Up till just lately, I usually referred advertisers to a quote from Meta when discussing the variety of adverts it’s best to have in an advert set:
Use 6 or fewer creatives per advert set… When you’ve added greater than 6 adverts, there may be little marginal profit.
It was simple and concrete, which made it simple to speak. Nicely, about that…
It’s Gone
The web page the place I pulled the quote from remains to be there, however the quote not exists (due to Dario Zannoni for the heads up!).
Meta has softened the declare that decreasing advert quantity improves efficiency. That stated, the web page (“About Managing Advert Quantity”) and spirit of that quote stay in some essential notes and proposals within the up to date model:
When an advertiser runs too many adverts directly, every advert delivers much less usually.
And
…too many adverts can lead to worse efficiency
My Interpretation
Right here’s how I interpret the removing of the six advert restrict and total softening of language on that web page…
Perceive that the six advert most was a suggestion and never a tough restrict. Meta noticed that on common, greater than six adverts supplied no profit. However advertisers could have been taking that too actually and had been making use of a inflexible most in all instances.
This most likely is determined by a number of components, like finances…
In case you have a average or modest finances, I’d nonetheless contemplate a six (or so) advert most per advert set. The unique suggestions had been probably for such a bunch. When you’re not getting impressions on a few of your adverts, it’s signal to chop again.
Now, if you happen to’re fortunate sufficient to work with greater budgets, be at liberty to experiment with extra adverts. You’re extra prone to get impressions on extra adverts, which might imply that such a most could not apply to you. Once more, permit your outcomes to be your information concerning how excessive it’s best to go.
However let’s not use this replace as an indication that Meta needs us all to be working 20 to 50 adverts in an advert set. Meta nonetheless needs us to watch out concerning the potential adverse influence of working too many adverts directly, as is obvious from what stays on that web page.
What number of adverts do you run in an advert set?
