Digital Marketing News

Facebook Launches New Restrictions to Reduce Low-Quality Ads on The Platform

Facebook is working hard to maintain its Facebook ads value among other social media competitors, in addition to enhancing advertisers’ experience of its advertising services worldwide. In serving this goal, Facebook is now leading a strong campaign against low-quality ads, which include clickbait or directing to unexpected content, create bad experiences for users on its platforms. Facebook’s new campaign is focusing on efforts that can reduce low-quality ads on Facebook platforms -including Messenger, WhatsApp, and Instagram- by disapproving more of them and reducing distribution for more ads in the Facebook auction.

As explained by Facebook:

“unexpected content, create bad experiences for people and don’t align with our goal of creating meaningful connections between people and businesses.”

The Facebook official blog post also underlines the types of low-quality ads’ attributes that lead them to be banned from the Facebook platforms. And as reported by Facebook, these characteristics may include:

  • Engagement bait: Ads with spammy content asking people to engage with it in specific ways, such as requesting likes, comments, and shares.

Example of Engagement bait low quality ad

  • Withholding information: Ads that purposefully withhold information to entice people to click in order to understand the full context.

Example of Engagement bait low quality ad

  • Sensationalized language: Ads that use exaggerated headlines or command a reaction from people but don’t deliver on the landing page.

Example of Engagement bait low quality ad

In the same announcement, Facebook points out that according to these recent efforts, all Facebook advertisers will notice some new actions and changes, which could include:

  1. Individual ads with low-quality attributes will see reduced distribution in the Facebook ad auction or will be disapproved.
  2. Multiple ads flagged with low-quality attributes may impact the performance of all ads from that advertiser.

This means that in the foreseeable future, a number of campaign ads will be banned or are going to get less reach, so as advice, advertisers should keep in mind that when they are running a Facebook ad campaign, its best to be upfront about their products and services, and be careful of the sensationalized clickbait and spammy approaches.

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