Facebook’s tightened up its advertising approval process. What does this mean for your business?
Why won’t Facebook approve my freakin’ ads? Facebook advertising is tough! If you’re venturing into the world of boosting posts and campaigns, you need to familiarise yourself with the latest guidelines used in the approval process.
Why Facebook makes advertising so difficult?
Being a social network, Facebook is a place people come to catch up with friends, feel good about the connections they make and be entertained, not spammed with ads. Team Zuckerberg wants Facebook to be an enjoyable experience that keeps people coming back, so there are strict rules and guidelines around advertising.
Some of the advertising rules are common sense—no guns, no drugs, no explicit adult content or products—but Facebook are now cracking down on what is often referred to as clickbait or engagement bait ads.
These are ads that use deceptive headlines to sucker the viewer into clicking only to discover they’ve wasted their time. We’ve all experienced this at one time or another #howtopissoffpeople. This includes advertising which requires users to share a post, tag a friend or request comments to boost interaction and ‘trick’ the Facebook algorithm.
Clickbait advertising often uses scandalous headlines prone to over-exaggeration to lure users to click the link, but only to discover it’s not nearly as shocking as it’s been made out to be.
Weekly magazines often use this tactic. We’ve all bought mags thinking our favourite celebrity is having a baby/getting married/or in rehab, often to find it’s a new movie role they’re rehearsing for. It makes you feel suckered in, cheated, like you’ve wasted your time and money.
So before you get all mad as hell when you’re ad gets disapproved, re-read the headline and check your content. Is it clickbait?
What are examples of clickbait?
- The 10 things you’re doing that are turning him off (And you won’t believe number 7). This is usually followed by a lame list of things which are common sense; such as banning him from seeing his mates, picking your nose etc. Hardly informative!
- Like this post or the kitten dies!
- Only 10% of people can make it past level 3. Are you one of them?
- Advertising headlines should be informative, not sensationalised or withholding information forcing the user to click the link for more information.
How to write better headlines for Facebook advertising
We know clickbait works and it has done for years, but you don’t have to resort to spammy headlines to entice people to click links.
Advertising is about providing a solution to a problem, to promote the benefits of your product or service. For example; one of the benefits of signing up for Supercharge your Facebook Ads training course means you’ll be familiar with ALL the stringent criteria Facebook looks at. Clickbait is only one small component.
To learn more about how to circumnavigate the world of Facebook advertising without bursting a blood vessel, our training course will equip you with the tools you need and what to do when an ad is disapproved.