Handy Guide on Using Text in Facebook Ad Images

As from the original Facebook Ad Help Article: Previously, if 20% of an ad image’s area was text, it wouldn’t be approved to run on Facebook, Instagram or the Audience Network. While minimal text is still preferred, Facebook has adopted a new system that allows you to run ads that would’ve been rejected under the old policy. With the new system, ads with higher amounts of text will receive less or no delivery at all (unless Facebook applies an exception). You can use the Facebook tool to determine if your ad’s reach may be reduced by too much text on the ad image before you run your ad.

Facebook Ad Images – What’s it all About?

Adding a relevant image of your product or service to an Ad on Facebook can be one of the most powerful factors in determining the success of your Facebook ads. When you use images, try to include as little text as possible on the image itself. For any text you use in your ad, we recommend that you include it in the post, rather than the image. Our research has shown that people prefer to see ads with minimal image text.

Example:

(as from FB) Facebook ads that contain images with little to no text tend to cost less and have better delivery than ads with image text. For product images, Facebook doesn’t allow close up or zoomed in images of logos. Your image must show the entire product.

Facebook Ad Measurements Guide Advertising

Exceptions:

Facebook’s system will automatically identify if your ad qualifies for an exception. You can’t manually apply for an exception. Sometimes you’ll need to use an image of a text-based product for your ad (calligraphy, infographics, movie posters, etc). Your image may automatically qualify for an exception. Legal text like terms and conditions also counts as an exception (as it applies to the product in your ad).

What’s not allowed in an image? (and what does count as text)

  • Logos – Any text-based logo is counted as text regardless of its size or alignment.
  • Watermark – Watermarks are considered as text, even if they’re mandatory or as per their brand guidelines.
  • Numbers – All numbers are considered as text.

How to measure an Image against Text?

You can use the Facebook tool to determine if your ad’s reach may be reduced by too much text on the ad image before you run your ad.

Guidelines and Specs for Creating Ads

When you’re creating your ad, you may need to find specific info about the type of ad you’re creating, like what size your image should be or how many characters you can use. The Facebook Ads Guide shows you which ads are available to you, the specs of your creative (ex: image size requirements, pixels, character limits) for different ad types, and what these ad types look like when they’re running on Facebook.

What does it mean when my ad is pending review?

Before ads show up on Facebook or Instagram, they’re reviewed to make sure they meet our Advertising Policies. Typically most ads are reviewed within 24 hours, although in some cases it may take longer. If you get an email or notification from us saying your ad wasn’t approved, take a look at our policies to understand how you might revise your ad and try again.

Sometimes Facebook bots make mistakes. If you think your ad follows the policies and shouldn’t have been disapproved, please let Facebook know.

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