Facebook’s Advertising Minefield – Are You Up To Date?

At the moment, Facebook’s terms & conditions for advertisers is changing quicker than a chameleon sat on a TV screen.

To bring you up to date, put those myths to bed and to give you some crystal clear clarity, I’ve put together this blog post to signify some of the biggest recent changes and how you should deal with them to play within the rules and maximise your results.

Because today, I’m bringing you some real “insider info” from a guy called Justin Brooke, who has been speaking to Brian Hopkins, the head of the ads integrity team (one of the policy makers) at Facebook. Justin recently posted his conversation which I’ve dissected for you here.

Justin will be a regular speaker at the mastermind group that I’m part of next year, so I’ll have lots more juicy insider information to share with you 🙂

Are you ready? Let’s get started…

Keep the trust with your audience intact.

This is simple, all you need to do is being honest.

No misleading adverts that are promising this, that and the other, and then driving traffic away from Facebook to a different places.

No promises in your copy that your landing/squeeze page doesn’t fulfil.

And probably the most important one, no misleading images that aren’t relevant to what you’re promoting.

You know the one, a dolled up model in skimpy underwear to promote a copywriter… seriously?

Treat Facebook users with respect, be honest with them and don’t irritate them with bad marketing.

Facebook also hate it when you’re driving their much-loved users to videos with no-player options, where they can just play & pause. Nobody likes sitting through those videos, and Facebook don’t want you pushing them on their users, so make sure you include a scroll bar so they can skip to the call-to-action.

Understand the implications of opt-outs.

A few weeks ago, I reported that Facebook are now giving their users the option to opt-out of your adverts, if they’re not relevant or they don’t want to see them.

It’s all part of making the user experience better.

What that means for me and you is that if you have more than average opt-outs, Facebook are going to investigate your account.

But don’t worry…

Because, if Facebook receive complaints but your ads aren’t misleading and your landing/squeeze pages are fair and genuine, then you’re not going to get in trouble.

BUT…

Facebook’s complaints team rarely get complaints about transparent, trustworthy ads, so ensure that you’re setting up good quality adverts to your right market, to make sure that you’re not ruffling too many peoples feathers.

Understanding what causes account termination for advertisers.

How many times have you heard these “horror stories” about how some poor advertiser had his account shut down, with no explanation, even though they did nothing wrong?

Scary isn’t it?

Well, according to Brian and the Facebook integrity team, Facebook are currently working on a new system to deal with advertisers.

There are thousands, even tens of thousands different scenarious for why accounts get closed, meaning that Facebook’s team don’t give an accurate detailed reasons for every termination.

But stick to this general guideline from Brian Hopkins, and you’ll be fine:

“Account terminations are usually a result of something you are doing that is breaking the trust relationship” 

It’s not an issue with your business, it’s all about ethics.

Be honest, be transparent and advertise with style.

How to handle negative comments on your ads.

Horrible aren’t they?

Especially when people get personal, call you this that and the other, or even class you as a ‘scam’ or ‘spam’.

So, how do you deal with these emotion vampires?

By all means, you’re allowed to moderate the comments you receive.

It’s absolutely fine to remove unfair, spammy comments.

But be warned, deleting every single negative comment can be frowned upon, as it will look like your hiding the truth, and not being transparent with users.

What’s the verdict?

I know what you’re thinking, your itching your head feeling a little over-whelmed by Facebook’s harsh rules and conditions.

But, it’s rather simple.

All you have to do is be compassionate towards the end user.

You must understand that Facebook doesn’t want to be known for being a spam-bot that pushes adverts in peoples faces, remember that Mark Zucks wants Facebook to be “cool” – and adverts aren’t really cool.

People use Facebook to catch up with friends and family, share personal experiences and feel part of a community, not to buy from.

Just ensure that your ad is enhancing the users experience rather than annoying them, and you can’t go far wrong.

3 Comments

  • Elaine halligan

    Reply Reply November 27, 2014

    Once again really sensible no nonsense advice from the lovely Emma. Thanks for making all this clear and stopping the scaremongering.

    • Emma

      Reply Reply December 3, 2014

      Thanks Elaine – I hate nothing more than scaremongering!

  • Rose

    Reply Reply August 24, 2015

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