Have you logged into your Facebook app lately and been asked for permission to track your data? The reason for this is that Apple Inc. recently implemented privacy changes. This policy change has caused a tidal wave of effects on the Facebook ad business and the range marketing professionals have. These updates have now made it harder to create Facebook ads, gather user data, and gauge analytics.
Since many users opt for no tracking, measuring the return on Facebook ads and how many people see those ads is less reliable. Not only can digital marketers not see their results, but they also hit wall after wall when writing the ad copy.
Don’t give up yet – let’s break down the rules and loopholes!
What are the Facebook Ad Policies?
Before diving into ad creation, the first thing you need to do is familiarize yourself with the Facebook advertising policies. The new guidelines limit the level of targeting allowed on their ads. Some prohibitions are understandable, like mentions of drugs or illegal products. However, some of the new rules are shocking. For example, it’s pretty clear from the policies that Facebook hates two things: personal attributes and question marks. Essentially, direct questions and direct assumptions will kill your ad and won’t get it approved.
Attributes including medical conditions, physical features, mental health, religious beliefs, age, financial status, voting status, criminal records, sexual orientations, and gender identities are monitored.
How do you get your ad approved?
Even if you know the question you pose to your audience isn’t personal, the algorithm does not. Facebook wants to keep a happy atmosphere, so reminding people about their flaws isn’t a great idea. They might feel uncomfortable if something is insinuated about them. The alternative is to showcase the aspects of your business, product, or service that sets you apart from the competition.
“Lose your extra weight with our diet plans.”
The is assuming that the reader is overweight.
Instead, say: “Our diet plans help people lose weight and feel comfortable in their own skin.”
This doesn’t target a particular person and sounds more positive. It elaborates a bit more on what your product does without insinuating the reader needs to lose weight or looks bad.
“Are you suffering from constant acne breakouts?
This is assuming the user is negatively impacted and currently struggling with acne.
Instead, say: “Our new salicylic acid formula significantly reduces acne breakouts.”
The alternative is to present the science behind your product and how it fights skin breakouts. Also, if you avoid anything that starts with “Are you?” your ads are much more likely to get approved. So it’s better not to ask direct questions at all.
“Meet other Christian singles!”
This is assuming the reader’s religion is Christian.
Instead, say: “Meet Christian singles online now to find long-lasting love.”
Our advice is to stay away from the term “other.” Instead, if you’re writing an ad for a dating app or website, take the opportunity to highlight what someone who joins the group could expect or gain. Dating ads also have their own separate Facebook Advertising Policies.
These guidelines might sound tedious, but with many users commenting that they feel targeted or creeped out by ads that seem to hit too close to home, Facebook needed a way to keep their users welcome. Correcting the usual ad language of direct questions and assumptions is essential to keep readers from feeling like their privacy is invaded. Overall, keep your tone positive and avoid implying any personal attributes. Otherwise, you’ll receive the dreaded email stating that Facebook’s policies don’t approve your ad. If you need more information on Facebook Ads updates or social media marketing, in general, don’t hesitate to reach out to us!