FAQs

Ad copy is the written text in an ad.It is the main body text (above or below the image/video), plus any headline and description. For books, this is where you'd communicate the genre, a review quote, or the offer (like a limited-time price), separate from what's shown visually.

The headline is a short, bold line of text shown separately from the main body copy (usually beneath the image/video, or in the link preview). It's typically the first or most prominent thing read, so it carries the most weight for grabbing attention.

Dynamic Creative is a Meta feature where you upload multiple versions of your ad elements. These can be several images/videos, headlines, descriptions, and calls-to-action and Meta automatically mixes and matches them into different combinations, showing each version to different people to see which performs best. Instead of you manually creating and testing every possible combination as separate ads, Meta tests them for you and shifts spend toward whichever mix is winning.

The CTA is the button on the ad (e.g. "Shop Now," "Learn More," "Download") that tells someone what to do next and takes them to your link when clicked. Meta gives you a fixed list to choose from rather than custom text. For books, "Shop Now" or "Order now" tend to fit better than more transactional options like "Book Now" or "Sign Up."

Yes - with video, a lot of the story can be in the video itself (voiceover, on-screen text), so the surrounding copy can be shorter and more supportive rather than doing all the persuading itself. With a static image, the copy has to work harder since there's no motion or narration carrying the message.

Stories are full-screen, vertical, and typically swiped through quickly. So any text needs to be minimal and placed where it won't get covered by the platform's own UI (like the profile name/progress bar at the top, or the swipe-up/CTA area at the bottom). Feed ads have more visual space to work with and users tend to spend a touch longer reading before scrolling, so slightly more copy is workable there.