• What is Copywriting?
    • Why Copywriting is One of the Most Enjoyable, Flexible Careers
    • Answers to Your Top Questions About Copywriting
  • Blog
    • Most Popular
    • Mindset & Professional Development
    • Portfolio
    • Business Development
    • Book Recommendations
    • Pitching
    • Copywriting Tips
    • Terms to Know
  • Podcast
    • Latest Episodes
    • Top Episodes for New Copywriters
    • Student Stories
  • Copywriting Course
    • Learn About the Comprehensive Copywriting Academy
    • CCA Student Sign In
    • CCA Next Level
  • CCA Reviews
    • CCA Student Wins
    • Videos: CCA Student Reviews
  • Store
  • About Us
    • About Us
    • About Nicki Krawczyk
  • Contact Us

Filthy Rich Writer

Tips, tools, & training for new and aspiring copywriters.

Tips, Tools and Training for New and Aspiring Copywriters

  • What does “Filthy Rich” mean? It means having a job you love, being good at what you do…and making great money doing it!

New Facebook Ad Changes Copywriters Need to Know About

By Nicki Krawczyk 6 Comments

A person is holding a black pen writing on a white legal pad on a desk. In the background there is a tablet sitting on the desk.

If you provide Facebook ad writing services to clients (which you should really consider, because it’s a highly sought-after service), you know that Facebook likes to keep you on your toes.

First of all, as you may or may not know, Facebook already has some pretty strict rules about what can and can’t go into its ads.

You can’t write an ad that makes it clear that you’re targeting people by calling out personal attributes (“As a toddler mom, you might..”), you can’t write ads that might in some way make people feel bad about themselves, you can’t you can’t make sensational claims or use a sensational tone (“3 Shocking Tips to Lose All Your Belly Fat”)… (Here’s the full list of Facebook’s rules.) Breaking these rules can get ads disapproved and even, in some cases, get an entire ad account permanently shut down.

So, as a writer of Facebook ads, you need to already be well-versed in all of Facebook’s regulations or customs.

(Incidentally, an ad getting disapproved isn’t the end of the world. Sometimes ads are flagged by their system when they should be: Case in my point, my ads have been disapproved for promoting a “get rich quick” mentality. When I appealed that disapproval and explained that the ads are for legitimate, professional copywriting training, the ads are always turned back on.)

But you also have to keep abreast of changes that Facebook makes to its systems—and even its designs—that may affect your ad. The most recent change is a prime example of one of those.

In July, Facebook announced that it was changing the layout of page posts and ads on mobile to match the Facebook design they rolled out earlier this year. No big deal, right?

Well, kind of a big deal: Because, in addition to changing the aspect ratio of images (essentially, the size of images), it’s also decreasing the lines of copy that will be shown before that “See More” button that expands the ad.

Let’s make that even clearer: When you’re writing an ad for Facebook (and now for both desktop AND mobile), instead of getting seven lines of text to get people engaged and interested, you only get three lines.

Here’s what that looks like:

(Here’s Facebook’s best practices for aspect ratios.)

So what does that mean? Well, it means that the first three lines of your ad have to be REALLY good. They need to catch your target audience’s attention, they need to connect with that target audience out of the entire Facebook audience, and they need to entice them to either immediately either click to read more or take the primary action of the ad (click to go somewhere else, watch a video, sign up for something, etc.)

Now, that’s definitely not impossible—but it is tricky. It requires an exceptional understanding of your clients’ target audiences, their desires and pain points, and exactly how they’ll benefit from what the ad wants them to do.

It requires creativity and thinking out of the box.

And it also requires testing. As a Facebook ads copywriter, you’d never deliver just one Facebook ad. (Or, to be clear, sign on for a project where you deliver just one ad.) There are so many factors that go into whether ads are successful that it’s essential for your clients to test their ads, and test them regularly. For each project, the minimum number of ads you should plan to deliver is three.

This new change adds another challenge to writing copy for Facebook ads…but it’s also certainly not impossible to do. Skilled writers are creating amazing, interesting ads even with that “three lines” constraint and helping their clients see massive success. You can do that, too.

