It’s really important that we talk about compliance with Facebook. If you plan on making it with Facebook ads, if you plan on success, Facebook takes compliance incredibly seriously. They ban accounts faster than almost all other platforms. If you get banned, does it mean that you can never advertise on Facebook?
No, you could start a new ad account, but I’ve come to learn that it’s a lot easier to just play by their rules and the rules are very fair. At the end of the day what they’re doing is helping you, helping the advertisers, and helping the platform.
Though one problem is that there’s a lot of things that are a little bit of a grey area, so there’s going to be things that you’ll see other people doing that when you try to do it, it doesn’t work and Facebook may not like it. They may decline your ads.
This is how compliance impacts upon you… First of all, it impacts upon your opportunity to advertise on Facebook to begin with, but what a lot of people don’t realise, is that even if an ad is running, if they find it compliant enough to run, that doesn’t mean that it’s doing you any good.
When Facebook’s automated systems analyse your ad, they’re looking for certain things that if you’ve done or not done, it actually impacts upon what we call your CPM or your cost per thousand impressions.
Now, if the ad is not looking good, those costs will invariably go up and when those costs go up, your cost per click goes up, your conversion costs go up, everything goes up and it starts to make your campaign look bad, but the entire time you may not have ever known that it was a poor ad, because there was no negative feedback or the compliance actually let it through…
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