How to incorporate text into your sports business Facebook ads to increase conversions: While imagery and color play a major part in how well your sports business Facebook ads perform, there is much more that goes into a top performing ad. We've covered time and time again, how vital imagery is in sports marketing, but now it’s time to ponder what text you're going to use, and how it fits your brand and the action you want viewers to take. One thing about text is that it should work in tandem with your imagery and colors so that each element enhances the other, telling a story. Always keep this in mind rather than focusing too much on one element. Although Facebook will now let you upload an image with more than 20% text overlay, using too much text can still dock your ad, making it appear less often, not to mention how it may negatively impact your click through rates and actions taken.