Facebook ads can be powerful, but they come with some caveats.
One of which is that there are a whole bunch of rules you have to adhere to.
Some of them are pretty obvious. Others are rather specific to Facebook, but well known and pretty easy to remember, like the 20% text rule.
But there are others that are all too easy to break accidentally, especially if you're new to the platform.
Saying the wrong thing could get your ad flagged for manual review, which is a pain in the neck, or could even just get it removed automatically.
In a recent blog post, affiliate marketing guru Charles Ngo talks about some of these issues, and what Facebook advertisers need to watch out for.
Two of the most common reasons for ad removal are linking a landing page that isn't compliant, and accidentally suggesting the wrong things about your target audience.
That might sound a little confusing, but fortunately, Mr. Ngo is here to help us with the specific details on this.
Using a Non-Compliant Landing Page
What happens off-platform is just as important as what happens on Facebook itself.
Your landing page must be functional, without crazy amounts of pop up windows, malware, or scripts which prevent people from backing out of your site.
You should also list out your business’s address, e-mail, phone number, and relevant information to your industry such as FTC compliance disclaimers and so forth.
Instructions should be crystal clear and impossible to misunderstand. If it contains misleading information about your product, you’re asking for trouble.
Your landing page must also be in line with your actual ad. Offering anything other than what was mentioned in your ad is possible grounds for rejection and/or an account ban. In other words, don’t offer a fitness product and then try to sell people on a cryptocurrency.
Remember, Facebook wants people to have a good overall experience. If you’re landing page is shady, Facebook will drop the rejection hammer.
Here’s a pro tip: you want to make sure your page isn’t a RED score in MyWot ratings.
Suggesting Characteristics About Your Targeted Audience
If you’re suggesting characteristics or traits about the person reading your ad, you’re running the risk of getting rejected. Many affiliates get this one wrong. A rule of thumb is to avoid using the word “you” in your ad copy.
Here’s an example of doing things the wrong way: “You love chocolate don’t you?”
Here’s a better way: “Chocolate lovers have a hard time resisting our…”
Basically, Facebook doesn’t want people getting offended and pissed off. If you suggest that your audience is a particular way, you could offend them and your ad could get rejected.
People get triggered easily, man.
Essentially you don’t want to allude to any personal attributes your audience has.
Stay away from anything that could imply:
- Criminal history
- Disability and/or medical condition (mental health included)
- Financial status
- Membership to a union
- Race and/or ethnic origin
- Religion or beliefs
- Sexual orientation or practices, and gender identity
We’ll call this the “Don’t Be An Offensive Jerk” rule of advertising.
You can find out about four more rules that are easy to break accidentally in the full blog post from Charles Ngo.