Facebook Adverts Rule On Text


Family Time Again

BloggingAfter640whiteHope you’ll forgive me for a very quick post this week as my Dad is coming to stay for a week – and “things” that needed to be done before his arrival mounted up.

This Blogging After Dark business took on a whole new dimension earlier in the week when I was at the keyboard until about 2:30am trying to “forward plan” – but when I finally went to bed I still couldn’t sleep because I had so many ideas buzzing round in my head.

I guess I should have got up and just got on with implementing, rather than brooding …. but it was at least warm in bed. I finally fell asleep about 5am – and almost missed a 9:30am meeting next day. Oops!

Plan A Instead Of Plan B

work-planbRegular readers may remember that my purpose of using this blog is to develop an online business as an income to supplement poor pension provisions.

I suppose it’s just “life” that as the online business starts showing big results, my offline clients have stirred too, and are looking for fast turn-round on pretty big projects. Luckily my main online business allows me to go “passive” and still continue earning, so it’s back to Plan A (offline business) while the team takes care of Plan B!

I have some previously written articles I can use over the next few weeks, so all being well I’ll still be here!

Anyway – rambling won’t get my blog post scheduled ahead – or the final preparations made for my Dad’s visit.

But I hadn’t expected to be so busy this week and arrive at Saturday morning, with my Dad due here VERY soon, and a blank blog page facing me…..

What To Write About?

Happily I am on a few mailing lists and spotted a useful article telling me about something that I’ve fallen foul of a few times in the past. I hadn’t noticed this from any other source, so I’m basing this week’s post on a newsletter written by Trevor Emdon.

By way of thanks to Trevor, I’m including a link here to his Success Online Training. It’s NOT (my) affiliate link, because it’s not something I’ve got round to doing. I still have a queue of other items to work through.

Trevor alerted me to something I hadn’t spotted. Apologies if this is old news to everyone else

The Facebook Adverts Rule On Text Has Been Relaxed

facebook-px-250Trevor tells me that Facebook have finally changed the rule that stopped you having more than 20% of an ad showing text.

Click here to see Facebook's updated guide for text on images.

I had quite a few adverts stopped because of this rule, and it got to the stage that I stopped even bothering to re-submit them. Perhaps a few other people did the same, and Facebook had a re-think.

They must have missed my occasional $10 contributions to their coffers!!

However, it's not all good news because it seems that the more text on an advert, the more it will cost. Quoting from Facebook's “Guide For Using Text in Ad Images” :

Facebook ads that contain images with little to no text tend to cost less.

Should You Change?

Many times I was  frustrated that I had TRIED to apply the Facebook adverts rule on text, but slipped up somehow, so this will be an improvement for me.

However, many people had already got used to conforming to the 20% rule – assisted by a Facebook grid ad checker such as this, and Facebook show statistics in their guide to text in adverts suggesting that the more words are included in an image the lower the reach.

Looking at the examples they show, I can understand why this might be – so it might still be a good idea to AIM for the 20% rule. Pruning our message to a minimum will help our marketing skills too.

There are times when the amount of text included won't affect the delivery. Read the exceptions here.

On balance I am now more likely to place adverts knowing they won't get stopped.

Will this change affect what / if you pay for adverts on Facebook? I'd love to hear your thoughts in the comments below.

Please share

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  • Mukesh Negi says:

    I am using facebook ads for last 6 months and always see 20% checker, it always annoyed me because 20% is too small. I am hoping that fb will increase upto 30%.

    • Joy says:

      Hi Mukesh,

      So do you think what I wrote about in the post will help you or hinder you?

      Joy – Blogging After Dark

  • Hi Joy!

    I’m running some good sized ad campaigns on Facebook as we speak and I had no idea about these changes so thank you so much for making me aware of them!

    I’ve had so many ads turned down due to too much text – and many of them were from stock images Facebook themselves provided!

    Even if they cost more, I suppose it’ll be another thing to test. Just like working with more expensive keywords, you test, find out what provides the best ROI, eliminate what isn’t working as well, and make improvements from there.

    I’m off to go test out the images I really liked before, but were turned down for using!

    Thank you Joy!

    • Joy says:

      Hi James,

      So pleased to have made you, and others, aware of new information.

      I’m glad you share my opinion that it will be good to test the images and text you WANT to use, even though they may cost a little more, rather than just sticking to using the lowest cost option. There’s an old Spanish proverb I like: “Take what you want, and pay for it” 🙂

      I will also be trying out some images that I know would have been rejected in the past, so it will be interesting to see how they convert. Hope your Facebook campaigns convert well with the images containing more text than the 20%. Do let us know 🙂

      Joy – Blogging After Dark

  • Enstine Muki says:

    Oh Joy this is some piece of exciting news.
    I’m not fun of FB paid ads but I have run across the 20% limit thing a couple of times.

