2020 has been a challenging year for all of us, and advertising on Facebook has also had its ups and downs but finally we made it to Q4, which is expected to be the best quarter of the whole year.
Facebook was pushing out a lot of changes and updates this year, but as we know Facebook is not resting and is continuously working and rolling out new updates and policy restrictions.
So, let’s have a look of what is coming.
Improving Ad Performance Through Ad Volume Guidance
It was announced in October 2019 that it will be introduced ad limits per page in order to control the volume. The reason is to reduce the number of ads, as if advertisers have too many ads running (e.g. 10 in a dynamic ad) most of them won’t exit the learning phase.
For this reason, is implemented a limit on the number of ads each page can run at once, and to get more optimized and stable results with less spend.
If an advertiser has multiple ad accounts tied to the same page, will need to be careful and avoid too many ads in one account because it will limit or completely block the other ad accounts as the maximum number of ads it was reached. One effective solution will be consolidation of the campaigns, which we noticed already from a while ago that the algo prefers broader and larger audience size.
So, let’s have a look at the Ad limits per page and how it will be limited and categorized.
Based on the page size it will be segmented in the following categories:
- Small to medium size businesses advertising <$100K in their highest spending month in the last 12 months 250 ads
- Medium to large sized Pages advertising $100K to $1M in their highest spending month in the last 12 months 1,000 ads
- Larger Pages advertising $1M to $10M in their highest spending month in the last 12 months 5,000 ads
- Largest Pages advertising >$10M in their highest spending month in the last 12 months
It is expected to roll out from 2021 through summer 2021.
Apple IOS 14 privacy change that applies to Facebook
As most must have heard about this announcement from Apple that on IOS 14, apps will be required to receive user permission to track users across apps or websites or to access the device’s advertising identifier, so basically the user will now have the ability to allow or reject tracking. This is something amazing from a user point of view, but not so great from advertisers’ point of view.
Re-targeting will be very difficult as most of the users are browsing from their mobile, and the audience network will be out of the game as it’s also used by third party apps.
This will affect many advertisers, especially the small businesses as it is expected a potential drop of 50% or more, however Facebook started preparing businesses for the update and made some suggestions.
- It will be released a new version of Facebook SDK to support IOS 14 will provide support for Apple’s SKAdNetwork API
- Advertisers will need to create also a new ad account dedicated to IOS app installs.
We are looking forward to seeing how all these changes will impact Facebook Ads in 2021. However, all brands and marketers will need to cope with the new changes and adapt quickly to the tighter rules.
If you have any questions please feel free to contact us.
Also, if you’re spending over $500 a day on paid advertising and want to scale your brand you can book a call below:
Have a great week!
Ago from the DimNiko Team 🙂