Did you know Facebook has created special models to test for (and shut down) fake accounts? The TIES model, one of many used to monitor false activity, use bots and expert supervision. Even with this system, errors still occur.
If you’re wondering why your Facebook ad account got disabled, don’t worry. Learn more about how machine learning impacts your Facebook ad account and what your next action steps should be.
Why Your Facebook Ad Account is Disabled
Lately, several factors have impacted Facebook’s machine intelligence. Typically, its filtration models and bots for fake accounts work well. False accounts are targeted and removed, while authentic ones stay activated.
Surge in User Activity in 2020
Three major factors impact your Facebook ad account this time of year. 2020’s unpredictability is the largest factor, especially with its impact on internet behavior. In 2020 alone, Facebook saw an uptick in inactivity.
With people spending more time online right now, Facebook’s support teams and supervisory models are overwhelmed. With their report of up to a 70% increase in users online, this invites advertisers. More advertisers increase false accounts.
Disrupted Workflows for Facebook
Many companies suffer from workflow disruption with system updates and predictable changes. With unpredictable events like the pandemic, these disruptions are worse. More users online strains an already difficult time for companies, Facebook is no exception.
Models like TIES rely on bots and human supervision. This tag-team effort protects authentic accounts and catches gaps bots, miss. With disrupted workflows, even a real Facebook ad account might get flagged and deactivated by AI.
Updating Terms of Service
With these recent disruptions, Facebook has updated its terms of service. This protects the millions of small businesses that run genuine ad campaigns on the platform. For large businesses, this means paying more attention to avoid deactivation.
With tightened service terms, companies who run more ads need to be more vigilant. This means checking page and ad quality with more frequency. Until things return to normal, it’s best to avoid Facebook ad mistakes.
Other Reasons Your Facebook Ad Account Has Been Shut Down
Aside from the most recent disturbances to Facebook workflows and ad approval, there’s a long list of reasons for deactivation. Current events only worsen these reasons, so it’s still important to know what might cause your deactivation.
These other reasons existed before the current marketing unpredictability. The most common causes for Facebook ad account deactivation are detailed below.
Ad Frequency, Reporting, and Negative Feedback
How long have certain ads or ad sets run on Facebook? If they have appeared too frequently, users may report them or hide them. Hidden ads are bad when it comes to Facebook’s visibility algorithms.
The more people that hide or report your ad, the more likely your ads are removed. In the worst-case scenario, you may even see that your Facebook ad account has been shut down.
Repeated Declined Payments
If you don’t pay your ad spend on time, Facebook may eventually penalize you. You can set ad spend for daily or unlimited runs. Based on how you set your ad budget, your payments should not decline.
Facebook’s penalty for multiple declined payments includes deactivation. When payments decline, some users attempt to advertise without paying. This scam hurts ad costs for every business that places ads on Facebook.
Low-Quality Facebook Page
Did you know you can check your Page quality on Facebook? Different features elevate or decrease your quality rank. The most common ways to lose quality include violating community guidelines or using misleading content.
Sharing clickbait, or repeatedly breaking community standards, dings individual ads first. Eventually, it affects your Facebook ad account. You can check your Page quality through Facebook’s Business Manager.
Low-Quality Ranking Scores for Facebook and Instagram Ads
Like your Page quality, your ads get a quality ranking. You can check ad quality any time you want. There are a couple of factors that might cause your ad account’s deactivation.
Using click or engagement bait is the primary reason for unapproved ads. It violates community policy and misleads users. Ads are also penalized for excessive text over images.
Previously, Facebook downgrades images with over 20% text coverage. It ranks ads as lower quality using this rule. If you prefer text-heavy ads, your reach and quality score will suffer.
Low-Quality Landing Page
Another reason for a Facebook ad account as disabled results from your website. Facebook evaluates any linked landing pages for each ad. The following criteria determine a low-quality landing page for Facebook:
– Excessive pop-ups
– Missing information on a webpage
– A high volume of on-page ads
– Misleading or irrelevant content to linked ad
– Broken links or videos
– Low-resolution images
– Mismatched display URL
– Page redirects to unrelated pages
– Blacklisted or flagged URL
– Flagged keywords or text
Using these measures, Facebook evaluates landing pages. You can check the quality of landing pages for your ads first. Do a quick search online for any number of reliable tools or services.
How to Use Your Facebook Business Account to Prevent Deactivation
Using your Facebook ad account is the best way to prevent deactivation. Advertising on Facebook is pretty simple. Maintaining it is easy, too.
Create Multiple Ad Accounts
There are several solutions for actively using your Facebook business account. For starters, if you only use one ad account for your company, make more. Facebook caps the number of ad accounts for each business account at 25.
Even if you do not have that many marketers, you can still benefit. Each marketing team member needs an ad account. If you duplicate ad sets and campaigns, each ad account can serve as a backup.
Multiple Group or Page Administrators
If you only use one Page administrator for your Facebook business account, you need more. The more admins used, the more eyes reviewing and evaluating ad campaigns. With more admins, you also need more ad accounts.
