SO FRUSTRATING to lose you Facebook Ads Ad Account, Personal Profile, Business Manager or anything else that’s going to stop your from advertising on Facebook.
So I wrote this list to help you figure out where you’ve gone wrong if you had an assets banned from the top 9 reasons I’ve seen from hundreds of audits in our agency and from those that have invested in our Ads Policy Compliance Checklist.
(because there’s a high chance it WAS your fault… without you realising it.)
I’ve looked into many cases of people losing accounts, profiles etc and whilst Facebook *sometimes* randomly ban assets (Facebook page, ad account, personal profile etc) the clear majority is due to a violation of policy.
(note: I decided to geek out on policy stuff because, let’s be honest, keeping your account active is actually now part of a Facebook advertiser’s job role – no account, profile, page – no ads!)
Of those that were against policy, around 80% DID NOT KNOW they were doing something against policy.
I’m pretty sure many of you here fall into that bracket.
The 20%? They’re the sneaky ones that are a big reason why Facebook dialled up their policy enforcement.
Important side note: Facebook are the landlords so despite the fact you and I HATE having to worry about policy compliance, if we want to advertise on their land, we gotta play by their rules.
Not Having 2FA
What : 2FA (2 Factor Authentication) is a security measure to ensure that you log in to new devices and locations through both password and one other means of identification.
Impact : Without 2FA I’ve seen accounts get hacked much easier which in many cases leads to profiles, accounts, BMs banned for misuse (i.e. the hackers advertise things against policy).
Also, many personal profile bans are because you’re logging in from multiple locations without 2FA which Facebook sees as suspicious
Rogue Admin & User Connections
What : Having people connected to your accounts or business managers that are connected to other accounts/BMs which have been banned or running non-compliant ads.
Impact : Facebook can/do link activities and can shut down your ‘legit’ and ‘white hat’ operations so you’ll rightly say you’ve done nothing wrong but Facebook see all
No Advertising Activity
What : Having active ad accounts (and now possibly impacting entire business managers) with NO ads running can create a ban
Impact : if you need more than one ad account, for example as a backup or planning ahead, if Facebook don’t see activity in a period of time they’ll ban it
What : Using copy in your ads that identifies people by a personal attribute.
Impact : Facebook don’t want you to know that YOU know so much about users so if you tell, they’ll disapprove ads. Too many of these lead to an account ban
Non-standard Site Functionality
What : This is when your website is using (innocently or otherwise) things Facebook deem as suspicious like redirects, pop-ups and the way the site operates.
Impact : Facebook can actually blacklist your website. Don’t forget they don’t just look at ads, accounts, pages and profiles, they can also ban websites from being linked to from ads
Scaling Too Fast
What : You’ve launched a new ad account and you’re excited to scale fast.
Impact : Although ad accounts now have spend limits, even beyond that scaling suspiciously fast can cause ad account bans
Multiple Country Logins
What : You’ve shared your personal profile to someone/people in different locations.
Impact: Facebook can block your profile and ask for ID verification, which is a pain
Low Page Feedback Score
What : When your Page feedback score falls below 1 (out of 5) for pages over one year old and below 2 for pages under a year old (not many know this part).
Impact : You’ll lose your ability to advertise because of poor quality feedback from your users
Using Personal Profiles for Business
What : Pages are created for promoting your business onto directly, personal profiles are not.
Impact : If Facebook identify you as using your personal profile to promote your business onto your personal newsfeed or via your personal profile banner they can restrict your profile from running ads and/or ban your profile Harsh, but they’re Facebook’s rules.
There are many more reasons why accounts get banned but these are 9 common ones we’ve seen.
You can go read them up on the Policy section on Facebook’s website – it’s not a fun read but unfortunately you need to at least know the popular ban reasons to stand a chance
Or you can go download our Facebook Ads Policy Checklist to ensure you cover the most common bases to AVOID issues.
Any others you’d add?