5 Common Mistakes With Ad Copy- Facebook Ads 2021


When it comes to ad copy, there are a lot of small mistakes which could impact your eligibility to advertise on Facebook.

So here, we’ll go over a quick run-down of the most common ways Facebook ads are rejected based on content problems.

Although we’ll go over each common problem in depth, a quick list of common problems with your ad copy that may cause Facebook to reject it is:

  1. Too Much Text
  2. Targeting Personal Attributes
  3. Misusing the Facebook Brand
  4. Disruptive ad Content
  5. Irrelevant Ad Copy
  6. Poorly Written Ad Copy

too much text

The first common mistake in ad copy which can cause problems for your ads on Facebook is the amount of text in your ad, namely having too much.

Luckily, with this rule, you’ll get a rejection message specific to having too much text, so you’ll know this is the problem Facebook is having with your ad.

In the past, Facebook had a hard rule that you couldn’t have any more than twenty percent of your ad space covered by text, and this is still a useful guideline to follow, although it’s not necessarily as cut and dry as it used to be.

Now, Facebook will gradually reduce your ad’s reach based on the amount of text.

This means that if over 20% of your ads are covered by text, your ad may not run fully, and if you have too much text, your ad may not run at all.

This means that it’s extremely important to have minimal text in your ad copy, to ensure that your Facebook ads will be as effective as they can be, and you can reap the most ROI from your Facebook marketing efforts.

In particular, if you receive a warning message stating that your text- to image ratio is rated ‘high’ you should probably rethink your ad copy.

For example, do you really need all those details in your actual ad copy, or could you include them on the landing page for only the most interested potential customers?





targeting personal attributes

The next common mistake made with Facebook ad copy is targeting personal attributes.

Although Facebook allows and encourages you to target personal attributes at the ad set level, you must be careful not to do so with the actual content of the ad.

For example, you should try to avoid using the second person perspective like “you, yours, or other”.

The most important aspect of this restriction is to make sure that users don’t feel like they’re being personally targeted.

For example, you couldn’t say “meet other Christians” but you could say “Meet Christians” In this example, by using the word ‘other’ you are implying that you know the target is Christian.

Although this may be the case, Facebook won’t allow you to make users feel like they are being targeted or singled out for advertising, even for a characteristic as broad as being Christian.





misusing the facebook brand

Another common mistake advertisers make on Facebook that results in ads being rejected is the misuse of the Facebook brand.

Because Facebook has such specific restrictions on ads using either their name or their logo, it can be tricky to get ads approved using it.

However, if you do include the Facebook name or logo, there are a few rules to follow: Capitalize Facebook and write out the full name, only use Facebook as a singular noun, and make sure the word “Facebook” is the same size, font, and color as the surrounding text. Additionally, if you’re using Facebook’s logo, you can do so, as long as you’re using the standard one, and not the one reserved for Facebook’s corporate use alone.

Relatedly, you can’t edit the brand assets of Facebook and use them in your ad creative either way. Most importantly, Facebook’s name or logo shouldn’t be the main focus of your ad.

These restrictions make it so that you can only use Facebook’s brand in ads in a very specific way, and if you don’t your ad will certainly be rejected.

For this reason, if you don’t need to include the Facebook logo in your ad, it’s usually better to just avoid messing with it altogether.





disruptive ad creative

The next mistake people sometimes make with ad copy for Facebook ads is by accidentally creating video ads which Facebook sees as disruptive.

At a basic level, you’ll want to avoid creative which includes flashing lights or rapidly shifting colors, as well as loud or otherwise confusing or disruptive music.

Additionally, the content in your video ads must follow all basic content guidelines outlined above, including restrictions on nudity, violence, and restricted substances.

Relatedly, if you’re advertising for a restricted product, your ads and product must go through the process of getting prior written permission from Facebook.





irrelevant ad copy

Another common mistake which Facebook advertisers make is having ad content which is not relevant enough to the product being offered.

Every single component of your ad must be related in some way to your intended product.

Additionally, your product must have some relevance to the target audience you’re going after.

Additionally, you’ll have to be sure any information in your ad is truthful and accurate, and doesn’t leave out any important details to either your product or your target audiences.





poorly-written ad copy

Finally, like we mentioned above, Facebook really cares about the integrity of the content on their platform.

This means that all ad content must be well written, and not include any grammatical or spelling mistakes.

This is because Facebook wants to make sure all advertisers are maintaining at least a basic level of credibility and reliability when it comes to content.

Basically, Facebook doesn’t want ads displayed on it’s platform to come across as spam.

This means that there shouldn’t be excessive punctuation either, and your ads should not include random characters or emojis, as this is an easy way to get your ad creative rejected by Facebook. 






why are facebook ads rejected? 5 Common Mistakes With Ad Copy- Facebook Ads 2021

Now that we’ve gone over the main reasons your Facebook ads may be rejected for ad copy reasons, hopefully you’ve found the reason why your ads may be getting rejected by Facebook.

Although it’s a lot of information, we hope the easy to understand format has been helpful to understanding this somewhat complex topic.

If you’d like to learn more about e-commerce and Facebook ads, sign up for our newsletter below and become an e-commerce genius!