    But if more text means more money to give them, I’d rather stick to the 20%. If the reverse is true, then 5% could do a better job 😉

    BTW, I hope you are having fun with dad. My regards to him and the rest of the family.

    I’m still enjoying thrive content builder 😉

    • Joy says:

      Hi Enstine,

      I haven’t used Facebook adverts for quite a while, because I found it too tiresome sticking to the 20% rule. Now it’s relaxed I look forward to trying again.

      Yes, I’m having a good time with my Dad – thanks for your kind wishes, I’ll pass them on.

      Joy – Blogging After Dark

  • Hello Joy,

    This something off track to find out here on your blog.
    No, doubt Facebook adverts are something that keep on disappointing us from time to time.
    I have never been, much on the Facebook adverts, but surely looking forward to this now.

    Indeed 20% is less as, it would cost us more to be paid off.
    This feature has both a positive effect and the negative effect too as the cost would be increased,
    but also we would be very much of help, for our marketing skills to get improved, because the reach
    is limited.

    Thank you.
    Have a great week ahead.
    Shantanu sinha

    • Joy says:

      Hi Shantanu,

      I thought it time to add a little diversity to my blog, so lighted upon this topic of Facebook adverts.

      Yes, it is indeed a conundrum but – as James said – it’s something we can treat as a learning exercise, but testing what the effect of changing the percentage is.

      I’m sorry you’ve been disappointed with Facebook ads in the past – I guess most of us can relate to that, if we’re honest 🙂

      Joy – Blogging After Dark

  • Mandy Allen says:

    I’ve never used Facebook ads, but did know about the text rules as they applied them to headers too. I had to change a good many of my banners on pages to accommodate their new rules!

    Enjoy the journey!

  • Kim Willis says:

    Hi Joy

    It’s good to see that FB has relaxed the text on pics rule. It was a bit onerous for sure, but if they penalise advertisers (who exceed 20 percent) with lower reach, the relaxation becomes pointless.

    Anyway my account was shut down last year and can’t be bothered opening a new account and jumping through all their hoops again


    • Joy says:

      Hi Kim,

      Well I suppose the relaxation of the 20% rule at least gives you the chance to test your advert.

      I can understand how you feel about your account being shut down – I felt pretty much the same way when my Google Adsense account got shut down. Just two perfect examples of why your own blog should be the centre of you business, not a Facebook page, Adsense account etc.

      Joy – Blogging After Dark

  • Nicoli Redmayne says:

    The thing that bothers me the most about it is the grid is 5 across. So, you can’t have centered text or it will spill over into three boxes. It should be 6 across, or have more, smaller boxes. My OCD hates pushing text over to the sides!!

    • Joy says:

      Hi Nicoli,

      Well that’s a good point – and maybe why so many of my ads got blocked because I do tend to center text.
      Of course with your background, that’s just the sort of thing you’d pick up 🙂

      Joy – Blogging After Dark

  • Bharat Sharma says:


    I have yet not tried facebook ads so can’t say much but I have planned to use them few months later. I read an article stating that one should not be even in business if they can’t spend $1 a day as facebook ads and claimed to reach 4000 people with $1. I have tested few ads but I don’t see any such result and that’s why I am bit skeptical. My blog is a health and fitness blog and I think Pinterest ads will be more suitable but I have no idea about the cost.

    P.S Enjoy your time with your dad.

    • Joy says:

      Hi Bharat

      Well, much as I agree with the philosophy that if you can’t spend $1 a day on your business you shouldn’t be in business, if I WERE in that position, I’m not sure I’d spend it 100% on Facebook ads!

      I haven’t tried advertising on Pinterest, but do let me know how it goes for you if you try it out.

      Thanks, am enjoying my Dad’s visit.

      Joy – Blogging After Dark

  • Hi Joy,

    Good info about FB ads, something I hope to use some day 😉

    The real story is, of course, your Dad’s visit. Hope it’s a good ‘en. Enjoy,

    • Joy says:

      Hi Edward,

      Yes – my Dad’s visit is far more important than Facebook adverts – to me, anyway.

      We’re having a good time and he’s holding up pretty well with his whirlwind social life!

