Facebook Ad Rejected? 5 Reasons Why Your Advert Was Not Approved

facebook marketing Apr 05, 2018

Received feedback informing you that your Facebook ad has been rejected? Learn how to avoid this frustrating situation with our quick tips to Facebook ad success!

Facebook is a seriously powerful sales platform.

The second most-visited website on the internet, Facebook has nearly 2 billion users logging in every month. The popularity of the social media giant is not unknown to business owners, with as many as 1.5 million companies actively using Facebook’s targeted advertising service to approach consumers.

Given the benefits of Facebook ads, it isn’t hard to see the appeal.

Facebook ads allow brands to gain exposure amongst very specific user groups, using the channel’s customisable advertising tool to target profile holders by everything from age, gender and location, to interests, income and career paths.

Yet, as many of you will know, Facebook ads can be notoriously tricky to master.

It is not unusual for a Facebook ad to be rejected, although it is not always clear as to the reasons why. In this blog, we’ll look at why Facebook ads are not approved and offer some simple solutions:

Facebook Ad Rejection Reason 1: Your Landing Page is Not Functional

Facebook moderators will check the landing page to which an advert points. If the website does not work as expected, the Facebook ad will be rejected. Common issues with landing pages include:

  • Visible coding
  • Poor design and formatting
  • Grammatical mistakes
  • Broken functionality

Before submitting your Facebook ad, ensure the landing page it is directed to meets all the demands you expect a customer to have, and also works effectively. This will not only avoid Facebook ad rejection, but also improve sales prospects.

Facebook Ad Rejection Reason 2: Your Facebook Advert is Misleading

Your Facebook advert should offer transparent and realistic sales copy that objectively claims information moderators can easily establish as accurate. Misleading Facebook ads can come in a variety of forms.

Extreme cases are adverts that provide copy and images that are entirely unrelated to the landing page they are redirecting to — an advert describing cheap holidays to Thailand that actually leads to car insurance quotes, for example. This type of misleading content will be rejected without question and may result in the suspension of the marketing account.

More commonly, businesses can be unintentionally misleading. Scenarios include offering 50% off, only for users to discover it involves a minimum purchase limit or is only accessible to website members, or statements that have honest intent but aren't guaranteed. An example of a statement that Facebook moderators will judge to be misleading would be ‘rid yourself of back pain forever’. This statement is too generalised, promises too much and is unlikely to be accurate for all those who see the ad.

To avoid Facebook ad rejection, your copy must provide all relevant details and avoid potentially misleading information. Include all key facts and don’t make over-ambitious and undeliverable promises.

Facebook Ad Rejection Reason 3: Image Text Policy Issues

One of Facebook’s more unusual ad rules is the 20% policy.

This rule states that if the image used is more than 20% text, your Facebook ad will not be approved. This policy has become frustrating for businesses with heavily text-based branding, or those wishing to place adverts that contain data or quotes. However, the rule still stands.

Avoidance of the 20% rule is easy. You must ensure that your image does not contain more than the amount of text allowed. How do you do that? Facebook has created a useful tool that allows you to trial your images and see what will or won’t be given final approval.

Facebook Ad Rejection Reason 4: You Applied Personal Attributes to Your Copy

While you can be highly specific with your advertising targets, Facebook does not like to acknowledge this fact to the user. Applying personal attributes to your ad copy can be disconcerting to users, while also implying information that may not be accurate. The inclusion of specific qualities is a sure-fire way to have your Facebook ad rejected.

Consider this example:

A financial advisory service that specialises in debt management may want to approach customers on Facebook that have displayed interests in debt management pages or are listed as unemployed. Attempting to approach these users with copy such as ‘struggling with your recent debt worries?’ will result in your Facebook ad not being approved. It implies that the user does have debt; a personal attribution. Instead, your copy should focus on how you can help in the event that the user does have debt, such as ‘debt management aid for cash-strapped Brits’.

5. You Submitted Poor Design or Grammatical Errors

Facebook is committed to providing quality content to its users. At its heart, the social media platform is a service, and as a service it strives to provide visitors with the best user experience possible. A badly designed Facebook ad with grammatical mistakes does not inspire the level of quality Facebook aims to provide, resulting in a rejected Facebook ad.

The resolution is a simple one.

Invest resources in producing a Facebook ad that features strong design and immaculate copy. Your Facebook advert should be an extension of your business’ branding, so make sure it passes all aspects of quality control you would apply to all other external materials.

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