Bans from Facebook
Today I want to tell you more about bans of Facebook ads, ad accounts, BMs, and the things you should avoid doing to work successfully on this platform.
Facebook uses a mixed system of ads approval. The first stage is fully automated and ads are checked by a machine. The reason is simple, there’re just too many ads to moderate, so it’s not possible to do it manually. If the system finds any kind of Facebook policy infringement, your ad gets banned automatically. Facebook has a long list of prohibitions, and you can find it here: https://www.facebook.com/policies/ads/prohibited_content
If your ad gets banned by a machine, you have a right to dispute this ban. In this case, your ad will be checked by a machine once more. But if this time it’s not approved either, you can dispute it again, and only then it will be checked by a human.
What machine checks your ad for
1. First of all, it checks whether an ad promotes any prohibited goods or services (you can find the list of those clicking the link above). Then it looks for prohibited goods/services mentions in an ad copy and a headline. And then a media file (a pic or a video) is scanned.
2. Your website is checked for an interstitial page that can lead or redirect a user to another website. If any is detected, Facebook will flag it as a suspicious activity (it’s a major violation of FB policy). It can lead to an ad ban right away, or within a week both, ad and ad account will be banned. Websites are also checked for any media or text elements that may contain prohibited products/services mentions. If any are found, an ad gets banned automatically.
3. Also, if your targeting includes things like “coin”, “betting”, etc., it will trigger Facebook to ban your ad or send your ad account to remoderation by a human.
Now let’s look more into what kinds of bans there are
The next level after ad ban is ad account ban. When you get it, you get restrictions on your Business Manager activities and have no right to create new ad accounts while you have at least one banned account in your BM.
What goes after this is a Business Manager ban. After you have 2 or 3 ad accounts banned BM can be banned along with an ad account depending on the rules that were violated.
And the last stage is user ID ban. When it’s done, you won’t be able to run FB ads anymore because your rating will be the same as the one of the banned ad account and BM.
What to watch out for in 2021 (especially if you’re an ecom biz owner)
Lately, most of the ad account bans have been caused by the low score of business pages. Users’ interaction with your business directly affects your score on FB as an advertiser. It is essential that your customers are satisfied and give you good feedback so that your business page score is no lower than 4. You can check your business page score here: https://business.facebook.com/accountquality/ or by going to Manage Business in the Account Quality tab and selecting your business page, there you’ll see: “Your customer feedback score is….”. If your score is 2 to 3, you should really do something about it because when it becomes lower than 2, your reach will be limited and ads in total will cost more. It happens because Facebook gives such accounts fewer chances in the auction and so they lose to their rivals which leads to high CPM (cost per mille). And when the score goes down to 1 or 0, ad account gets blocked.
You should also remember that there may be technical glitches, bugs, and algorithm shortcomings.
Thanks for having read up to this point! Hope this info will be useful for you, guys! Good luck with your Facebook ad campaigns!
If you have any questions or comments, feel free to reach out!