How long should your copy of your ad be? There are many opinions on this, but Yuan has his own official suggestions.
Let’s discuss what these suggestions are and how important they are…
Yuan’s suggestions
In best practice, Meta said:
Keep the ad copy short: the main text should span up to 1-3 lines.
Then, under “Text Consideration in Advertising”…
If the text in your ad exceeds the character limit, it may be truncated. The recommended text length for most locations is 125 characters of the main text field…
What should you do?
In theory, this makes sense. Because text can be truncated, it is a good habit to ensure that the most important text appears in the first 125 characters. So yes, prioritize having some sort of engaging hook or CTA in the first few lines.
But that doesn’t mean you need to follow strict restrictions. Just because text can hide more than 125 characters, doesn’t mean you should avoid more at all costs.
My suggestion: Give meta-select. Fortunately, you don’t have to commit to a text format.
You can provide up to five main text variants. Create them in different lengths: short, medium and long. Let the Meta organize it.
Overall, be aware of strict common rules about text lengths. This may be a rule of thumb, but that doesn’t mean that long-term replicas won’t work properly.
