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23rd September 2020

Media Insight – Facebook changes creative ad rule on 20% text overlay

Jared Gifford, Digital Performance Manager 


To help drive more effective results, Hunterlodge is driven to help fine tune and adapt client campaigns. That sometimes means going the extra mile to find out the latest changes in the world of digital media from our various partners and representatives.


The rule, initially put in force to restrict creative on adverts that contained ‘too much text’, created large complications for clients across not only the education sector, but advertisers as a whole. Adverts that were text-heavy would come with automatic penalisations in the form of higher costs for clicks and less reach for campaigns.


For the education sector, this constrained the opportunities available to promote courses, open days and events.


It’s now been confirmed from our sources at Facebook, that ads will no longer be penalised for having too much text in the creative.


With the removal of the rule, we can now produce ads that paint a fuller picture and generate traffic that’s more cost-effective.


A statement to advertisers from Facebook reads:


“At Facebook, we are constantly improving and refining the best ways to improve the quality of ads on our platform. One of the ways is revisiting the effectiveness and impact of existing ad quality checks.


As part of this review, we will no longer penalize ads with higher amounts of image text in auctions and delivery.


Please note, Advertisers will still need to abide by our ad policies regarding the content of the text and advertisers are still encouraged to reduce the amount of text with images, as we have found that images with less than 20% text generally perform better.”


Despite the removal of the rule, it should be noted that based on research, images with less than 20% text do generally perform better and our creative team will help to create ads that are engaging as possible whilst portraying the same message.


To find out how we can help you be more effective get in touch with our Education Director simon.bracewell@hunterlodge.co.uk 

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