Primary Text is the main body text of your Facebook ad, appearing above the media. You can create up to 5 variations, each with a maximum of 4,096 characters. Meta's ad delivery system (Andromeda) automatically tests different combinations of your primary text variations with your headlines and media to determine which version resonates best with each audience segment.
Key Concepts
- Multiple Variations: Creating up to 5 primary text versions gives Meta's algorithm more combinations to test, improving overall campaign performance through automated A/B testing
- Above-the-Fold Placement: Primary text appears directly above the image or video in the Facebook Feed, making it the first piece of copy most users read
- AI Generation: Modern ad platforms, including iRealtee, offer AI-powered copy generation that produces multiple variations from a single property description
- Expand Functionality: Short primary text can be lengthened while preserving the core message, ensuring each variation meets the recommended character length for engagement
- Truncation Behavior: Facebook truncates primary text after approximately 125 characters in the Feed, displaying a "See More" link. Leading with a strong hook is critical
Use Cases
Primary text plays a central role in Philippine real estate advertising:
- Property Highlight Ads: Showcase key selling points such as price, location, bedroom count, and amenities in the opening lines to capture attention before truncation
- Developer Project Launches: Announce pre-selling phases, early-bird pricing, and reservation details with urgency-driven copy
- OFW-Targeted Campaigns: Write variations in English and Filipino to connect with overseas Filipino workers browsing from different countries
- Multiple Angle Testing: Create variations emphasizing different selling angles (investment return, lifestyle, proximity to schools, pet-friendly policies) to discover what drives the most inquiries
Integration with iRealtee
During campaign creation in iRealtee, primary text is configured in Step 5 (Ad Copy). You can write variations manually or click the sparkle icon to generate AI-powered copy based on the property description provided in Step 3. Each variation can be individually edited, expanded, or restored to its AI-generated version.
In campaign management, you can edit primary text on active campaigns. Meta re-reviews the ad after edits, which may briefly pause delivery. Performance data for each variation is available in the campaign reports, helping you identify which messaging angles produce the lowest cost per lead.
Related Terms
References
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