Facebook、テキスト20%ルールのクリエイティブポリシーを変更
米国時間の2016年6月8日、Facebookが広告の20%テキストルールの変更を発表した。Facebook広告運用者にはメジャーなテキスト20%のルールの変更という重大なアップデートとなった。
ポリシー変更前：テキストが20%を超えていたら、不承認
ポリシー変更後：テキストが20%を超えていたら、テキストの割合量に応じて広告リーチが小さくなる
Introduction
Previously, if 20% of an ad image’s area was text, it wouldn’t be approved to run on Facebook, Instagram or the Audience Network. While with minimal text are still preferred, we’ve adopted a new system that allows you to run ads that would’ve been rejected under our old policy. With our new system, ads with higher amounts of text will receive less or no delivery at all (unless we apply an exception). Use the text overlay tool to determine if your ad’s reach may be reduced by too much text on the ad image before you run your ad.
Adding a relevant image of your product or service can be one of the most powerful factors in determining the success of your Facebook ads. When you use images, try to include as little text as possible on the image itself. For any text you use in your ad, we recommend that you include it in the post, rather than the image. Our research has shown that people prefer to see ads with minimal image text.
Tips
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If you need to include text in your image, try reducing the font size of your text.
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Make sure most of the text you use is in the text box instead of directly on the ad’s image.
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Avoid spreading text all over the image.
Examples of Text Overlay in Ads
Facebook ads that contain images with little to no text tend to cost less and have better delivery than ads with image text.
Image text can fall into one of 4 categories:
Exceptions
We understand that sometimes, you’ll need to use an image of a text-based product for your ad (calligraphy, infographics, movie posters, etc). Your image may automatically qualify for an exception.
Note: For product images, we don’t allow close up or zoomed in images of logos. Your image must show the entire product.
Note: We also allow for legal terms and conditions as it applies to the product in your ad.
See the examples below to understand some of the types of text that won’t limit delivery:
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Book Covers-
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Product Image -
What’s not allowed in my image? (does count as text)
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Logos - Any text-based logo is counted as text regardless of its size or alignment
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Watermark - Watermarks are considered as text, even if they’re mandatory or as per their brand guidelines
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Numbers - All numbers are considered as text
Learn how to troubleshoot other factors that impact under-delivery.
