Guidelines and Key Rules for Facebook Ads

For those of you who regularly work with Facebook, it is known that Facebook ad guidelines have become more strict than ever before. Facebook has increased scrutiny for monitoring and reviewing the content that is promoted by individuals and businesses on their platform. Facebook's Advertising Policies provide guidelines about which ads are acceptable and unacceptable on the site. When advertisers place their orders, their ads are reviewed based on these policies. 


It is important to have a solid grasp of what is allowed, as well as, what isn’t. Read this guide and follow the advice to ensure your ads get approved. Unnecessarily disapproved ads means more unnecessary work for you. So let's talk about the process and the rules. 

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Review Process

Before any ad shows up on Facebook or Instagram (both are under one advertising platform), they are reviewed, so Facebook makes sure they meet the Advertising Policies mentioned above. Typically most ads are reviewed within 24 hours, although in some cases, it may take longer. 


So what will Facebook check? Almost everything - your ad's images, text, targeting, and positioning, in addition to the content on your ad's landing page. Your ad may not be approved if the web page content isn't fully functional, doesn't match the product/service promoted in your ad or doesn't fully comply with the given Advertising Policies.


Sometimes it happens that your ad is not accepted and Facebook just does not allow you to run that certain ad. Most of the time you can easily find out why. Try to edit your ad, so that it follows the policies. If you are certain your ad does follow the policies, you can ask for your ad to be reviewed again.


You need to follow Facebook’s Community Standards at all times.

Rules


Images

Rule number one is that only 20% of your ad image can be text. So don't include more than 15% of text in any image (better safe than sorry). This does not refer to the headline or body content of your ads, it only refers to text that is applied over the image itself. 


Event posters, book covers, games or product images may qualify for an exception.


Facebook Ad Rules - Image Text
Facebook Image Text

If you are not sure if you are following this rule, you can use this tool to check it before you submit your ad for review. 


The images you use directly impact whether or not your ad is approved. Make sure that you’re not putting your ads at risk and generating extra work for you when they need to be redone. They should represent what you are trying to promote, and they should not show anything from the restricted or prohibited content that is detailed and explained below.

Written Copy Guidelines

Compelling copy is the most important part of your Facebook ads — nail it and see that users are more likely to convert. When you create a copy, it needs to align with Facebook’s restricted and prohibited content guidelines (down below) and be 100% relevant to the product or service you’re offering (the same applies for your images), as well as the landing page the ad directs users to after clicking. 


Watch your language! The ads you create must speak accurately and honestly about the product, service, company, or brand being advertised and have no grammar mistakes. Ads must not contain any profanity or bad grammar and punctuation. Symbols, numbers and letters must be used properly without the intention of circumventing the Facebook ad review process or other enforcement systems.


Targeting Guidelines 

When you’re serving ads to your audience, it's better to make sure the audience is interested in them and finds them relevant to their needs. This helps not only for better conversion rates, but to ensure that you’re in line with Facebook’s targeting guidelines. If you target the wrong audience, or serve them information that is intentionally misleading, your ads will be disapproved. 


Special Categories

You cannot use ads that discriminate against any group of Facebook users. There is a special category for advertising in the U.S. that is reviewed more strictly. In this category, there are ads that offer credit, employment or housing opportunities.  You must choose the category that best describes your ads. These are special categories for which audience selection tools are limited to help protect people on Facebook from unlawful discrimination. That means, for example, advertising of an apartment only to people who identify as white, or targeting people according to their color, race, religion, sex, nationality, disability or family status, will be considered predatory and because of Facebook's anti-dicrimination practices, will ultimately be disapproved. 


Note: Be careful what information you request via lead ads You cannot request information about someone’s political affiliation, race, color, religion, sex, disability, family status or national origin. 


Custom Audiences 

Creating custom audiences is one of my favourite tools in Facebook advertising. Make sure that any audience you create complies with Facebook’s Customer Audience Terms. This is especially important for EU advertisers, because they have to follow more stringent data collection policies.

Landing Page 

Facebook’s review is not only inside the application, it checks all landing pages connected to your ads as well. Make sure your landing page content is relevant! If it is not, your ad will not be accepted. The landing page linked to your Facebook ads must have a good user experience. It must be fully functional and be free of spyware and malware. 


Remember: Your landing page must be compliant with Facebook’s guidelines. That means it must include a privacy policy, clearly indicated pricing and billing where appropriate, an unchecked opt-in box, and information on how to cancel. 


What cannot be promoted?


There are some types of content that Facebook does not accept on the platform at all. 


