If you’re finding that your Facebook ads are continually being rejected, and you can’t seem to figure out why, we can help.
We’ve written a guide on what to do when your ads get rejected and what to check off to ensure your ads are conforming to Facebook’s policies and community guidelines.
Facebook will let you know when an ad has been disapproved and will give you a reason. Take a look at the reason – see if it gives you an indication as to what is causing your ad to be rejected and whether there is something you can change. Some of the most common reasons are it does not comply with Facebook policies, the image features too much text, or the landing page is unacceptable as it makes false claims. If you feel there is nothing wrong with your ad and there has been a mistake, there is the option to request a review. Be aware that these reviews can take up to 24 hours.
During 2020, especially with the rise of fake news surrounding the coronavirus and the US elections, Facebook was very thorough with its advertising standards and even disapproved ads that were completely compliant with the guidelines. We found that a lot of our clients’ ads were disapproved for the wrong reasons and that Facebook was taking a ‘belt and braces’ approach to proofing the advertising material to ensure nothing harmful or dangerous was slipping through the net.
Facebook says ‘We recognise how important it is for Facebook to be a place where people feel empowered to communicate, and we take seriously our role in keeping abuse off our service. That’s why we’ve developed a set of Community Standards that outline what is and is not allowed on Facebook. Our policies are based on feedback from our community and the advice of experts in fields such as technology, public safety and human rights.’
Facebook states that its standards are ‘a living set of guidelines’ and holds a global meeting twice a month to discuss current rules and potential improvements.
Using swear words or derogatory terms are a big ‘no-no’, but you might also find that words like ‘diet’ or ‘weight loss’ (depending on what type of advert you are trying to run) will be blocked as they lead to negative connotations and harmful intention to the target audience.
Facebook can be quite sensitive to which landing page is linked to the ads, and whether the content on the landing page is related to the ad’s message. Facebook’s policy guide says: ‘Your ad may not be approved if the landing page content isn’t fully functional, doesn’t match the product/service promoted in your ad or doesn’t fully comply with our Advertising Policies.’
This will also link in with your advert’s campaign objective and call to action, and whether this relates to the landing page. So, make sure the landing page has the correct information on it and your website is secure in order for Facebook to trust it.
When it comes to the relevance of your ad, it should be:
Images and videos that are used in your ad’s creative should be high quality and abide by Facebook’s guidelines. For example, you cannot feature nudity or images of body parts in close-up shots.
If you decide to use a graphic that has an image with text overlaid, you need to ensure that the percentage of text featured is in line with the rules. Facebook allows ads with less than 20 percent text in the image, and anything more than that will not be approved.
You cannot target people in your ads by discriminating against someone based on their race, sexuality, religion or gender. A lot of the time, ads are disapproved because someone has chosen wording for their ad without thinking it through. As outlined here ‘You can mention a characteristic like ethnicity or religious affiliation in an ad, but you can’t directly or indirectly assert that the viewer has that characteristic.’
An example could be of an ad that has a call to action to download a free eBook on weight loss. In this circumstance, you cannot say ‘Are you overweight? Then you will benefit from our new diet book.’ Rather you would have to word it along the lines of ‘Looking for a lifestyle change that will help you get fitter and healthier? Our free eBook will help you achieve just that.’
As a Facebook Advertising Agency, we stay on top of the rules and regulations that are in place to create a safe and fair marketplace online. Our team of Social Media Marketing experts are researching and creating highly effective campaigns every day, which means our clients can sit back whilst we do the hard work and get great results. If you need help with gaining more leads through Social Media Marketing, don’t hesitate to contact us.