In general when creating Facebook newsfeed ads, image is really everything. It's very important to make sure your image can standalone without support from the surrounding copy not on the image. If you use poor images and think you can make up for it with copy the probability of success goes way down. Focus on image, copy on image and then headline in that order. If there is a call to action use of the correct button as it plays a big role at times.
Surely others including Facebook have different opinions. Our's was developed by running the same ads without surrounding copy yielding no performance difference. Let me know what you think.
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