Nobody likes rejection. It especially stings after you’ve put time, effort, and money into something.
A lot of users have asked us why their Facebook ads are being rejected. Facebook sends an email to users after their ads haven’t been approved, but sometimes they don’t seem to clear up too much.
In order to maintain their own reputation and profitability, Facebook has terms for those who advertise with them.
Why Your Ad Was Rejected
Have you found your Facebook Ad rejected, either through email or under the Ads manager?
For whatever reason, your ad was most likely rejected because it was not deemed to comply with Facebook’s Advertising Guidelines. It’s a long list, but it’s one that you should definitely when looking to advertise on Facebook. Some products or services, such as alcohol, gambling, or prescription services have more in depth limitations. Some highlights to this list include:
- All components of an Ad, including text, images, and other media must be relevant and appropriate to the product or service being offered, as well as the audience viewing it.
- Products and services promoted in the ad must be clearly visible on the landing page.
- Ads cannot assert or imply a user’s characteristics within categories such as race, ethnicity, religion, age, sexual orientation, gender, disability, financial status, criminal record, membership in a trade union, and/or name.
- Ads taking users to a landing page must not have a landing page that interferes with users from leaving it or navigating away. We’ve all seen those annoying “Don’t Leave! Stay Forever!” screens that pop up when we try to click away. No one likes them, and I always wonder if I’ll end up with a virus in my computer after seeing one.
- Ads and sponsored stories in the Newsfeed may not be comprised of more than 20% text.
- Ads targeting should be used appropriately and never used to provoke users, such as if the National Rifle Associate targeted those with anti-gun laws in their interests with inflammatory messages.
- Ads for regulated goods and services, such as alcohol, must follow industry codes and laws (no targeting anyone under 21, ABC Fine Wines!). Alcohol advertising is prohibited in some countries.
- Ads cannot be linked to a sight with suspected malware/spyware
As said above, it’s a long list. This is only a short clip of some of the highlights that would apply to just about everyone. Taking the time to read this list will not only help you make sure that your Ad is approved, but that it will sit well with your audience and be profitable.
Sometimes, though, users pick through every single word of that list only to find that their ads have still been rejected. The most consistent errors—often unintentional—that we’ve seen are as follows:
- Where your ad leads to: This is easily the biggest reason we seen Ads get denied. What you are advertising in your Ad must be shown clearly, and represented clearly, both in the Ad and on your landing page. Even if they match up you have to be careful. Facebook is strict not just about your ad, but your landing page, too. Your landing page can’t have pop ups. Your landing page cannot interfere with someone trying to navigate away from it. If you are struggling with your landing page, keep in mind your ad can always take users right to your Facebook page, too.
- Misleading and deceptive content: I bet you can guess what this one covers! Yep, we all guessed it. Showcasing a picture and text describing one product or service and actually offering another on your landing page (or in general) isn’t going to fly. This is often ranks in at the honored spot of biggest problem #2. Are you advertising the best desserts ever, only to really be selling baking and cooking wear? You’ll probably get denied for that, even if in your attempt to keep your Ad short you just reduced what was once a clear message of “Use our baking supplies get the best desserts ever!” Mistakes can stem from good intentions, so comb over every part of that ad carefully and make sure your audience won’t be misled or confused.
- Taking the CAPS LOCK too seriously: Capitalizing every word, or even an entire word, in Facebook Ads can get your ad rejected. We get it, you’re excited about your product and company, you want to shout it out and share it with the world. We’re excited for that too! But over capitalizing can come off as aggressive or hostile (which you definitely don’t want) in addition to distracting from the rest of Facebook’s site. Facebook puts Facebook’s business first, and they don’t want anyone lowering the quality of their site with distractions. Capitalization in general is ok, but use it sparingly. Emphasize, don’t scream. This is an easy fix.
- Too much text: This is another one that has gotten a lot of Ads rejected, and especially seems to hit home when it comes to the promoted post. All images in ads may be comprised of no more than 20% text. Adam Gerber has a great article about how to avoid getting rejected for this in his article here.
An appropriate amount of text in the Ad picture
- Inappropriate images: Keep it clean, folks. If you’ve got a picture of a beautiful woman in a bikini and there is very little relevance, your ad will probably be rejected. Even if there is relevance, it might be rejected anyways.
What To Do After Your Ad is Rejected
Still finding your Facebook ad rejected?
If your ad is not approved, Facebook will send you an email letting you know why. You can contact their customer service for more information if you’re still unclear as to why it was not approved. They will often give you the option to edit your Ad so you can submit again to be reviewed.
If you don’t have the option to edit your Ad, which sometimes happens, you’ll need to create a new one entirely.
Do not try to fool the system. Some users have tried to trick Facebook into letting them keep their ad mostly the same, altering things a bit but not really changing what they themselves even know is wrong.
This is a bad idea. Not only will your Ads continue to be rejected, but if you are a repeat offender of consistently submitting Ads that don’t follow the guidelines, you run the risk of having your Page suspended.
When I was in writing workshops in college, there was always one student who got offended at critiques (which was, of course, the whole point of the workshop). They refused to truly edit their drafts and often failed the course. Don’t fail your Facebook Ad campaign out of stubbornness. It may sound silly, but some users do.
Sometimes it’s an easy fix. With the 20% rule, you just have to make the text smaller, reduced, or more condensed. For example, take a look at these Modcloth images. They are very similar, but one would work in an Ad and the other wouldn’t due to too much text.
In order to keep your Ad from getting rejected, double-check all the guidelines before submitting it. Sometimes resubmitting will require a minor tweak, like the pictures above, but sometimes it will mean a complete overhaul.
If you need a complete overhaul, as exhausting as it is, it’s worth the work.
In addition to making sure your ads don’t get rejected, you also want to make sure they’re successful. Now that you know how to keep your ads from getting rejected, learn how to make sure they convert every time using our FB Ads Formula.