Did you know that Facebook ‘s been cracking down on landing pages lately?
If your reach has been lackluster recently, this might be why.
Most advertisers direct clicks from their Facebook ads to a landing page.
The nature of the CTA can vary — sometimes the landing page is selling something directly, sometimes it's for building an email list — but usually, a landing page is an ad's ultimate destination.
The problem is that if Facebook doesn't like your landing page, they sometimes won't tell you.
They'll just cut the reach of your ads, flagging them as “disruptive” or “negative user experience.”
What happens is, they get your ad spend, and you end up sitting there wondering what's wrong.
To see what Facebook looks for when it comes to approving or rejecting ads, read this.
Here's what our friends at Adleaks had to say about the current state of Facebook and their policy:
We’ve known for years that Facebook was using their algorithms to closely monitor the user experience on our landing pages.
But now, they’re taking steps to further refine this practice and are beginning to flag ads/landing pages that do not adhere to Facebook Advertising policies.
Much like Google, as opposed to not allowing the advertisement to run at all, Facebook is now just flagging the ad as a “disruptive/negative user experience” and continuing to show it to consumers but will typically penalize your reach.
While this is great news for Facebook and their bottom line, it’s not great news for advertisers.
The last thing we want is an ad that’s sucking up our budget and not providing any conversions.
Previously Facebook would have just disapproved the ad and called it a day.
They pretty much left it up to the advertiser to make the necessary corrections before it would be allowed to run.
We’ve all been there…
“Wait, what? Disapproved? But, why?”
Well, unfortunately Facebook is not going to hold your hand here and in order to get an approval you need to at least have a basic understanding of what they’re looking for.
They are becoming slightly more transparent though now which is moving in the right direction!
You can learn more about Facebook ad policies over at AdLeaks.