Facebook has a relatively stringent system when it comes to Facebook ads. These strict rules are a result of abuse or objections Facebook received.
Whenever some ads are being reported that they all are sharing something common, Facebook ends up banning all the ads that were the root of complaint. Marketers in the end will adapt to Facebook’s system, because they have no other way out. The successful marketers tend to find a way around the strongly implemented rules and create ads that Facebook approves.
There are some unreasonable practices though, Facebook restricts your ads to be limited to just 20% text the rest should be an image. There is a grid tool that turns the image into handful of pixels. It is huge issue that is a result of restrictions by Facebook due to abuse in the past.
Isn’t it annoying when your ad is rejected even when you don’t know the reason behind it. Of Course Facebook will let you know in general what was wrong with the ad, but their usual statement is ‘violation of the ad guidelines’ or something even more imprecise than that.
You can only try to keep with the numerous guidelines, you have to follow whichever you’re aware of or you can use an ad sample to make something more appealing. The main thing to do is optimize your audience. It really isn’t an issue if Facebook decided to become rival with a little problem in your ad and bans the entire campaign you have launched and you think all your hard work has gone down the drains, Well, Not so much.
There is a list of instructions you have to keep in mind for each ad you are planning to post.
- Never Advertise Banned Content
There are a lot of rules Facebook has about the types of content you can boost and the types of images you can utilize for your ads.
You should not promote any content that is illegal, for example
A product that is illegal that includes illegal drugs, harmful supplements, steroids, explosives etc. Never promote anything that is restricted by Facebook that includes tobacco products, adult related products and services, arms legal or illegal both.Facebook also doesn’t allow promotion of sexual imagery and any ad that includes sexual content.
There is a general rule about sharing content Facebook or anywhere else in the world that is not sharing disturbing or shocking images. These images include pictures of car crashes, suggestion of violence etc. Although these images are found very easily everywhere on Facebook.
Another thing you should keep in mind is never share ‘before and after’ appraisal images. It is to make sure that you are not forging results to get your product more successful in the market. Adult rated websites cannot be promoted on Facebook without permission though. Keep in mind that gambling cannot be promoted be it games of skill or real money gambling. You have to be an official representative of a state lottery to promote it on Facebook, otherwise Facebook doesn’t allow it. This social media platform isn’t a fan of online pharmacies be it legal or illegal.
- Don’t Violate Age Targeting Rules
There are certain age targeting rules that Facebook has set up for various products you might want to advertise. you have to comply
The first and most complex example is Alcohol. It is allowed to advertise it on Facebook. One thing you should keep in mind is whenever you run ads and when you are creating your page, it should be specified that you’re selling alcohol and you are promoting products that are composed of alcohol. You have to flag yourself properly in order to have Facebook set a limitation on the targeting and ability for users to follow and like you. Facebook handles all the restrictions by itself without asking you to be informed about the laws regarding alcohol for each area.
Same rules for dietary supplements, be it herbals, multivitamins. Facebook will have them available to audience above the age of 18. If you’re lucky you will get a partnership with Facebook regarding your dating site, Facebook will restrict you to the audience above 18 years old and if you post to an audience younger than this your permission will be revoked.
- Image Complies with 20% Text Rules for an Ad
I have said it before this rule is pretty ridiculous, Facebook automatically detects the ads with more than 20% text and rejects them.You can check your image by using the grid tool. Upload the image you intend to use and it will show how Facebook will see your ad. If your image exceeds the guidelines it will be rejected until you edit it.
- Referencing Directly Doesn’t Work
Facebook has drawn this line to stop people from referencing others on Facebook. It is implemented to make Facebook look less creepy and invasive.
For example, you can say that 25-year-old white females in Manhattan making it more than 75,000. That is a narrow demographic. That is ok to include. But if your ad says ‘Facilities for wealthy 20’s’ and your ad comes out as ‘Meet wealthy 20’s’. it will seem like you are falsifying the information and giving the impression that people who will avail your services will actually get to meet people who’re in their 20 and are rich.
Even if you successfully post this ad, it will be against the rules of Facebook to falsifying information. So it is not ok with Facebook either if you share something negative or racist.
To specify it further, Facebook doesn’t allow anyone to suggest or proclaim any personal characteristics. That includes race, ethnicity, religion, beliefs, membership of a union, name, record of criminal activities, sexual orientation. We got ourselves quite a list here. Successful marketers always avoid these topics in their ads and advertise their product, though the limitations are a hindrance. The thing is to overcome these hindrances and market your product in a way that is both effective and serves the purposes of boosting it.
