Social Media

What’s the RIGHT number of Facebook ads to be running?

When it comes to your Facebook or Instagram ads, “the more the merrier” might not be the proverb to live by. While experimentation is essential to any successful advertising campaign (and therefore a large variety of creatives and audiences for testing), having too many ads running simultaneously can be a detriment to your ad performance and potential return.

When it comes to your Facebook or Instagram ads, “the more the merrier” might not be the proverb to live by. While experimentation is essential to any successful advertising campaign (and therefore a large variety of creatives and audiences for testing), having too many ads running simultaneously can be a detriment to your ad performance and potential return.

Earlier this year, Facebook announced that it will begin imposing limits on the number of ads any page can run at once — limits that will be in place by February 16, 2021. These limits are broken down by an advertiser’s highest monthly ad spend in the previous calendar year. You can view your limit on Facebook here.

These limits, in all reality, are pretty commonsensical for expert marketers. The less you are spending, the less you should spread that spend. Allocating more of your budget to individual ads (once they’ve been tested and are “tried and true”) allows for greater return and improved performance.

So, what is the right number of Facebook ads to be running? When it comes to your Facebook and Instagram ads, pushing the limits is not the way to go. And for every business, the answer is going to be different.

A Swello social media ads expert can help you to identify areas where you can combine ad sets, turn off ads that are not performing or contributing to your marketing funnel, or using dynamic creatives and other ad types to diversify the ads you serve users without having a profuse number of active ads.

While some may need to cut down the number of ads they have, others may need to produce additional content and increase the number of ads that are running in their account. Something to pay special attention to in your Facebook ads manager is the “frequency” column. If the ad that is running is not dynamic, and your frequency is high, consumers may experience ad fatigue and become frustrated with or tired of your brand — something you should avoid at all costs.

The "Frequency" column in Facebook Ads Manager.

Whatever your monthly ad spend is, and wherever your Facebook ads are currently, a Swello expert can help you to optimize your ads’ performance, determine the number of ads you should be running, and help you to achieve your maximum return on investment over time.

Latest Articles

View All

But business blogs still remain one of the most essential - and increasingly more important - revenue sources to fuel user engagement, trust, and authority. This helps to propel each stage of the buyer experience: awareness, consideration, and final decision-making.

George Orwell’s “Big Brother” concept has been around for more than half a century — and since the inception of the Internet and social networks, even the most stoic and “rational” individuals have considered the possibility of its reality. While we cannot confirm that we are not part of the Truman Show, we do know that tech giants — like Google — don’t actually have the entire picture. They’re just really good at making assumptions. And you can see those assumptions right here, right now.

The year 2020 was historic for countless reasons, especially here in the United States — with 9.5 million acres of land burned by wildfires, $10.4 billion in toilet paper sales nationwide, at least 15 million marchers for the Black Lives Matter movement, and nearly 350,000 COVID-19 deaths, we all lived through ups and downs. The digital marketing industry was no exception to this historic 2020 rollercoaster, and the numbers are here to prove it.