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How not to get your Ad Account Blocked by Facebook
Facebook has truly changed the way brands are marketed online and is now the most influential advertising medium. But as an advertiser using the platform, you need to exercise a lot of caution, or your ad account can get blocked. You would have seen a lot of people crying over such messages where they are out of clue why their ad account got blocked by Facebook.
The basic foundation on which Facebook has been built is user experience and trust. They take them both very seriously and any threat to either one can get your ad campaign or your ad account blocked or disabled.
So, if you plan to start advertising on Facebook or have already been doing so, it is super important to read the points mentioned in this article, so you can be acquainted with the basic ground rules.
What can constitute a threat or a problem when advertising on Facebook is very subjective, but there are a few things that I have learnt with experience and can share with you. Getting your ad account blocked or terminated is not limited to just breaking a rule, but any threat to the trust and experience of a user is reason enough to put you in trouble. Please note that in this article I have covered almost all the things you need to avoid to save your account, but this page is not alternative of the Original Facebook Rules Page so you should check that too before you begin advertising.
When you launch an ad campaign, Facebook first approves your advertisement. However, you must remember that your advertisement can get blocked even after it has been approved. What actually happens is once the campaign is launched, a user can block your ad as irrelevant or inappropriate or request Facebook to hide it. This is taken seriously by Facebook, which then investigates your ad further. If considered inappropriate for any reason, it could result in your account getting blocked.
Thus, just knowing the rules is not enough. You ought to have a thorough understanding of your target group to know what’ll work and what won’t.
You need to understand 3 main areas of Facebook to avoid getting blocked:
Your ad account
Landing page of your ad
Let’s cover all the points individually:
Business Manager Account
It is best to have a business manager account as Facebook will treat you like an advertising professional with this. This account is similar to having an online ad agency. Inside Business account you can separate various ad accounts into different accounts. And this can prove to be very helpful. If one of your advertisements gets blocked, then only the ad account of that particular ad gets blocked while the other ad accounts remain unaffected.
However, with a normal account, which has all your ads in the same account, you run the risk of getting your entire account and its ads getting blocked.
You can have upto 1,000 such ad accounts (for high spenders) in a Business Manager Account. One of the biggest advantages is that the possibility of Facebook considering you a spammer reduces drastically.
Another advantage is the payments process. If your ad account gets blocked, Facebook will not let you use the same payment source again. With a Business Manager Account, you can make payments using different bank accounts and credit cards, thus giving you options when your account gets blocked.
Also remember, PayPal is not a preferred choice of payment for Facebook, so you need to figure out alternative sources of payment.
Logging in to your account from multiple locations/ IP addresses
A lot of marketers are constantly on the go to meet clients and may even have offices in different cities. Many times different teams in different cities use the same account for Facebook advertising. You must avoid this, as this is one of the reasons for Facebook to block your account.
Facebook considers that your account has been hacked/ is a fraud, and hence, blocks it.
The solution to this is to keep separate accounts for different people and offices. Give different people their individual access using Business Manager. If you are travelling, you can log in from your phone and check, but not your laptop, as reactivating a blocked account is painful and in most of the cases reopening does not happen at all.
A seasoned account is one which starts small and gradually increases its ad spends. A mistake that many smart people do is to increase their ad spends drastically.
People complete courses in Facebook advertising and start spending large amounts of money immediately thereafter. Avoid this.
This can get your account red flagged immediately. A seasoned account is one where you start slowly and increase your spending by 15% – 20% a day.
Example, see the image below. This is an screenshot of Ad spent of one of the weeks of one my Ad accounts. See how consistently I have spent the amount without jumping to too high budgets immediately.
P.S – Don’t start with a $100 spend on the first day. It is a red flag and bound to get you blocked.
Who you give access to is very important. Sometimes your client/ senior/ colleague wants to see the progress of the ad and asks for account access. He makes some changes to the ad and suddenly you are blocked.
The reason is his Facebook ad account may have been blocked due to some reason and they assume that he is still trying to push his ad from your account.
This is how your account and ads can get blocked. Facebook tracks ad accounts, pages, groups and individual profiles, so if there is anything fishy all that is connected is bound to get blocked.
Whenever you will see a Rejected Ad in your Facebook Ad account, do not try to make the similar or lookalike versions of it right at that moment. Because there is every probability that they too will be banned.
So many rejected ads in your account will bring your account in focus.