The benefits of multiple ad accounts aside, multiple admins improve authenticity, too. Bot accounts cannot maintain one-of-a-kind content like humans. With more admins, you diversify publication and creation.
Using Facebook Pixels
A Facebook pixel code installed on your website tracks conversions from ads on the platform. This valuable tool also boosts your authenticity with the platform. Tracked interactions help you create better ads for your Facebook ad account.
The better targeting you use, the less likely ads are hidden or reported. The fewer ads are hidden, the more clicks and engagement you receive. This boosts ad and page quality, protecting you from AI deactivation.
Check Ad Standards and Policy
Facebook clearly and outlines its ad review process. Regularly referring to this process decreases the chances of an AI shutdown. The top concerns for unapproved ads include:
– Excessive image text (over 20%)
– Age-restricted material
– Mentioning Facebook correctly.
– Creative asset alteration
– Targeting changes
– New optimization goals
– Adjusted bids, budget, or schedules
Avoiding these changes or issues ensures a seamless ad review. The simpler and more aligned with advertising policy, the faster your ads get approved for publication.
Use a Business Account (Not a Personal One)
If, for any reason, your Facebook ad account is a personal account, create a Facebook business account as soon as possible. If you have a business account, and use a personal one, switch to the Business Manager instead.
The Business Manager allows for multiple ad accounts. A personal account does not. If a personal account is deactivated, you lose all creative assets.
A deactivated business account is much easier to appeal. Personal accounts require heavier review and more time. You also run the off chance that your account will stay permanently closed.
You cannot duplicate ad sets with a personal ad account, another downside. Even if multiple ad accounts get closed with a business account, you can still back up your hard work. This preserves creative assets and future effort on campaigns.
When you set up ad accounts, only input payment information once ad sets are active. If your account gets hacked and the payment method’s on record, you can suffer. Any hacked ads could get flagged by Facebook and shut your account down.
Engagement and Ad Campaigns
Another great solution for preventing your deactivation is building up your engagement. Make sure you produce ads with highly-clickable content. Multichannel and video marketing can build a following and engagement better than traditional ads.
Whatever ad sets and campaigns you schedule, make sure you do so consistently. Periodically running ads protects your account from being flagged as inactive. Inactive accounts get deactivated.
Makes sure to test your ads, too, by placement and content form. Try one ad before creating duplicate sets and running multiples at once. Small tests can help you verify any suspicions about denied ad sets.
Although ad placement on Facebook is important, you should still use other platforms. Your ads can also run on Instagram, which helps boost validity. The more places your post ads, the less likely they are to be flagged as spam.
Other Rules to Remember
Familiarize yourself with Facebook’s business policies, ad restrictions, and community standards. The more you know, the fewer ads get denied. If you use multiple admins for your Facebook ad accounts, have them review every post at least twice.
Keeping an eye out for potential issues can save you valuable appeal time. It also protects you from repeated violations of Facebook Ads Policy. With plenty of examples for restricted and prohibited content, you should be able to avoid creating “bad” ads.
Facebook’s ad policies are pretty clear. With restricted keywords and content, you must pay careful attention to your ad campaigns. If you ever have questions about these, create backups to avoid losing your content.
Avoid references to personal attributes, before-and-after images, and images with close-ups of body parts. These often get flagged as spam or clickbait. They also get flagged as potentially body shaming posts.
Make sure to avoid copyrighted music or video. Facebook is extensive about copyright infringement. Unless you have clear and explicit rights, please don’t use it on ad sets where you generate revenue.
Facebook Ad Account Recovery and Deactivation Appeals
In the event you use a Facebook business account to manage ads, recovery is pretty simple. If you use a personal account, recovery is a more difficult and challenging process. Recovering a Facebook ad account through the Business Manager means using their support system.
Your first step is to appeal the appeal deactivation via the help button. In the text box, explain the reason for your appeal. Specify which ads were canceled and the reasons why you believe you’re not violating policy.
If multiple ads have been shut down, you will need to appeal each ad set. Be sure to check your support inbox to follow-up on your appeals regularly. With the current workflow overload, your appeals may take longer than before.
You can also check the reasons for your any ad disapproval. Double-check community policies and ensure your ads don’t actually violate policy. Open a new ad account if needed.
Don’t be afraid to follow up on your appeals if they go ignored for too long. Stay diligent and patient, and you should get your ads and account reactivated.
Stay on Top of Facebook Ads and Other Digital Marketing
With digital marketing’s ever-changing landscape, you must stay updated. Digital transformation tools like machine learning and AI constantly evolve. Although a challenge to keep up with, you can.
As marketing experts, Five Channels can help. We have a regular rotation on every marketing topic from a Facebook ad account and more. Check out more of our content or sign up for a free digital marketing review to prepare for the latest trends.
Owner and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization, while utilizing the appropriate marketing channels available within your industry. With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.
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Located in the heart of the Emerald Coast - Destin, FL, founder and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization / and PR campaigns, while utilizing the appropriate marketing channels available within your industry.
With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.