Your Facebook ad may not run properly on Facebook or may not work outright if it does not meet Facebook's requirements. Facebook requires your image advertisement have less than 20% space dedicated to text. This includes descriptions, headings, text in watermarks, and logos.
According to Facebook, 'Facebook prefers advert images with little or no text, because images with a lot of text may create a lower-quality experience for people on Facebook.'
Here's a list of other reasons your ad might not be working:
1. Low-quality content
- Blurry or pixelated images/videos.
- Poorly written ad copy with spelling or grammatical errors.
- Clickbait headlines or excessive use of emojis.
- Engagement bait: spammy content asking people to engage with it in specific ways, such as requesting likes, comments and shares.
2. Policy violations on sensitive topics
- Targeting based on personal attributes like race, religion, or health conditions.
- Content related to controversial issues (e.g., political or social topics) that doesn't adhere to Facebook's guidelines.
- Mention of prohibited, objectionable, or restricted content or goods and services (such as drugs, alcohol, gambling, and even some ads on dating).
- Sensational content, including content that shocks, scares, or disgusts or showcase graphic violence, torture, suffering, and the brandishing of firearms.
3. Use of copyrighted content
- Unauthorized use of images, music, or videos; in other words, not having the rights to all creative elements used in your ads.
4. Poor user experience
- Landing pages that don’t match your original ad.
- Excessive pop-ups.
- Images, text, or formatting that Meta considers misleading or inappropriate.
- Non-functional interactive elements. For instance, promoting a quiz or a poll with a static image is likely to get your Facebook ad rejected.
- Purposefully withholding information to entice people to click to understand the full context.
5. Repeated infractions
A history of violations can lead to account penalties, even for new compliant ads.
For a full list of issues that might lead to your ad being rejected, go through Meta advertising standards.
To check whether your ad meets Facebook text standards, see their Text Overlay Tool.
If your ad doesn't meet your ad requirements, here's what you can do:
- Limit text content to what's necessary, such as your offer, and product logo.
- Avoid exaggerated claims and ensure your messaging is transparent.
- Center align text content so it's the focus of the image.
- Use striking visuals that create interest.
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Align your landing page content with your ad to provide a cohesive user experience.
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Avoid promoting prohibited content and items.
The recommended ad formats include:
- Carousel Ads: Display multiple images or videos within a single ad.
- Single Image/Video Ads: Use high-quality visuals relevant to your message.
- Consider Mobile Users: Ensure ads are optimized for different screen sizes and placements.