How do you respond to complaints about your ads?

1 Understand the complaint

The first step to responding to a complaint is to understand what it is about and who is making it. Is it a customer who is unhappy with your product or service? Is it a competitor who is accusing you of unfair or misleading practices? Is it a regulator who is enforcing advertising standards or laws? Each of these scenarios requires a different approach and tone. You should also check the validity and source of the complaint, and whether it is a one-off or a recurring issue.

2 Acknowledge and apologize

The next step is to acknowledge the complaint and apologize if you have made a mistake or caused any inconvenience. This shows that you respect and value your audience, and that you are willing to take responsibility for your actions. You can do this by replying to the complaint directly, or by issuing a public statement on your website or social media. However, avoid making any false or exaggerated claims, or admitting any liability that could harm your legal position.

3 Explain and educate

The third step is to explain your point of view and educate your audience about your advertising intentions and methods. This can help you clear any misunderstandings, justify your decisions, and demonstrate your expertise and credibility. For example, you can explain how you use data, cookies, or personalization to deliver relevant and useful ads, or how you comply with advertising regulations and standards. You can also provide links to more information or resources that can help your audience learn more about your advertising practices.

4 Offer a solution or compensation

The fourth step is to offer a solution or compensation that can address the complaint and satisfy your audience. This can be a refund, a discount, a free trial, a replacement, or any other gesture that can show your appreciation and goodwill. You can also ask for feedback or suggestions on how you can improve your ads or services. However, be careful not to overpromise or underdeliver, or to create unrealistic expectations that you cannot meet.

5 Learn and improve

The fifth step is to learn from the complaint and improve your advertising strategy and performance. You can use the complaint as an opportunity to identify and fix any problems, gaps, or errors in your ads, or to test and optimize new ideas, formats, or channels. You can also use the complaint as a source of insight and inspiration for creating better and more engaging ads that can appeal to your audience and achieve your goals.

6 Prevent and monitor

The final step is to prevent and monitor future complaints about your ads. You can do this by following best practices and guidelines for ethical and effective advertising, such as respecting your audience's privacy, preferences, and rights, avoiding false or misleading claims, and being transparent and honest about your products or services. You can also use tools and metrics to track and measure your advertising performance and impact, and to spot and resolve any issues or complaints as soon as possible.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?