Are you an agency that runs push paid campaigns for the purpose of promoting your content and business? Are your Facebook Ads not performing well lately, and you can’t seem to pick the reason? If so, you have landed on the right page. Here, you’ll find the answers to your many questions, related to Facebook Ads performance.
In this world of digital marketing, the trends of promotions are shifting towards social media. In that, Facebook emerges as the primary platform for advertising. If you use this platform, then there are certain Facebook terms and conditions you should know. This will maximize the performance of your Facebook Ads.
What matters more than the terms and conditions is your receptive eye and willingness to read through all of them. You must understand and keep them in mind while planning your next campaign.
Why bother reading terms and conditions?
Due to events, where Facebook removed or suspended around a billion accounts for spreading fake news or violating their terms and conditions, a lot of marketers have been pushed to re-analyze their strategy. The important bit which everyone seems to be missing out on are the terms and conditions which Facebook presents and most of us choose to swipe through or outrightly ignore.
We wouldn’t say it’s a crime to not read terms and conditions at all, but we will tell you why reading them and abiding by those rules will free your profiles and Ad campaigns of any violation and help them perform better.
Here is a list of important Facebook terms and conditions and their quick fix:
Facebook’s right to cancel any ad campaign
Under Facebook’s Self Serve Ad-Terms, the 3rd clause states that they have the right to reject or remove any ad for any reason. This has set off many business accounts and marketeers searching for a solution. The most viable solution is to comply with Ad policies.
While there are a number of Ad policies which one should know, here is a list of the important articles related to Ad campaigns on Facebook.
- The selling or promotion of any illegal activity or service is strictly prohibited. This includes targeting minors for inappropriate behavior or selling adult products.
- Discriminatory practices of any sort are forbidden. This means that one does not have a right to promote hate speech or incite violence against a certain ethnicity, racial community, religious minority or gender.
- Selling drugs is prohibited unless it is a medicinal drug. In that case, one must be clear with the intent in their Ad.
- For those who think that grammar or good writing doesn’t count, think again! According to terms and conditions, Ads must not contain any element of profanity or bad grammar.
- Third-party infringement is strictly prohibited. Therefore, to make sure it doesn’t happen with you, ensure that any of your Ads promoting branded content must tag the featured third-party products or service.
Community guidelines and their impact
In addition to the prohibited content, Facebook also has policies regarding restricted content, based on their value or the country domain they are being promoted in.
For instance, if one was to promote the consumption of Alcohol in Pakistan, according to the local community guidelines, your Ad can be subjected to removal. Whereas, such an Ad in the US domain would be appropriate to the community standards.
Therefore, it is absolutely necessary that one reads the community guidelines for their domain, before advertising a seemingly controversial product.
The unpredictable promise of reach and performance
A lot of times marketers and those who run Ad campaigns find themselves whining. They rant about the promised reach and engagement which was not achieved. Their claim is that Facebook showed them an estimated number of reach and hence made a promise to ensure the engagement. But often, that is not the case because according to Facebook terms and conditions, it gives no guarantee of reach or performance.
To ensure that your Ad reaches maximum people, set your target audience wisely and carefully. Once you’ve published the Ad for your designated audience, it can then organically reach people outside your set ambit, should anyone from your target audience decide to share it.
Additionally, a lot of text on your image can sometimes limit its reach. According to Facebook’s guidelines, if the image has more than 20% of text, it might not be outrightly rejected but will have limited reach.
Sometimes, fraud might occur through your Ad. In that case, Facebook equips you with a duty to notify within 30 days. If you lodge the complaint, after the assigned period, Facebook will waive off any claim made.
Posting on someone’s behalf – for agencies and freelancers
If you are a marketing company with multiple clients on your hold, ensure that all the stakeholders comply with Facebook policies. For that to happen, make sure that your company, as well as the clients you are dealing with, know Facebook’s terms and conditions.
Make constant efforts to keep them in the loop of any change in the policies.
If your Facebook Ads are disapproved, do this!
Are you currently in a glitch where your Ad was disapproved by the authorities? Are you wondering what might have been the cause? Furthermore, are you going crazy over the prospect of getting your account suspended?
Well, worry no more and stop pacing around like a madman. There is a viable solution to your problem.
Firstly, keep in mind the Ad review process of Facebook. In an instance where your Ad is disapproved, you can edit the Ad and then post it again. Make sure you check your email address and see it is working. Also, re-evaluate the content of your Ad. After you’ve made the changes, you can resubmit your Ad for review.
Moreover, if you feel that your Facebook Ads were in compliance with all the standards set by Facebook, you have an option to appeal using this form.
Keep in mind that policies are subject to change without any notice. Our word of advice is to keep yourself up-to-date with the changing terms. Every now and then, take out time to review the terms and conditions. Do this, and you’ll be on your happy path of safe marketing!
Do let us know if this helped you in the comments section below.
Disclaimer: This article is not Facebook’s official statement.