Here Are the Reasons Why Your Facebook Ads are Getting Denied!
Posted at May 11, 2018 4:28:56 PM by THAT Agency | Share
When you run as many Facebook ads as we do, you will undoubtedly have a few ads get denied by Facebook’s system. It can be scary and frustrating when you get an ad denied. Facebook’s system is very sensitive and is focused on protecting consumers from ads that are offensive, harassing or inflammatory. While this is a great protocol to have in place, it also can be triggered by harmless ads that simply have wording that MIGHT be misconstrued by someone. Essentially, Facebook wants you to be able to hyper-target individuals with your content, but not single them out with your message by an identifying characteristic. Kind of weird, right? My biggest issue with this system is that, when denying your ad, it doesn’t give you any kind of insight on how to fix it. Well, you are in luck. I did some digging and found out exactly why Facebook denies ads and some examples of how to fix your ads so they will be approved.
Before we dig in, its important that you understand the policy.
“Facebook ads must not contain content that asserts or implies personal attributes. Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.”
Approved: A monthly meetup for trans persons and trans allies
Denied:Questioning your gender identity?
Denied:Meet other trans women at our monthly meetup
Disability or Medical Condition
Approved:Bulimia counseling available
Approved: Depression counseling
Approved:New diabetes treatment available
Denied: Do you have diabetes?
Denied:Depression getting you down? Get help now
Denied:Treat your anxiety with these helpful meditations
Financial Status or Information
Approved: We have financial services to cover every financial need
Denied: Broke? Bankrupt? Check out our services
Membership in a Trade Union
Approved: Be a part of our Union today
Denied: Dislike your Union rep? Join our union today
Approved: Services to clean up any previous offenses
Denied: Are you a convicted felon?
Approved: We print customizable t-shirts and stickers with your name
Denied: Billy Taylor, get this t-shirt with your name in print
Denied: It’s a Billy thing (if his/her name is Billy)
As you can see from the above examples of approvals and denials, Facebook really doesn’t want you to use anyone’s personal traits against them in the name of business. I find that very interesting considering the level of targeting that is available. So how can you make sure your ads get approved? Follow these guidelines:
Avoid using the word “you." This explicitly implies that you are trying to single out the recipient of the message.
Focus your ad content on the product or service you are trying to advertise. Talk about the benefits and value!
Avoid using the word “other” or “others." This indirectly groups users with other users just like them.
If your Facebook ads get denied for being against advertising policies, don’t panic. Take a breath and rework your copy to ensure that you aren’t unintentionally singling out users based on personal attributes. If you have any questions about this, we are happy to help! Connect with us on Facebook, Twitter, LinkedIn or Instagram!