The Facebook Grid Tool: What it is and Why You Should Use it

The Facebook Grid Tool: What it is and Why You Should Use it

You’ve built your Facebook ad campaign. Now it’s time to run that ad campaign and watch the clicks roll in, right? You need to run your ad through the Facebook Grid Tool (aka Facebook Text Overlay Too, or Facebook text checker—more on that below) or your audience may never see it. What is the Facebook Grid tool? In a nutshell: the Facebook Ad Grid Tool helps you build an ad that will reach more users by measuring how much text is on your ad image. Ads with too much text will get penalized and have little or no reach. The way ads were “tested” involved uploading the ad images into a 25 rectangle grid (hence the name “Facebook Grid Tool”). How to Use the Facebook Grid Tool Using the new Facebook Text Overlay Tool is simple. These are the images that will get the “OK” message in the Facebook Image Overlay Tool. The powerful tool makes it easy to create, manage, and optimize Facebook ad campaigns.

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facebook grid tool
Image via Dmitri Popov under CC0

You’ve built your Facebook ad campaign. You’ve come up with the perfect ad. Now it’s time to run that ad campaign and watch the clicks roll in, right?

Hold on. There’s still one more important step to take.

You need to run your ad through the Facebook Grid Tool (aka Facebook Text Overlay Too, or Facebook text checker—more on that below) or your audience may never see it.

Bonus: Download a free guide that shows you how to save time and money on your Facebook ads. Find out how to reach the right customers, lower your cost-per-click, and more.

What is the Facebook Grid tool?

In a nutshell: the Facebook Ad Grid Tool helps you build an ad that will reach more users by measuring how much text is on your ad image.

Ads with very little text get prioritized by the Facebook algorithm and have a correspondingly high reach. Ads with too much text will get penalized and have little or no reach.

So what’s the story?

Until recently, Facebook advertisers could cover their ad images with a maximum of 20 percent text. That’s because Facebook found that ads with less than 20 percent text coverage performed better (i.e., received more engagement).

facebook grid tool
Examples of ads that break the 20 percent text rule. Source: Facebook

The way ads were “tested” involved uploading the ad images into a 25 rectangle grid (hence the name “Facebook Grid Tool”). If text was present in over 20 percent of the rectangles, Facebook would reject your ad.

Users tended to find the system frustrating and arbitrary since it had as much to do with where your text was placed as how much…

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