I audited a Facebook ad account yesterday with almost 100 policy violations. And that was in just 3 months since the account had been opened.
Facebook tends to be suspicious of new accounts. I was honestly surprised their ad account hadn’t been shutdown yet.
Today I’m going to help you avoid a shutdown and keep a squeaky clean reputation with Facebook. Here are my top 2 things to keep in mind:
Tip #1: Beware of Big Money Claims
90% of the violations in that ad account were flagged under the “Multi-level Marketing” policy.
Here’s the text of the policy (as of July 16 2020):
“Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multilevel marketing opportunities.”Facebook Advertising Policy
The problem is, a lot of legitimate businesses can get flagged for this. Especially if you offer to help improve revenues or anything like that. Sometimes the Facebook review robot decides you’re a “get rich quick scheme”.
If you’re in the B2B space, avoid making big, specific claims of revenue or income growth. And definitely don’t attach a time element to it. So nothing like “Earn an extra $10K in 10 days”.
Tip #2: Never Call Out Personal Attributes
Facebook HATES when you make its users feel singled out. Especially with all the scrutiny they’re under right now.
It’s like they dialed up the sensitivity on the review robot’s sensors. It’s easy to get caught up in the crosshairs if you’re not careful.
Because it’s not always obvious. Here’s an example I saw recently:
“Earn more income, whether you’re a CEO or you’re a janitor”
Now, WE know that’s not calling out a personal attribute. But the robot doesn’t. It sees “you’re a janitor” and will likely flag that as a personal attribute.
Make sure you take close look at your copy before you publish. Anywhere there’s a “you”, make sure it can’t be seen as calling someone out.
When you give Facebook what it wants — engaging ads that follow its policies and community standards — it rewards you with lower costs and better quality audiences.
P.S. None of this should be considered the final word on what to do with Facebook. The policies are changing all the time.
Make sure you read Facebook’s ad policies yourself so you’re clear on the situation. And make sure your ad agency is on top of them and keeping your account healthy.