  1. Selling any kind of adult content as well as adult products. Ads must not promote the sale or use of adult products or services, except for ads for family planning and contraception. Ads for contraceptives must focus on the contraceptive features of the product. Your ads should not promote sexually suggestive or sexually explicit material including nudity, implied nudity, content that alludes to sexual activity, excessive visible skin, or images focused on individual body parts is prohibited. 
  2. Language must also be respectful.  Not that we think you would do this, but let's be clear, hate speech or harassing language are grounds for an outright ban from Facebook. This includes any ad that involves discrimination or encourages others to be against a person based on their race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition. Ads must avoid discrimination, as well.
  3. Drugs and tobacco products are a no go. You cannot reference any illegal or illicit substances in your Facebook ads. Only pre-approved pharmacies and drug companies can run ads on Facebook. 
  4. Weapons, ammunition, and explosives are forbidden content.
  5. Unsafe supplements are not allowed either.
  6. Sale of body parts. Just don't do it. I am sure you will need them :)

Etc... etc., there are 32 content sections that are prohibited.


And that is not all, some content is restricted. For example:


  1. Alcohol and online gambling - Facebook will allow only ads for alcohol to age-restricted audiences in countries where it is legal. If you promote any of these, ensure that the correct country and age restrictions are set. Skipping this step will cause your ads to be disapproved. 
  2. Dating websites and adult friend finders 
  3. Weight Loss Products or Weight Loss Plans must be targeted to people 18 years or older.


Many things are restricted and most of the time, it is according to local laws- to read all the restricted content, check this page.


This article will help you get your ads approved quickly and easily. Just follow the rules above and you’ll be serving ads to potential customers in no time. The advertising policies are very complex and complicated, nevertheless the main points and most common rules have been introduced and we hope the policies won't make your life too difficult.

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Do Your Marketing Right in 2020

Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.

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How Digital Advertising and Ad Pricing Works

The world around us has become digital. More than half of the people living on Earth are connected to the internet. That's almost 4.5 billion people. The interesting thing is that this all happened in only 28 years. Yes, 1991 was the year, when the World Wide Web, today's internet, was publicly launched.

Digital Around The World (Hootsuite)

But the biggest internet usage increase came with the arrival of social media platforms. 80% of internet users (January 2019, Hootsuite) are also active social media users. The leading platform, with 32% market share is Facebook. Combined with ownership of Instagram and WhatsApp, it makes 66% market share. Globally. In any case, YouTube, with 27% market share can be considered the second largest platform.

Popular Social Media Platforms

Facebook's market capitalization was 632.43B USD as of January 16th, 2020. This number makes Facebook the 5th biggest company in the world by the market cap. Even bigger, is the Alphabet (Google). It took 3rd place with a 1000.7 USD market cap.

You might ask, why are these companies so big, when their products are mostly free to use? The answer is advertising. Google and Facebook are the world's biggest advertising platforms. Companies spent around 170 billion dollars on Facebook and Google Ads in 2019 alone, and this number is still growing.

Major Global Digital Ad Sellers (eMarketer)

The fundamental difference between traditional and digital media is given by data that these platforms are generating. They capture every interaction of its users, so they know every user in detail. It allows targeting ads with many options, such as gender, age, location, relationship, income, home, interests, connections, generation, life events, ethnic affinity and much more.

Online Behaviors

You and your business can take advantage of it and use this platform to advertise your services or products to a very specific audience for a reasonable price. Usually a lower price (compared with traditional “offline” ads media) brings digital advertising closer to small businesses and freelancers.

Unlike traditional media, advertisers only pay for interactions. There are many cost structures digital advertising platforms are using and these are based on marketing objectives and overall campaign goals. 

CPC

Cost Per Click is the most common cost model used by almost all digital advertising platforms. It charges you, as an advertiser, for every single click completed by a user. It means that your ad contains an external link that redirects users to your website. The average CPC on Facebook is 1.72USD, but it varies across industries.

CPV

Cost Per View is a model built for video ads. You, as an advertiser, are charged every time a Facebook user sees your video. Keep in mind that Facebook considers a video as “viewed” after only 3 seconds.

The average CPV price is relatively low, somewhere between 1c to 15c, but it varies across industries. Price per view should always be compared with other metrics, like CTR, to see if it is effective.


CPM

Cost Per Mille is a pricing model, where you are charged per 1,000 impressions. An impression is when an ad is delivered to a user’s feed. If you are looking for an increase in brand awareness, this is how you will be charged.

CPA

Cost Per Action (Acquisition) is similar to CPC. You are not charged per single click, but for a specific action a user completes on your website. It can be form filling, an app install, event registration or for scheduling a meeting.