And, after all, isn’t that combination of challenge and creativity part of what we love about copywriting? Thanks to Facebook for a fresh little reminder. 🙂

Your turn! Did you notice the difference on Facebook? How will this change how you concept your Facebook ad projects? Let me know in the comments below.

Last Updated on October 6, 2022

Filed Under: Copywriting Tips Tagged With: copywriting ideas, Facebook

Interested in Copywriting? Get our Free Video Training!

Plus, get on the list for updates, freebies, and more :) 



About Nicki Krawczyk

Nicki is a copywriter, copy coach and the founder of Filthy Rich Writer. She's been writing copy for more than 20 years.

Comments

  1. Ryan says

    September 23, 2019 at 3:22 pm

    Facebook ads need clear, simple and precise information on the topic or product they are trying to promote. At the same time the ad must engage and interest the reader enough to check out the ad and what it’s offering without promoting it to death. These days no one wants to read an ad on Facebook that’s more than 3-4 lines long.

    Reply
    • Nicki Krawczyk says

      September 25, 2019 at 3:46 pm

      Hi Ryan,

      I actually disagree – it certainly depends on the industry and every ad needs to be tested, but several types of businesses are seeing success with long-form ads that really engage the reader. It can be a great way to quickly and effectively build up that know/like/trust element. But, again, everything with Facebook Ads needs to be tested!

      Thanks for commenting!
      Nicki

      Reply
  2. Susan says

    September 23, 2019 at 8:54 pm

    Thanks for making this Facebook ad change so clear! The example pulled it all together for me. I have yet to write my first one so I will get to enjoy the challenge right out of the gate.

    Reply
    • Nicki Krawczyk says

      September 25, 2019 at 3:46 pm

      Hi Susan,

      I’m glad it all made sense! Facebook Ads can be challenging—but also SO much fun to write – I think you’ll enjoy them. 🙂

      Thanks for commenting!
      Nicki

      Reply
  3. Susan says

    September 27, 2019 at 1:14 pm

    Hello to Ryan and Nicki!

    It was actually the SEVEN LINES of “Filthy Rich Writer” on Facebook that got me to click to “Learn More”. I liked the longer copy that gave me more information, but I love to read. I don’t know that I would have clicked if I had less information to intrigue and education me. But it could be my age (55 years old), and my love of reading that makes me personally hunger for more information.

    I do think that there is a rapid shift in our culture where people are getting used to quick snippets and changing screens. I assume there is going to be tracking of the Data Analytics to see if there are fewer clicks as a results of shortening the Facebook the lines in ads from seven to three?

    Reply
    • Nicki Krawczyk says

      September 28, 2019 at 9:31 am

      Hi Susan,

      Yep – we’ve tested our ads extensively and found that longer ad copy works better. (A lot of businesses similar to ours have found the same, but testing is essential, no matter the business or the offering!)

      I’m sure Facebook will be monitoring their stats, but I’d be surprised if they go back to showing the seven lines, since the move was to make their digital newsfeed look the same as their desktop newsfeed. It’s always a fun challenge to keep up with the changes Facebook makes! 🙂

      Thanks for commenting!
      Nicki

      Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Click here to subscribe

Break Into Copywriting

Sign up to get our FREE video training, special resources, and more!



Click here to subscribe

Comprehensive Copywriting Academy

Join the copywriting training program that's helping people just like you build successful copywriting careers!

Comprehensive Copywriting Academy from Filthy Rich Writer

Portfolio Tips

3 Copywriter Portfolio Examples That Wow Clients
Do You Need to List Your Copywriting Services on Your Portfolio Site?
Should I Put Prices on My Website? What Copywriters Need to Know

Orange square with text reading award winning designs and free domains Squarespace
View our Affiliate Link Disclosure here

Recent Articles

Freelance Copywriter Benefits: How to Build Your Own Benefits Package
5 Books to Read Written by Copywriters
How to Give Copywriting Feedback
Setting Boundaries as a Copywriter
Self Edit Your Copywriting: Why It’s a Must & How to Do It
  • Facebook
  • YouTube
  • LinkedIn
  • Pinterest

Copyright © 2023 Filthy Rich Writer | About Us | Terms of Service | Privacy Policy| Business Affiliates