No Extra Six Advert Restrict Per Advert Set

Up till lately, I usually referred advertisers to a quote from Meta when discussing the variety of adverts it is best to have in an advert set:

Use 6 or fewer creatives per advert set… When you’ve added greater than 6 adverts, there’s little marginal profit.

It was easy and concrete, which made it simple to speak. Effectively, about that…

It’s Gone

The web page the place I pulled the quote from continues to be there, however the quote not exists (because of Dario Zannoni for the heads up!).

Meta has softened the declare that decreasing advert quantity improves efficiency. That mentioned, 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 elimination 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 offered no profit. However advertisers could have been taking that too actually and have been making use of a inflexible most in all circumstances.

This most likely is dependent upon a number of elements, like price range…

If in case you have a reasonable or modest price range, I’d nonetheless take into account a six (or so) advert most per advert set. The unique suggestions have been doubtless for such a bunch. Should you’re not getting impressions on a few of your adverts, it’s a great signal to chop again.

Now, in the event you’re fortunate sufficient to work with larger budgets, be at liberty to experiment with extra adverts. You’re extra more likely to get impressions on extra adverts, which might imply that such a most could not apply to you. Once more, enable your outcomes to be your information relating to how excessive it is 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 in regards to the potential unfavourable influence of working too many adverts directly, as is evident from what stays on that web page.

What number of adverts do you run in an advert set?