Would you like to learn how to prevent ads from being disabled on Facebook? No one likes being penalized for anything in life, but in business it means less reach and negative user experience. So, let’s discuss about what you can do to prevent possible disapprovement from Facebook.
Like we already mentioned in the previous article “Facebook Ad Policy – why does it matter?” before you start advertising anything that falls under the restricted or prohibited content category, make sure you read the Advertising Policies section. Make sure you’re applying any of the special restrictions that Facebook is specifying.
Three things to do before publishing an ad
Firstly, review the ad policy and see which categories you might get incorrectly categorized under. If your ad gets disapproved, check what was violating it. Then go to the ad policy document and read on that specific policy. Usually it is a keyword. You can replace that keyword with another word and then you will no longer violate the policy.
For instance: If your ad is about eco-friendly product, you might be categorized under social/political policy.
Secondly, read all examples of what is allowed and what is prohibited in terms of visuals/text under that specific policy.
Thirdly, if you have a Facebook representative who is assigned to you, you can send him/her your creative so they can review it and tell you if there is anything that you need to change.
Prevent disabled ads through your pictures
- Misleading buttons – if you’re thinking about putting a static image with a play button over it, don’t do it. That is not allowed and it will easily get caught up.
- Don’t replicate or fake any video features which are native to Facebook or Instagram feed. That includes comments, fake likes, fake shares, etc.
- Before and after pictures – don’t do them, they are also not allowed.
- Sexual content – ads that are sexually suggestive are not allowed. For example, ads with a lot of skin, and even ads that don’t have sexual nudity but are sexually suggestive are prohibited.
- Shock and scare moments – scary or sensational; Guns or action sequences can be the reason.
- The 20% text rule – this is a very common policy where people get caught up very easily. However, if you want to put text on your image, don’t exceed the text over 20% of the surface area of the image. If your text exceeds over 20% you get penalized in the auction, which results in less reach.
This policy exists because it’s Facebook’s opinion that this contributes to negative user experience. So, try to keep your on-screen text to a minimum. The higher you are past 20%, the greater the penalization.
There is a section on Facebook where you can check whether the text on your image is less or more than 20%. When you open this link www.facebook.com/ads/tools/text_overlay you can input your image and Facebook will tell you what percentage of that image is occupied by text. This is a great tool because you will know in advance whether your ad will get disapproved for that or not.
How do you get penalized for videos?
The same rule applies in the videos, too. If you’re using a video, it’s okay to have text on it. Your thumbnail is where you can get penalized. So, make sure your text on thumbnail isn’t past 20%. Much better option is using a custom thumbnail.
Set of rules to prevent ads from getting disabled many times
It’s very possible for ad account to be disabled many times, and it’s possible to end up in this loop where it gets disabled every single day.
Set of rules for people who are stuck in the loop of getting their ad accounts getting disabled over and over again. These are precautions for getting you out of that cycle:
- Never replicate disabled ads. If you’re trying to publish several different ads and they were previously disapproved, this can be the trigger. Much better option is to delete the ad altogether, but never duplicate them.
- Combine all your edits that you want to perform and instead of doing them as they come up, do them all at once with longer periods of time in between.
- Another triggering part is when you edit ads frequently. Publish your edits all at once. But again, this is only applied to ad accounts that are being disabled often. It’s not applied to all advertisers.
- Creating many campaigns all at once can be another reason if your account is new.
- If you’re not sure about an ad getting approved, try to publish just one ad, wait till it’s approved and then you can duplicate it into other ad sets/campaigns.
Don’t be discouraged when your ad gets disabled, you can always fix it and prevent it from happening again and again. If you’re having problems with this or looking for an advice, you can ask us.