Facebook Tips (Auditing and Best Practices)

Tips and best practices surrounding ad approval/denials and stats queries 


Before ads show up on Facebook (or Instagram), they’re reviewed by people at Facebook to make sure they meet their Advertising Policies. This typically takes 24 hours.

Facebook will check your ad's images, text, targeting, and positioning, in addition to the content on your ad's landing page. Your ad may not be approved if the landing page content isn't fully functional, doesn't match the product/service promoted in your ad or doesn't fully comply with our Advertising Policies.
 
  • What happens if my Facebook creatives are rejected?
    • Thunder will be notified of any Facebook creatives that are rejected. Our Rejected-Creatives team will then reach out via email with the appropriate information and how to fix it.
    • Once the creative issues are fixed, and the campaign is re-submitted, the creatives will be sent to Facebook to be audited again. The creatives must pass audit to serve in Facebook. We will notify you again if the creatives fail to pass audit.
    • Note: it is important to submit campaigns at least a week before your desired start date to allow for the creative audit process to transpire.
 
  • Preventing Rejected Creatives on Facebook.
    • Facebook’s Auditing standards can be very different than with other advertising distribution partners. For that reason we have included some information below about what type of creative’s are commonly rejected, and how to fix them.
 
  • Thunder guidelines for making effective social campaigns
    • Getting your creatives to pass audit is just one aspect of an effective social campaign.

Guidelines to help Facebook creatives pass audit
Below are some examples of Facebook rejected creatives we commonly see, and steps to take to help your creatives pass audit.

Prohibited Creative Content:
  • TARGETING THE VIEWER’S ATTRIBUTES
    • Facebook does not allow ads to refer to a viewer’s attributes within the headlines or descriptions.

 
How to fix: We recommend focusing on your product or service, rather than the audience.

Other Examples:

 
  • HIGHLIGHTED PAIN POINTS
    • Ads should clearly reflect the product or service being advertised rather than focus on someone's body. Using images that highlight pain points typically evokes a negative reaction from viewers.
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How to fix: Use an image that focuses clearly on your product or service. 
  • TOO MUCH TEXT
    • FB will restrict the ad from running penalty is restricting the ad from running.
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How to fix: Reduce image text, or use an image with no text, to make sure your ad reaches its audience.
 
  • SHOCK AND SCARE
    • Facebook doesn’t allow images may shock or evoke a negative response from viewers.

 
How to fix: We suggest using a different image that reflects the product or services being used, rather than images like these.
 
  • BEFORE AND AFTER PHOTOS
    • Facebook doesn’t allow images that show before and after results.

 
How to fix: Use a different image that does not have before and after results in it.
 
  • IDEALIZED BODY IMAGE
    • Images that show a type of body as being perfect or undesirable (ex: focusing on abs, belly fat, teeth, etc) are not accepted.

 
How to fix: Use a different image that does not reflect body attributes in any way.



Live Ad stats concerns


No impression data: As a best practice, submit a social ad 7 days before the ad needs to start running. This allows for any issues with the creative auditing process to function as effeciently as possible and will ensure your creative is ready to run on its intended date. If a creative is live and has no impression data, there was likely an audit fail and will need to be addressed/fixed before the ad can run. 

Low impression/concerns: There are a few variables that can cause lower than expected results for reach, impressions and clicks: 
  • Social budget - When submitting a social ad you also choose an impression budget/package. These packages vary in the total budget each ad has every month. For example, the smallest package amounts to around ~ $1.00/day. This in turn means your ad will serve for about 6-7 days of that billing cycle month. The budget renews at the start of the next bidding cycle ( every month on the date the ad started).
  • Ad Relevancy - Facebook has strict and rigorous guidelines for creartves. With limited ad space available an ads relevancy ( and value to Facebook) depend on a combination of budget, creative details ( photo, text) and audience segments you choose. Ads with low relevancy will usually end with lower than expected impressions, clicks and reach than higher relevancy ads. You can address stats concerns issues by updating creative, text and expanding on the audience your ad is to reach. 

For a comprehensive guideline on Facebook Advertising guidelines click here.