Facebook is a huge marketing platform with millions of advertisers and business owners who promote their products or services to audiences worldwide through Facebook Ads. There are Facebook Advertising Policies and specific rules for advertising on the platform. As time passes, Facebook is becoming more restrictive for ads approval.
Many advertisers experienced Ads Block or Ad account being banned, and it is quite a widespread problem. In most cases, advertisers are confused, and they think this happens “for no reason.” But in practice, there is always some reason as there are many Facebook rules you should keep in mind when creating ads.
The Ad Review system reviews ads for violations of Advertising Policies. In this process, the system checks specific components of an ad, such as images, video, text, targeting information, and an ad’s link landing page or other destinations, among other details.
In this article, we’ll share tips for preventing Facebook Ads block and what practices you should implement when creating ads.
Follow Facebook Advertising Policies
The main thing you should focus on is to follow Facebook Ad policies. Read all Facebook Ad policies and Terms of Services to ensure that your actions comply with these rules. You can use your ads as an example and compare them with the guidelines to see if there are some things you need to correct.
Check the following policies and make sure your ads align with them:
Do not sell products or promote services prohibited by Facebook
A wide range of products and services cannot be promoted on Facebook regardless of campaign content. These include illegal products, tobacco, drugs, unsafe supplements, weapons and ammunition, payday loans, penny auctions, and prohibited financial products.
There are also some types of products you can sell only to a specific audience because of age limitations. For example, you can target ads for adult products or services only to people aged 18 or above.
Facebook prohibits advertisers from using ads products to discriminate against people. This means that advertisers may not use audience selection tools to target specific groups of people for advertising wrongfully.
Facebook ads must not discriminate against people based on personal attributes like age, gender, race, disability, family status, etc.
Do not use misinformation
Do not make false claims, and don’t use click baits. This includes misleading ad positioning, such as overly sensationalized headlines. Also, avoid prompting users to unauthentically interact with the ad or leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content. This can lead to getting your account blocked. Be honest with people and do not make fake promises.
Pay attention to your wording
Paying attention to word choice in your ads is one of the most important things. The most common mistakes to avoid are:
- overusing capital letters
- using words such as “you” and “yours”
- changing Facebook’s brand names
Restricted keywords - In the ad review process, Facebook’s AI screens ads for certain words and phrases related to the restricted practices and can disapprove ads that contain them, even though the ad doesn’t break any rules. Keywords like “fat loss,” “lose weight,” “mortgages,” “payday loans,” “anti-aging,” “weed,” and other terms that fall under “sensitive topics” are often flagged even if the ad itself is acceptable.
The 20 percent rule - It’s the most inoffensive rule that might cause serious problems, so be aware of how much text is in your image ad. This rule states that image-based ads on Facebook must contain less than 20% text.
Personal health information
Ads must not contain "before-and-after" images or images that show unexpected or fake results. Ad content must not imply or attempt to generate negative self-perception to promote diet, weight loss, or other health-related products.
Check the landing page content
In the review phase, the Facebook algorithm examines the text and image of an ad. It also checks your landing page. The content of the landing page must match the product or service being promoted. It must be functional and free of content that interferes with a person’s ability to navigate away from the page. Also, your landing page must comply with all Facebook Advertising Policy policies.
Personal data collection
It is illegal to fish out personal data and ask for an email or phone number to download some content.
You can ask to leave an email address, for example, to subscribe to your newsletter. But, first, it should not be obligatory to continue and view your website. Second, there should be an option where the user checks the box to agree to the processing of personal data.
What to do if your ad is rejected?
When an ad is rejected, you will receive an email with a link to Account Quality, where you can find the reason for the rejection. What you can do is to create a new ad or edit rejected one and correct an issue. After editing, these ads will be treated as new ads and reviewed by the ads review system. If your ad is rejected after the review process, you can create a new ad or edit your existing ad to comply with Advertising Policies since Facebook will give you an answer to why they rejected the ad.
If you think they incorrectly rejected your ad, you can request another review in the Account Quality option. If your check is successful, the ad will start running at the scheduled time, but if the review is rejected, the ad will stay rejected, and you won't be able to submit another review request for the same ad or item.
Minimize the risk score for your Ad Account
Every Facebook Ad Account and Business Manager has a “risk score.”
You should care about this parameter because it influences the chance of your Ad account being disabled. It’s a level of your trustworthiness in the Facebook algorithms’ opinion. Many factors determine the risk score.
The higher the risk score, the higher is the chance to lose your Ad account. To minimize the risk of a disabled ad account, you should be consistent, follow Facebook Ads Policies, increase customer feedback score, avoid payment issues, and be careful with who you give access to your ad account.
Whether you’re a freelancer, business owner, or an agency managing clients' accounts, the best strategy for keeping your account safe and avoiding Facebook ads being blocked is to learn why your Ad account can be blocked in the first place. Make sure you do everything right and keep running ads that comply with Facebook Advertising Policies!
About the author
Aleksandra Ivanić is a Facebook Ads Specialist at Sellers Alley. As a PPC Specialist, she has experience building, maintaining, and running successful digital marketing campaigns. Aleksandra is skilled at creating and implementing client-focused, successful campaigns to improve brand awareness and presence. She has a sound knowledge of running various campaigns, from the standard Video and Image to Remarketing.