Facebook Sets New Restrictions for ‘Low-Quality’ Ads

Facebook is raising the bar for ad expectations. In an announcement earlier this month, Facebook released its new set of restrictions to prevent ‘low quality’ ads on the social platform. But Facebook officials aren’t just talking about poor image quality – they’re going after specific types of content and text as well. In its release, Facebook says:

“Low-quality ads on Facebook, such as ones that include clickbait or direct people to unexpected content, create bad experiences for people and don’t align with our goal of creating meaningful connections between people and businesses. We are now going further in our efforts to limit low-quality ads on our platforms by disapproving more of them and reducing distribution for more ads in our auction.”

Here are the three areas you need to improve upon if you want to avoid the Facebook ‘low quality’ stamp.

Engagement bait

Ads that encourage users to LIKE and SHARE to increase engagement will be denied. Brands have long used this tactic on Facebook since engagement is one of the key factors to get more eyes on your content, but directing users to share, comment, or like your ad is considered ‘spammy content’ by Facebook.

Withholding information

Clickbait style headlines that purposefully withhold information are on the low-quality list. Ad headlines like, “You’ll never believe which A-lister was booted from this night club,” are annoying to readers and one of the main factors behind Facebook’s ever changing algorithm. Facebook’s algorithm change at the beginning of the year specified that the platform is refocusing on ‘meaningful connections.’ Clickbait is clearly not a part of that plan.

Sensationalized language

Phrases like “Mind blowing,” or “Life changing,” are what Facebook classify as ‘disruptive content.’ The platform is zeroing in on exaggerated headlines that don’t deliver when users click through to the landing page. Buzzsumo released data after analyzing Facebook headlines that got the most traction. Phrases like “X reasons why…” “X things you…” and “This is what…” are among the most popular phrases that start headlines on Facebook.

Facebook penalties for low-quality ads

Facebook says it is expanding its monitoring process for the above characteristics it attempts to create a better user experience. Brands that try to include these ad or content tactics can expect:

  • Increased number of ads disapproved
  • Reduced distribution in Facebook’s ad auction
  • Ad performance impacted if multiple ads are flagged as low-quality

While Facebook says the change will apply to all brands, it expects the biggest impact to be related to media, entertainment, politics or issues of national importance, as these brands show more of the highlighted low-quality characteristics.

To avoid getting flagged by Facebook’s low-quality monitors and paying higher costs per performance, be upfront with your Facebook fans. Offer quality content in a clear, appealing way. You’ll not only avoid problems with Facebook but you’ll develop loyalty from online users who continuously return to your brand for engaging content.

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