- Don’t Use Screenshots of Videos
This is a major issue with images is this indirect resemblance to any video already on the internet.
Have you ever come across an image that has a huge play button in the middle and when you click on this image you end up visiting a landing page of a website that’s absolutely not of your interest?
This is what Facebook doesn’t want to happen. If any page does that the users immediately report and then Facebook has to deal with all the reports. So to deal with this in first place Facebook doesn’t allow this. You can totally understand the detachment between anticipation of watching a video and not being able to see on and being directing to a landing. It is extremely disappointing and makes audience disengage and distrust the ads system even more than they already do.You can include buttons in the ads as long as the buttons themselves are working.Let me explain this by an example, if you have a button that has a typical “click here for more details” call to action, that’s fine as long as the link to the landing page of a website where details can be viewed. You can’t copy, say, a questionnaire where the user could fill in their email address, because the image is not a questionnaire and the user cannot input their data on the ad.
- Don’t Use Another Company’s Trademarks
This is a very simple and obvious one. Don’t use the Trademarks, any company’s logo their name etc. of a company that you don’t own.
I can’t run an ad for Pepsi, I can’t run an ad for Adidas, and I can’t run an ad for Instagram. You’re only allowed to use the names of brands you own. You can use some limited information about Facebook in your ads but that’s about it. Your ad will get rejected if you violate these rules.
- Ensure 100% Functionality of a Landing Page
Make sure your landing page exists and is fully functioning when you submit an ad. You will be unable to create an ad for a landing page that is in progress of haven’t been made yet. Facebook will always verify the URL you have provide to check the authenticity. Just make sure it’s relevant to the content you have put in the ad.
Another reason for rejection of an ad is that your page isn’t working. if you have given the URL of a page that isn’t relevant to your ad it will get rejected as well.
- Don’t Use Sexually Subliminal Images
Facebook has a very strict policy regarding the sexually suggestive imagery even if it’s presented in a Facebook ad.
You need to know what characteristics can knock your Ad out for example anything that involves genitals or any exposed sexual features, anything that involves intercourse, anything that suggests intercourse. Anything that pictures an adult toy or any suggestive tool is not allowed, even if you’re trying to use a woman in scanty clothes is the reason your ad is rejected. This also depends on what you’re advertising and what is she wearing.
If you’re selling lingerie, gym equipment or multivitamins with a woman in a bikini that’s ok but you cannot use the same picture to sell gardening tools.
- Make Sure Your Site is Free from Viruses
There’s one very important thing Facebook verifies along with the context to landing page is whether the site is safe. Usually your ad might be rejected due to detection of some malicious code.
There are 3 main reasons that this is triggering. The first might be that you’re deliberately trying to serve malware maliciously. If this is the case then too bad, you have to stop and rethink whether you want to run your ad or not. The second might by that you are running ads that go around the internet through an ad network that provides content, so one ad might be using an exploit to provide malware. You can talk to your network and have that ad removed from the circulation so you can fix the problem.
The third reason might be the hacking of your site and is providing malware to all your viewers without telling you.You have to recover from this hacking and get rid of all the malicious content before you submit your ad for approval.
Or the last darkest facet is if your site has been added to a blacklist, it will be impossible for you to rescue your site out of that.
- Get Permission for Regulated Content
if you are trying to run an ad for a gambling site, dating site or any content from a restricted site that allows to run it through only special permission from Facebook.
There is a big official process to get the permission, so you want to get acquainted with it. For instance, if you want to run a dating site ad you will have to fill a form if you want to get it approved in the first place. You will require to fill out you own name, email, service name, link to the site or application, expected ad spend and ad account ID. There are other free-form question you will require to answer like an explanation of the service, what role do you play in the service? And how the users are matched? This is to prevent exploitative use and to pin point dangerous sites.
- File an Appeal
Once you know that your Ad has been rejected and you are under the impression that you have filled the criteria but still it has been rejected several times. The one thing you can do is file an appeal. This will give your ad another chance to be rechecked by Facebook.
There is a form for the appeal, it gives the information to put, so you can select the rejected ad and request Facebook to take another look at it. This is the last resort or when you suspect an automatic rejection that was done by mistake.