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4 Things You Should Know About the New Facebook Policies to Master Your Ad Distribution During Q4!

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Times are changing — again!

There's a solid chance that you already came across issues regarding your ads due to the latest Facebook Update. When talking about THIS leading social platform, there's always something new in the works.

Sometimes we LOVE the new features (messenger), and sometimes we don't (whenever there's a new interface just when you were finally adjusting to the changes.)

But as Facebook changes, users and creators everywhere are wise to pause what they are doing and tune in to the ways their experiences and workflows are bound to shift. Which is to say, if your actions are prompt, there are new opportunities for your brand to get ahead of its competitors.

<<Today, many advertisers utilize Facebook's new machine learning-driven products to personalize ads. These products can not only improve performance relative to high ad volume but also reduce the volume of ads that advertisers need to manage.>>

Keep scrolling to read more about:

  • Facebook Updates and what it means for your business
  • New Ads Limit Per Page
  • Facebook Prepares for iOS14
  • Expanded Safety for In-Stream Options
  • Two-Factor Authentication
  • Best practices to keep your advertising campaigns strong during Q4 

New Ads Limit Per Page

Running too many ads at once can hurt performance. Generally, when a Page runs too many ads at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system has optimized performance… For this reason, we’re implementing a limit per Page on ads running or in review. The information below applies to when ad limits take effect starting on February 16, 2021.

What does it mean for you?

Sounds creepy, but it’s almost convenient.

Restricting volume will help advertisers keep costs down and performance up as the system’s machine learning and personalization options mean that high volumes aren’t necessary anymore.

"We discovered that four in ten running ads fail to exit the learning phase, and many of these ads come from advertisers running too many ads at the same time. For this reason, we’re implementing a limit on the number of ads each Page can run at once."

The 'learning phase' in this context is the period within which Facebook's ad system is 'learning' how to maximize your ad performance, based on who your ad is shown to, how they respond, and how that aligns with your campaign goals.

The current advertising limits list reads as follows:

Small to medium-sized Pages (advertising less than $100K in their highest spending month in the last 12 months)

250 ads

Medium to large-sized Pages (advertising less than $1M in their highest spending month in the last 12 months)

1,000 ads

Larger Pages (advertising less than $10M in their highest spending month in the last 12 months)

5,000 ads

Largest Pages (advertising $10M or more in their highest spending month in the last 12 months)

20,000 ads

So even the smallest Facebook advertisers will still be able to run 250 ads at once, which is a lot, right? So, for us small businesses, it doesn’t seem like the new ads limit will cause that much conflict. 

Facebook Prepares Partners for iOS 14

There are a few things our partners should know to prepare for iOS 14. First, we will release an updated version of the Facebook SDK to support iOS 14. The new version of the Facebook SDK will provide support for Apple’s SKAdNetwork API, which limits the data available to businesses for running and measuring campaigns. In light of these limitations, and in an effort to mitigate the impact on the efficacy of app install campaign measurement, we will also ask businesses to create a new ad account dedicated to running app install ad campaigns for iOS 14 users.

What does it mean for you?

There’s been a ton of talk about the upcoming iOS 14 update, which will ask users to opt-in to data collection instead of requiring them to be proactive and look up how to opt-out themselves. 

While this is good in theory for user privacy, it’s not so great for advertisers. Let’s break down some basic concepts behind this new policy for you to understand what is going on:

The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. Advertisers use this to track data to deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).

This information is valuable for advertising purposes. Without access to the IDFA, apps including Facebook are limited in their ability to track users and collect data on how they interact with other apps. With significantly fewer user data about what users do outside of its walled gardens, Facebook is less able to accurately target users based on the behavior.

Advertisers around the world are eager to know more about how will the IOs 14 update affect marketing campaigns as we know them. For instance, today, about 70% of iOS users share their IDFA with app publishers, but after the new iOS update this number is expected to drop to 10% to 15%.

“Our view is that Facebook and targeted ads are a lifeline for small businesses, especially in a time of COVID. And we are concerned that aggressive platform policies will cut at that lifeline at a time when it is so essential for small business growth and recovery.! Said David Wehner, Facebook’s chief financial officer. 

You can rest assured that Facebook is on the move to find solutions around this not so little bump to our advertising campaigns, we’ll definitely be hearing more about them in the upcoming weeks. We’ll keep you posted about further valuable information regarding this subject! 

Expanded Safety for In-Stream Options


“On the Facebook in-stream video placement, your ads can appear in partner live streams. We automatically exclude live streams from government and spiritual partners.
You can also choose to exclude live streams from all partners in two ways:
In Ads Manager when you create an ad you will only exclude live streams for this ad or ad campaign.
In Business Manager you will exclude live streams for your whole ad account. 

Live streams will automatically be excluded on current ads and ad campaigns and future ads and ad campaigns created by you or anyone else in the ad account.

While we apply brand safety controls as effectively as possible, we can't guarantee that all content and publishers will be compliant or aligned with your unique brand safety standards.”

What does it mean for you?


As defined by Facebook, this video ad placement allows advertisers to deliver 5-15 second, non-skippable, mid-roll video ads to people who are already watching Facebook videos on a mobile device. 

