Show notes
Reasons Why Facebook Will Reject an Ad
Facebook Ads Not Delivering Reason #1:
If your ad has been rejected, there are a lot of reasons why that may be. Here are the most common ones.
- The ad features or promotes tobacco, drugs and drug-related products (including pharmaceuticals)
- The ad promotes unreliable and/or unsafe diet supplements (what qualifies as unreliable and unsafe is unfortunately up to Facebook and their discretion)
- The ad is selling weapons, ammunition, and explosives
- The ad features sensational, excessively violent content
- The ad promises counterfeit or fake documents, such as degrees, passports, or immigration papers
- Malware and spyware, surveillance equipment (spy cams and cell phone trackers, for example) can be found in the ad
- The ad uses unlikely or exaggerated "before-and-after" images to promote weight loss (ads for health and weight loss products must be targeted to people over 18 years old)
- The ad features "Adult Content"
- Unrealistic claims or get 'get rich quick' schemes
What You Can Do To Fix It
- Make the requested changes
For example, if Facebook cited your graphic as being inappropriate, simply change the image out to one that fits their standards. Once you've made your changes and saved the ad, it will automatically be resubmitted to Facebook for further review and (hopefully) approval.
Everyone makes mistakes, especially Facebook. So if you feel that your ad has been unfrairly disapproved, you can always submit an appeal through Facebook.
Facebook Ads Not Delivering Reason #2:
Your Image Violates the 20% Rule
When it comes to advertising on Facebook, there are a lot of rules; some of them are written down and many more are not. Among these hundreds of written and unwritten rules; one of the most forgettable, yet vitally important ones, is the 20% Text Rule.
What is the 20% Text Rule?
Well, according to Facebook standards, the images in your ads cannot exceed an image to text ratio of 20% – this includes logos, slogans, watermarks, and any other text that may be on your image.
To put it another way, you can't have an image for your ad that's a giant wall of text. If your image is deemed OK, that means you have the right amount of text and your reach will not be restricted.
Image Text Check
Upload an image to determine how much text is in your ad image. If the proportion of text to image is too high, your ad may not reach its full audience.
Facebook Says: We make exceptions for certain kinds of products being advertised.https://www.facebook.com/ads/tools/text_overlay
Facebook Ads Not Delivering Reason #3: Your Ad Is Stuck In Review
As we mentioned above, each ad is reviewed by Facebook's team to verify that it meets the advertising Terms of Service. This process is handled by a combination of Facebook's automated review systems and manual reviews done by members of their support staff.
If we check Facebook's documentation, they state that most ads are reviewed in 24-hours, "although in some cases it may take longer." This means that your ads can get stuck in the review process for longer than that time frame (especially in Q4 when ad load is high).
What You Can Do To Fix It
As Facebook mentions, an easy way to prevent this from interfering with your deadlines is to schedule the ad as far in advance as you can.
This gives you a few days grace in case your ad needs to be sent to Facebook's team for manual approval.
You can schedule your campaign in advance by selecting the specific start and end date during campaign creation.
Facebook Ads Not Delivering Reason #4: Your Ad Is Stuck In Review
As we mentioned above, each ad is reviewed by Facebook's team to verify that it meets the advertising Terms of Service. This process is handled by a combination of Facebook's automated review systems and manual reviews done by members of their support staff.
If we check Facebook's documentation, they state that *most* ads are reviewed in 24-hours, "although in some cases it may take longer." This means that your ads can get stuck in the review process for longer than that time frame (especially in Q4 when ad load is high).
What You Can Do To Fix It
As Facebook mentions, an easy way to prevent this from interfering with your deadlines is to schedule the ad as far in advance as you can.
This gives you a few days grace in case your ad needs to be sent to Facebook's team for manual approval.
You can schedule your campaign in advance by selecting the specific start and end date during campaign creation.
In addition, do not edit your ads until the approval has gone through since edits start the review process over again.
Facebook Ads Not Delivering Reason #5: Your Ad Is Low Quality
In an effort to stop spammy and 'clickbait' ads, Facebook has started to disapprove and reduce the reach of ads they deem as low quality.
They've separated these low-quality types of ads into 3 main categories: Engagement Bait, Withholding Information, and Sensationalized Language.
We've all seen ads that ask for people to 'like and tag your friend' for one reason or another. What you might not know is that this is against Facebook policy, and can impact the delivery of your ads.
Facebook defines these as "Ads with spammy content asking people to engage with it in specific ways, such as requesting likes, comments, and shares" as in the example below.
You might have seen headlines like, "This ONE WEIRD TRICK cures cancer – doctors hate it!" which indicates that you won't find out what the weird trick is until you clicked. This is considered withholding information and will also reduce delivery, or get you out-right disapproved.
Facebook states that sensationalist language is "Ads that use exaggerated headlines or command a reaction from people but don't deliver on the landing page".
If you're claiming that Prunes are THE MOST POWERFUL weight loss hack KNOWN TO MAN!!!!!!, chances are you're going to get reduced delivery.
Facebook also goes on to state that we should expect the following about low-quality ads:
Individual ads with low-quality attributes will see reduced distribution in our ad auction, or will be disapproved. This applies to all advertisers, but since we tend to see more of these characteristics in ads related to media, entertainment, politics or issues of national importance, they may be impacted more.
If you're in one of the categories above, be careful to give your copy extra scrutiny before publication.
What You Can Do To Fix It
The answer to this is very simple:
Avoid any and all of the language!
Resources Mentioned In Today's Episode:
SmarterQueue is the best social media content scheduler I have come across. Known as the app that is "better than Buffer and better and cheaper than MeetEdgar," SmarterQueue allows you to have "evergreen recycling" where you set up posts for Facebook, Twitter & Instagram that can be scheduled and then re-posted on autopilot.
Tailwind for Pinterest- The only Pinterest scheduler you will ever need
Finish What You Start: The Art of Following Through, Taking Action, Executing, & Self-Discipline
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p.s. Please subscribe over on iTunes. It really does help this podcast to grow!
Drop me a note in the comments section over at PhilAdair.com and let me know your thoughts.
Listen to the full episode now >>
⠀⠀
How To Create Irresistible Headlines (People Can't Help But Click)
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Remember to subscribe to this podcast and check out my [FREE] Google Ads Video Training Series.
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7 Absolutely Killer Tips For Google Ads & Why They Crush The Competition.
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How to Build an Email List FAST - 27 "Super-Actionable" Strategies You Can Use for FREE
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Phil Adair
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428 George Street, Sydney 2000, NSW, Australia
W: www.PhilAdair.com
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