Facebook ads can generate awareness, drive leads, and convert leads … but only you can get them approved.
In our 2020 “Not Other Marketing State” report, we found that more than one in three marketers have listed advertising on Facebook ROI is the best performer. That’s a higher rate than Google Paid Search or Instagram.
More than 3 million businesses were already using Facebook’s advertising platform by 2020, and 78% of US consumers said they were products discovered on Facebook in the past. Whether you’re already one of them or you’re just starting to use Facebook ads, understanding Facebook’s ad approval process is paramount to success.
Below, we identify the common causes of disapproval, what you can do if your ad is disapproved, and some best practices to follow to ensure success.
How to Get Facebook Ads Approved
In theory, Facebook’s approval process is simple:
- Submit an advertisement adhere to Facebook advertising guidelines. Both new and edited ads go through the same review process.
- Facebook reviews ads using a manual browser and bot combination.
- Your ad is approved or disapproved. You will be notified when the decision is made and the approved ads will appear online.
However, the review process in step two seems like a black box. What points does the Facebook approval team take into account when conducting a review? How long will this take? Take a closer look at the review process and what you can do to make sure your ads pass.
How long does Facebook ad review take?
Most ads are reviewed within 24 hours, according to Facebook’s Advertising Policy, and you’ll receive an email or notification with the results of the review. However, it’s not uncommon for an ad review to take several days. That’s why it’s important to plan ahead and try to follow the rules.
- New ad campaigns tend to be reviewed for longer. However, if you have a long history of successful ad publishing, you should see your review time shorten.
- Ads are manually reviewed, so if more than one ad is submitted for review, it may take a longer time to wait. Expect to wait longer during the holiday season.
- If you have submitted an ad to go live as soon as possible, it will be published as soon as the review is complete and the ad is approved.
Why wasn’t my Facebook ad approved?
There are many reasons why Facebook disapproves an ad, including:
- Selling unauthorized products on Facebook (cigarettes, illegal products or services, weapons, etc.).
- Make sensational claims, use click bait, or promote false information.
- Ads do not comply with Facebook advertising guidelines, such as trademark requirements and text restrictions.
- Offensive or low-quality content has a negative impact on the experience of a Facebook user.
Fortunately, you don’t have to figure out the reason for rejection on your own. If your ad was disapproved, you can review the disapproval reason and request reconsideration or correction of your ad to match Facebook’s policies. To review your ad status or request an appeal, go to Account Quality page in your Facebook account.
Four common reasons why Facebook ads are disapproved
At first glance, some Facebook advertising policies can be confusing. Break down these common disapproval reasons to understand how you can get your ad faster.
1. There is too much text on the image.
Facebook’s advertising policy states that your images must not have text on 20% of the area. While it can be tempting to try to include more information in your images, keep in mind that a photo is worth a thousand words.
Images are more attractive than text-based ads and lead to higher clickthrough rates. Even if that’s not Facebook policy, we recommend reducing the amount of text on your ad.
2. Landing pages not working.
Your ad copy isn’t the only thing that matters when it comes to getting your ad approved. Facebook also checks the landing page you’re sending people to. If the landing page is fundamentally different from what you’re advertising, you can expect your ad to be disapproved.
Resist the temptation to become overly smart and lure in the bait and switch to your ad (i.e. an ad for weight loss and a link to the divorce attorney’s website). Your landing page URL should also reflect the on-page copy.
Finally, make sure that your landing page is performing well. If a customer has to click through a pop-up to access content or have dead links on the page, Facebook will likely disapprove your ads.
3. Ad copy is too personal.
Wait, not personalizing what the customer wants? Yes, but only if they have explicitly allowed their data to be used. When an unidentified advertiser (third party) uses data, that data can seem intimidating or excessive.
A study published in the Harvard Business Review found that when “sharing is not accepted by a third party, Privacy concerns outweigh people’s appreciation for ad personalization. “In other words, users are uncomfortable that advertisers seem to have access to more personal data than they have directly revealed to them.
This is one of the reasons why Facebook does not approve ads that directly reference users’ personal information. Based on Facebook policy, “Ads may not contain content that either claim or imply personal attributes.”
For example, ad copy outlining the user’s age or sexual orientation will not be allowed. While you may want to attract 20 people to your new trendy bar, you won’t be able to say “Single girl! Your 20s is the time to live your life to the fullest. Visit the O-Town pub tonight!“However, you can still narrow your ad audience to 20-year-old females.
Yes, you should still try to target your ad to your target audience. But avoid the “creepy” factor.
4. Facebook’s trademark guidelines have not been followed.
Facebook Give some tutorials on how to refer to them. In general, ads should avoid suggesting them related to Facebook, adding a Facebook logo, or placing the Facebook branding as the primary focus of advertising. Besides;
- Don’t multi-level Facebook or abbreviate it as “FB”.
- Do not use “f” or the Facebook logo in place of the word “Facebook” in your ads.
- Does not change Facebook’s brand colors, even for animation purposes.
Four best practices for Facebook advertising
Creating a well-performing ad goes a long way toward generating an approved ad. Facebook wants its users to have a positive experience when interacting with ads.
If users are able to discover new products and services through Facebook ads, they will continue to interact with the platform. Follow these Facebook Ads Best Practices Will ensure a positive experience for your visitors, along with a high conversion rate.
1. Intuitive thinking.
Facebook ads compete to get the attention of your audience along with all the other Facebook posts: pictures of your friends’ kids, great pictures of nature and lots of interesting pictures. my babe. How does your ad capture the attention of your target audience? It has to be visually appealing.
Check out the video below from Chives, where potted plants are sold. Big trees grab your attention immediately, while movement still grabs your attention. This is a great, simple yet visually striking ad.
2. Have a clear call to action.
What do you want your audience to do next? Should they like your Facebook Page? Download a free sample? Sign up for the newsletter? Having a direct call to action drives more engagement. Let your customers know what to do next, then make it easy for them to follow.
Add a call to action button, according to AdRoll increase click-through rate to 2.85 times. The ad below is leveraging Facebook’s call to action buttons by inviting users to sign up for a free virtual event.
3. Keep it relevant.
With Pixel Facebook and extensive ad targeting options are available, there’s no reason to promote content or an irrelevant offer. The best offers are highly targeted to your ideal customers, based on past website activity and their interests. For example, this ad for plant breeding decorations was very relevant to me, because I bought from online plant nurseries before.
4. Provide value.
Why should a customer click through to your landing page? Do you have the information they need? Will a product solve their problem? Or are you offering a deal? Know the value you offer to customers and make it clear in your advertising.
The example below is from an online grocer that offers delicious food, with a 10% discount on a first purchase. That is worth registering.
Get Started With Facebook Ads
Understanding their policies will help your Facebook Ads be approved faster and more reliably. Follow the tips above for better results when advertising on Facebook.