (“About Managing Advertising Volume”) and the spirit of this offer remain in some important notes and suggestions in the updated version:
When advertisers run too many ads at once, each ad will be delivered less frequently.
and
… Too many ads can lead to poor performance
My explanation
Here is how I explain the removal of six ad restrictions and the overall softening of the language on that page…
Understanding the six ad max values is a guideline, not a hard limit. Meta sees that, on average, more than six ads have no benefit. However, advertisers may be literally taking rigid maximums in all cases.
This may depend on several factors, such as budget…
If your budget is moderate or moderateI’m still considering up to six (approximately) ads per ad set. The initial suggestion might be such a group. If you are not impressed on some ads, that is a good sign.
Now, If you are lucky enough to meet a larger budgetplease feel free to try more ads. You are more likely to have more impressions of ads, which means such a maximum may not apply to you. Again, let your results be a guide to how high you should go.
But let’s not use this update as a sign that Meta wants us all to run 20 to 50 ads in the ad set. Meta still wants us to be cautious about the potential negative effects of running too many ads at once, as clearly seen from the content on that page.
How many ads do you run in your ad set?
