Today, Facebook is still the number 1 social media platform to engage and get the right audience if you are running a business. Since everyone has gone online, many brands now focus on advertising their products or services on Facebook instead of traditional advertising platforms such as television, radio, newspapers, etc.
According to Hootsuite, there are now 2,740 million active users on Facebook. Most have chosen Facebook Advertising to reach out to their audience. Thus it’s important to make sure you do not make common mistakes while running your Facebook campaigns.
In this post, let me share with you my experience and some valuable advice from different digital marketing experts.
Table of Contents
1. Facebook Page Quality
If your ads have been disapproved of or do not perform well on Facebook, it might be due to Low Page Quality. Many Advertisers/ Marketers/ Business Owners have no idea what to do with the ad settings and ad assets when their ads are disapproved. Most often than not, it is because they do not work enough on organic reach, which means normal facebook posting without using boost or paid ads.
Posting too often does not necessarily increase engagement with your followers. In fact, it can stop your followers from following your page. If you keep spamming your followers, you may get a poor Facebook rating, which can only be reversed after some time.
Solutions to Avoid Low Page Quality
- Avoid frequent posting or spamming on your Facebook Page
- Avoid posting misleading or easily misinterpreted content
- Use Original content or give credit if you use others’ content
- Create posts that offer valuable information
- Check your Facebook Page Quality periodically.
It’s recommended to have a social media marketing team that is proficient in advertising-related policies and keeping with overall Facebook community guidelines. Always perform a fact check before creating a post when it comes to content sharing. The posts you create can be related to product tips, business tips, knowledge etc. Facebook users tend to engage better with posts that guide them or provide value to them instead of posts that always ask them to buy.
2. Facebook Ad Quality
So, what determines Facebook Ads Quality? It is determined by ad relevance to target audience, information accuracy, image quality, text-to-image ratio and more. Social media platforms such as Facebook and Instagram considers various factors before they approve your ads. Bear in mind that low ad quality will affect your campaigns making them not performing well or even forced to stop.
Facebook has become better at assessing if an ad is baiting, or if an advertiser is forcing its users to do something they may not be interested.
The most common mistakes made by advertisers include the use of poor image quality, targeting the audience the wrong way, incorrect or misleading ad content. All this can lead to a low performing campaign.
Solutions to improve Facebook Ad Quality
- Use correct information to reach your target audience
- Find out the right target audience that is right for the goal of your campaign
- Follow the recommended image and video aspect ratio for each different placement
Best practices for image ads
- Use the recommended aspect ratio for each placement
- Use high-resolution images
- Showcase your products, services or brand
- Avoid having too much text on the image
- Focus on your message
- Preview your ads
*Source: Facebook for Business Help Center.
For more information, visit this topic: Best practices for images ads
If your ad is disapproved, find out why here Facebook Ad Quality Score guidelines.
3. Incorrect Ad Format and/or Goal
With various ads types and campaign goal options offered by Facebook, mismatching them to run your ads campaigns will create a poor user experience. Worse, it can lead to disappointing campaign results.
The most common mistakes made by beginner advertisers are using boost posts. Bear in mind that boosted posts don’t really bring more engagement, leads and traffic to your Facebook Page. Sometimes, Facebook can misinterpret your effort as trying to manipulate. This can result in an account or ad suspension.
Solutions to reduce incorrect selecting Ad Format and/or Goal
- Get an expert / digital marketing agency to help you on kickstarting your marketing campaigns
- Understand your campaign goal and plan well with the right ad format
- A/B testing on your campaigns to identify the best ad format to reach your audience
Before investing more in advertising, it is a good idea to do A/B testing. If you are still new in Facebook advertising, consider engaging the service of an expert or digital marketing agency to kickstart your campaigns. Learn from them how you can effectively manage Facebook ads campaigns.
4. Being Reported for Spam
Facebook allows users to report others if the content is found to break the rules. Even if your ads might be entirely good-willed, there is still a chance someone may feel not comfortable with your content and report you for spam.
There may also be cases where your competitors (or someone who feels strongly against your course) report you for spam just to sabotage your business or campaign.
Solutions to avoid being reported as spam ads/posts:
- Complete the full details under ‘About Section’ on Facebook Business Page
- Block users who have a high potential for malicious play (if you know it)
- Request Facebook Team to review the ads or posts again if someone reports it
Certainly, it is not always possible to prevent someone from reporting your ads (some might just report it without any solid reason). Thus, it is best to follow the guideline set by Facebook when running ads or posting.
5. Restricted or Prohibited Topics
Your ads can be disapproved because of restricted or prohibited topics. Some say Facebook does not usually prohibit or restrict any advertising products or services. Undoubtedly, most violations occurred due to coincidental circumstances or unforeseen nuances.
If you advertise on Facebook and receive the following notification, then it will definitely affect your ads campaigns.
Things / Contents not allowed on Facebook:
- Nudity or other sexually suggestive content.
- Hate speech, credible threats or direct attacks on an individual or group.
- Content that contains self-harm or excessive violence.
- Fake or impostor profiles
*Retrieved from Facebook Help Center. For more information, you visit this page.
Solutions to Avoid Restricted or Prohibited Topics:
- Always review your contents with Facebook Community Standards
Tip: Don’t try to challenge or exploit the grey area of Facebook Advertising.
6. Copyright & Trademark
Advertisers/marketers sometimes use third-party content in their marketing materials or promotions. When using materials that do not belong to you, it is best to have written permits to avoid legal suits against your business.
For business accounts and advertising, Facebook is more concerned with copyrights and trademarks. Always credit the original author and seek permission before using the content.
Any common image, audio, or video content will be found. Even if you own the trademark, you’ll need to demonstrate that your advertiser profile has permission to use it.
Solutions to proper use of Copyright & Trademark materials
For information about how to use any copyrighted or trademarked products, see Facebook’s Intellectual Property.
Seek guidance from a professional digital marketer or a digital marketing firm.
7. Landing Page Quality
If your campaign aims to drive traffic or convert visitors to your website or landing page, your landing page’s quality is equivalent to achieving your goal.
From a technical standpoint, Facebook (and other Advertising Platforms) will determine the landing page’s importance to the ad, as well as the Facebook profile page and general UX pitfalls (broken links, pop-ups, unnecessary downloads, loading speed, and so on), aka the user experience on your landing page.
A high bounce rate on your landing page would also affect the Facebook algorithm and waste your ad budget. What induces such a high bounce rate? Customers may have encountered contradictions or deceptive elements in the content of your advertisements and landing pages.
How to Boost the Quality of Your Landing Page
- Optimise your landing page content using website health tools (such as GTMetrix, Exabytes Website Health Checker)
*Note: Optimizing your landing page content will boost user experience, reduce bounce rates, and increase your Search Engine Optimisation (SEO) score to rank higher in Google.
- Your landing pages’ UI and UX architecture should be enhanced.
- Utilise Facebook’s Sharing Debugger to see how Facebook views your content and to address any problems with flag tools.
*Note: Facebook’s Sharing Debugger is recommended for web developers.
For some experienced Advertisers/ Marketers/ Business Owners, these advertising tips may seem elementary, but I hope it will serve as a beginner’s guide for beginners to avoid Facebook Advertisement mistakes. Bear in mind that the most critical aspect of social media marketing is engagement with your audience. When you can get your audience to connect with you, it means they are building faith in your brand and are interested in learning more about your products and services.
If you’re having trouble handling your Facebook Ads campaigns (or if you’re just getting started with Facebook Advertising), please contact one of our experts who will be happy to help.
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