Poor Ad Experience? (Whats this) (8)

FB Ad Policy Recommendations

FB's recommendations can best be summarized using the 5 bullet points below:

Always Specify a Clear Product/Service Being Offered in All Ads
Focus on Functional Value of Products Not Unpredictable Tangential Value
Use Brand Transparency as a Tool to Build Customer Loyalty and a Holistic Experience
Avoid Sensationalized and Hyperbolic Copy/Creative to Describe/Depict Functional Value
Avoid Copy/Creative that is Designed to Illicit Emotions that are Often Associated with Negative User Experiences on Our Platform Such as Fear or Shock, as examples


Here are additional points that were brought up:
Do not make claims that are not immediately verifiable by a consumer or FB as a platform. If you can’t run a google search and quickly get an answer from a reputable source, stay away from the claim.
Whether true or not, if there’s no way for a user or Facebook to validate information in a scalable and/or reliable way, all claims will lead to disapproved ads. For example, saying Peeps uses "space age technology” and that “NASA continues to use the technology to clean their scopes” is not easily provable (although its true) and will lead to an ad getting disapproved.
A good rule of thumb is to focus on the functional value of products and not unpredictable tangential value; if there’s a reasonable possibility that the product won’t do X thing (such as save you thousands of dollars) it will likely be considered sensationalized, unverifiable or misleading.

Avoid sensationalized language/imagery
Sensational content is anything that is intended to provoke users interest and excitement and the expense of the information’s accuracy
Whether true or not, claims about "the lowest price you'll ever see" are unverifiable and create a false sense of urgency. This will also lead to disapproved ads.
images with things on fire, things breaking etc. These do not create positive experiences for users on our platform and are seen as using shock value as a means to sell

Emoji’s/Spammy Ad Copy
The use of ‘attention car owners’ with two warning emojis bookending the phrase is sensationalistic because it’s creating an urgent atmosphere that has nothing to do with the value of the product
Surface level claims about the product stating it’s “awesome”, “owners need to have it” and that it will “save you a TON of money!” will lead to disapproved ads. All copy should speak about the functional value of the product.
More examples:
Get it today while supplies last!
Revolutionary Tool That EVERY car owner needs!


Some good rules of thumb to follow when building creative:
Use creative to demonstrate functional value of the product. In other words, show don’t tell.
Ad copy must avoid hyperbolic claims, creating sense of urgency, or generating shock for attention
Use hi quality thumbnail/non-sensationalistic thumbnails
The use of Emojis are generally okay, but you cannot leverage them to simply draw attention. If it somehow enhances the overall functional product message that’s fine. But do it tastefully and you’ll ultimately have to use your own judgement
When it comes to unsubstantiated claims - you cannot make claims regardless if you have proof or not. FB simply doesn’t have the scalability to verify every advertiser claim.


Good Questions to ask yourself when building creative:
Would the average person be able to deduce, from the information I’m giving
them, that this claim is true?
Am I using hyperbolic language to describe the functional abilities of this product?
Would my grandmother understand what she’s buying if she saw this ad
Am I using shock or fear to promote this product/to get someone to click on this ad?


Post Click User Experience: Advertorials/Articles:
Advertisers are allowed to send users from a Facebook to advertorial, but it must be abundantly clear that the page is an advertisement.
Here are a few suggestions to keep in mind:
It must be obvious that the ad is driving a user to an article/advertorial,
not a product page. You can make this clear in the ad copy or even by the CTA with “Learn More”
The FB ad and advertorial must be policy complaint; in other words,
avoid sensationalistic content, hyperbolic statements etc


Brand Pages:
Facebook brands are allowed to advertise third party products on the platform, as long as they stay compliant with FB Policy and in line with many of the tips mentioned on this note.
If an ad is running from a particular brand that ad should drive users to that site hosted by that brand. (IE - Cool Tech Stuff FB page should send users to an advertorial hosted on 'cooltechstuff.com')


Third Party Links:
Ads must not display a false URL in the ad copy, that is different from the intended URL a user will click through on. So, make sure that the user is ending up at the URL that is displayed on the ad.

Although it's mostly common sense above ^^, great to see it summed up!

I still don't understand why FB is providing us the possibility to create a made-up visible URL, I really don't. But I like :-)