      Joy – Blogging After Dark

  • I never know this thank you for letting me know something new about facebook…

  • Sue Bride says:

    Thanks Joy. I hadn’t heard about this and as a couple of my own posts now have wrong information I need to change them. I too hope you have a great time during your Dad’s visit.

    • Joy says:

      Hi Sue,

      Well I’m glad I’ve been able to find something new to tell people – I’m usually the one hearing about these changes from others 🙂

      Yes, it’s a worry keeing up with these ruyle changes when we’ve written about them in blogs and ebooks!

      We had a great time with my Dad. Sadly he’s on his way back home now, so it’s back to catching up.

      Joy – Blogging After Dark

  • Hi Joy,

    Facebook changes so many times lol. I just ran an ad and found this out the hard way lol. I’m so glad you have written this post because the size did change. I know the 20% rule, but the image size didn’t look so great. I had to do a day of research to find this out.

    Now you have just written a great time saver for us all! I thank you for that.

    Enjoy your visit with your Dad,


    • Joy says:

      Hi Donna,

      All these Facebook rule changes can be so difficult to keep track of!

      I’m glad you found the post helpful. I was pleased to learn about it, because I didn’t like some of the adverts I produced when I was trying to keep within Facebook’s rules.

      Had a great time with my Dad thanks – just running to catch up now that he’s safely home.

      Joy – Blogging After Dark

  • Peter says:

    Their goal was to make Facebook ads more attractive so they’re not covered in text, but it resulted in designers having to layout their ad in bizarre and ugly ways to avoid the 20% limitation. FAIL

    • Joy says:

      Hi Peter,

      That’s actually a very good point! Some humans (me included) seem programmed to work our way round rules – legitimately of course 🙂

      Joy – Blogging After Dark

  • Hi Joy,
    As I haven’t used facebook ads this is really a good information for me.
    Thanks for sharing

    • Joy says:

      Hi Robin,

      Perhaps this new information may encourage you to give Facebook ads a try?

      Joy – Blogging After Dark

  • Hi Joy,

    Hope you’re enjoying time with Dad.

    I finished my taxes here in the US 10 minutes ago. Yeah, did ’em early this year. By 1 day 😉

    I spent a whopping total of 10 USD on Facebook ads, as a healthy, robust tax write off ;). Out of my wheelhouse. But knowing they relaxed some on text percentage gives me nudges to leap into the fray again.

    Thanks for the share Joy and do get some sleep after dark too.

    Signing off from sunny NYC.


    • Joy says:

      Hi Ryan

      Glad to give you some reasons to get more tax write-offs! Well done getting that tax rturn behind you – mine is blinking at me from the desk saying “Come on – you only have to do it once!!”

      By the way, if you check out that link in the post there are some special clauses concerning Facebook ads and book covers so that’ll be right up your street.

      Yes, had a great time with my Dad, but we’re all back into our normal lives again.

      I’m heading for NYC later this year, although you’ll probably have moved on by then.

      Sleep after dark?? Oh is that what I’m supposed to do? LOL – if only!!
      I know it’s not good for me, but I’ve sort of turned the day upside down, although I have to confess it’s daylight right now and I’m on my blog, so perhaps there’s hope for me still.

      Joy – Blogging After Dark

  • Paula Kaur says:

    Hi Joy!
    I used to use Facebook since then. Thank you for letting us know with the changes. Your blog help a lot.

  • Julian Wang says:

    Facebook ads are best and cheapest way to generate organic traffic to your websites. Facebook can be used for :

    -keyword Research
    -Search Trending Topics For content writing
    -Targeting Local Audience
    -No Hidden data like Google fool us
    -Easy PPC manual
    -Best Client Response

    There is trick to break the facebook rules for the perfect ad companion, try your local words or slag words, because facebook did not have them in their servers. 🙂 :). I always use for more chromecast projects 😉

    • Joy says:

      Hi Julian,

      OK, I’m curious… what are slag words? Or did you mean slang words? That’s an interesting tip 🙂

      Joy – Blogging After Dark

  • Julian Wang says:

    Sorry Joy, I mean that !! 🙂 Just misspell 😀 typing Error.

    Joy, Google Analytics is fine but “Not Provided” data is our actual treasure, which are not available for users. Don’t know why google is hiding that data from us, Therefore I prefer Facebook. Google always in search of fresh content and “slang words” “quotes” are the best alternatives options to get rank higher in searches and also to attract local audience. 🙂 Ding Dong !!

