Your image is carefully curated, you’ve fine-tuned your copy, you established a target audience, and you figured out a set budget and runtime. You submit for review, and you end up receiving a notification that says your ad was rejected.
Facebook rejects ads that violate its policies. You then ask, “What are those policies?” and it’s not always easy to figure out.
When you interrupt a user’s newsfeed and present them with an ad that highlights a sensitive topic, it can come off as invasive and insulting, which could mean your ad will be disapproved. And the more sensitive your topic is, the more you need to finesse the ad’s copy to avoid getting your ad rejected again.
There’s no exact way of knowing how Facebook’s review policy works, but there are a few ways you can ensure your ad will get approved by following best practices.
Here are a few factors that may influence your ad’s approval:
Account History: The longer your account has been producing ads, the higher your budget, and the fewer ads you’ve had rejected, the faster you’ll get your ads approved.
Target Keywords: Copy that includes subject matter like religion, ethnicity, and profanities might delay your approval time for the ads, and may ultimately get rejected.
Ad Images: Facebook can detect if your images include copyrighted logos or watermarks, if it contains inappropriate content, or if it portrays non-existent functionality such as an image that has a “play” button.
Display URL: Using a new link within your ads could prolong the pending review period, rather than including a link that has been used in a previous ad. Another reason your ad may get rejected is because the display URL doesn’t match the domain that the ad is sending users to.
Here’s a quick rundown of content that Facebook will more than likely reject:
- Ads featuring or promoting tobacco, drugs, or pharmaceuticals
- Excessively violent content
- “Adult” content
- Malware and spyware
- Unsafe diet supplements
- Weapons, ammunition, and explosives
Facebook may also disapprove of ads from companies including:
- Multilevel marketing business
- Advance cash loan services
- “Penny” auctions
So… how do I stay on Facebook’s good side and get my ad approved?
Depending on your ad’s content, you may need to iterate the point of the ad in less abrasive terms.
The best way to do this is to simply focus on the positive side of your ad. You can frame your message that imbues vague language while including additional meaning. An example can be instead of your ad saying “How to Rank First” you can instead say, “How to Improve Your Online Visibility.”
The important thing to remember is that Facebook’s rules are always subject to change. Individual phrases that are fine today might result in an ad getting disapproved tomorrow. By staying mindful of the potential impact your ad’s copy may have, you’ll have an easier time writing ads that get approved … and troubleshooting them when they don’t.