The average cost per acquisition on Facebook is 18.68 USD.

CPL

Cost Per Like is a cost model used for gaining business page likes. It is good for building brand awareness. It is usually low cost, so this could be a cheap way to promote your business page. Keep in mind, that this is effective only when your page is active and publishing content consistently.


At first glance, it might look complicated and confusing. But at the end of the day, this is what you and your business needs. It is a groundbreaking feature, because you can focus on reaching your target audience and through that, you can make your campaigns more cost-effective.

How is ad cost determined?

I mentioned several times that ad cost varies across industries and platforms. There is no fixed price per click/action, it is the subject of many conditions. Now, I will explain to you how it works, so you can create better and cheaper ads.

Google

Google's advertising platform, Google Ads, is a keyword-based PPC platform. It shows ads in a search based on the keyword the user is searching. It means, that if a user is searching “family car”, Google will show ads related to this keyword. If you're selling family cars, your ad shows up right in front of the user’s eyes. 

Unfortunately, it's not that simple, because you are probably far from being the only one who is selling family cars and advertising it. Google needs to decide whose ad to show. This process is called Ad Ranking. It takes your maximum CPC bid and multiplies it with the quality score.

Ad Rank = CPC bid * Quality Score

CPC bid

A maximum price you are willing to pay per a single click. This setting is completely in your hands.

Quality Score

Google's rating of the quality and relevance of both your keywords and PPC ads. It depends on multiple factors…

  • Click Through Rate – if your ad has a lot of views, but only a few clicks, it is a sign that your ad might be irrelevant
  • Landing Page Quality – if you are advertising “family cars,” but your landing page is focused on a sports car, Google will decrease your Quality Score
  • Relevance of your ad text
  • Relevance of keywords
  • Historical Google Ads performance

The higher the Quality Score is, the better price per click you will get. 

CPC = (Ad Rank of ad below you / Quality Score) + 0.01USD

CPC Calculation

Facebook

Facebook and Instagram ads, unlike Google's Search ads, aren't based on keywords, as these social media platforms work on slightly different principles.

Factors, that influence the cost of Facebook Ads are:

  • Ad objective
  • Bidding 
  • Audience
  • Ad quality
  • Industry

Ad objective

An ad objective is a clear and specific aim of an ad. It determines who Facebook shows your ad to. This can have an extreme affect on its cost. There are 3 main objective types that are divided into specific actions.

Awareness

Ads with the Awareness objective lead to increasing brand and local awareness, as well as gaining a higher reach and interest in your product or service.

Consideration

If your goal is to get people thinking about your product, drive more traffic to your web or generate leads, you should focus on this category.

Conversions

If your goal is to convert Facebook users to customers, then these types of objectives are for you.


Campaign Objectives

Bidding

The next factor that influences ad price is the maximum amount of money you are willing to pay. It's called bidding. You set a maximum price manually (or automatically, where Facebook calculates the best price for you) and then it competes with other advertisers in an auction. Take note that a higher price doesn't guarantee that your ad shows up. Facebook considers ad quality and user experience.

Audience

An audience, or target audience, is a group of people you aim your ad at. There are over 350 audience attributes to choose from, so you can be very specific.

Ad quality

Facebook is a visual platform and is considered to be a personal space for its users, where they are looking for creative and interesting content. So your ads should be, of course, creative and interesting. They should also be visually appealing, able to evoke emotions and they should match users' interests. This is what Facebook considers when scoring your ad.

Industry

As I mentioned at the beginning of this article, ad pricing varies across industries. Here is a table that you can use as a benchmark and with which you can compare your results.

The Cost of a Click

How can you lower your Facebook price?

Optimizing an ad price isn't an easy process. There are thousands and thousands of combinations and it can take years to find the right formula. You basically have 3 options to optimize your costs.

Become an online advertising specialist

That's perfect advice, right? I know, this is probably not the best way to go for most people, because it takes a lot of time and energy to become a specialist. Being a social media specialist is a regular full time job, so if you are not ready to quit your current job, then this is probably not the way you want to go. 

Hire someone, who is already an advertising specialist

Hiring a freelance specialist or agency can be a way to effectively advertise. This option is usually more expensive, especially if you are a one-man-show and your marketing budget is tight.

Use marketing automation tools that make it easy for you!

There are dozens of marketing automation tools on the market. These tools simplify the whole campaign creation process for people, who have no time to learn everything necessary and don't have a sufficient budget. That's why we created  app. It helps small businesses run their campaigns without extra knowledge needed. Try it here, it's free!

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One Channel Dependency Might Kill My Business!?

