I can imagine you starting to read this article with puzzled curiosity, because you know one thing. In any case, you have read it enough times to understand its importance: Facebook advertising has now become a key element (if not unavoidable) to grow a business. And if you are reading this article, chances are high that you have your own business and get interested in more or less what Facebook has to offer. And you’re right. I’m going to give you two figures, which you may already know, but which speak for them: 2 billion registrants worldwide and 33 million active users in England in 2017. Just that!
What does it mean ?
This means that, whatever your industry and the service / product you offer, there is a (very) great chance that your ideal client will be on Facebook.
Used well, Facebook ads work, no doubt about it. But if you are not an expert and have tentatively tried the experiment, I can guess the frustration that exists in you.
You have the unpleasant feeling of needing to get out of a scientific preparation to understand and master them. I understand you, it’s a real gas plant.
I could get into detailed Facebook ad training, but that’s not the purpose of this article (and some, like Danilo, do it very well).
No, instead, I’ll rather share with you good manners to be followed so that you do not find yourself banned from Facebook because of your next campaign.
Because getting started in a Facebook campaign is a bit like getting into surfing
You see the others gliding on the wave with ease and you tell yourself that it is easy. Except that the first wave taken turns you over and taps you to the bottom of the water for a period that seems endless. All sheepish and ashamed, you return to the towel and just watch those who have fun.
Going on an adventure of an advertising campaign on Mark’s platform is taking the risk of being caught up by the Facebook police, who are not the funniest (and above all, not the most open to dialogue).
But do not panic. I will list here the 3 points to take into account and detail what you must do (and not do!) To put the odds on your side and avoid suspension of your account. I will also give you the keys to try to find it if it has ever been suspended.
But before attacking, I offer you a 20 point checklist to see if everything’s OK to start your next campaign at a glance.
Lets’ go !
A – Your account must be well structured
It may sound like a piece of advice, but it is the basis. And as in all areas, without a healthy and solid base, we cannot go very far.
Use your account Business Manager not your personal account
Facebook is an advertising platform (the largest in the world) and wants to see that you are there to do business.
Business Manager is a tool created to allow you to manage your different Facebook pages and advertising accounts. Using Business Manager, you can:
Manage access to your pages and advertising accounts – see who has access to it and at what level.
Share your Business Manager with other people (consultants or agencies) so that they can manage your campaigns for you.
Have multiple advertising and user accounts, all housed under your Business Manager account.
Because a diagram is more meaningful than words – and I feel like I lost you a little – here is one:
Enter more than one payment method
Here, a simple precautionary measure: if one of your methods (PayPal, bank card) ever expires, reaches its ceiling or is blocked, the other will take over and your campaigns will then continue to run.
Make sure to enable verification by phone
Go to your account> About> General information and contact details> Add a mobile phone.
The more evidence you provide to Facebook, the quieter you will be. It’s actually about showing a blank page.
Start with low budget campaigns
Then gradually increase the budget. Indeed, if you’ve never advertised before and aggressively put in hundreds of dollars, Facebook (and its armada of algorithms) will find this suspicious.
Remove all old ads that have not been verified
If you invite someone you like and you want to go further with, you certainly wouldn’t keep your ex’s photos on your coffee table, would you?
It’s the same with your Facebook ads! If you’ve launched campaigns that haven’t been verified in the past, delete them. You will clean up your account and leave on a healthier basis.
B – Your campaign must comply with Facebook rules
Again, you have to tell yourself that I’m not telling you anything new. Read on, however, as this is too often overlooked by users. And yet!
Remember you’re on Facebook. Their platform, their rules. Facebook invites you to promote your products and services. The minimum is to respect their rules.
And, maybe you are like me and the rules, terms and conditions, you find it boring to read. But I invite you to stay informed of the good ways to apply at Facebook.
Make sure you read their advertising rules
A quick read of their rules will give you valuable information. I have noted the main ones below.
Avoid prohibited content
The prohibited content is – not surprisingly – tobacco, drugs and related products, weapons, gambling, sex, etc.
Content known as “adult” is also prohibited. And be aware of it! Because you can use it thinking it will stick well with your audience to see you banned.
Example with this image which is not provocative, does not reveal any nude, but which refers to a sexual activity (in the same vein, avoid positions that are too suggestive):
Don’t point a finger
This is perhaps the most sensitive area when you are working on your texts.
This is what Facebook calls “personal attributes”. Ads should not include content asserting or implying personal attributes.
And this concerns religion, ethnicity, health status, financial situation, gender, etc.
Absolutely avoid brand someone, even indirectly. In particular by using the term “others” which implies that the one to whom you are talking is part of what you sell.
Let’s see some examples to better understand:
Will be validated: “Are you looking for Buddhists near you?” ”
Will not be validated: “Meet other Buddhists”
Will be validated: “Advice in case of depression”
Will not be validated: “Are you sinking into depression?” Get help now. You remind your audience here that yes, it sinks into depression. Not the best way to get out.
Will be validated: “Make gay meetings online now! ”
Will not be validated: “Are you gay? ”
Note : This last example, in addition to being banned, is very bad from a marketing point of view. Why ? Because asking this question means you don’t know who you’re targeting.
You want to speak to the gay community. The first step is to define your “ideal client”. If you do a good job and target your ad correctly, it will be shown to your ideal client. No need to ask him this question!
Do not offer a “click-trap”
Do not offer training or webinars to “get rich in 7 days”. If you remember correctly, this type of advertising still existed a few years ago. It is now prohibited (and so much the better!) Because it is based on misleading promises.
