“How NOT To Get Your Facebook Ads Account Disabled” written by Mike Marko.
Are you struggling with having your Facebook ads account disabled?
Facebook advertising is a powerful way of promoting your business online. However, if you have spent any time advertising on Facebook you have probably seen the following message.
And you have probably received an email like the one below.
I know I used to get this more times than I care to remember. That’s why I want to help you with how to not get Facebook ads accounts disabled. with a comprehensive checklist you need to know in order to prevent your Facebook ads account being disabled disabled.
How NOT To Get Your Facebook Ads Account Disabled
As a result of their having their Facebook ads accounts disabled, a lot of speculation is floating around about why this is happening. To add to this, there are some people out there with little field experience giving their own 2 cents as to why this happens. It only adds to the confusion.
A Facebook Ads Account Disabled Shouldn’t Be a Surprise
When a Facebook ads account is disabled its as a direct response to marketers implementing strategies on Facebook that isn’t permitted. Implementing the most direct marketing best practices is actually poor etiquette on a social media platform. And this can be an awakening to some.
Now Facebook does occasionally make mistakes when it shuts down Facebook ad accounts, 90% of the time there is a clear, published reason for it. Remember just because you didn’t know doesn’t make you less guilty. Note that this is NOT a replacement of the official Facebook ad policy (https://www.facebook.com/policies/ads/). Instead I want this to help clear up any confusion you may have and give you sound tactics to avoid your Facebook ad account from being shutdown.
Three Reasons For Your Facebook Ads Account Being Disabled
There are three things to watch for to prevent an ad account from being disabled.
- Your Account Itself
- Your Ad
- The Landing Page for Your Ad
So let’s discuss these in detail.
1. Your Account – Facebook Ads Account Being Disabled
If you are looking to be serious about running Facebook ads, then I recommend start off by creating a Facebook Business Manager account (http://business.facebook.com). This is more of a contingency plan just in case your account does be disabled. It allows you more flexibility.
You also get to split off your main offers of your business into separate accounts. It helps keep things clean if anything does go wrong.
This also allows you to help manage Facebook ads for other people, without too much crossover. If one of your accounts gets disabled with a certain payment source, you will NOT be able to use that payment source again (note that Facebook is very specific about this). That means that if all the ad accounts within your Business Manager Account have the same payment source, you can lose ALL of your accounts in one fell swoop. Don’t let this happen!
Note: it has been recommended that you don’t Paypal for a payment source. That’s because apparently Facebook doesn’t like PayPal. Instead setup secondary credit cards with your financial institution. That way all the cards associated with the same bank account have different numbers and names on the front.
Minimize Logging In From Multiple Locations
Every profile and ad account is connected to your main IP address. If Facebook sees multiple logins from different IP address (different locations), it flags the account as potential fraud and, sooner or later, Facebook will shutdown your ad account.
I had this happen a couple times when logging in from two different computers in the same city! It can be tricky to get the account re-enabled… and the process took me over a week.
Seasoning Your Accounts
The older your account with a good track record, and with consistent spending with Facebook tend to get priority… and can get away with more stuff… than new accounts.
That means that new Facebook accounts should be seasoned. In other words…
Don’t Scale Up Too Fast
This happens all too often by the rookie because they want to implement everything right away:
- Set up tons of ads and run a $100/day spend on each ad; OR
- They start slow and then once they think they have a winner, they super charge their daily budget
That sad thing is that each of these behaviors will get you flagged as a spammer… and will likely get your Facebook ads account disabled.
For new accounts start slow. Try to only increase your spending by a maximum of 10-15% a day. Its only once your account is seasoned can you spend a lot more.
Keep Up With Housekeeping
While it is good to keep a good house, I’m specifically talking about cleaning out any ads that haven’t been approved.
Delete those bad boys ASAP!
Having disapproved ads in your account can influence your new ads getting approved. And too many disapproved ads can cause an account to get shutdown.
I know that Facebook keeps their own records… but why make it easier to flag the account?
Failing Back to Back
And on that note… don’t try to run similar ads that may fail back to back. You’re asking for trouble. Its much better to pad the account with ads that pass between the rejections, even if you never end up running them.
