Understanding Facebook’s Game Of Advertising

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In this day and age, the rules of online marketing are changing faster than ever before… and if you run a business of any kind, you need to know about them before they come into effect – or pay dearly.

This is particularly true when it comes to Facebook advertising.

Even for regular users, Facebook is known to innovate, come out with new features and make changes to their Terms & Conditions on what may seem like a weekly basis.

But when you’re a bona fide advertiser relying on Facebook to generate leads and make sales, understanding the nuances of any new change could help you make or save a fortune.

And although sometimes it seems it’s hard to keep up with all the Facebook Business News, it’s important that you make an effort to do so.

Today, I’m able to bring you some real “inside information” because a dear friend and colleague, Justin Brooke* shared with me what he found out by talking to Brian Hopkins, the head of the ads integrity team (ie. one of the policy makers) at Facebook.

(*Justin is one of the guest speakers I secured for my 2015 Facebook Mastermind because of his expertise in creating scalable Facebook advertising campaigns.)

Keep the trust with your audience intact.

That is, you should never do any misleading advertising when you’re driving traffic from Facebook.

For example, make sure the images you use in your ads are high quality and relevant to your offer and copy.

You should never use images that are misleading or headlines that could be seen as “click baits”.

For example, instead of using an attractive woman’s picture for your accounting services ad, use an image that would suggest tax savings, business growth and the like.

Also, Facebook doesn’t like it when advertisers use videos with no player controls.

Your videos should not force the user to sit through an entire presentation just so that they can see your offer.

Instead, if you’re using videos in your marketing, give your audience the option to fast forward to the end to see what your “call to action” is.

Understand the implications of opt-outs.

Recently, Facebook gave its users the option to opt out of advertisements if they find them bothersome or irrelevant.

The idea here is of course to improve the user experience on the platform.

What that means for you (the advertiser) is that when a user opts out of seeing your ads or requests to hide them from their newsfeed, it’s considered a signal for Facebook to investigate your account.

Now here is what’s really important:

If they get complaints but your ads aren’t misleading and your landing pages clearly disclose your business model and you’re not doing anything to deceive or frustrate the user – then you’re fine.

However, it should be noted that the ads integrity team at Facebook rarely sees complaints on campaigns that are trustworthy and transparent.

Understanding what causes account termination for advertisers.

If you have been involved with Facebook advertising for any considerable length of time, you’ve probably heard “horror stories” about how some advertisers get their accounts shut down, even if they didn’t do anything wrong.

What’s more, the notification explaining the reason why the account was terminated is often very vague.

As it turns out, Facebook is actually working on a better system.

However, there are too many different scenarios (literally tens of thousands) to be able to have a large enough team that can give an accurate detailed reasoning for every termination.

Here is a general guideline though, as per the information from Brian Hopkins:

Account terminations are usually a result of something you are doing that is breaking the trust relationship.

In their eyes, it’s not a business model issue but rather, it’s an ethics issue.

How to handle negative comments on your ads

By all means, you’re allowed to moderate the comments you receive.

It is ok to remove nasty or spammy comments.

However, deleting all negative responses is frowned upon because it looks like you are hiding something or that you are trying to deceive the users.

It may seem like a lot of reefs to watch out for as you navigate Facebook’s waters… But really, at the end of the day it comes down to being considerate and compassionate toward the end user.

Understand that most people come to Facebook to spend time catching up with family and friends – or to be entertained.

While there is an enormous opportunity to make money advertising to your target market, keep in mind that they’re on Facebook for fun for the most part.

Your ad should enhance their experience and serve them, rather than feel like they’re being bombarded.

If you would like us to help you create Facebook advertising campaigns that are designed to bring you a better ROI than what you can get from your current ad spend, give us a call at 1300 680 223. We can help.