2017 Facebook Ad Image Guidelines

Good News for Facebook Ads!

Facebook has implemented a new, more flexible, system for determining how much text is too much text in Ad images. The previous policy strictly rejected any Ad with 20% or more text. That policy was even more stringent because of the method used to determine the percentage. Consider the three images below. Which one do you think would be rejected for having "too much text"?:

The Answer is B!

I know, it's surprised me too, when I first submitted Ads. It made no sense that A and B could have exactly the same text, but B would be rejected for "too much text". But then I learned the secret: Facebook used a crude mechanism for measuring text by diving the image into 25 equal rectangles. If your text fit in more than 5 of those rectangles, even just a few milimeters, the Ad would be rejected. Sometimes graphic elements would "trick" Facebook into thinking there's more text than there is. 

REJECTED!

 Text fits within 5 rectangles, but the dashes cause confusion. Rejected by Facebook for "too much text".

Text fits within 5 rectangles, but the dashes cause confusion. Rejected by Facebook for "too much text".

ACCEPTED!

 Accepted by Facebook, once the Grid Lines were removed.

Accepted by Facebook, once the Grid Lines were removed.

The New Guide for Using Text is Ad Images

While Facebook continues to prefer you use little to no text in your ads, they have gotten much more flexible in the algorithm that determines how much text is in an image. The complete explanation, with examples, is here: https://www.facebook.com/business/help/980593475366490

Different Ad Types have Different Evaluations

Facebook recommends you only use text in the Post, not the image itself. For carousel ads, Facebooks looks at EACH image. If even ONE image has too much text, your ad may be rejected. For videos, Facebook looks at the thumbnails to make sure they comply text guidelines.

What Counts as Text, besides Text?

Text-Based Logos, Watermarks, and Numerals are all counted as text. And if you're using a product image, don't crop it to focus on the Logo. The image must show the entire product.

Facebook Ad Dimensions and Guidelines

The precise recommended image size and dimensions can vary depending on:

  • Ad Objective (App Engagement, Brand Awareness)
  • Type of Ad (Photo, Carousel, Instagram, etc.)

standalone Photos Design Requirements:

  • Recommended image size: 1,200 x 628 pixels

  • Image ratio: 16:9

Carousel Photos Design Requirements:

  • Recommended image size: 600 x 600 pixels
  • Image ratio: 1:1

Canvas Photos Design Requirements:

    • Image Size: 1,200 x 628 pixels recommended
    • Image Ratio: 1.9:1

    For Details: Visit the Complete Facebook Ad Guide

    Facebook maintains an online Guide that covers all the Ad-related topics, including all the little details affecting the specific Objective and Ad Placement you want to use: 

    https://www.facebook.com/business/ads-guide/

    Check Your Image with the Overlay Tool BEFORE Posting An Ad

    Facebook provides a free, online tool, the Text Overlay tool, to determine how much text is used in an image:

    https://www.facebook.com/ads/tools/text_overlay

    So before going through all the steps for posting an Ad, confirm your image won't get rejected.

     

    Amazing Andrea