Experiencing Meta Ad account issues, suspensions, or problems? We take you inside the world of Meta Ads and debunk policy myths and provide suggestions on how to navigate and operate healthy and sustainable ad accounts.
Does Spending More Get You Special Treatment?
Yes and No! Meta is actually looking for:
- Growth
- Consistent with gradual spend
- Solutions adoption
- Leverage the use of Advantage+ for placement optimization
- Compliant and sustainable business model
What To Do If I Am Not Spending Enough For a Rep But Need Help?
Meta’s chat support is shockingly a great support feature to help navigate through ad account issues and problems
Meta’s Internal Organization Hierarchy
Global Business Group
- VVVIP Treatment
- 1-10 clients
- Think of large fortune 500 companies
Global Business Group Scale
- VVIP Treatment
- 10-15 clients
SMB High Volume
- VIP Treatment
- 11-100+ clients
- Proactive treatment & periodical platform updates
SMB Everyone Else
- Above Average Non-VIP Treatment
- 100-1000+ clients
- Reactive treatment
Meta Pro’s or Professionals
- Average and competing support
- 1000s+ clients
- Motivated to increase your ad spend
Chat Support
- Everyone has access to chat support
- Millions of clients
- Back-end support agents
Unmanaged Limbo
- No access to chat support
- 0 clients
Meta Jail
- Good luck
- Find a good partner
- 0 clients
Do I Delete My Rejected Ads in Ads Manager?
NO! By deleting ads, you are acknowledging to Meta that you did something wrong and looking very guilty. What’s more important is the following formula:
Rejected Ad Ratio = Rejected Ads / Total # of Ads
Ensure that you are below a 20% threshold. Try your best to remedy the rejected ads.
Translating Red Flags
The Blackhole = Your domain has been blacklisted
Identity Verification and Personal Profile Issues = Suspicious behavior triggered an internal AI review
Pages (Managed by the Business)
- E-Commerce: check page score details
- Product quality, shipping, customer service, etc.
- If starting to trend below the 2.0 threshold, can appeal with chat support if trending upwards
- Non-Ecommerce: likely false positive and miscategorized
Card Declined
- Check rejected ad ratio
- Check recent rejected ad copy and creative
- Always appeal
Ad Account Disabled
- Check rejected ad ratio
- Check copy and creative
- Always appeal
Additional Unknown Flags To Be Aware Of
- Past bad behavior can haunt you in the future and Meta can find you
- IP Address
- Chargebacks
- Using a Restricted Profile
- Business Risk Score
- Personal Profile Risk Score
- Current restrictions from creating pages, ad accounts or other assets
- The infamous blackhole domain restriction
- Payment Fraud – random credit card issues
- Published pages becoming unpublished
How To Win Against Chat Support
- Construct your game plan, communication, messaging (aka lawyer up)
- Do not take no for an answer
- Time zones actually make a difference
- You are guilty until proven innocent
- FALSE POSITIVES is THE key phrase
- It may or may not be a human you are chatting with
- BUT still play up on the human factor of your product or service
How To Initiate Chat Support
As you are going through the process flow, always select ‘its something else’. Always select ‘other issues’. If you get too specific with Meta’s selection, it tends to direct you to specific areas.
Construct Your Plan
Example 1:
What You Actually Ran: Affordable Health Care
Reason For Rejected Ad? Political
Your Argument: This ad has been rejected in error. We are running ads for health insurance plans which has nothing to do with politics or legislation. Please see the article here describing that AHC is insurance.
Example 2:
What You Actually Ran: Rent To Own Housing
Reason For Rejected Ad: Discriminatory Practices
Your Argument: We believe this ad got flagged as a false positive. We are promoting ads to help people find homes and obtain the American Dream of home ownership. Our targeting is broad and copy/creative is not specifically calling out any particular ethnic group or race. Can you please re-review these ads?
Example 3:
What You Actually Ran: Commercial Real Estate
Reason for Rejected Ad: Special Category
Your Argument: Please re-review our ads as we are running real estate for commercial ads and not residential and commercial real estate doesn’t fall into special category. This was likely flagged as a false positive.
Example 4:
What You Actually Ran: Lead Gen With First Party Advertorial
Reason for Rejected Ad: Third Party Fact Checker
Your Argument: We believe that these ads were flagged as false positives. We understand that Meta uses third party fact checkers to validate information. Please note that our ads are not making any unsubstantiated claims as these are merely the opinion of someone who has used this debt consolidation service and provided us with approved feedback of their experience to run in ads.
Example 5:
What You Actually Ran: Minimum Wage Jobs Ads
Reason for Rejected Ad: Unrealistic Outcomes
Your Argument: Our ads are promoting helping people in this tough economy access jobs, which is so important right now. We believe this was flagged as a false positive for MLM/ work from home as our ads promote jobs for people at fast food restaurants. Can you please re-review and approve?
Be relentless. Constantly ask Meta to please escalate.
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