What NOT to say in your Facebook Ad
Facebook has bots that review every line of text you write.
These bots have algorithms and if it seems like you’re breaching one of their rules — your ad wont be approved.
It’s Not Just What You Advertise, But How
What Facebook cares most about is the user experience, they want to keep people on their platforms. Facebook has
AdEspresso notes that users are concerned about privacy. You’ll get the better results if you keep language general (not targeted).
What will get your ad removed:
“You” Language
“Are you a busy mom with no time to yourself? Do you spend your time worrying about your kids and your job”
The Facebook algorithm can detect too much usage of “you” or “your” language to call out users too directly. There are cases when you can pass review but it’s still best to stay away from too much of this if your ads are already struggling.
Punctuation and All Caps
“YOU’LL NEVER BELIEVE THE RESULTS OUR CUSTOMERS ARE GETTING!!!”
Your punctuation and formatting can easily get your ad removed. Lots of exclamation points??!! ALL CAPS?!
Negative Words
“Does your depression make you feel like you just can’t take it anymore? Is feeling Tired and Fat keeping you down?”
Avoid using pain points or negative words like loss, diet, ugly, fat, overwhelm, fear, depression, terrified, etc. As an alternative, use positive words.
Get Rich Quick
“Work from home and make $100,000 a year. I’ve never been richer.”
Ads promoting income opportunities that take little effort AKA Get Rick Quick Schemes, are always removed by Facebook.
Swearing or…. Non Swearing
“Are you F@&#% kidding me, you’ve never gotten a ____ from a S3X worker?”
Remember that Facebook is smart. They can read between the lines of a bunch of “&%#%^” characters and can tell you’re swearing. They know all the sneaky tricks and how to stop it. Therefore, keep your ads clean and child-friendly to avoid being taken down.
Prohibited Categories like MLMs
Today, Facebook supports over seven million active advertisers, the platform needs our advertising dollars BUT they also need to keep spammers/scammers out of the mix. “Hyped” up language [which you’ll often see with MLMs or multi level marketing businesses] will get your ad removed.
Facebook singles out business practices like:
- Multilevel marketing businesses
- Payday or advance cash loan services
- Bidding fee or “penny” auctions
Alcoholic Targeting
“You can’t have a High-school prom without a kegger”
Ads targeted to the wrong people (ex. an alcohol-related ad targeted to minors, or to countries where such advertising is prohibited) will quickly get disapproved. Pay close attention to your targeting so you don’t include underage groups or audiences that Facebook may flag as inappropriate.
Text on images
Don’t put your ad at risk by overlaying too much text onto your image, I’ve had this happen before. You should stick to minimal text on photos when you can.
