You’ve made the leap to expand your digital marketing with some Meta Ads on Facebook and Instagram, but after you submit the ad, they come back rejected? Why and how can these be avoided?
If you have an ad that is rejected, you’ll be able to see the reasons for this by visiting the Account Quality section of your Meta Business Manager.
The easiest way to get there is to visit business.facebook.com, click on All Tools from the left-hand side of the screen and type “Account Quality” into the tool search bar.
Once on the Account Quality page, you’ll see Meta Business Accounts on the side panel. Navigate there, and you’ll see the status of any ads you are running.
Sometimes, Meta can be vague about the reason for your ads rejection, but since it is done with a complicated set of AI (artificial intelligence) learning, there are mistakes. If you think your ad doesn’t fit within one of the criteria mentioned in this blog, feel free to click on the ad and then the button “Request Review”, and an honest-to-goodness human will check your ad.
While there are way too many issues to go into as to why your ad might have been rejected, there are some “big no-nos” that many first-time ad posters fall into.
Special Ad Categories
You might have often heard the term “misinformation” in the news when social media is discussed. To combat this, Meta instituted special ad categories around essential topics to help sort ads better and protect users from misinformation.
If your ad does fall into any of these categories, you will be required to supply additional information to Meta to get these approved. A disclaimer will be added to your ad under these categories to reflect the laws or policies of users’ countries.
While touting your business as a “cure” or “the best for” is an excellent traditional copy, Meta frowns on those claims as organisations have abused them in the past. Facebook makes it easy to avoid specifics here with a regular review of their Facebook Community Standards. It’s good to check these regularly as they impact your organic posts and your ads.
Age, Race, Gender, Religious Affiliations, Sexual Orientations, Mental Health & Physical Disabilities
A long list of areas might affect your ads, but their ideas are similar. Meta wants you to discuss your product or service more than singling people out. For example, while you might run a service that helps people with depression, you couldn’t put, “Are you depressed? In your ad but could write, “Our professionals specialise in treating depression.”
A good rule of thumb for dealing with these topics is to not put your copy in a “like you” style and more generally applicable. For instance, you couldn’t say your service is for “Europeans like you”, but you could say “For Europeans”.
Since these are pretty hot-button topics, it’s best to be up-to-date with Facebook’s Community Standards to be on the safe side.
Profanity & Bad Grammar
Even if it’s implied, Meta will kick back copy that has profanity or if the grammar makes it hard for the AI to understand the text. If you feel this is a vital part of your ad, you can also request a review from Meta and include those details. However, it is best practice to ensure your copy and images “keep it clean” and double-check for spelling and grammar.
Of course, if you would rather focus on other aspects of your business and want the Meta Ad experts at Clique Social to work their magic for you, set up a risk-free consultation with our Senior Partnership Manager, Bec, today.