One of the striking discoveries made by looking at Facebook’s advertising transparency service during the elections in Spain in recent years was discovering how political parties had multiple campaigns active at the same time.They weren’t really doing anything especially exotic or something brands weren’t doing on a recurring basis, just generally we don’t stop to think or analyze how many ads companies have at any given time. The wealth of social networks in advertising terms lies precisely in that: they allow you to run very granular campaigns and reach very specific consumers. You only have to do a campaign for each of them.However, that reality is going to end (more or less). Segmentation and reaching very specific niches will continue to be possible, but what cannot be done is launching many campaigns simultaneously.

Facebook has announced Venezuela Email List that it will limit the number of campaigns that the same page can have active in the near future.The rule will not come into force until next February (and therefore in 2021), but Facebook has already announced it now so that developers can time to adapt. The measure will be launched between February and summer.But why is Facebook doing this and is not in a way throwing stones at its roof? Actually, or at least that is what Facebook stands for, no. The movement is made to be more efficient serving advertising and, above all, understanding which ads should enter which market.

As explained by Graham Mudd, vice president of marketing product for advertising at Facebook, and Exchange collects , when many ads are thrown into the pile to try to reach multiple audiences, Facebook has trouble understanding what is important there.That is, their algorithms stumble when it comes to understanding which ads are statistically important and what should increase your budget (basically, which ads are performing better). If an advertiser puts too many ads, Facebook cannot extract enough data to analyze them because each ad is served less frequently and therefore has less impact.According to Facebook, right now, ads are not achieving correct results in the so-called learning phase. According to their estimates, four out of 10 ads do not pass this phase and therefore are not able to offer relevant information to their advertisers. The learning phase is the first an ad enters.

At that time, the system is studying how the campaign works and what can be done to implement the results. By doing this, you could optimize your ad and improve its impact (or make a clean slate and start something else). However, and since many ads are being served simultaneously, the system is not able to learn what is happening with each campaign and how it should be improved.Facebook defends that with this new method it will gain efficiency. The results will be better and the prices of the advertising will go down or at least that is what it promises.Where will the limit beHow many ads can advertisers enter? The scale will change based on how much the page has spent on advertising in the past.

Those that have invested less than 100,000 dollars in advertising in the last twelve months will have the limit in 250 ads, those that have been between 100,000 and a million dollars in 1,000, those of one million to 10 in 5,000 and those of more than 10 million in 20,000.The numbers are not cumulative in general but are those that can be running simultaneously.These limits mean that, as they point out in Socialization , the problem is not so much for the small accounts, which were no longer launching many ads at the same time, but for some of the large pages with many simultaneous campaigns (for example, they point, is what What could happen to Trump’s account: it handled 218,000 ads in 2019).

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