How To Keep Your Facebook Ads Account Open and Active
Facebook isn’t shy about shutting down and banning ad accounts, and you can be affected by this even if you weren’t intentionally trying to go against the system. Just as Facebook is aggressively killing fake likes, they have no reservations about shutting down ad accounts that are repeat offenders who don’t stringently follow their rules.
Since Facebook is hardly being stingy with the shutdowns, it’s important to know remain Facebook compliant in the ad system. We’ve tracked down what seems to be the biggest infractions and most common reasons accounts are being shut down.
As long as you follow these 6 laws of remaining Facebook compliant, you can officially worry less about your account being hit with being closed, suspended, or banned.
Uphold Industry Policies and Other Legal Restrictions
Even outside of Facebook’s rules and guidelines, you need to maintain the legal restrictions of your industry, which includes privacy policies and anything else legally required of your business.
While this isn’t a rule that I’ve seen get broken a lot, it’s one that will get your account shut down pretty quickly. Advertising liquor to underage users? Referencing any kind of drugs? You can kiss your account goodbye.
You can also get into a sticky situation in a variety of other industries, especially if you’re involved in an industry like the medical one, which has a lot of red tape around it, and you can’t advertise prescription medications on your ad or landing page.
If there are privacy policies and legal obligations your industry requires, then your ad, offer, and landing page all need to reflect and uphold them.
This includes images, headlines, and text on both your ad and landing page.
This is a big one, and it happens accidentally almost as often as it happens on purpose. It’s easy to try to make something sound as appealing as possible only to accidentally make it sound like something else.
Staying relevant is key here. If you’re advertising weight loss recipes in an all-vegetable diet regimen, maybe don’t have a picture of a chocolate cake with the headline “great recipes for weight loss.” Technically, yes, it’s food, but that’s not what you’re advertising at all.
Under this umbrella is also the topic of spyware or malware. Getting users to your landing page promising them one thing but really using some sort of software to “sneak” into their system or that performs activities without a user’s consent is a massive violation.
This is a serious problem, but all of our readers have good intentions and actually seek to remain Facebook compliant, so we’re putting it as a reminder instead of a main rule. If you do have any kind of software that automatically downloads without a users’ permission or somehow invades their privacy or their software, get rid of it immediately. Even aside from Facebook’s rules, it’s wrong and unfair to get users to your page for an offer or advertisement but to have an ulterior motive of installing software on their system.
No Manipulating User Behavior
Making grandiose, over zealous promises or motivating users with fear-mongering and panic-inciting revelations are both big no-no’s. This should be a mandatory rule in all advertising: not making giant, over-exaggerated, and overhyped statements and promises that make a user rush into something out of misguided excitement or fear.
This ties closely in with the first rule above about making sure there is nothing misleading on your ad or your landing page.
Make Your Identity Clear
Once on your landing page, it should be immediately clear to a user who they are doing business with. The name of your business should be present, as well as the necessary contact information and/or a link to your main site or Facebook Page. The contact information, if applicable, can be a link to your main site—that’s acceptable.
This protects users and Facebook, and helps keep shadier businesses from advertising on Facebook. If users are going to click on Facebook Ads and end up on a site that they don’t know who’s running it or how to contact them, they’re unlikely to click another Facebook Ad again, which is bad for Facebook’s business.
If your landing page doesn’t have the necessary contact information for users to get ahold of you, your ad (and potentially account) is getting the axe.
Landing Page Must Coincide with Ad
Issues with landing pages, including issues with breaking this rule and the next, is one of the most common reasons ads get rejected and accounts can get shut down. Since landing pages are one of the biggest causes of ad rejection and everything that can follow, make sure you read Facebook’s entire section of rules about landing pages. It could help save you a world of hurt, or at the very least some time. Facebook checks and monitors landing pages closely.
Your landing page must coincide exactly with your ad. If you make an offer for 50% off your product but your landing page takes you to an opt-in for a free download of a different product, your ad will get shut down.
Keep the offer consistent with what you’re actually wanting to advertise, and you should be good to go.
Landing Page Must Be Clear About Intentions
This is where people are getting the information. The ad is like a little teaser, while the landing page is the IMDB movie page, complete with full plot synopsis and parental advisory guidelines.
If your product, for example, has an automatic subscription service or monthly fee in addition to the product that users will be charged, they need to know that.
Whatever strings come attached with a user taking action on your landing page or taking you up on any offer, they need to be brought to the attention of the user on your landing page—not later.
Have we all seen at least a few examples of businesses breaking these rules and getting away with it? Of course, multiple times. That doesn’t mean that everyone gets away with it; most people aren’t, and most of the advertisers who got away with it before are even starting to get shut down now.
While there a lot more Facebook rules and guidelines that don’t make this list that you should familiarize yourself with, these are the essential laws of staying Facebook compliant that will keep you from getting your account banned in the blink of an eye.
Have you experienced any of the persistent account suspensions and shut downs? Leave us a comment and let us know!