s marketers or businesses, there’s a jolt of shock and panic that runs through the body after seeing that a Facebook Ad account has been disabled. If you’ve seen the horror stories, you probably want to prevent the same thing from happening to you. In this guide, you’ll see the most common reasons for a disabled Facebook Ad account. Not only this, but you will also learn what you can do as a responsible Ad account owner to prevent going through a similar experience.
Since Facebook doesn’t always explain why an account is disabled, business owners often are left scratching their heads. Fortunately, we can reveal the most common issues.
Back in 2016, Facebook overhauled the branded content policy and it has caused problems ever since. When content creators and influencers are getting paid for posts, for example, they now need to directly tag the company in these posts. Even with organic posts that aren’t strictly ad posts, they still need to tag the company. Ultimately, Facebook wants all users to know when content is sponsored.
To make things easier for all involved, content creators can use the Facebook-generated tool to tag a business partner. When this happens, both parties have access to the data including total spend, engagement, and other metrics. If you went against the new regulations in this area, this could be why your account is now disabled.
As advertisers, we may make reference to Instagram or Facebook, but only when necessary for clarifying the ad destination. In the past, we’ve seen businesses using the Facebook logo because they think it will grab the user’s attention. While a good idea initially, the problem with this is that it goes against strict Facebook rules.
It’s important to target ads at people who will have an interest, but Facebook has drawn a line so that we don’t cross into personal attributes. We recommend getting acquainted with the list because it includes important attributes like:
Rather than identifying the audience directly, we need to focus on the unique selling point of the product/service.
Although less common, we’ve also seen businesses banned because they violated the prohibited content guidelines. If you’re unsure, head over to the Advertising Policies, and section five will tell you all about restricted content. This includes online gambling and gaming, alcohol, dating, subscription services, online pharmacies, insurance products, over-the-counter medication, politics and social issues, cryptocurrencies, and weight loss products.
If you find that your account has been disabled, you should first try to identify why this is the case. If you’re confused and are shouting your innocence, Facebook allows businesses to submit an appeal. After logging into your account, enter the advertiser account ID number and explain the issue you’ve encountered. At that moment, it’s natural to feel stressed and frustrated. However, this doesn’t mean you should send a rude email. Instead, write an honest email that explains your problem and gives thanks to the reader for their time. The nicer you are, the more willing the reader will be to help.
If you’re aware of why the account was disabled, state that you understand the issue and will prevent the same thing from happening in the future. If you’re unaware, feel free to ask and explain your willingness to improve if the account were to be reactivated.
What if the request is denied? In some cases, it’s possible to start a new ad account, and this is normally true of minor offenses. However, you don’t need to give up because sometimes the Facebook appeals are read by a bot. If you tried once and received a denial, there’s no reason why you can’t try again.
Simultaneously, we recommend getting in touch with a Facebook Marketing Expert. As Facebook employees, you’ll receive a free consultation and help with your account. Rather than having an appeal rejected by a bot, a Marketing Expert helps you to speak to a real human from the company. Although not in every case, sometimes the expert can provide an insight into why the account was disabled. Even if they can’t help to get it back, they’ll offer advice so that the same thing doesn’t happen again in the future.
To finish, here are some ideas that a marketing professional will share with you to protect your ad account.
When first starting on Facebook Ad, we understand the excitement that comes with building new campaigns and pumping funds into them. However, we recommend starting slowly. Once you have one campaign approved, only then should you build on it while following the policies of the platform. Facebook keeps a careful eye on all new accounts because they know that disabled account owners often start a new one soon after. If you want to avoid attention, start slowly rather than investing thousands into a single campaign straight away.
Often, we find that businesses are completely unaware that they can open different ad accounts. On Facebook Business Manager, you can actually have five different accounts. A good strategy is to get all the main campaigns set up on one account before then starting any riskier campaigns on a separate account. This way, all the main campaigns will remain active even if the other account is disabled.
To get started, go to the Business Manager and choose the People and Assets tab. From here, click on Ad Accounts and either create a new one or link an existing one.
Although it sounds simple, another way to prevent getting your Facebook Ad account disabled is to follow the policies. This includes the following:
With some employees working from home, it’s hard to track access to your Facebook account. Therefore, we recommend taking control of this area and limiting all ad activity to one IP address. As soon as Google sees multiple IP addresses and countries, it will flag the account and it could get disabled rather quickly. This measure is in place to protect users, but it will soon get frustrating if you have team members all around the world.
It could be that your account has been walking a tightrope in recent weeks, so look through all of your ads and delete any that could potentially cause issues. Especially when an ad hasn’t received approval, delete it as soon as you can. While doing this, you can also delete unpublished campaigns that are currently paused.
Did you know that your landing pages are judged by Web of Trust? If it receives a negative flag, this will affect your ad experience on Facebook. With this in mind, use the related browser extension and you can keep tabs on the health of your landing pages (and all other pages on your website!).
While on this note, it’s always wise to perform checks on your landing pages every so often. If the landing page leads to an error, Facebook will quickly take action because this causes a negative experience for users.