Facebook Ad Not Approved? Here’s What to Do

Advertising on social media –– and on Facebook in particular –– is a great tactic for businesses looking to boost their presence online, generate more digital leads, and make more sales. However, setting up, managing, and indeed, just getting Facebook ads approved is a complex process that requires patience, skill, and practice. If you’ve recently had an ad or set of ads rejected by Facebook, then you know exactly how frustrating this experience can be. Fortunately, we’re here to help. This is what you should do if Facebook rejects your ad:

The Facebook Ad Screening Process

No one seems to know exactly how Facebook screens ads. Yet, it’s safe to say that the process is a blend of both manual and automatic review. Consider that there’s no uniform time for how long it takes for Facebook to approve or disapprove an ad; it may take under an hour or several days. If, for instance, you submitted an ad that was rejected in under a half hour, it’s possible you’ve inadvertently used a keyword, format, or image that triggered disapproval. (The good news is, in case of an automatic rejection, Facebook often offers users the chance to request a manual review where you can submit a support ticket to ask questions or plead your case.) If, on the other hand, it took several days for Facebook to approve or disapprove your pending ad, then it’s more likely an actual human had to review your post. (Even more frustratingly, sometimes Facebook will approve an ad initially, only to disapprove it later.)

Why Does Facebook Reject So Many Ads?

Let’s face it: Facebook has gotten into a lot of trouble recently for not respecting its users’ privacy. As such, it’s hardly a surprise that they now scrutinize branded content so closely. But what causes an ad to get rejected in the first place? The unfortunate answer is –– almost anything. Facebook currently lists thirty stipulations within its prohibited content  subset of its advertising policy. And most of those violations boast a number of subtler reasons that could disqualify an ad. Some are obvious; for example, Facebook will disapprove ads that are of a graphic nature or that promote an illegal product. However, Facebook may also reject an ad submission because it alludes to a person’s attributes or character, i.e. their religion, gender, age, physical well-being, etc. in any way.  

How to Write Facebook Ads That’ll Get Approved

As mentioned above, there are a wide variety of reasons why Facebook may reject an ad or ad set. In brief though, it’s a good idea to avoid these practices:  

• Scary, Sexual, Violent, or Graphic images.

• Sensational Content.

• Unrealistic Claims.

• Deceitful Copy.

• Before-and-After Photos.

Perhaps the best way to create ads that succeed on Facebook is to focus your advertising content primarily on the product. Making assumptions about users in any way will likely 1) land you in trouble with Facebook, and/or 2) irritate potential customers. Make it a point to study how established companies implement ads on social media and pay close attention to the wording within your copy. One seemingly innocuous phrase could derail an otherwise highly effective ad strategy.

The Bottom Line