As in all of your communication, stay sincere and in line with your values. You will gain in the long run.
Limit the text on your images to 20%
One of Facebook’s major concerns is the quality of the user experience. And they noted that an image with little or no text caused more engagement. The area of text on an image is therefore recommended at 20%.
You can use this tool provided by Facebook to check if your image complies with this 20% text rule.
Avoid affiliate links
Nowhere in the Facebook rules is it noted that affiliate links are prohibited. The help team confirms that they can be used.
However, the feedback from very many users proves that Facebook does not like to promote these links and does not highlight them.
If in doubt, and provided of course that you respect the rules, you can try it. At best, your advertisement will be validated, but will not have maximum visibility. At worst, it will be refused. You will only have to modify it!
If your affiliate link is declined, a good way to work around this is to use a sandwich page. That is, instead of sending the reader directly to your affiliate page, you send it to a first page (like an opt-in page), where you can, for example, offer a free gift. From there, you will invite the visitor to continue their walk to the page that you want to promote.
This brings us directly to the next point …
C – Your landing page must conform to your advertising
First of all, if you are not sure what a landing page is, I invite you to read my ultra-complete guide published last November.
Your landing page should look like the image of your ad
If there is one point to respect here, this is it. Among all the criteria reviewed during the review of your advertising, that of the landing page is important.
Facebook makes it clear:
” Your advertisement may not be approved if the content of the landing page is not fully functional, does not correspond to the product or service presented in your advertisement, or does not fully comply with our advertising rules. And also provides an image that speaks for itself:
Ideally, you will use the same image. In any case the same graphic set (respect of colors).
Be clear about the intentions of your landing page
This point has a double importance.
First to reduce the chances of your ad being suspended. The clearer the message, the better it will be for everyone.
Then and above all for marketing reasons. I imagine you’ve already clicked on a Facebook ad? If it directs you to a landing page that has nothing to do with the ad you clicked on, what do you do? You are leaving the page!
Insert links and logo
Finally, in order to show Facebook that your entire ad is solid, I recommend that you add the following:
A link at the bottom of the page to your CGV,
The logo or name of your business.
If you respect all these different points listed, your advertisements should be validated without problem (the process is quite fast and your ads can be validated within the hour).
Why do I use the conditional if all the conditions are met? Quite simply because this validation process is automated and performed by the different Facebook algorithms. And it seems that for them too … the error is human.
And the confirmation comes from Rob Goldman, Vice President of Advertising Products, who said on Newsroom late last year:
” When we examine an advertisement, we look at its content, target, landing page and the identity of the advertiser. We can sometimes be wrong, but our goal is to prevent and remove content that violates our policies. ”
We’re going to move on to the less fun part of the article. The one where your advertising account is blocked!
D – How to (try to) unblock your Facebook advertising account
Suffice to say at the outset, it is very complicated to unblock your Facebook advertising account.
Do not think I am rambling, but it is essential to follow the advice I gave you above, to say “yes sir” to Facebook and to follow their rules. You make pretty well targeted ads that are validated and everyone will be happy. You, Facebook, your target.
Because you don’t want to have your account blocked, believe me. If you wish to have access to it again, you will then set off on a long journey which will resemble Odysseus of Odysseus, and without guarantee of seeing your Ithaca again.
Do you miss the literary reference? No problem, we attack.
Why has your advertising account been suspended?
If your account is suspended, you should get a message that basically says that “Your advertising account has been questioned due to unusual activity” and that looks like this:
Who says unusual activity says possible fraud. As a precaution, I invite you to check your bank accounts linked to Facebook to see if you have not been robbed. If so, you can notify Facebook here.
But what’s most likely is that one of your campaigns has been deemed non-compliant by Facebook and its algorithms. I told you to read their rules carefully!
What does suspension mean?
It means that you will waste a few hours fighting dry.
All of your campaigns will be suspended and you will not have access to any of their data.
You will not be able to create new ones.
You’ll be good at dealing with Facebook’s “customer service,” which consists of online forms and self-help forums run by agents in a happy bazaar.
You will wait patiently for your situation to be reviewed. And it doesn’t matter if you do post boosts at 5 € or spend several thousand euros per month.
It is not uncommon to see marketers outright shutting down their accounts without notice when they spend tens of thousands of dollars on Facebook.
How to reactivate your account?
First, take the lead: create a 2e personal account – a profile:
Take care not to use the same name (use your 2e first name for example). Link this account to the page you are communicating with. Give yourself administrator rights. Add a different payment method to it than your first account.
This will allow you to maintain access to your page and launch other ads.
Appeal. You have two options:
- Appeal against a rejected advertisement;
- Fill out this form regarding your disabled advertising account.
Appeal only once (sending it multiple times will send you back to the bottom of the queue). Be honest and polite and take your trouble patiently.
While waiting for your account to be examined, take the opportunity to review your online strategy.
Do you bet everything on Facebook? I hope not for you. Think about other acquisition channels and engage with your target in another way. It is complicated to do without Facebook, but there are other ways!
Before you leave, let’s make a summary to make sure of the long life of our Facebook advertising accounts:
- Structure your account well;
- Respect Facebook rules;
- Create a landing page which is a continuation of your advertisement;
- Define your audience and communicate intelligently;
- If your account is blocked, make sure you have taken the lead and be patient!
You can quickly find all the points and links mentioned in this article, which were summarized in my checklist.
And if you have feedback to share, don’t hesitate to leave a comment!