facebook ad image feature

The Guide to Facebook Ad Image Rules

Ekaterina Lepikhina Business, Design, Ecommerce, Marketing

A Facebook Ad Image test began in April. The current rule limits that amount of text in an ad by 20 percent. The alternative that Facebook is testing will get rid of the 20 percent rule and replace it with four different categories namely OK, Low, Medium, and High. Here is a breakdown of the current rule in place and how the new rule would distinguish your ads profitability.

A 5 x 5 Grid System

Facebook enforced a grid tool for ads that are placed in the system. If the image you are uploading is put on that grid, there cannot be any text copy ¬†on more than five of the squares. That’s the 20 percent rule. Advertisers managed the implementation of the Facebook Ad Image because customers prefer less text copy on their images.


Jon Loomer reported the test back in April. Facebook Ad Image comparison between the old < 20 % rule and the looser new rule is seen here. Photo Credit: Jon Loomer

If the image fails to comply with the rules, odds are the ad is rejected.

Pros and Cons

While customers see crisp images with no text, advertisers would struggle with the Facebook Ad Image rules. They would guess the amount of text they could have in an image and get rejected. It was a guessing game for the novice advertiser and created confusion all the time as to why their ads were getting rejected. According to Facebook, advertisers contacted them questioning the reasons for the rejection. There was a lot of going back to the creative department and resubmitting ads.

The new Facebook Ad Image rule hopefully will allow flexibility for advertisers and maintain an enjoyable experience for people.

Four Categories

With the test, Facebook wants to ensure it’s audience is still happy. One of the big things with the Facebook Ad Image rule change (to make it fair) charges the advertisers more for it’s ad the more words it includes on the image. It will also let you know that lots of text means less distribution.



Facebook Ad Image breakdown from their Help Page. Photo Credit: Facebook

Facebook Ad Image or Text?

A wordy ad really feels more like a meme than anything else. Facebook wants to differentiate that and streamline ads for a better user experience. They allow certain images with lots of text like infographics or posters, but those make sense to have words. It’ll certainly allow for a lot of testing for advertisers on what works and what doesn’t work in an ad. Just like with everything else, you have to create content for your audience that they will respond to with glee.

If you are struggling with these new rules, or simply would like to leave that task to more experienced Facebook marketers, contact us here and we’ll alleviate some of your concerns on whether or not your Facebook ads are up to snuff.

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