Is all your revenue coming from one source? That's a huge risk! Using a single sales and/ or marketing channel to market your business might be a fatal mistake for you. Single-source dependency means over-reliance on one thing and that could ruin your business. It's like having no backup. As much as you diversify your effort into various marketing channels and revenue sources, it’s unavoidable that you find a disparity in results. But that’s not to say you should stop doing it. You never know when a small revenue driver can become your main income and vice versa. 


Some businesses are dependent on one revenue source so they make themselves unduly exposed to forces outside their control. What if that source is over?


For lots of businesses this source is Google, when sales are primarily driven through Google Ads. And they take huge hits when a new competitor outbids them. 


Read >>

3 Steps to Start Advertising on Facebook

Facebook is the biggest social media platform in the world with over 2.4 billion monthly active users and still increasing every year. As more and more people and companies adopt online advertising it is easy to see why social media has become a key tool to help different businesses grow and reach new potential clients. It is impossible for up and coming businesses to ignore the importance of Facebook in this day and age. With a variety of different types of ads at your disposal from pictures to videos and many more which will help you reach new people and increase your online presence. The fact is being on Facebook can make your life much easier when it comes to online advertising. You just need to setup the right marketing plan and with the help of Facebook start growing your business.

So, if you are interested in advertising your business online. Follow these 3 steps to start advertising on Facebook.

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Best Social Media Scheduling Tools You Want to Use in 2020

Being active on social networks pays off in the long run. Customers expect you to be active. It is a sign that your business is performing well so they can rely on your services and products.


If you think about accurate presence in digital space, it often counts number of social media profiles. I think you would agree that communicating and publishing content on social media can be a bit time consuming…or a lot.


This activity is very important, but can be done automatically. The right tools will help you publish posts in just a few clicks. Moreover, at the right time, because within each social network there are different and more effective times in which to contribute to different target groups.


There are hundreds of tools available on the market that offer different features in different price ranges. This article is a selection of several proven applications to help you.

Buffer

A well-known and easy to use tool for scheduling your social media posts. This should be your starting point for these kinds of apps. Buffer allows you to connect all major accounts and it’s manageable from your smartphone.

Free plan: 3 social accounts, 10 scheduled posts, 1 user.

Pricing: from $15/ month

Kontentino

When it comes to scheduling posts and getting permission to publish, Kontentino is the tool you need.

Free plan: NO

Pricing: from $54/month


Hootsuite

An all-in one marketing platform. It offers auto-scheduling so Hootsuite automatically picks the right time to post. It even supports the import of hundreds of social media posts at once, in CSV format. With an easy-to-use mobile app, you can manage your content and scheduling on the go.

Free plan: 3 social accounts, 30 scheduled posts, 1 user

Pricing: from $19/month

Planoly

If you are focused on Instagram, Planoly should be in your choice. This mobile app will allow you to visually plan your feed, schedule posts and even add stories. You can reply to your comments directly from Planoly and analyze all data.

CoSchedule — Editorial Calendar

With CoSchedule you can organize your blog and social media content in one place. Editorial calendar in CoSchedule has a great UI, where you can plan posts by drag and drop.

Sked Social

The former Schedugram is now Sked and is a tool for scheduling and automated adding Instagram Stories. In addition to scheduling Stories, Sked also offers Visual Planning, so you can view the wall and see what it looks like without having to add individual posts.

Free plan: NO

Pricing: from $25/month

Postify

The biggest advantage of Postify is that it is free. Only when you need to connect 15 accounts or more do you have to pay $9.99 per month. Although, Postify is not the most visually app-friendly application, it does its job and this makes it a very good tool.

Free plan: Yes

Pricing: from $9.99/month

Later

Probably the best Instagram automation tool. It also offers the ability to publish to other platforms, but focuses on Instagram the most. It offers a mobile app that captures all setup and publishing.

Free plan: 1 account per platform, 30 scheduled posts, 1 user.

Pricing: from $9/month


Scheduling for Facebook

Even Facebook itself offers a feature to schedule your posts. Just create a post in Publishing Tools, select Schedule and pick a date. It is that easy. There's only a small problem, because it doesn't allow you to publish a post into multiple social media profiles. But still, scheduling multiple posts, as opposed to one per day, can still be an excellent time-saver.

Free plan: unlimited

TweetDeck

If you are focused on Twitter, TweetDeck could help you with scheduling your posts. It is an app directly from Twitter. It has some basic features, but it is easy to use.

Free plan: unlimited

Read >>

5 Effective Ways to Sell Houses with Online Advertising

Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.

So, with everything happening online here are 5 effective ways to sell houses with online advertising.

Read >>
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