This article has been updated in August 2020 to be consistent with new practices for Facebook advertising.
What You Need to Know Before Running Facebook Ads
You may be wondering whether or not you should invest in Facebook advertising. With so many online marketing avenues around, Facebook represents yet another platform to consider. When put up against tried-and-true methods like organic SEO and Google Ads, you may even consider bypassing Facebook altogether.
However, Facebook Ads provide a unique opportunity that simply isn’t available through Google or other platforms. Clickthrough rates vary depending on the quality of ad copy and placement, but one thing’s for sure: many, many people have used Facebook ads very successfully to gain new leads and build their customer base through the interest-based targeting and remarketing opportunities that Facebook offers.
Here’s what you need to know before launching any more Facebook Ads.
Why Should I Be Using Facebook Ads?
Despite all its rules, Facebook is still a valuable option for small businesses looking to advertise online. In fact, costs have decreased and reach has increased. Here are some important facts about Facebook Ads.
- 94% of Facebook Ad revenue is from mobile, which means that you can reach people while they’re scrolling on their phones at work, at home, and everywhere in between.
- The average cost of Facebook Ads decreased by 6% in 2019.
- Overall Facebook Ad impressions increased 37% in 2019.
- The average Cost per Click, or how much it costs to get someone to visit your website, is $1.72, which is extremely competitive against Google Ads and other online advertising options. Depending on your audience, it could be lower than that, too.
So, while, yes, there are some restrictions that we’ll cover more in depth in this article, it is still a valuable asset to your small business.
Should I Still Use Facebook Ads Even with All Their Rules?
Yes! Don’t get nervous as Facebook implements new rules. Remember, it’s their job to ensure advertisers still want to spend money, so they won’t make any rules that will significantly alter their ability to let advertisers spend money. Their goal is to balance the users’ experience with advertisers’ ability to get results, so don’t be too worried. They’ll still be a viable advertising solution for your company.
My Account Got Shut Down! Why Did That Happen?
There are a few reasons your Facebook Ads account got shut down. The first could be a mistake, which unfortunately can happen. However, you’ll just need an administrator on the account to request a review. This typically fixes the problem.
Before you appeal their decision, though, you’ll want to make sure you weren’t running campaigns that fit the following:
- A low ad score, which results from clickbait, engagement bait, or too much text.
- Breaking their page rules, which includes fake news, harsh language, and trying to pick fights with other pages or users.
- Have too many declined payments.
- Use a bad landing page with pop-ups, not enough information, or misleading content.
Once an account is shut down for a valid reason, it’s difficult to get back, which is why we always recommend working with a high-quality marketing agency who knows exactly what you need to create high-performing campaigns.
Let’s break these reasons down into more detail.
What Does a Low Facebook Ad Score Mean?
Facebook ranks ads for accuracy and relevance based on the audience you’re trying to reach. A low ad score typically means it contains a clickbait title, engagement bait (like asking for likes and comments), and too much text in an image.
By fixing these issues in a campaign, you can improve your ad’s performance to drive more business to your website.
Do Landing Pages Matter for Facebook Ads?
They do! The website pages you use with your Facebook Ads plays an important role in your account’s performance. Not only does matching the ads with the landing page improve performance, but a high-quality landing page will also keep your account in good standing.
Any landing pages that has a poor user experience will put your account at risk. This includes excessive pop-ups, not having enough information, and misleading with content unrelated to the ad itself. If this repeats in your account, you’ll be at risk for getting your page and account shut down.
What Can’t I Talk About on Facebook Ads?
The second reason your page and ad account may have a low-quality score is breaking their rules regarding content. Avoid fake news, harsh language like swearing and inflammatory phrases, and trying to pick fights.
If your page engages in any of this behavior, then you’ll be on thin ice with Facebook – and you don’t want that!
How Does Payment Work on Facebook Ads?
For most advertisers, Facebook uses a credit or debit card, though you can also connect a PayPal account. The threshold where Facebook charges you changes as you spend more money. For example, your first few charges from Facebook will be less than $100, but once your account continues in good standing, Facebook will increase that threshold. The typical billing amount is once your account hits $900 spent on campaigns.
Your payment method, if it’s continually declined, is another red flag for Facebook and could lead to them shutting your account down. It’s important to always keep your payment information up to date.
Facebook Ads offers many benefits for small businesses, but there are some guidelines you need to consider. Once you’ve learned these guidelines and launched your campaigns, though, you’ll begin seeing increased website traffic that can then turn into sales.
Bonus Video: Stop Getting Kicked Off Of Facebook Ads
If you’re looking for a Facebook Ads marketing agency that specializes in small businesses’ unique needs, let’s chat. We’re here to help plan, build, launch, and scale your campaigns to bring you better results. Give us a call at (800) 692-4037 to schedule a social media ad review.