When using Facebook for your advertising you’re getting your face in front of a lot of… faces. That’s great and all, but what if your ad is kicked back to you- marked DISAPPROVED. Ugh. It takes a lot of effort and time and money to create those ads, we feel your pain. Here are some common items to know about your Facebook ad to avoid their disapproval.
First, know that there’s a Facebook ad review process which includes checking the ad for image, text, target, position, and landing page content. Don’t look at your ad alone, make sure that your landing page isn’t broken, that it matches the service or product your ad is detailing, and it complies with Facebook’s advertising rules.
Here are the basics for disapproval:
Oh, boy- that’s a lot of text
Humans are visual. Facebook is also visual. They prefer image over text all day long. Save your copy for the “text” and “headline” section of your ad, so your image or video is clear. If you MUST have copy on the image, be sure it takes up less than 20% of said image- or else. Why? Because Facebook likes it, they think a nice, shiny image will lead to high-quality content. Look here to check your image-to-text ratio. And for more guidelines regarding this, including exceptions, check out Facebook's guide for text in images.
There’s a boatload of stuff that Facebook restricts: alcohol, dating, gambling, state lotteries, online pharmacies, subscription services, financial services, branded content, student loan services, and political advertising. So in order to advertise for any of those things you need to know the age of your target, get special permission to advertise, and be aware of the local laws in your target area. For all the info you need on this, look at Facebook's Advertising Policies.
Be age-appropriate at all times
Your ad will get the heave-ho if your content or landing page is not suitable for the youngsters. Promoting things such as alcohol, gambling, supplements, and loan services are red flags UNLESS you’re targeting the correct age.
Name dropping the FB
Whatever you do, don’t do what I just did above. You CAN mention Facebook in your ad, but follow their rules if you do so. Some criteria to meet: use a capital “F” in their name, use the same font size and style as the rest of your text, do not use their logo to replace the word, don’t abbreviate their name. For all the information you need on this look at their branding policies.
Don’t get too personal
Your ad should not identify any personal attributes, meaning don’t discuss someone’s name, race, ethnicity, religion, age, sexual orientation, disability, financial status, criminal record, gender identity, medical condition, membership to a trade union, or just beliefs in general. For a foolproof list go to Facebook’s Personal Attributes page.
So, you think you rocked your ad- no issues at all. Yet you get the dreaded notice from Facebook. What do you do?
First, read their reasoning. If it’s an easy fix, just do it and get it up there. However, if your ad is meeting all the requirements, maybe there was a glitch on Facebook’s side, it’s easiest to just recreate the ad. Is it a waste of some time, maybe- but worth the try if you KNOW you did nothing to upset the Facebook gods. If your ad is still denied, you can submit Facebook’s Appeal Form and have the other side figure out the issues. This will take a bit more time, but it’s better to get to the bottom of the problem.
Knowing and adhering to Facebook’s Advertising Policies is going to get your ad out there and that’s what you want after all. Like everybody’s grandad always said- if you’re gonna do it, do it right.
If you’d like to talk with us about Facebook ads or anything digital marketing related, say the word (by that we mean contact us) today.