Recently, Facebook notified its advertisers that new ads would be subject to a 90-character limit while existing ads at the 135-character limit will be grandfathered.

I have read a few articles about this over the past few weeks and most agree that this will be a new challenge for marketers accustomed to the extra room. A decrease of 35% is substantial, and this will be a big deal for advertisers to update their ads moving forward.

These changes do not favor marketers, they favor Facebook’s bottom line. Reducing ad copy and increasing the number of ads reduces an advertisement’s effectiveness. While initially the extra inventory may lower ad prices, at the end of the day, those will be countered by lower CTR and conversion rates for advertisers.