Solve the Ultimate Riddle: The Usage of Text in Facebook Ads


by Nazia Khan-Ahmed  

Previously, Facebook used the policy of 20% text rules in the field of digital marketing. These particularly included the ads. For a long time Facebook emphasized different marketers to use the policy of minimizing the use of text in their ads. As a result, many marketers and businesses faced a tough time in getting their ads accepted by Facebook under this specific policy. Facebook management made sure to implement the 20% text policy actively among the users.

There are many reasons behind the idea of 20% text policy by Facebook. One of the reasons is that ads are explicit. They are expected to be quick in order to convey the main message to the audience. Having more text will make it look like posting a long story which will make the viewer to get bored easily. In many cases, Facebook opts to use a simple framework in order to measure the text that is added in the ads. In this way it becomes easier to filter the ads.

A major conception according to the Facebook is that in view of the data gathered by them, the users mostly choose to view the particular ads which contain minimal text. On the other hand, they also understood that many marketers face difficulty due to the grid-based solution implemented by Facebook. In view of this situation, Facebook decided to make some positive changes in their 20% text based policy so that the users and the marketers could get some benefit.


What is the reason behind Setting up Ads with Low Text?

When it comes to Facebook ads, an ad that comprises of less or low text is mostly preferred by Facebook. There can be two main reasons behind this.

First of all, one of the main reasons behind this fact is that in accordance to the data, all those ads which contain fewer texts are easier to convert. In this way they can build up the interest of the users which comprises of more than billions. It is also a vital aspect from the business point of view. As many businesses prefer Facebook for their marketing purpose and also to grow their business.

Facebook has many of its policies that are particularly set in order to improve the quality of the ads that are created by the users. These policies are set up strictly for the betterment of the ads. By implying the strict policy of enforcing the lower amount of text in ads these help Facebook to get more benefit.

This includes the higher conversion rates, less costs and getting more money for both including the advertisers and also Facebook itself.

The second major reason behind preferring less text or no text in ads is to minimize the hassle of filtering the ads. As most of these ads contain some text or images.

These texts are sometimes difficult to filter. It is because many ads contains some banned languages, banned images, banned topics, spammed links, banned context and many other similar things that are banned due to some reasons. In addition to this there are also certain URLs in a particular ad that are banned. It becomes more difficult to check those URLs also because they cannot be easy checks or filtered. Similarly, the images of an ad also contain different foul or banned language or context.

This is also a major issue because it can also be not easily filtered. That is why Facebook stresses the users to contain less text in their ads so that it becomes easier for them to filter.


Facebook’s New Algorithm

Facebook sets its different policies from time to time. Although Facebook has eliminated its 20% text rule and also the grid rule, there are still some of the policies that are set for the ads. You will still be required to keep the text of the ads to a lower level. This will result as beneficial for you because in this way the ads will run and work well for you. In recent times, Facebook has adopted another automatic feature for the different types of ads. Due to this newly launched feature the ads that you create do not get rejected at any point by Facebook

Previously there came many times when the Facebook rejected all those ads which contained larger amount of text in them. Due to this fact many of the ads remained pending due to the rejection due to which it caused difficulty for the users and also many businesses.

Nowadays due to the scaled approach made by Facebook, you will not face the hassle of the rejection of your ad. Facebook will not reject a particular ad even if it contains a lot of text in it. Besides this fact, the ads will be penalized if they contained a lot of text in it. This due to the new set of rules that are determined by the new automated scan features of Facebook. There are different ways through which Facebook automated scan feature works. The simple process to filter the ads is discussed below.

First of all when a user submits an ad on Facebook, the ad will be scanned. In the second step the ad will be further break down into a total of four categories by breaking down the density of the text of the specific ads you can find different categories of ads that are set up by Facebook. For example, the ads that contain high density are those which have higher text rate in them. These are considered as the worst category of the ads according to Facebook. On the other hand there are also medium and low categories of ads. These categories of ads contain lower text in them. Due to this fact the medium and lower categories are considered as somewhat better than the higher density ads. Those texts which are graded “OK” are considered as the best among the categories of the ads. It is because this type of ads contains very few texts or no text in them. To make an ad to be considered as great and accepted by Facebook, you must cut down the text amount from them.

