There are some words and phrases that are no-go’s on Facebook ads. Learn what they are here!
If you’re finding that Facebook isn’t approving your ads, or you’re not getting the results you expected, your ad copy might be the culprit. In an effort to minimize spam and prevent the use of profanity or illegal actions from marketers, Facebook created its Advertising Standards.
Following these standards ensures your ad is approved, but it also helps you to avoid any words or phrases that may not sit right with your target audience. To give you a better idea of what this entails, we’ve gathered a list of some topics and words to avoid on Facebook ads.
1. First Names, “You”, or “Yours”
Typically, creating personalized copy for emails, organic content, or landing pages can work really well—but not for Facebook. The platform wants your ad to look seamless in the timeline, just like a post from a friend. That means any over-personalized language isn’t allowed.
For example, instead of saying, “Are you and your team new to the world of marketing?” you can say something like, “Take a look at these 15 tips for new marketers.”
2. Overuse of Caps Locks & Exclamation Points
Do you love it when people SHOUT on social media?! Most people don’t!
Facebook will sometimes flag your ad when there are too many exclamation points or if you’re typing in all caps, per their Grammar and Profanity policy. Besides, you don’t want to seem like you’re yelling at your audience. Instead, we suggest using all caps only for important call-outs or products (if you absolutely must) and to swap exclamation points for emojis to drive home a point. 😉
3. Profanity
Some cheeky brands use a bit of swearing on their websites or packaging, and it might work for them. Nevertheless, profanity is always a no-go on Facebook and Instagram and will result in your ad being denied or, worse, you could be faced with account restriction.
We also wouldn’t suggest you try to get around this guideline because even using a mix of symbols like @#$&*%#^ won’t slide and are considered words to avoid on Facebook ads at all costs.
4. Get Rich Quick Schemes
Facebook doesn’t approve of get-rich-quick schemes or unrealistic claims, which fall under their Multilevel Marketing policy.
So, if you’re offering legitimate ways to increase income that anyone could achieve, try to stick to more generalized language surrounding the benefits of your service or product and exclude any dollar amounts or mention of monetary gain. It’s also best to review any claims you make, data, or stats in your copy to make sure that they’re accurate.
5. Sensitive Topics
Be careful when discussing sensitive and personal topics like religion, politics, weight loss, or gender identification. Not only do these tie into the Personal Attributes, Personal Health, and Misleading or False content policies, but they can create negative connotations to your brand if you misword your ad.
Our advice: try to focus on the positive outcomes that consumers will have when using your product or service, like “Download our app to speak to a supportive professional anytime, anywhere” instead of “If you’re confused about your gender, download our app for help.”
6. Criminal Records
Any mention of specifics related to crime is a perfect example of words to avoid on Facebook ads at all costs. Ads should circle back to a positive and encouraging sentiment from your brand without coming off as overly personalized or intrusive.
You could say something like, “Our services are developed to assist those looking to put prior offenses in the past.“ as opposed to, “Convicted felons like you make up the majority of our satisfied clients.” Remember to focus your ads on what your business is offering as opposed to zeroing in on the consumer.
7. Incorrect Grammar
One or two grammatical errors may happen naturally when posting an ad, and that’s okay on Facebook’s end (but it’s best to review your copy to avoid looking like an amateur!).
However, when making deliberate errors like capitalizing random letters for subliminal messaging, Facebook is not a fan. To steer clear of any errors that could render your ad useless, we suggest using a spell checker like Grammarly which ensures your copy is free from any grammatical or spelling issues.
8. “Facebook” or “Instagram”
Although there typically shouldn’t be a reason to mention Facebook or Instagram in your ad, you may need to reference them depending on your type of business. Still, you don’t want to suggest that you’re in collaboration with the platform, so “Facebook” and “Instagram” are words to avoid on Facebook ads if possible.
If you absolutely must use them to get your point across, do so sparingly and methodically, and without tweaking the spelling or font.
9. Financial Status
Similar to criminal records, ads should never, ever suggest that a business is aware of its audience’s financial status. It’s intrusive and, frankly, a little creepy.
The goal is to create the best experience for your potential customer with a welcoming and organic feel. So, aim to generalize your services with a positive spin. For example, copy like, “Our team of experts is dedicated to turning around the lives of those in debt” is friendly and welcoming.
10. Third-Party Content
Like any normal Facebook post, violations of third-party content or trademarks is prohibited and will flag Facebook to deny your ad. Words to avoid on Facebook ads include any that are related to another page or business that you don’t have permission to use.
If you’d still like to name drop a known brand, you’ll have to get creative and speak more to that brand’s industry or identifying values for your audience to read inbetween the lines.
For Killer Facebook Ads, Team Up with Marketing Experts
Keeping track of all the phrases and words to avoid on Facebook ads is no easy feat, especially since the wrong ones can get your account banned or restricted! While Facebook’s policies and guidelines are needed and appreciated, they can make crafting copy that much more difficult, so let us take that off your plate!
As the mom-and-pop shop of paid social media ads, Social Ktchn is a full-service digital marketing company with deep experience creating successful ads and campaigns. Our team of experts work closely with each client to determine achievable goals, deliver transparency and quick communication, and provide real results to enhance your business performance. Plus, we help you troubleshoot account restriction and keep your ad perfectly in line with Facebook’s many guidelines.
