In 2015, there were 2 million active advertisers on Facebook. That statistic has grown immensely over the past two years, with small businesses dominating the marketplace. Does your company use this platform? If so, are your ads compliant? Instead of finding out the hard way, read our Facebook compliance tips to better prepare yourself for your next sponsored post.
Tip #1 – Facebook guidelines
These rules are located on www.facebook.com/blueprint. It’s a great place to check if you have a specific question or need an overview of the program.
Tip #2 – Relevance score matters
Like the Google Quality Score, Facebook’s relevance score can greatly impact the performance of your ad. People receiving the ad can click on the ad and rate it. If they find it relevant and helpful, your ad will optimize and your cost per click or cost per thousand impressions will decrease. If the user finds the ad irrelevant and marks it as spam, your ad will become more expensive and will be seen fewer times. Ad score is based on a 10-point scale.
Tip #3 – Don’t single out an audience based on personal information
Facebook targeting options are robust. Be careful not to talk to your audience in a manner that makes them feel singled out. For example, posting ads that speak to a view based on a medical condition, their race, age, gender, sexual orientation or even criminal record can be offensive. Even copy that refers to their financial status (or poor financial status) is sensitive, personal information. Focus on the benefits of your product or service instead of your demographics when writing your ad copy.
Tip #4 – Choose your images carefully
Facebook is all about relevance. If you sell lingerie and your ad has a lingerie model on it, then you are probably fine. If your ad is for something completely unrelated and you use a lingerie model image to trick them into clicking on your ad, Facebook will deny your ad request. Keep images relevant.
Tip #5 – Don’t portray a non-existent video play button
Don’t put a play button on your image. The play button is reserved for videos only. If you add it to your image, you will trick people into thinking they are clicking on a video when it really sends them to your website.
Tip #6 – Facebook features and implied partnerships
Be careful not to mimic the look and feel of the Facebook brand when creating your ads. This includes imitating wall posts, messenger and friend request imagery. Similarly, do not use their logo in partnership with your logo without written consent. Be cautious when referencing them unless they are a legitimate partner.
Tip #7 – 20 percent rule for images
Your ad image cannot have more than 20 percent text on the image. This includes text, phone numbers, watermarks and your logo. There is a free, online grid tool you can use to preview your image in advance, saving you the frustration of having your ad denied.
Tip #8 – Health and fitness rules
Facebook has made it clear that you cannot use before-and-after images in your ads. The reason is simple. Before and after pictures of a weight-loss solution may not be accurate or achievable for the average consumer. Facebook has this rule to protect the audience from scams. Health and fitness companies should instead focus on healthy lifestyle photos with an enticing description of their product.
Most of us do not think of putting terms and conditions in our ads, however there are some ad options, like the sponsored offer, that have a place specifically dedicated to disclaimers. Put your abbreviated terms here and make sure the full terms are available and easy to find on your website. This will ensure the viewer has all the information they need to make an educated decision.