    • Joy says:

      Thanks Julian,

      Great – there are so many technical terms I don’t know, I thought I’d just found yet another LOL

      Yes, you’ve raised another good point, about Google hiding the info. I use the Statcounter plugin and most of my stats now say “Keywords unavailable”. Statcounter tried to connect to me Google account yesterday which I hope might give more in-depth info, but at the moment it’s made no difference.

      Joy – Blogging After Dark

  • Atish Ranjan says:

    Hello Joy,

    I don’t run much of FB ads but that 20% thing made me stop my ad once when I was setting up an ad. Such limitations are keep coming from these big giants like FB, Google, etc.

    However, I am more interested in Google Adwords than FB ads. My experience was not that good with FB ads till now.

    Thanks for the post.

    Enjoy the weekend!

    • Joy says:

      Hi Atish,

      The 20% rule stopped me advertising on Facebook too. It wasn’t that I wanted to cram the ad with words, just that I usually seemed to make a mistake that I couldn’t even fathom what I’d done!

      Interesting that you’re more interested in Google Adwords…. I did better with Facebook. Again I’m not entirely sure what I did wrong, but I managed to get my Google Adwords account shutdown. As you say, these giants are in charge.

      Joy – Blogging After Dark

  • Interesting how fluid Facebook is with its platform, Joy.

    Never a dull moment.

    As for the latest alteration, I think the 20% rule is really good for marketers and advertisers. Too many words scream “promotion” and chase most people away, myself included.

    Images draw people in, text chases them away.

    That said, it will make the approval process easier and faster, so for that reason alone I think it’s a good change for marketers.

    Thanks for keeping us up to date, Joy.

    • Joy says:

      Hi David,

      Yes it’s a nightmare trying to keep up with all the Facebook changes – not to mention other platforms.

      Although I’m very much a “words person”, looking at the examples Facebook gave, I can see what you (and they!) mean.

      With that in mind I won’t go mad with the words, but it will be such a relief not to have to be completely precise and trying to figure out why ads that “fit the 20% grid” have been rejected.

      I’m pleased the advert approval will be simpler.

      Great to see you back here again, David.

      Joy – Blogging After Dark

  • Neil says:

    I always had lots of ads declined as well for this, probably at like 21% text so I’m glad this is out.

  • This is an eye opening post especially for a newbie like me.I haven’t used facebook ads this is really a good information for me.
    Thanks for sharing this information.

    • Joy says:

      Hi Vivian,

      I think this change will make it easier for new people to place their ads on Facebook, which is what Facebook wants.

      However, I think it’s important to take note of what many commenters here – and Facebook themselves – say: a high content of text on adverts isn’t attractive.

      I still intend to take the 20% as a guideline, but I don’t have to get stressed out if I’m a smidgeon out.

      Good luck trying out Facebook advertising.

      Joy – Blogging After Dark

  • This is true that please update your knowledge time to time and after reading this post, I can say that Now I am updated regarding FB Adword. In this post I find something which I didn’t know.

    Thank you for sharing!!

  • I am using facebook ads for last 6 months and always see 20% checker, it always annoyed me because 20% is too small.

    • Joy says:


      I understand your frustration because I felt the same about the 20% rule. However, when I read through Facebook’s information referenced in my post I could see their point and I will try and stay within it as far as possible. Still I’m glad they’ve removed the restriction because sometimes the 20% was a problem merely because of the positioning in the text.

      Joy – Blogging After Dark

  • TechLinu says:

    Hello Joy Healey,

    Awesome post and nice points, I’m using Facebook ads since 2015. I want to add somethings about Facebook ads cost; if you target countries such as United States, UK, Russia… you will get less likes and a single like will cost you approx. $0.02 but if you target countries such as India, Afghanistan, UAE, Indonesia… facebook will charge you somewhat like %0.002 per page like. I recenlty used it for my new website TechLinu’s FB fan page.

    By the way this was my very first visit to your website, your Blog is awesome 🙂

    Keep Going 🙂

    • Joy says:


      Welcome to my blog, I am so pleased you found me and I hope you will find plenty of helpful information here:-)

      That’s a good point about lowering the cost of the clicks by targeting different countries. Of course it does rely on those countries being interested in your topic, otherwise it can be counter-productive. So for instance that wouldn’t work for (at the extreme) a local restaurant. Happily Internet Marketing seems to be a topic with universal appeal.

      Joy – Blogging After Dark

  • Santanu says:

    Facebook advertising worked great for me and I really find it very interesting while creating my first Facebook ad. Thanks for sharing this rules here.

  • Marty says:

    Recently Facebook announced that their ads will also show up to people who are not a member of Facebook too.

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