Trying to get your ads approved on Facebook feels like hitting the same wall repeatedly while knowing that the wall is going to be there. Or trying to hit a target moving at sonic speed, that too, in pitch black. Yes! It can get that bad. It gets so confusing trying to figure out what you can post and what you cannot. What audience can you target, and what can you not? And once you tick every single box off the list, it gets even more difficult to wait for Facebook to review your ad.
And to top it off and make things even worse, Facebook (now Meta) keeps changing its advertising and marketing policies every new day, and, as a result, people keep facing the same problem over and over again. Or they keep waiting for the “pending review,” only never to get rejected nor approved. Frustrating, isn’t it?
Lucky for you, we sat down to solve this Scooby Do mystery of why Facebook keeps rejecting your ads, how you can find a way around that and avoid your ads getting rejected. So, let’s break it all down, shall we?
Let’s start with the trigger events, AKA what prompts Facebook to send your ad to its review purgatory. There are two cases in which Facebook can take the decision to review your ad:
Now, let’s see, more specifically, what factors can trigger a review:
Sometimes, Facebook approves your ad right away, but you find out that it has been denied or rejected a day or two later. The reason behind this is pretty unclear. However, if we look into it in more detail, the only plausible explanation that comes out is that the first approval is most probably done with an automated process. Later, an actual human reviews your advertisement and ends up denying it.
Facebook is stringent when it comes to using a particular type of content that is prohibited according to its Advertising Policies. Check its advertising policies regularly to keep up with it, and don't post anything that Facebook asks you not to. Otherwise, you will get rejected.
Here are some of the things that Facebook prohibits:
And so much more.
This one is a big no from Facebook. We often think, as marketers, that if we post a before and after shot of the positive effects of our product or service, people will be more likely to show an interest. However, Facebook begs to differ. And it is rigorous on it as well. One just simply cannot use any kind of before and after shots in their advertisement’s supporting images.
So, for instance, if you are planning to show somebody parts or an ideal body picture as a part of your ad campaign. Just drop that idea before Facebook drops your ad. If you want to market a weight-loss supplement, you need to post something other than someone with a 6-pack or thigh gap.
Have you found a fascinating video with an exciting thumbnail only to click on it to find out that it is actually a picture with a fake play button? It is pretty annoying, right? Well, Facebook finds it super annoying too. So, if you use a static image ad that takes your target audience to a video after they click on it, keep in mind not to add a fake play button on the Facebook image ad. Otherwise, Facebook will reject your ad.
Facebook rejects any ads that display any kind of non-existent functionality. In other words, it will not run your ad campaign if any part of it deceives the users by being an image but looking like a video because of a play button added to it.
Another reason Facebook may have rejected your ad is that you made its users feel bad about themselves with the way you chose to market your product or service. So, if you made Facebook’s users depressed or sad by choosing a touchy advertisement tactic, your ad was set for rejection.
For example, suppose your ad talks about how people’s weight can affect their personal, professional, and social lives or how certain problems can make life difficult. In that case, you can potentially drive people away from the platform. Facebook does not want that to happen.
In short, it all revolves around context. Stay positive and get accepted, or be negative and get rejected.
Well, right off the bat, adhere to the rules and regulations set by Facebook to avoid getting your ad rejected in the first place. However, to stay on the safe side, here is a handy dandy list for you to refer to so you can lower the odds of your ad campaign getting denied.
Conclusion
In conclusion, the best way to deal with Facebook and its continuous game of hide and seek with declining ads is by keeping calm and playing its game. We understand that it can get super annoying to deal with rejections, especially with the fact that Facebook has one of the worst customer supports ever, but you can make things easier for yourself. How? Well, by following the right guidelines and not giving Facebook any reasons to reject your request to run an ad.
All in all, edit your ads the right way, AKA the Facebook way. Do not include anything that prohibits you from adding. Do not cut corners and never try to trick Facebook. It can automatically block your ad and even terminate your account, and you will have a tough time getting it back, especially due to the lack of customer support.