When attempting to figure out how to create Facebook ads, do you feel overwhelmed by the complex ad policies that are tough to abide by?
If your wish is, Can someone just sum up what I need to know to get my ad approved? Well, you're in luck. Your wish is my command, because I'm about to tell you how to create Facebook ads that get approved.
In this article, you will get a neatly organized set of principles. The goal is that you'll understand every policy Facebook has, without having to read the policies yourself.
Although it's a good idea to read those Facebook advertising policies, it takes a long time. So, if you're in a time crunch, just read this article instead.
Learning these rules and regulations is worth your time. If you can learn how to create Facebook ads that get approved, your business will only benefit from this. More and more people use Facebook every month. On Facebook, daily traffic has increased to 1.62 billion logins, which is a 9% increase over the last year.
So if you want to make sure people see your ad for your product or service, it's a no-brainer to use Facebook advertising.
Facebook marketers feel frustrated because their job is getting more challenging every day, as it's becoming harder to get ads approved on Facebook's advertising platform.
Even if you set your Facebook ad account up for success, you still have to check ad policy updates, carry your clients through scandals, and market yourself.
PPC is getting more expensive, so you need to make your campaign count.
If you don't abide by Facebook's strict rules, your hard work might be in vain and you'll get only a little traffic - at a high cost.
And it's difficult to find copywriters to outsource the work to, who understand Facebook's rules.
To make it easier for you to stay on top of Facebook ads, here is a comprehensive guide to get your ads approved fast, without long pending times:
Facebook might grow in its user base year by year, but its money comes from the ads they run. Facebook lives and breathes by those ads.
If people don't want to advertise on it anymore, it will lose relevance and thus money.
What could scare advertisers away from Facebook? Two words: Image damage.
Imagine you would sell top-quality cars at a convention. How much would people trust you if everyone around you would scam people?
Like selling low-quality cars while promising a car like yours? How could you prove that you are different?
This problem is what Facebook is conscious of. If they allow certain advertising practices, their best customers could leave them.
What serious company would want to advertise on a platform where scammers can roam free?
First of all, Facebook has two groups you need to be careful with: Prohibited and restricted content. The prohibited category consists of 30 rules, while the restricted list contains 13.
You don't need to go through this long list of policies, because I grouped them in seven principles for you:
This one is self-explanatory. Avoid advertising anything illegal( depending on countries) or endangering.
In short: Do not break any of the community guidelines or any laws. Such things include certain financial products or services like CFD trading.
Your ad should also not promote breaking those laws or show people how to do it.
Such things also include infringements( using protected brand symbols without consent) or discrimination.
Business practices like promising a visa without background checks are obvious no-go's as well.
Also, don't bother to create Facebook ads for unsafe supplements- if it's not proven, Facebook will block it.
In short: If your product or service is illegal or prohibited in the country you are targeting, you can't create Facebook ads for it.
Everything in this category deals with making false statements, claims, and such practices.
The idea is to protect people from disappointment, anger, and bad experiences. If your ad leads to any product, service, or landing page that doesn't fit the copy, don't expect approval.
But this policy doesn't only prohibit you from misleading people. You also cannot advertise any product or service that helps mislead people. What does this include? Malware, Spyware, and tools that cheat the system.
You also cannot use practices that circumvent the approval system. Weird spelling and special characters to form words will block your ad immediately.
If your ad contains checkboxes, they have to be empty- otherwise, your ad seems deceitful.
Have you ever gotten these spam-emails where a prince tried to give you a few million dollars if you pay a small fee?
How credible did you find it- besides the outrageous claim? Yes, those emails usually are riddled with grammatical errors and typos.
Imagine a potential customer reading an ad of that poor quality.
If you want to create Facebook ads that get approved, your copy needs to be entirely free of grammatical errors and spelling mistakes.
If your ad copy has grammatical or spelling errors, Facebook most likely won't approve your ad.
This policy also extends beyond the ad itself: If the landing page you are promoting doesn't work, your ad won't go through.
Make sure that not only your landing page works- you can't show non-existent functionality.
This rule includes fake play buttons that don't play. Remember the second principle- no misleading or cheating people into clicking your ad.
Last but not least- also watch the quality of your language. You can't use any profanity in your copy or hint at it. Even if you censor your profanity with asterisks or symbols, your ad will still be rejected.
If you create Facebook Ads, you want to reach as many prospects as possible. Yet, not every type of content is fitting for all audiences. The most critical thing about this guideline is its strictness.
For example, you can't promote dating sites that only offer sexual services. In your ad copy, you cannot mention or even just hint at anything sexual or x-rated.
As strict as this guideline is, there is some leeway. If you wanted to learn how to create Facebook ads for contraceptives, for example, this would be possible. You'd just have to make sure to focus on its birth-controlling aspect, rather than sex.
