Andrew Waber says, “In a rather under-the-radar update earlier this year, Facebook dropped its hard and fast 20 percent text limit for ad images. During that now-lapsed policy, ads with more than 20 percent text were typically rejected or quickly paused by Facebook. The new system theoretically gives more leeway to advertisers, but it also spells out the potential impact of image text on audience reach.

Currently, Facebook points advertisers to a testing page with a four-tier grading system regarding likely ad reach based on the share of text within the image. To this end, you’ll still want to minimize the amount of text included within the ad image.

However, the latest changes also better codify what kind of in-image text is okay (e.g., logos, movie posters, album covers) and what is not (e.g., product descriptions, discount language)“.

A look at Facebook’s carousel ad and the latest pricing trends on the network

Marketing Land

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