Instead if you face a Rejected Facebook Ad, what you should do is create 4-5 good ads which should be approved by Facebook at all times. You can pause them after creation if you want, but so many ‘YES’ after a ‘NO’ will bring your account in good shape again.
Adhering to rules
The most important rule is to avoid breaking any of the rules laid out on Facebook’s rules page. As discussed earlier, you also need to make sure you are not hindering with the user experience and user’s trust in Facebook.
If your account gets blocked, arguing that you did not know a certain policy or a rule is not going to help as they will still hold you guilty.
A few type of ads that you should stay away from are:
Anything specifying how to make more money – Frame your ad in another way.
Ads that promote dating – Only approved dating sites can advertise about dating. If you are not one of them, stay away from it
Other grey areas are sex, drugs, gambling etc.
Change in Ad Policies
Now many times it happens that you would have received a notification from Facebook that a particular Ad in your account is not fit as per the Policies of Facebook, even though the Ad is not running since a very long time.
This is because your Ad was compliant with Facebook policies at the time of its creation, but because of latest policies change your Ad is not more compliant.
This is getting a Red Flag without committing the Crime.
This can be avoid simply by deleting all of your previous ads that you don’t need anymore at all. Why to risk them at all by keeping them in your account?
In any case you can export the details of your ads via Power Editor, so after deleting ads in case you wish to see details of any Ad, it would be present in the exported file.
Negative ad feedback
Your ad is continuously rated by users for its relevance. Facebook has given users the power to mark an ad as irrelevant and close these ads. It is for this reason that you need to keep monitoring the performance of your ad every few hours and keep an eye on the relevance score.
This lets you know how relevant your Ad is to your target group as compared to the other ads being shown to them. A high positive feedback can very soon turn negative and keeping a watch on it lets you pause the ad before it gets banned. You can make changes to it and relaunch it, thus saving yourself from getting blocked.
A few ways to keep a good relevance score are:
- Avoid Confusing ads that do not state their intentions/ call to action upfront. It must be in tandem with your landing page.
- Click baits are good, but anything that is too hyped or scary will surely get you banned
- No false/ misleading claims that your product does not adhere to. Any claim in your ad must be present on your landing page.
- No images that do not truly represent your ad/ product – no pretty girls in skimpy clothes, if not related to the product
- No Illegal ads
No personal messages
Should not have any sexual connotations
Your ad and image combined should not have more than 20% text (best practice)
Do not define any ideal body type or any physical characteristics – no before-and-after photos
Your landing page is where a user ends up once he clicks on your Facebook ad.
This page must have all your information, disclaimers, claims and any other details that will help you make a sale on your website.
This is the last leg of your Facebook ad, but if any inconsistency is found on this page, your ad account and your ad could get banned permanently.
No pop ups
You must not have any form of pop ups or auto playing video or audio on the landing page that forces them to click on a particular link or option.
Users should have the option of clicking on the option of their choice, which should be more than one.
Details of your business
Your landing page must list out details of your business.
Details like address, website, contact details, e-mail, phone number and any other details specific to your industry or product must be mentioned.
Clear instructions/ intentions on the landing page
Every user must have clear information of what to expect once they click on a particular option or choice on your landing page. They should be able to fully judge the positives and negatives of their actions with the information available on the landing page. Also, it goes without saying that there shouldn’t be any misleading information.
For example if they are about to receive a bunch of autoresponder emails after signing up, then they should know it before signing up.
Your landing page must have exactly the same product benefits and claims that your advertisement expresses. Any deviation from your claims is bound to get you blocked.
Do add a disclaimer to your landing page that the site is not a part of or endorsed by Facebook. It helps you get some brownie points from Facebook.
A simple message which can read “This site is not a part of the Facebook website or Facebook Inc. Additionally, this site is NOT endorsed by Facebook in any way. FACEBOOK is a trademark of FACEBOOK, Inc.”
All said and done, you have to truly understand your target market and then send out a relevant message for them through your ad. Taking shortcuts to draw their attention and offending them is a big NO when using Facebook to market your business/products. It’s sure to get you blocked not only on Facebook, but even otherwise, since it’ll only mar your goodwill.
Also, most internet marketers are still trying to perfect their game with Facebook ads. Trial and error is still the best way to increase your knowledge and success rate. So keep at it until you get it right!
I see a lot of people seeking for answers to understand why their Ad account gets shut down. This article is written by keeping the same in mind. You can re-read it multiple times until you perfect the psychology of Marketing on Facebook.
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