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Rejection hurts. I don’t care who you are, or where you’re from or what you do, getting rejected by anything or anyone has a little – or sometimes a lot - of sting to it.
And if you’re like a lot of people out there, you already have a love-hate relationship with Facebook. So, when it’s Facebook that’s doing the rejecting, after you’ve put a whole lot of time and effort into creating an ad or that perfect post that you’re going to boost… and you’ve finally worked up the courage to give Facebook your credit card information… you hit the BOOST POST button, and then… Facebook says “YOUR AD HAS NOT BEEN APPROVED,” you feel like one of those cartoon characters whose face turns beet red and then their whole head turns into a steam whistle until it explodes.
I know. I’ve been there. I’ve experienced the same frustration and rage that comes along with that situation - when you’re ready to commit and take your marketing to the next level, and then rejection just deflates you like a popped balloon.
Through years of experience, trial, research, and many a chat with a Facebook customer service representative, I’ve found a few tricks that will help you steer clear of Facebook ad rejection.
In this episode, I’m sharing with you the things you can do – and the things you can’t do – that will help your Facebook ad get approved.
For today’s episode, I want you to think about Facebook as a foreign country. In this foreign country, at any time and for any reason, they can make up new rules to enforce, decide their own standards, how you should conduct yourself when you’re in their country, in other words, what’s appropriate for their country.
You thought you knew the lay of the land in this country, but the rules are ever changing and sometimes hard to understand, especially for Facebook ads or boosting posts for your nonprofit organization.
The good news is that MOST of the things that Facebook won’t allow in ads or boosted posts are pretty common sense, and probably NOT something related to your nonprofit. There are, however, a few exceptions to the rules that you should know about because they MIGHT actually relate to your nonprofit. Here are a few types of ads Facebook generally prohibits:
If your nonprofit organization deals with anything on the long “prohibited list,” you have to figure out how to make your ads fit their guidelines.
You might feel like Facebook has something against you if you’re dealing with a hot-button issue, or something politically charged, but I’m telling you, you have to find a way to RISE ABOVE and play by their rules. Facebook is not personally victimizing you. This isn’t personal. This is Facebook’s land, and we have to play by their rules.
When creating a Facebook ad or a post you want to boost, there are “little things” that can get that ad rejected for what seems like no reason at all. Here are some of the most common mistakes:
You can say, “Pregnant?” but you can’t say “Are you pregnant?” You can say, “Manage depression” but you can’t say “Manage YOUR depression.” You can say, “Meet Christian students” but you CAN’T say “Meet other Christian students.”
See what I mean? You can’t even HINT that you are targeting someone’s… well… anything!
So next time you get a little flag from Facebook telling you that your ad or your post doesn’t meet community standards, take a look and see if your message is saying anything that could come across as targeting any kind of personal attribute.
About that special authorization process… If Facebook has given you notice that you need to get special authorization to run ads, you have to do it. Why? Facebook is ensuring the authenticity of political ads or anything that has to do with political issues or issues of national importance. And when I say ANYTHING related to political issues, I mean ANYTHING. Even if it’s a local election in your county –
Believe me, I asked.
You might be able to get away without going through this authorization process for a while, but there will come a day that Facebook will say, “No more ads for you” until you do it.”
What does this special authorization process entail?
Well, the good news is - it’s less invasive than a trip to the dermatologist, but it is kind of a hassle. The whole process involves:
The process takes about a week or so, and once you’ve completed it, the authorization is good for ALL the accounts you manage. Once you’ve got the green light, you’re good across the board for Facebook.
I just want to encourage you – YOU CAN NAVIGATE THIS. Just follow the prompts from Facebook, use the tips I mentioned in this episode, and above all, don’t take it personally if Facebook rejects your ad. If you want “play,” these are the rules of the game that everybody has to play by.
Be brave! This isn’t rocket science. It’s Facebook. YOU CAN CONQUER FACEBOOK! And when you do, I promise, you are going to feel SO ACCOMPLISHED! You can do this!
Think of something scary you have done in the past – have you ever taken a big trip by yourself? Have you ever run a race? Gone on a big hike? Had a child? Adopted a dog? Bought a house? Moved to a new place? Quit your job? Figuring out how to use Facebook PALES IN COMPARISON to all the other amazing things you’ve already done!
Look at all you’ve accomplished in your life already, and then look at Facebook. YOU CAN DO THIS! You’ve already done so much more.
Links I mentioned in this episode:
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