There is more to Facebook marketing than meets the eye, and building Facebook ads can seem overwhelming to the uninitiated. Facebook, to its credit, maintains very high ad standards and strictly enforces its rules. These standards simultaneously filter out improper ads while ensuring advertisers adhere to best practices to help drive performance. Ads can be rejected without warning for any number of reasons like image content/quality, poorly written copy, and targeted audiences that are too small.
While it might seem like Facebook has designed a marketing obstacle course to filter out as many ads as possible, the opposite is true. It forces advertisers to build better ads, driving better results to generate higher click-through-rates and cheaper cost-per-click.
How can advertisers go about navigating their way to ad acceptance?
There are several tactics that can be deployed - many of which are nestled within Facebook’s ad standards and within their free online Blueprint training. Beyond that, the following best practices will increase your chances of having not just an accepted ad, but one that performs well.
- For starters, your ad needs to promote a vertical or service that Facebook allows. If your ad is for bail bonds, political candidates, online pharmacies, and certain health products like weight loss pills, your ad will most likely require additional certification or could be rejected completely. Certification can be done within Facebook’s Business Manager interface, where you certify your ad or appeal a rejection.
- Another thing to consider is Facebook’s updated policy in response to recent events, focusing on Safe and Civil ad copy and ensuring you are helping support their efforts.
With those two out of the way, let’s focus on the major components of every ad.
- Audience - Your ad’s intended audience is designed to find the maximum amount of people that would be interested in your specific ad. Get too specific and you risk having an audience too small that Facebook cannot optimize your ad. Get too generic and your ad may be seen by uninterested viewers. Using The Power of the Facebook Pixel is a good way to help find that balance.
- Media - Images, slideshows, carousels, and videos are all options when building your ad, and each one serves its own purposes. If you’re a real estate advertiser, a video or slideshow could help show multiple views of a house for sale, while an autoshop may choose to use a single image to show the storefront of their auto shop. The media should not be blurry, covered with text, or contain anything that could cause a negative reaction (like a car wreck, ideal body images, or drugs).
- Copy - Copy is fairly straightforward as long as a few guidelines are followed:
- Never directly address or identify the audience with phrases like “you” and “hey allergy sufferer”.
- Avoid profanity or verbiage that could be negative, or using grammar in a way to circumvent the guidelines.
- Focus on the merits of your product or service, rather than the pain points of your audience.
- Call to Action - The Call or Action (or CTA) is almost never rejected, but it is still a good idea to make sure your CTA matches the objective and content of your ad to ensure you’re maximizing the chances someone will interact with your ad.
Looking for a solution to manage your local Facebook & Instagram Ads?
The Tiger Pistol technology helps to identify errors in campaign content so those issues are addressed prior to you publishing them on the social network. This ensures your ads get in market as soon as possible. Ad creation can be daunting, so make it easier for yourself by working with an ad technology partner that can help you navigate your way to ad acceptance.is an Operations Manager over the Shared Services Team in Austin, TX. He is a digital native and passionate about the Tiger Pistol mission.