[Question] Facebook Ad Guidelines for Sweepstakes (10)
Hello STMers,
I am new to the Sweepstakes vertical and was wondering if anyone could throw some light on the Dos and Donts of running a sweepstakes campaign on Facebook. What FB policy/guideline addresses such campaigns? Do they bucket such campaigns under deceptive claims etc.?
- Does Facebook allow direct LPs with references like 'You may have won' etc?
- If not do you have suggestions on how to adapt the LPs/creatives within FB's compliance?
- I couldnt find any thread that combines FB and sweepstakes - if you can guide me to such guides that would be much appreciated!
I look forward to your inputs.
Sweepstakes are within FB's realm of "don't like and will disapprove at our own discretion".
They have very particular guidelines about exactly how sweepstakes can be run because they are run within FB specifically, i.e. where people like pages, enter, share on their news feed, etc.
I am not sure if you are referring to sweepstakes as a promotional method or just the affiliate offers...
For the most part, every affiliate offer will be an instant disapprove if FB sees the URL. They will almost certainly be red-rated on MyWoT or any system they use for URL checking.
I highly doubt they will play nice with any landers saying you have won something and the ads will probably get negative feedback extremely quickly.
You would be better off using a more covert and user-friendly email funnel if you intend to do anything like this without more blackhat methods.
Thanks Zeno for your insights.
I am assuming affiliates still find a way around the Facebook's dislike. Would you be able to give an example of such an angle?
Say if the offer is about Supermarket coupons and going by the covert user-friendly email funnel, would it more about 'Sign up' for our exclusive offers and then follow up with Emails?
Or could it be more direct like say a Quiz with a possible reward (Not You have won)?
Oh I've seen that one, that one is most definitely cloaked.
It ran on instagram a while too, really cool setup, but super basic angle.
Imagine you're doing the 500$/€ coupon for supermarket, instead of "Win 500$ Free Shopping Credit" (or whatever that would be in english),
you could imply what you could do with that money, in that supermarket: "Here's how you get 500 sacks of potatoes for free" (lol)
"Would You Rather 500 Free Bags Of Chips, Or 250 Free Cans Of Beer"?
or you could get creative and doing the maths; 250 beers / 52 weeks (with 5 working days = 260 beers)
"Here's how SuperMarket gets you a free beer EVERY day"
"YO. YOU INTO MASSIVE GAINZ? FREE CHICKIN"
etc.
you got the same offers for clothing stores, target chicks and say "get a free new outfit every weekend of the year".
mind you those lines are just ideas, not definite copy-paste ad copy ;p
On the otherhand, the 500$ vouchers I saw were ALL cloaked, and the safe page was the Buy Giftcard page from the supermarkets/retailers own website.
Originally Posted by mobrun
Imagine landing on a lead capture that says "sign up for our exclusive offers [Sign Up]"
OR
"Receive Free Salads All Year Long"
(Or Beer if you ain't no rabbit)
[Get Me Free Groceries]
Dimlicht, thanks a ton for your inputs. A great line of thought, will work on it.
Typically, would a 'Receive Free Salads All Year Long' be a post that drives traffic to a blog look alike or an opt-in page.
If you could throw some light on a funnel example?
I don't have any funnels like that running right now, but I could describe from memory how most work. It shóuld also be against the rules to link to other people's funnels too. BUT I googled anyway. I lol'd when I found this, you could get really creative with that "salad". Maybe even running "clean" MMO.
In all seriousness, think about it- what would "grandma fall for"?
I get that it's probably not the most ethical way to think about it- but the company simply wants longform leads you know... Same as with those iPad offers, full of fake testimonials.
In theory:
1) I'd have a fanpage that's named "Tesco's Secret Isle" or something. "Zappo's Hidden Page". "H&M Secret Wardrobe".
2) I'd give the fanpage an icon (profile pic) something in the style of the retailer, but add a question mark on their logo, or a lock, or an "i" for information. It should look part of the brand. I've seen campaigns just run massive traffic with only the brand logo- but that's a guaranteed ban, and fast. Has to be your style.
3) The ad copy would IMPLY receiving 500$ as credit for that particular retailer. Think, what would you do with 500$ to spend in Tesco for example? Don't say "win" on your ad copy, say "get", "receive".. as if they can get it no question.
4) your landingpage, which can be a little game, questionnaire, or an optin on it's own. This really, really depends on the angle you're going for. On mobile we mostly see games (spin the wheel) with some fake testimonials and pictures of people holding lots of groceries and stuff. Or you know, iPads. lol
4.1) if you're dead set on optin to run the voucher campaign, make sure you have LOTS of voucher-esque offers lined up in your autoresponder. You'll need those to profit, because your front offer might hopefully just be enough to cover your ad cost to build that list.
The game people can play (spin the wheel) to "win 500$" is only there to create mini commitment, and positive reinforcement.
Giving out an emailadress, is not positive reinforcement- and doesn't feel like commitment: When you fill in your email, and you find out the actual offer is not exáctly what you had in mind when filling in your email... you're gonna feel scammed, and will not complete the offer.
Meaning, you want to go the optin route, you're going to need to write your optin headline in a way that makes people really want those 500$ ánd makes them believe they can actually, genuinely win. LOLethics
Want To Receive A Year's Worth Of Free Salad?
[Hell Yea! Gimme Lettuce! ]
( 2 step optin )
5) the thankyou page would congratulate them, and then... idk tell them they only need to fill in that information to get their $$$. Obviously, the thankyou page has to be one of your own pages. You can't put the affiliate link to the longform as the thank you page, because people won't connect those dots in their head. They'll only think "wait, this looks a bit different than what I signed up? kthnxbye"; the thank you page needs to be a 'bridge' to your affiliate offer.
In practice, it would look like that, but you're going to be testing a lot of $$$.
Go get creative
Dimlicht,
Thanks for taking your time out to put together such a detailed write up - that totally gets the creative juices flowing
Great stuff!
I will certainly give it a shot.
if only writing about it paid as well as doing it 
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