Marketing Tips: Emojis in Ads – Simplify Your Strategy for Better Results
When it comes to running ads on platforms like Facebook, every little detail matters. From the tone of your text to the images you use, it all plays into whether your ad thrives or gets buried. One common question we hear a lot is: Should you use emojis or fancy formatting in your ads? Well, here’s the short answer—probably not.
Below, we’ll break down why these elements can hurt more than help, and offer simple tips to make your ads perform better.
Embedded below is our latest video covering this topic. Watch it for more insights:
Why Formatting and Emojis Can Backfire
It’s tempting to jazz up your ads with bolded words or eye-catching emojis. After all, they grab attention, right? Here’s the problem: Facebook loves ads that look natural. Ads that blend seamlessly with organic content tend to perform better and cost less.
When you use things like emojis, bold text, or even formatted symbols, Facebook often flags your ad as overly promotional. This can lead to:
- Higher Costs: Facebook may charge you more per click (CPC).
- Less Reach: Your ad is shown to fewer people because it looks less “organic.”
- Account Restrictions: Formatting issues can actually lead to rejected ads, and in some cases, account shutdowns.
A Real-Life Emoji Horror Story
Imagine this: You’re running tons of ads and decide to use bold formatting or emojis in the primary text—you know, just to stand out. Everything seems fine initially. Then one day, out of nowhere, your account gets shut down.
This exact situation happened to us. The issue? A single paused ad that had a bolded word and a heart emoji. Even though it wasn’t active, Facebook flagged it. After weeks of back-and-forth, the solution was to delete every single ad to get the account reinstated.
Not only was it stressful, but it became clear that using anything other than plain text wasn’t worth the risk.
Plain Text Performs Better
The good news is, keeping things simple works. Ads with straightforward, text-only formats tend to cost less (lower CPC) and get approved faster. Why? Because they look more like organic posts.
Here’s what you should focus on instead:
- Clear Messaging: Make sure your message speaks directly to your target audience. Simplicity wins.
- Engaging Visuals: Use eye-catching images or videos that don’t rely heavily on text overlays.
- Test Variations: Experiment with different headlines and ad copy to see what resonates.
Think about it like this: Facebook’s algorithm rewards ads that feel like part of someone’s natural feed, not ones that scream, “I’m an ad!”
Current CPC Trends and Real Costs
If you’ve been running ads for a while, you’ve probably noticed an increase in CPC. A couple of years ago, you might’ve seen costs of 6–7 cents per click. Now, many advertisers are averaging 9–10 cents, with some going as high as 18–24 cents.
The competition is stiffer, and as more people enter the pay-per-click space, costs rise. Keeping your ads plain and organic-looking isn’t just about avoiding penalties—it also saves money long-term by lowering your CPC.
What About Emojis in Headlines or Descriptions?
You might still be tempted to sprinkle emojis in places like the headline or description. Our advice? Skip it. Even if it’s tempting to grab attention with a heart or smiley face, you’re better off saying the same thing in plain words.
For example:
- Instead of 💩, say “mess” or “problem.”
- Instead of ❤️, say “love” or “adore.”
It’s about crafting a message (oops—writing a message) that connects with people naturally—not one that relies on tricks.
Fast, Actionable Takeaways
Here’s the TL;DR for improving your Facebook ads:
- Avoid emojis, bold text, or any fancy formatting in your primary text, headline, or link description.
- Stick to clear, natural-looking language that blends with organic posts.
- Test and tweak your visuals and copy for better engagement.
- Monitor your ads regularly to catch potential issues before they escalate.
Future Marketing Topics and Events
If ad strategy is your jam, we’ve got more exciting content coming. We’ll be covering:
- Options for authors beyond Amazon KU, like Patreon, Kickstarter, and subscription models.
- Direct sales strategies to increase your income.
- And so much more!
Also, don’t miss our Boss Mode program, which dives into advanced strategies for authors. Enrollment happens quarterly, so mark your calendar for December, March, June, or September if you want to join in.
For those attending, we’ll be at Orlando Reads Books from August 24–26. Come hang out with us and talk marketing!
Final Thoughts
When it comes to Facebook ads, simple is better. Ditch the emojis and unnecessary formatting, and focus on what matters—engaging copy, great visuals, and clear messaging. You’ll save money, avoid unnecessary headaches, and improve your ad performance.
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