Also, some adult content is okay if you advertise only to 18+-year-olds (or older depending on your country's law).
For example, you can advertise alcohol to people above the drinking age. For other adult-content like gambling and similar services, you need written permission from Facebook to advertise it.
How do you get this permission? Facebook gives it on its discretion and only after a full review of your business. If you are not a state-controlled organization, though, the chances are small that you will get permission.
Is that all? No. Facebook wants to ensure that its user base stays on the platform. That's why Facebook forbids any ads that are scary, offensive or shocking. You cannot exploit controversial political or social issues for commercial purposes.
This guideline extends beyond the ad itself. If your landing page contains offensive, disruptive, shocking/unexpected content, you won't get ad approval.
This principle is the important one. Every other policy can be derived from these simple ideas:
"Don't give Facebook and it's advertisers a bad reputation." Or, "Don't give Facebook users a bad experience."
You cannot advertise the use or sale of weapons, ammunition, or explosives.
Let's do a quick quiz. With keeping in mind what you have learned so far, what can you promote?
a) Suppressors/silencers- it is just an add-on
b) Gun Safes, mounts, cases, and similar products
c) Plastic toy guns
If you guessed that you could promote "B" and "C" on Facebook, you are correct.
Why can't you promote "A"? Well, what comes to mind if you buy a suppressor or silencer That's right- assassins and killing someone unnoticed.
What comes to mind with a gun safe? Safety. That's why "B" is okay if it's advertised to the legal age and in a state where guns are legal. If you're against guns don't worry, so am I, this was just being used as an example.
"You look like a bright individual, do you want to earn some extra income?" What comes to mind immediately? That's right- MLM.
Since that business practice has a bad reputation, you can't promote it. Remember principle #4?
Simply put, anything that has a reputation of a scam or brings people into an unfavorable position is banned. Examples of such ads that would be banned are payday loans, bail bonds, penny auctions, and any similar services.
Payday loans are not scammy per se- but they encourage unreasonable financial behavior.
The USA doesn't regulate this business model strictly, so people struggle to pay back the loan and end up in financial trouble.
Have you ever had that experience: You tell a friend that you are looking for a service and suddenly see an ad about it?
How did that feel? Sometimes this can feel spooky, or occasionally funny. But imagine advertisers using your most confidential data to send you those ads. If someone can access your data like that, they might know things about you that you don't want public.
Would you want that? No. That's why Facebook prohibits hinting that you know anything about your prospects.
The protected attributes are:
Financial Status or Information
Medical Condition Membership in a Trade Union
Religion or Philosophical Beliefs
Sexual Orientation or Sexual Behavior
For these, it's merely a matter of how "How" you communicate. If clicking your ad would reveal the prospect's prohibited attributes, it's a no-go.
Quiz: Which of the below is Facebook compliant?
a) "A service for teens."
b) "Car insurance for 18-24-year-olds"
"B" is not compliant because if you engage with it, one could deduce your age.
Next question: Which one of the below is Facebook compliant?
a) "Looking for Buddhists near you?"
b) "Meet other Buddhists."
"B" is not compliant because the word "other" implies that the user is a Buddhist. That would mean you know his religious beliefs and give Facebook a bad reputation.
Why? Because this leads to the belief that it sold your data to an advertiser.
These little nuances are the daily life of a copywriter. Finding the words that could get your ad rejected, and saving your ad, is what you pay them for.
This section deals with drugs of any kind, as well as tobacco.
The rules are simple: You cannot promote the use or sale of these substances. For tobacco, you can promote groups with tobacco-related interests, but they can't lead to sales for the product.
This guideline also extends to tobacco-related products such as: Vape pens, rolling papers, chewing tobacco, and anything related.
For drugs, the guidelines are much more strict: Absolutely no promotion of illegal, prescription, or recreational drugs at all. You also can't advertise related products like shishas or pipes.
You can, however, promote any campaign that raises awareness, like a stop smoking campaign.
Pictures have to show positivity, be relevant to the product, and truthful.
If you are not sure if your picture is compliant, just check the seven principles.
To create Facebook ads that get Facebook's approval, you need to follow all of its guidelines.
Before you publish an ad, check its copy and creatives against the seven principles.
If everything seems okay, go ahead. If you are tight on time, you can save yourself the trouble of not doing it yourself.
Our copywriters are experts in compliant Facebook copy that converts.
You don't need to worry about deactivated campaigns or long pending times- we guarantee it. See for yourself how our copywriters can help your business or inquire about our Facebook ad copy packages today.
Adam is a Copywriter and High-Ticket Closer for agency and e-commerce training. Having two decades of experience in hypnosis, Adam is an expert in making people take life-changing action with words. If you need an expert to write for your coaching or online-business model copy, you are in good hands.Hire Adam