7 Facebook Ad Copy Best Practices To Get Your Ads Approved

Racheal Tan
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When it comes to advertising on Facebook, its platform has continued to evolve. Facebook has been implementing more policies and regulations that make Facebook ad copy best practices more difficult to master.

Over the years, the number of Facebook daily visitors has increased. Data shows that it’s currently at about 2.45 billion monthly active users and 1.45 billion daily active users. Facebook users are people of all walks of life, such as business executives, students, parents, and millennials.

It can be a frustrating process for advertisers looking to maximize their Facebook ad's performance. With that huge number of daily users, it is clear that the community is there. Therefore, the number one reason you choose to use Facebook for marketing is grab your opportunity to expose your brand to that huge share of the market.

For brands that are new in the digital world, posting on Facebook alone isn’t enough. Even though you have the budget for your marketing campaign to drive prospects to your website, there’s still a need to budget wisely to see a positive return on your investment.

While it’s easier said than done, your Facebook ad copy best practices are essential to follow, in order to gain an excellent first impression of your business. So, getting it right for the first time is the real deal.

Sure, it can save you the time and hassle from crafting new copy, editing and not having to wonder where went wrong if it isn’t approved.

When creating a Facebook ad for your business, there’s a lot to consider.

Number of texts you’re able to include, what sort of images and videos should you upload and what dimensions should they be. Not forgetting other aspects.

Facebook ad copy best practices can be infinitely complex and if you don’t know how to use them. You’re likely to be missing out on leveraging on its environment.

And while Facebooks’ constant growth has its impact on marketers, the elements that’s constantly evolved need to be carefully considered. Especially Facebook’s Advertising policies and compliance review.

However, those that’s willing to experiment their way to success, you must have a strategic approach.

Having said that, it doesn’t mean its rocket science. Simply follow this Facebook ad copy best practices. Not only it’ll get your post accepted, it drives targeted results to reach your business goals. And also, to bring down the chances of failure. Below are 7 Facebook ad copy best practices to get your ads approved:

1. Target Your Audience

In this modern digital world, you need to anticipate your audience's needs. This is so that your ads are much more lead-focused, based on your customer’s typical behavior.

According to Facebook expert Andrea Vahl, you should definitely target these eight different custom audiences:

  • “All of your Website visitors

  • Website visitors of a certain page on your website or category of pages

  • Website visitors of people who have spent a certain time on your site

  • People who have viewed more than 10 seconds (or maybe 25% or 50%) of your videos or a group of videos.

  • All of your email subscribers

  • Customers (either by email or by the Purchase Standard Event)

  • Customers who have purchased multiple times from you

  • People who have engaged with your Facebook Page”

If you’re not sure who are your audience or how to connect with them, try Facebook Insights. Let’s face the reality, it’s obvious that, to capture your audiences’ attention. There’s not one solution, but with these Facebook ad copy best practices. You can practice and find tactics that works for you and your audience.

It’s important to tailor your ads copy based on key features of your audience.

2. High-Quality Visuals

To show your viewers you care enough, put the extra effort in creating high quality visuals. Use visual wisely, set high standards and continue creating quality unique post so your audience won’t skip by your post.

Visual content is more likely to be shared and remembered. People are more likely to pause on a unique post, interact and respond positively if it captures their attention. Every post should include high quality images, videos or even a GIFs.

A study done by BuzzSumo, a video posts get at least 59% more engagement than other post types and videos outperformed photos by 73%.

Now, your business has the chance to take advantage of this significantly growing platform. So, gain in-depth insights from your demographics and start capturing your audience's attention. Avoid blurry images or videos as it’ll reflect on your brand or message you put out to your audiences.

3. Shareability of the Facebook Ad

With over 1 billion content shared every day, try different tactics and copy to grab your audience’s attention. You want to drive them to take some sort of action. Whether it’s a comment, like or share.

While not every post is an actionable post, however, encouraging action and with shareable copy (or content) may increase engagement. That also provide business value when it’s directly related to your audience.

From here, you might gain deeper insights into the kinds of content that’s engaging among Facebook audiences – In 2017, BuzzSumo reviewed two billion articles on Facebook posts that were published.

5. Relating to Your Audience

Can your audience resonate with the story and what you’re saying? It’s like – put yourself in my shoes. This is very powerful because when the reader imagines themselves in that situation, they go through a process of a roller coaster that goes up and down. They’ll be more inclined to take on those emotions.

With this, it definitely shifts peoples’ believe and influence them into taking action. But if you’re showing ads that aren’t related and relevant to your target audience, you’re wasting time and money. You’re more likely not to see success.

It’s about tapping into your audiences’ feelings and helping them with your solution or products. By applying the applications, that directly applies to your audience – not necessary literally or they’ve been through the same situation. It’s the enhancement of the application that’s related to your audience.

The more relatable your copy is to your audience, the more likely your audience will share and engage in your copy – not forgetting taking action at the end of it.

6. “Keep It Simple, Stupid.” – K.I.S.S

Keep post copy short, you can add high quality visual to go with it. Language is a complex tool; it has multiple meanings and contexts and sometimes can be confusing. On top of that, long and difficult words might not get your readers engaged in your copy, you’re likely to be missing out leveraging on its environment – like mentioned earlier.

Your copy should increase potential audience and buyers. By choosing the right words, especially in your call to action, you can keep your audience compelled in engaging with your copy.

Instead of Narrowing down your potential audience and buyers by adding complex terminology: “Keep it Simple, stupid”. So, pick the right words as word choice is important to inspire your audience in taking action.

7. Clear and Compelling Call-To-Action

A clear call to action gives your potential customers which action to take. This key element prompts your audience on specified action. It’s important to guide your audience through their journey. May it be a buying journey or a lead generation journey.

So, you’ve created a great and beautiful ad. However, if it’s without a call-to-action, your audience wouldn’t know what to do next. May it be, providing links to sign-up for your newsletters or click here to buy this button. Your post copy should encourage your audience to click on your ad now or to do something. This also helps a business to convert potential sales, however, a call to action may varies of different actions depending on your business goals.

Keep in mind, different call to action serves a designated purpose. In this 21st century, advertisers and marketers have creatively generated their leads depend on how they place their call-to-action effectively.

If there’s multiple desired actions for your audience, you can also create multiple call to action in your copy. Test to see which type of call to action works for your audience. Plus, with these Facebook ad copy best practices, it encourages your audience to act immediately.


Following these Facebook Ad copy best practices is essential to your overall marketing strategy in social media. A number of different goals can be accomplished by using the right Facebook ad copy. With specific goals, it caters specifically to the audience – hence for these guidelines.

It is going to be a tedious process. However, if you understand the whole gist of it. It’ll be a much easier process turning the world’s most popular social media platform into your favorite lead-generation channel.

Let’s face it, rejection hurts, and we all crave approval. As mentioned in the beginning of this article, when it comes to Facebook Ad copy best practices, especially being compliant copy. You have to play by the rules when it comes to advertising on Facebook. That’s why, here at copywriters.com, we focus on compliant and scalable copy on top of best practices.

Whether you like it or not, large violations could even get your account banned. If you hire a Facebook ad copy expert, you’ll decrease the chances of failure and speeds up approval to help you build trust with Facebook.

Racheal Tan

Racheal Tan is a copywriter and swimming coach. She brings her decade of writing experience to her current role where she’s dedicated to motivate and inspire the world how to become a better version of themselves.

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