In-Stream has been a great opportunity for brands to have advertisements that users are kind of forced to watch while they wait for the content they chose to watch.

There have always been brand concerns, however, about what video their content is associated with, needless to say, there are topics and groups you wouldn’t like to see associated with your brand. 

For example, you wouldn’t like your brand to be associated with any specific political party, hence, you’d rather avoid being a promoted ad inside a political speech or 

Facebook announced brand new safety controls for video advertisers, with topic exclusions, based on machine learning, and 'publisher allow' lists to better control campaign display. This new policy was created for in-stream video buyers to feel comfortable knowing their brand won’t be associated with harmful topics. 

Two-Factor Authentication

Two-factor authentication is a security feature that helps protect your Facebook account in addition to your password. If you set up two-factor authentication, you'll be asked to enter a special login code or confirm your login attempt each time someone tries accessing Facebook from a browser or mobile device we don't recognize. You can also get alerts when someone tries logging in from a browser or mobile device we don't recognize.

What does it mean for you?

Security is especially important when it comes to the confidential customers data stored.Two-factor authentication is a great example of an electronic security measure that you can enable to protect your data. This is because it adds an additional layer of security, making it that much harder for unauthorized users to access your online accounts.

What do we mean by 2FA?

When a business is authenticating a user’s identity, it can employ three methods:

1. Knowledge: something known only to the user -username and password-

2. Possession: something only the user possesses -a physical card or a security token

3. Inherence: a characteristic unique to the user -a biometric trait-2FA both helps prevent account breaches as well as gives the companies an opportunity to counter the assailants. Also, they can track them while providing the client with the means to keep on top of their security at all times. 

We are not saying this update is going to impact your business critically, but you better stay prepared and proactive to keep moving forward despite this and any future updates.

We encourage you to keep scrolling to learn some of the tactics we believe can help you empower your audvertising outside Facebook.

Best practices to keep your advertising campaigns strong during Q4

Although we don't have enough information just yet to know for sure what impact these new Facebook guidelines in 2020 will have, we do have some recommendations for you to stay afloat while you figure out if you need to adjust your current strategies.

Implement Email Newsletters as follow-up

Email marketing allows you to build relationships with leads, customers, and past customers. It's your opportunity to speak directly to them in their inbox, at a time that is convenient for them.

In a world filled with emails, texts, and instant messages, a friendly "Just checking in to see ..." in your inbox is a phrase that consistently catches any reader’s attention.


Follow-up emails are by far the most important type of email you can send because they're the most effective to:

  • Build a relationship with your previous and potential customers 
  • Just by sending one follow-up, you’ll start to stand out from competitors. Why? Because you’re doing something they aren’t.. If you actually send out a follow-up after your initial message, you’ll be one of the very few people sending follow-ups.
  • Keep your audience updated about what is going on with your MedSpa and everything you have under your sleeve to help them feel amazing

Sometimes you may feel that follow-ups will make your prospects feel stalked and downright angry. I felt that when I first started sending follow-up emails. In practice, this is rarely the case. Usually, they feel grateful, enjoy your interest in them, and admire your persistence.

Trust us, if you make sure to build an appealing follow-up campaign, you’ll stay relevant in your customer’s mind.

Give some love to your Website

Having a good website instantly boosts your credibility as a legitimate business. First impressions count, and websites allow you to make a very strong impression with a well-designed introduction for your business. A website can help showcase your expertise and better position your business.

You don’t have one? What are you waiting for? Relying solely on Facebook to generate sales for your MedSpa leaves you at extreme risk of having your business account all shut down due to inadvertently doing something against the terms of that platform. 

Is there something beyond Facebook? Well, yes…

Make sure you have adequate exposure on other platforms such as Google Ads. That way, you’re all set in case your social media-driven paid traffic suddenly declines.

Pay attention to what you are posting 

Double-check your social media posts to ensure you’re not sharing anything that could be deemed inappropriate or offensive. Picture yourself at a nice family dinner and think about all those things that could ruin the mood and avoid them. 

No politics, no religion, no racism, no violent topics. We encourage you to take some time and read the Facebook Advertising Policies. If you are not the one in charge of your social media postings ask your Marketing team to do so.

So, you can tell by now this month's lineup of Facebook updates is fascinating and not as complicated as it might seem at first sight. Some changes will give you more control to advertise, while others implement restrictions that might translate into changes to your current marketing strategies.

Make sure you are part of our community! Follow us in all our Social Media channels and stay tuned to all the tips and updates available for you to not only resist the quarantine but to beat the crisis & keep growing.



Welcome everyone to the Med Spa Accelerator Podcast! Brought to you by Cas Clinical Consulting & Everable Marketing! We’re excited to bring this podcast to you where we’ll be discussing the latest hacks and best practices in marketing and running a profitable medspa.

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ABOUT EVERABLE:

We Partner With You To Create 7 Figure Med Aesthetics Practices

My name is Luis Trevino and I’ve been where you are. I’ve built and ran a few 7 figure businesses and have been stressed out, overworked, and hanging on by a thread. Despite that, I still love what I do and like you, it was never about the money – it was the passion that drove me towards helping others. However, even if your financials look great, there’s something to be said about the number of hours you work each week…and the emotional toll it’s taking on your family and loved ones.

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