Why Are Your Facebook Ads Rejected?

Thảo Vũ

Advertising on Facebook may not be rejected for various reasons. Typically, the issue arises from violating Facebook’s rules and errors in display settings.

The majority of advertisements pass the initial algorithmic screening (within the first 2-3 hours), and 60-70% of those ads also pass the secondary human review (within the first 48 hours). However, ads can be rejected at any stage: they may be flagged and sent back to the advertiser for modifications or appeals. Due to this, your Facebook ads might initially be accepted and subsequently rejected.

Check your landing page

Your landing page is verified by Facebook, so ensure that it complies with the destination where you are directing your traffic. It must not violate any of Facebook’s advertising policies. Perhaps, this is one of the top reasons why people close their Facebook ad accounts. They think, “I can say whatever Facebook wants me to say in the ad, then direct users to my landing page where I can put whatever I want.”

No, that’s not true. Facebook also monitors videos on your landing pages. They don’t always track them, but sometimes they do.

Therefore, if you are also violating the policies within those videos, you will encounter trouble. Ensure that your landing page and the videos on it meet all the requirements. However, the second step in your channel, meaning if they choose to participate or if they click on the order form, then none of those steps have to comply with Facebook. Just make sure you still comply well with the FDA and FTC — you follow your own industries.

With Google Analytics, you can easily check the conversion rate of the page (the ratio between the number of people who take the required action and the total number of page visitors). If the conversion rate is low, you need to work on the landing page. Additionally, check if the promises in your ads match the page you are redirecting people to or not.

Avoid Before and After

Many people believe that you should include “Before and After” examples on your landing page or Facebook ads. And people try it all the time. However, in reality, this is Facebook’s first rule — do not use before-and-after images in your ads. This is not because Facebook doesn’t want you to succeed, but because many people have been deceived.

So, you need to find creative ways to convey the concept of “before and after”. For instance, you can create bridge pages, use multiple chatbots as intermediaries, or even incorporate riddles.

Remember that you should not promise, even if it’s about the success you can achieve, the body you may have, or the lifestyle you can pursue. You cannot guarantee or even imply what might happen to the people reading your advertisement.

The reason is that a product (or service) may not be suitable for everyone, and Facebook aims for people to have a positive experience. One way to address this issue is by sharing customer stories, testimonials, or even your own results, sending the messages: “You can achieve this too”.

Using other people’s stories to make statement is indeed an effective strategy. Just ensure that they have been verified, and you avoid exaggerating them. It’s even better if you can provide documentation to substantiate your claims.

Targeting Your Advertisements

When targeting your advertisements, it’s crucial to avoid misalignment. For instance, if your ad is associated with alcohol and targets underage individuals or countries where such advertising is prohibited, it will likely be rejected. Pay attention to your targeting criteria to ensure that you don’t inadvertently include ethnic or demographic groups that Facebook deems inappropriate.

Make your advertising clear and transparent

Facebook addresses fraud and false claims. Display similar bid prices in your ads on the landing page. Include all landing pages with terms of service and privacy policies. Exclude images that simulate web features (such as fake buttons for video playback). Avoid making unreasonable statements and ensure that your product/service aligns with all images.

Be polite

Advertisements are often rejected because they do not adhere to platform rules, which are designed to ensure security and protect all intellectual property and personal information of users.

  • Avoid harassment or bullying.
  • Refrain from using hateful language.
  • Steer clear of violence.
  • Do not engage in criminal activity.
  • Avoid overlaying images on images.

Note: Different expectations exist for Instagram and Facebook groups. Understand that both have their own value.

Remove Excess Text

Facebook dislikes it when more than 20% of the image area is occupied by text. Additionally, it strongly discourages text within images and immediately warns that the ad’s relevance will be lower than expected. The sarcastic approach doesn’t work here, and you’ll need to put your killer headline in a special field.

When this platform was relatively new, your ads couldn’t be approved if they contained more than 20% text. Nowadays, such ads might still be “pushed through,” but their relevance score will be significantly lower, and they may be removed rather weakly. There are four levels for ad text:

  1. “OK” status: Your ad will run normally.
  2. “Low” status: The accessibility of your ad may be slightly lower.
  3. “Medium” status: The accessibility of your ad may be significantly lower.
  4. “High” status: The ad is likely not to run.

You can reduce font size or adjust letter spacing to meet the valid status, but how will tiny letters appear in your ad to potential customers? You could try translating the text into pixels and displaying it as an image for Facebook bots, but it’s better to craft a compelling, high-quality headline.

Ensure that All Elements Are Functional

Facebook calls the images of play buttons, checkboxes, polls, and inactive notifications non-existent features. Advertisements will not pass Facebook’s review if the buttons cannot be clicked and response options cannot be selected in surveys. These elements are used for clickbait.

For instance, a user wants to watch a video in the data feed source, clicks on the displayed button, and suddenly gets redirected to a different website.

Tracking Audience Reaction

If people dislike advertisements, it leads to fewer impressions. You can monitor the sentiment of your audience within your advertising account, specifically in the Ad Review section under the Ads tab. Both positive and negative feedback are displayed for each ad, allowing you to adjust aspects that the audience doesn’t appreciate. If people are blocking ads, it could be due to incorrect targeting or stagnant content that has become monotonous.

Positive and negative feedback: This metric is displayed for each advertisement, allowing you to adjust aspects that the audience doesn’t appreciate. If people are blocking ads, it could be due to incorrect targeting or stagnant content that has become monotonous.

Optimization settings: Facebook recommends selecting the conversion method, but this might not be suitable for new campaigns without statistical data. Initially, it’s best to choose click optimization, and then transition to conversion optimization when sufficient data becomes available.

Check your payment information

If this occurs, firstly, you should verify your payment details. Which payment method was selected during registration? If there have been no impressions and the payment method has been declined by Facebook, the funds will not be debited from your card. You can try registering a different card or linking a card to a PayPal account, and then specify this account in your advertising account.

If you can link a new payment method, settle the debt manually.

To ensure the validity of campaign and account limits, the limit must exceed the amount spent by at least 10%. Furthermore, the limit is not automatically reset; it must be checked and updated. Instead of adjusting the limit, you can reset the expense amount to 0.

In conclusion

An important point to note is that after launching an advertisement, you should not expect immediate results. It’s advisable to wait approximately one day, then evaluate the outcomes and make necessary adjustments. Facebook does not allow frequent parameter changes. If you make more than 15 edits within an hour, you’ll need to wait an additional hour before implementing further modifications.


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