Text based ads may work better for businesses who offer a service to call out the prospect as they don’t have a physical product to show, but each business’s audience differs so much that you won’t know the correct route to take without testing. Should you start using more text in your ad copies? There is no simple answer until you test and see what yields a better conversion rate. While the 20% text rule has been removed, you will face problems with your ad’s serviceability if you decide to exceed that threshold. With the old rule, you’d simply need to use the Facebook overlay tool to find out whether your ad contains more or less than 20% text.įacebook has said it will be updating its grid tool very soon to help publishers determine which of the 4 categories their ads now fall into. In a nutshell, if your ads contain more than 20% text (low, medium or high) you may be charged a higher amount per action and reduce the amount of reach, but your ad s will not be rejected like before. These rules are applied to most ad copies but do not apply if you’re promoting: Facebook may not necessarily reject your ad but it won’t be shown. High – Your ad is using too much text and you may not reach any of your audience. Low – There is some text in the copy and your ad’s reach may be slightly limited. OK – There is less than 20% in the ad copy and it will not be affected by reach or cost. Okay so let’s get one thing clear, while the 20% text rule is now gone, if your ads contain more than 20% text it may reach fewer people and potentially cost you more in ad spend.įacebook will no longer use the 5×5 overlay tool to decide whether to approve or reject, instead each image will be placed in one of four categories: So what’s the new rule going forward? The New 20% Text rule The old method to measure text wasn’t accurate and easy to exploit. What ads you can and cannot run on Facebook is not always black and white, this was especially true with the 20% rule and it’s why Facebook decided to change it.Īfsheen Ali, Product Marketing Manager at Facebook went on record to say the reason for the change was to reduce confusion for publishers who were unsure why their ad copies were being rejected. This ended up causing a lot of confusion for advertisers on what was and wasn’t allowed.
However, this method wasn’t all that useful as publishers realized if they moved the placement of their words to exactly fit the boxes, their ads would be approved whereas before they were rejected.
You could find out whether your ad was above the 20% by using the text overlay tool here. If your ad covered 3 or more squares with text, your ad was rejected. The 20% text rule before was enforced using Facebook’s 5×5 text overlay tool. In this article I’ll go over the old rule, the new rule and what publishers are experiencing right now. How many times have you created an amazing Facebook add only for the powers that be to reject it for violating the 20% text rule? Yes, we’ve all been there at least once!Įarlier this year Facebook removed the 20% text rule in the UK market for beta testing, and just this month (June, 2016) removed the 20% text rule for all publishers.ĭoes this mean you can use 90% of text in your ads? Yes.ĭoes it also mean ads that are 90% text receive the same reach? No.
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