You should also delete old campaigns that you are not using. If you need to keep a record, you can always export the old campaign using Power Editor.
Its possible that you can get old, paused campaigns disapproved after the fact. That’s why this housekeeping is important to do. Facebook can make a policy change that could affect your old ads… and these changes can cause disapprovals and even shut down accounts!
Account & Page Roles
Did you know that the people who have access to your account can also effect on the status of your account?
If they have any black marks against them by Facebook, adding them to the account could cause problems with the account. You want to be very careful who has access to the account, and drop those that don’t need access.
This also applies equally to the Fanpages/Businesses Pages associated with the ad accounts. This is both in terms with the people with roles with the page, and if the Fanpage has ever had a Facebook ad account disabled.
2. Your Ad – Facebook Ads Account Being Disabled
Ok, this typically boils down to…
Probably the easiest way to lose your Facebook ad account is by clearly breaking the rules… breaching Facebook’s Terms & Conditions or deviating from their Policy. If you haven’t already, you really need to check it out: https://www.facebook.com/policies/ads/ Taking a few minutes now will save you a lot of time down the road.
Now keep in mind… not knowing the policy doesn’t give you an excuse. You’ll still be penalized for not following it. (Ignorance isn’t a defense.)
Here are some common “no-no’s” that will get people in hot water:
- Make-money ads (if you talk about making money, it’s an automatic unapproval… and very likely an account shut down)
- Dating ads (unless you are an approved dating vendor… don’t bother trying)
- Gambling, sex, guns… and other ‘grey’ areas
Ok, but there are still other ways to get shutdown because of your ad…
Negative Feedback (from either Facebook or its Users)
It’s becoming more common for unseasoned Facebook accounts to be shutdown because of negative feedback.
While the relevance scores can affect overall impressions, negative feedback can cause the account to get showdown at any time… even if you have high relevance scores and medium positive feedback.
So KEEP WATCHING YOUR ADS. Just because things start to look good at the beginning, it doesn’t mean things can’t suddenly turn around. You want to be proactive… as soon as you see “HIGH Negative Feedback” make some changes to pause the ad.
Things that can cause negative feedback include:
Not being clear about your intentions. If your landing page is going to ask for an opt-in, the ad should say so right up front. DO NOT surprise the user. So instead of saying “Click here to register to download your copy today” say “Click here to enter your details to download your copy today”.
Don’t use link bait, fear mongering, or anything else to trick users into clicking. Trying to bait someone with unfinished sentences, or scaring them into action, or even false promises, is NOT going to work.
Don’t make claims. Don’t be misleading in what a product or service can do. Instead position results as a CASE STUDY with a real example rather than a claim.
Don’t use unrelated images. The days of using pretty girls in bathing suits for your Facebook retargeting video. Everything must be congruent all the way through.
No ‘illegal’ ad components. You can’t use personal characteristics of the user like name or birthday. You can’t make any suggestion that someone’s body type now is not ideal. No sexual suggestive ads. And make sure you follow the 20% text rule.
3. Landing Page – Facebook Ads Account Being Disabled
The third and final thing to consider is your landing page.
Keep Your Intentions Clear On Your Landing Page
Make sure the user knows what they are opting into. Are they getting a PDF download or watching a series of videos. Will you be calling or emailing them for more information. Make sure the user knows what to expect.
Key Page Elements on EVERY Landing Page
No “Trapping Mechanisms”
Keep the capture pages relatively simple. You can’t have pop-ups, pop-overs, pop-unders, or auto playing video or audio. And you you should have more than one option to click on.
Keep things congruent. I keep mentioning this but that’s because it’s important. You can’t give the appearance of a bait and switch from when the user clicked on the ads and go to the capture page (and beyond).
Final Thoughts On How NOT To Get Your Facebook Ads Account Disabled
Facebook can be a powerful platform to market your business. But you need to make sure you follow the rules.
Trust and user experience are the number one priority of Facebook, and any perceived threats are taken very seriously. It all begins with people wanting to X out your ad, or wanting to hide it. This creates a flag to Facebook to investigate further.
Follow the tips I outlined and you will have less opportunity to see your Facebook ads account disabled.
If you want help in running your Facebook ads, feel free to contact me and we can talk about the different options we offer.
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