How To Make Sure Your Landing Page Complies with Facebook Ads
Facebook Ads are getting rejected, and ad accounts are actually getting hit with suspensions and shut downs because users keep submitting them, unsure of how to fix them so that they comply with Facebook’s guidelines and failing to do so.
Landing pages are the biggest reason Facebook Ads get rejected, even though some users aren’t aware that their landing pages must also follow the same rules as their actual ad on Facebook. Landing pages are reviewed just as stringently as the ads themselves, so trying to sneak something past Facebook by sticking it on your landing page instead of the ad just won’t work.
Here’s the list of broken rules that will result in your landing page getting your Facebook ad rejected.
1. Prevents Click-Aways
Have you seen the landing pages—or regular web pages—that try to stop you from leaving? When you click that x in the top corner of the screen, a small pop up appears saying something like “Are you sure you want to leave?”
These are prohibited to have on your landing page, and will result in them getting shut down. Aside from the fact that they’re against Facebook’s guidelines, they tend to look spammy and annoy users. If they’re clicking away, after all, I’m fairly certain they want to leave. Personally, I’m always mildly afraid my computer will get a virus every time I see one.
2. Has Content Banned by Facebook
You know all those restrictions Facebook has for its ads for certain industries? Like how the medical industry can’t promote prescription pharmaceuticals? That goes for your landing page, too. Nothing on your landing page can break those same restrictions of content banned by Facebook.
A lot of times marketers will try to get past Facebook by having the banned content on their landing page, one step away from their Ad, and don’t realize that Facebook thoroughly checks and evaluates landing pages, too. For obvious reasons, this doesn’t work, and has resulted in some accounts getting shut down.
3. Doesn’t Stay Consistent With Your Ad
We’ve all clicked on a link on an ad (not necessarily one on Facebook) that takes us to something completely unrelated, even if it’s just showing us one product and taking us to a different one.
If your landing page doesn’t match what your ad says or offers, your ad is getting shut down without a question; there’s no sneaking that one past Facebook’s team. Your landing page must accurate reflect was advertised on your ad.
4. No Identity and Contact Information Visible
Users should know who they’re doing business with, even if it’s just getting a free download or signing up for a newsletter, and they should be able to get more information about you if they need it. This can be a link to your main website, your Facebook page, a phone number, or other contact information.
5. Is Under Construction Or Results in Error Pages
I’m not entirely sure why you would spend money on ad campaigns and then send users who click to a site under construction, but there it is. Apparently some people do. Make sure your site is up and running—this means checking your landing page frequently for glitches that result in error pages, too—and you should be good to go.
6. Has Malware, Spyware, or Any Kind of Automatic Download
Malware, spyware, and automatic downloads all go on the users’ computer and software without their consent and often without their knowledge. Even if you have a download that is innocent and that the user actually clicked on the ad to get, it can’t be downloaded automatically. No software, programs, files, or tracking devices can be placed on a user’s software without their approval. And let’s be real here—who exactly would approve malware or spyware without being misled or lied to?
Which brings us to our next broken rule that hits a lot of people…
7. Is Misleading
You can’t mislead your users on either your ad or your landing page. Of course there will be marketers who try, but you shouldn’t do it. You can’t lie to users about what your product or offer is, what it does, or what they—or you—gain from it.
This includes spelling out the fine print. If there are any extra rules, restrictions, or requirements that come with what you’re advertising, the user needs to be made aware of it. If, for example, a free trial automatically renews for a paid subscription, or a purchase is necessary to redeem an offer, users need to know. Any ulterior motive, side effect, or part of your ad and offer need to be clearly explained to your users and need to be in a place easily visible.
8. Leads To An Abusive Page
It’s not just your landing page that Facebook Ad’s team checks; if you directly refer users to another site, Facebook is going to take a look at that site, too. While the restrictions aren’t placed on this third site, it cannot be a site that has been labeled as abusive by the Web of Trust. If it is, your landing page is denied, and so is your ad.
9. Doesn’t Function in All Browsers
This is a rule that often gets broken unintentionally, and doesn’t happen as often as some of the others. You may have the most beautiful, masterful landing page in the world on Google Chrome, but it doesn’t amount to much if it doesn’t work on Safari or Firefox. There’s a long list of browsers out there, so test them all and make sure that they work. In some cases you may want to test them on different devices, too; some websites don’t work for apple products at all.
If you want to make the most out of your ads campaigns and landing pages, you should make sure that your landing page is optimized for mobile devices as well. More users are utilizing Facebook on mobile than desktops, so not having a landing page that works on mobile devices can isolate and exclude a lot of potential customers.
When building your landing page, keep these rules in mind.
Following these guidelines (even though there’s a lot of them) isn’t as bad as it sounds, and it will help keep your ad from getting rejected and getting your ads account shut down. Again, landing pages are the biggest reason ads get rejected, so making sure yours follows the rules to a tee will help your ad come back approved.
Have you struggled with landing pages on Facebook Ads? Leave us a comment and let us know!