The CTAs and other type of pitch text are considered as “text” by Facebook. There are a number of images which contain some images of text but in actual they are not counted as text. For example, a photographer takes a picture of a book. That picture contains image of the books as well as the text that is written on it by nature. At the time when you create an ad, you include that particular picture in it and submit it to Facebook for acceptance. As Facebook considered your ad, the text that is written on the books will not be counted because this type of text is considered as the part of the image specifically. In this case, the Facebook will not reject your ad due to that particular type of text.

There are different types of images that contain text. These are categorized as the low category, the medium category and the high category. These different image categories are discussed below:

The low category images are those which contain the text that is related to the ads. For example, it can contain the words of CTA or anything related to your business. Different types of logos are also counted as text by the Facebook. There are many limitations in the case of Logos. The Logos that contain signs or symbols with no text are considered as OK by the Facebook.

The medium text images that contain a lengthy type of CTAs in the images or ot can contain a CTA, a motto or a tagline. The main example for this is that Facebook uses ads on to the Low category images by simply including different types of brand catchphrase with the logo. It is generally seen that the users might be aware of your brand motto. In this situation, if they follow you or are exposed to other forms of marketing from your company you can get away with not including it on every ads you can keep it for other purpose that may include your cover photo, a pinned post, or the about section.

All those images that contain high text contain a large amount of text. These images have more text than the actual picture. One of the examples of this is that Facebook uses the ante by making a large “20% off this weekend” box over the top of the rest of it, leaving very little of the actual image in place.

Facebook made this official announcement previously in the month of April. Whereas this change was limited to some of the test users for a specific time period. It is now being published out to the numerous Facebook audiences as a whole.

Where These Rules do not apply

Facebook has set up some limitations for the users when it comes to the text of the images. Some of those are discussed below

Cover of Books

The book covers are an exception that is set by Facebook. A book certainly contains some text. In this case Facebook will count the text that the image of the book contains. It is because the particular book will now be considered as an image and not a book.

Products Containing Text

The different types of products that contain text are another exception that is set up by Facebook. Many products contain different type of text that includes the products name, the tagline, description of product, ingredients that a product contains and other kind of texts. These descriptions of products will also be counted as text.

Terms and Conditions

One of the types of exception that is not likely to apply is the legal text. This includes the terms and conditions or the terms of use that are mentioned on the products. For example, the terms of use of that are printed on the box of medicine.

Businesses based on text

There are many businesses that provide the text-based products to the customers. These may include the calligraphic art or the inscriptions etc. In this case the images that you will take will surely include the text and you have no choice than to present your work samples in the ads. These types of business products that include the work sample images which are text-based are free from text calculation

Screenshot of Games

All the applications that contain text are exempted. These include the screenshots of apps, visual notes or guidelines etc. In addition to this, the UI elements do not require cropping or hiding of text in order to be accepted.

The Penalties

Facebook has set up certain penalties for the users and marketers. These penalties are included in order to get some positive results. Otherwise, if Facebook does not put up some penalties for the users in that case many users will not obey the policies and guidelines of Facebook. The two major aspects in this case are the cost and secondly the distribution. Facebook simply ranks the quality of your ads by categorizing the quality score of the ad that is also known as the relevance score. In this way good ads are given more preference whereas the one that are not up to the mark are not preferred. It is because if you include a lot of text in your ad it will automatically have low preference and vice versa. In this situation the cost of ad will increase. And as a result you will be required to pay a lot of extra amount of money to reach out for an amount of users,

Similarly, in another case if your ad contains more text then it will not be given preference by Facebook. Due to the new policy that is set by Facebook your ad will not be rejected but on the other hand you will have to face some penalties for it which can result in costing you a lot of money.


About the Author 

Nazia Khan- Ahmed is a Social Media Writer who has majored in Textile Designing. Also Holds Bachelor’s degree in Education and English Language Certification. Finds it impossible to discuss herself in third person but is doing so as per the demands of this bio. She is a home-maker and teaches Textile Designing to degree classes at the same time. Being nocturnal has taught her to manage her work in the night and her home at day time.