I can imagine you starting to read this article with puzzled curiosity, because you know one thing. In any case, you read it enough times to understand its importance: advertising on Facebook has now become a key element (if not unavoidable) to grow a business. And if you read this article, chances are great that you have your own business and you care about what Facebook has to offer. And you are right. I will give you two figures, which you may already know, but who speak for them: 2 billion registered worldwide and 33 million active users in France in 2017. Just that!
What does it mean ?
This means that, whatever your industry and the service / product you offer, there is (very) great chance that your ideal customer is on Facebook.
Well used, Facebook ads work, no doubt about it. But if you are not an expert and have shyly tried the experiment, I guess the frustration that lives in you.
You have the uncomfortable feeling of needing to get out of a scientific preparation to understand and master them. I understand you, it's a real gas plant.
I could go into a detailed training of Facebook ads, but this is not the purpose of this article (and some, like Danilo, do it very well).
No, instead, I will share with you the good manners to follow so that you do not find yourself banned from Facebook because of your next campaign.
As embarking on a Facebook campaign, it's like embarking on surfing
You see the others slip on the wave with ease and you tell yourself it's easy. Except that the first wave takes you back and you tap the bottom of the water for a duration that seems interminable. All sheepish and shameful, you return to the towel and just watch those who are having fun.
To go on the adventure of an advertising campaign on Mark's platform, is to take the risk of being caught by the Facebook police, which is not the most fun (and most importantly, not the most open) to dialogue).
But do not panic. I will list here the 3 points to take into account and detail what you need to do (and not to!) To put the odds on your side and avoid the suspension of your account. I will also give you the keys to try to find him if he ever was suspended.
But before attacking, I offer you a 20 point checklist to check in the blink of an eye if everything is OK to launch your next campaign.
Lets' go !
A – Your account must be well structured
It may sound like a boat, but it is the basis. And as in all areas, without a healthy and solid foundation, we can not go very far.
Use your account Business Manager and not your personal account
Facebook is an advertising platform (the largest in the world) and wants to see that you are here to do business.
Business Manager is a tool created to help you manage your various Facebook pages and advertising accounts. Using Business Manager, you can:
Manage access to your pages and advertising accounts – see who has access and at what level.
Share your Business Manager with other people (consultants or agencies) so they can manage your campaigns for you.
Have multiple accounts and users, all housed under your Business Manager account.
Because a pattern is more meaningful than words – and I feel like I've lost you a bit – here's one:
Enter more than one payment method
Here, a simple precautionary measure: if ever one of your methods (PayPal, credit card) should expire, reach its ceiling or be blocked, the other will take over and your campaigns will continue to turn.
Make sure to enable phone verification
Go to your account> About> General Information and Contact Information> Add a mobile phone.
The more evidence you provide to Facebook, the more you will be quiet. This is actually to show blank page.
Start with low budget campaigns
A boost post for € 5 for example would be a good way to start. This is an opportunity to say to Facebook "hello, I start").
Then gradually increase the budget. Indeed, if you have never done ads before and you put hundreds of euros aggressively, Facebook (and its armada of algorithms) will find that suspicious.
Delete all old ads that have not been validated
If you invite somebody who likes you and with whom you wish to go further, you certainly would not keep the pictures of your ex on your coffee table, if?
With your Facebook ads, it's the same! If in the past you have launched campaigns that have not been validated, delete them. You will clean your account and go on healthier bases.
B – Your campaign must respect the rules of Facebook
Again, you have to tell yourself that I'm not teaching you anything new. Keep reading, however, because this point is all too often overlooked by users. And yet!
Do not forget that you are at Facebook. Their platform, their rules. Facebook invites you to their home to promote your products and services. The minimum is to respect their rules.
And, maybe you are like me and that rules, terms and conditions, you find it boring to read. But I invite you to stay informed about the good manners to apply at Facebook.
Make sure you read their advertising rules
A quick reading of their rules will give you valuable information. I noted below the main ones.
Avoid prohibited content
Prohibited content is – unsurprisingly – tobacco, drugs and related products, weapons, gambling, sex, etc.
"Adult" content is also prohibited. And be aware of it! Because you can use thinking that it will stick well to your audience to see you banned.
Example with this image which is not provocative, does not reveal any nude, but which refers to a sexual activity (in the same vein, avoid positions too suggestive):
Do not point anyone
This is perhaps the most sensitive area when you are working on your texts.
This is what Facebook calls "personal attributes". Advertisements must not include content that affirms or insinuates personal attributes.
And it's about religion, ethnicity, health status, financial status, gender identity, and so on.
Avoid absolutely stigmatize someone, even indirectly. Notably by using the term "others" which implies that the person you are talking to is part of what you sell.
Let's see some examples to better understand:
Will be validated: "Looking for Buddhists near you? "
Will not be validated: "Meet other Buddhists"
Will be validated: "Tips in case of depression"
Will not be validated: "You sink into depression? Get help now You remind your audience here that yes, it sinks into depression. Not the best way to get out.
Will be validated: "Make Gay Dating Online Now! "
Will not be validated: "Are you gay? "
Note : this last example, in addition to being banned, is very bad from a marketing point of view. Why ? Because asking this question implies that you do not know who you are targeting.
You want to talk to the gay community. The first step is to define your "ideal client". If you do a good job and correctly target your ad, it will be shown to your ideal client. No need to ask him this question!
Do not offer "trap-to-click"
Do not offer trainings or webinars to "get rich in 7 days". If you remember, this type of advertising still existed a few years ago. It is now forbidden (and that's good!) Because it is based on deceptive promises.
As in all of your communication, remain sincere and in keeping with your values. You will gain in the long run.
Limit the text on your images to 20%
One of the major concerns of Facebook is the quality of experience of its users. And they noted that an image with little or no text caused more commitments. The surface of the text on an image is therefore recommended at 20%.
You can use this tool provided by Facebook to control if your image complies with this 20% text rule.
Avoid affiliate links
It is not noted anywhere in the Facebook rules that affiliate links are prohibited. The help team confirms that they can be used.
However, the feedback of many users proves that Facebook does not like to promote these links and does not showcase them.
If in doubt, and of course you respect the rules, you can try it. At best, your advertising will be validated, but will not have maximum visibility. At worst, it will be refused. You will only have to modify it!
If your affiliate link is declined, a good way to work around this problem is to use a sandwich page. That is, instead of sending the reader directly to your affiliate page, you send it on a first page (such as an opt-in page), where you can, for example, offer a free gift. From there, you will invite the visitor to continue his walk to the page you want to promote.
This brings us directly to the next point …
C – Your landing page must conform to your advertising
First, if you are not sure what a landing page is, I invite you to read my comprehensive guide published last November.
Your landing page should look like the image of your ad
If there is one point to respect here, this is it. Of all the criteria reviewed when reviewing your advertising, the landing page is important.
Facebook makes it clear:
" Your ad may not be approved if the landing page content is not fully functional, does not match the product or service featured in your ad, or does not fully adhere to our ad policies. And also provides an image that speaks for itself:
Ideally, you will use the same image. In any case the same graphic set (respect of colors).
Be clear about the intentions of your landing page
This point has a double importance.
First to reduce the chances of suspension of your ad. The clearer the message, the better it will be for everyone.
Then and especially for marketing reasons. I imagine you have already clicked on a Facebook ad? If it leads you to a landing page that has nothing to do with the ad you clicked on, what are you doing? You leave the page!
Insert links and logo
Finally, to show Facebook that your entire ad is solid, I suggest you add the following:
A link at the bottom of the page to your CGV,
The logo or the name of your business.
If you respect all these points listed, your ads should be validated without any problem (the process is fast enough and your ads can be validated within the hour).
Why do I use the conditional if all the conditions are met? Simply because this process of validation is automated and carried out by the different algorithms of Facebook. And it seems that for them too … the mistake is human.
And the confirmation comes from Rob Goldman, Vice President of Advertising Products, who told Newsroom late last year:
" When we look at an ad, we look at its content, its target, its landing page and the identity of the advertiser. We can sometimes be wrongbut our goal is to prevent and remove content that does not respect our policies. "
We will now address the less amusing part of the article. The one where your advertising account is blocked!
D – How to (try to) unlock his Facebook advertising account
As much to say it immediately, it is very difficult to unlock his Facebook advertising account.
Do not think I'm fooling around, but it's important to follow the advice I gave you above, say "yes sir" to Facebook and follow their rules. You do pretty well targeted pubs that are validated and everyone will be happy. You, Facebook, your target.
Because you do not want to have your account blocked, believe me. If you wish to have access again, then you will go on a long journey that will look like Ulysses Odyssey, and without guarantee to see your Ithaca again.
The literary reference escapes you? No problem, we attack.
Why was your advertising account suspended?
If your account is suspended, you should have a message that says in essence that "Your advertising account has been implicated as a result of unusual activity" and that looks like this:
Who says unusual activity says possible fraud. As a precaution, I invite you to check your Facebook-linked bank accounts to see if you have been robbed. If so, you can notify Facebook here.
But what is most likely is that one of your campaigns was found to be non-compliant by Facebook and its algorithms. I told you to read their rules!
What does suspension mean?
It means you will lose a few hours fighting hard.
All your campaigns will be suspended and you will not have access to any of their data.
You will not be able to create new ones.
You'll be good to face Facebook's "Customer Service", which consists of online forms and support forums run by agents with a happy bazaar.
You will wait patiently for your situation to be examined. And it does not matter if you make post boosts at 5 € or spend thousands of euros a month.
It is not uncommon to see marketers simply cancel their account, without notice, as they spend tens of thousands of euros on Facebook.
How to reactivate your account?
First, take the lead: create a 2e personal account – a profile:
Take care not to use the same name (use your 2e first name for example). Link this account to the page you are communicating with. Give yourself the administrator rights. Add a different payment method than your first account.
You will be able to maintain access to your page and launch other ads.
Call. You have two possibilities:
Call only once (sending it several times will send you to the bottom of the line). Be honest and polite and take your trouble.
Until your account is reviewed, take the opportunity to review your online strategy.
Do you bet on Facebook? I hope for you that no. Think about other acquisition channels and engage with your target in another way. It is difficult to do without Facebook, but other ways exist!
Before you leave, let's take a recap to make sure the long life of our Facebook advertising accounts:
- Structure your account well
- Follow the rules of Facebook;
- Create a landing page that is in continuity with your ad;
- Define your audience well and communicate intelligently;
- If your account is blocked, make sure you have taken the lead and be patient!
You can quickly find all the points and links mentioned in this article, which have been summarized in my checklist.
And if you have a feedback experience to share, do not hesitate to leave a comment!