• This lesson is super critical so don't skip it!  It's important that you understand how Facebook thinks - what they care about, what they don't care about - so you can keep your account in good standing.
• Use Web of Trust to ensure you're seeing what Facebook is seeing as far as whether or not to trust your site.
• The more times your ads get approved the greater the likelihood they'll be approved more quickly in the future.
• Be sure your ads are not misleading and that your landing page clearly discloses your offer.
• Facebook is mainly concerned that you're not, whether intentionally or not, tricking, misleading, deceiving, or otherwise frustrating their users.
• It's okay to remove nasty comments but deleting all negative responses from your ads is frowned upon.

David (00:00):

Hey everyone. Welcome back. This is quite possibly the most important video in this entire course, and I'm not joking. So many people make the mistake of not reading the compliance and the terms of Facebook advertising, and they get their account shut down, or they get ads constantly disapproved. And I want to share with you what I've learned from my own experience and the experiences of my friends and colleagues, what to do for the sake of compliance when it comes to Facebook ads. So understand this, this is probably one of the best messages you can ever receive from the compliance team, given your commitment and understanding to making the community experience better. We feel comfortable re enabling the ad accounts that were disabled. Wouldn't you love to see this response, I mean, who wouldn't, but it's not often that people see this response from support.

David (00:56):

So I'm going to walk you through everything that I've learned along with what I've learned from my colleagues in regards to what Facebook uses to determine certain things, uh, when it comes to ads or what they use to measure the credibility of websites, just falling along with compliance. So Facebook uses this website called web trust, which is a scoring system used for URL blacklisting, right? So you can go to https://mywot.com and learn more about what trust and before ever checking your landing page, ad copy ad image. You're targeting their first checking to see what other people think about you. People can go on this site and rate your website based off their experiences being on the site. So this tool shows an icon next to every link in browsers, any browser and email, and even in your Facebook newsfeed. So you'll see a green, yellow, or red circle next to each link. If your green rating turns into orange or yellow ish, a color or a red dot, that means any one clicking from Facebook to your URL gets an automatic warning before being redirected.

David (02:08):

If you have a negative rating for any reason, this is the default warning that is displayed. At least from research that I did. Can you imagine someone clicking your link and this pops up? What are the chances they're going to go to your site should be very careful with what you put on your website and whether or not your images are consistent with going with the context of your site. Because if what you are delivering from the ad image and the ad copy, doesn't mesh with what's on your site, people can say that your site is deceptive and that can get it a red circle or red dot rating from web of trust. And you don't want that because then you'll get messages like this

David (02:54):

Now compliance and policy email, add support with all compliance and business manager questions. There are two departments, okay? There's global marketing, which is for Facebook ad educators, and then there's policy, which is for the ad enforcers. The policy department does the account terminations and the global marketing team tries to avoid all the, you know, account terminations. They're the ones who are trying to prevent this. If you feel that your account is wrongfully terminated or ads, wrongfully disapproved, you should go to https://facebook.com/businesses/resources. So replying to any ad or ad account termination, uh, emails, or contacting Facebook through their inline termination message goes to the policy team. And they aren't responsible for helping you get your account back. You must get in touch with the global marketing team. If you need help, when contacting Facebook, don't be nasty. Be nice use language. They want to hear like I'm a good advertising citizen, which I've heard from countless people is what they request that you say. Also record short videos. Any time you are messaging them, record a video to explain it, do not write out the entire problem. In text a short one to three minute video explaining the issue has a bigger impact.

David (04:21):

All agencies or businesses need to use the business manager. They should be very obvious by now. You can set up new accounts for clients inside your business manager, and you can even set up multiple accounts for yourself inside of your own business manager. This is where they want you running your ads as a business and a story. It helps explain why multiple logins into your account are occurring, whether it's from employees or any contractors. You also want to use a business email account. They want to see real businesses on board and marketers and advertisers need to stop trying to game the system. If we expect to have their support and communication, it's as simple as that, don't try to be sketch.

David (05:07):

Now, here's what Facebook wants. Facebook strongly believes that advertising can improve the Facebook user experience. Facebook has no issue with direct response or affiliate marketers. The only issue is proving that what you are advertising can improve the user experience. Okay? A lot of affiliates are just trying to make a quick buck. They're not really providing anything of value. And Facebook is looking for people who are looking to enhance the user experience. So ask yourself would blank. Think this campaign improves the Facebook's user experience or detracts from it. Just ask yourself that before putting up a campaign trust is most important to the policy team. So don't use images that have nothing to do with the offer or ad copy. Don't create ads that use fear or hype. Don't create landing that don't disclose the business model and don't create videos with no player controls and force the user to wait. This is very unconventional for a lot of people in the marketing space and the, in the advertising space, because these are all tactical ways that you're able to get clicks, but Facebook does not want that. They want content that enhances every user with their experience. You have to be careful with what you post,

David (06:26):

How do they handle user complaints? When they user exes out your ads or requests to hide them, they use that as a signal to investigate your account. If they get complaints by your ads, aren't misleading and your landing pages clearly disclose your business model, and you're not doing anything wrong, or you're not trying to trick or deceive or frustrate any users. You're fine. It is okay to remove nastier spammy comments, but deleting all negative responses is frowned upon. Not everything that comes up negative from a user is a bad thing. You could always reply to those comments in a way that will makes you look like the bigger person, quote, unquote, you simply have to leave some of these responses on the ad or on your page so that it looks more natural. No business is perfect.  Awesome

David (07:20):

Video sales letters and squeeze pages. A lot of marketers and advertisers are running these types of pages with their ads and Facebook. They're okay with list building and sales videos. They're fine with it. They are not okay with list building pages that do not clearly identify the business and business model. That is what they're looking for. Go read the terms of service and page guidelines. Follow them. They're constantly being updated. You need to be aware of what's going on in Facebook, also in your audiences, delete any UID campaigns. You may have run in the past. Also clean out any ads or pages that are against tos. If there's anything that you've run in the past, that's borderline, you know, red flag to Facebook, just delete it. You don't need those campaigns anymore, but if you're running, some of them turn them off right now. They don't have any business being on Facebook.  Awesome.

David (08:16):

20% text still applies to all advertising images. And when ads aren't accepted submit ads again, with full explanation, you can go view all the policies for advertised products and services at the link you see on your screen. You'll also have this link provided in the members area and page guidelines can be provided at this link. Make sure you follow all of this compliance. When it comes to your Facebook ads, you can review any new compliance added to these policy pages on the pages you see on your screen. And you want to make sure that you're constantly up to date with them. I personally check it once a week just to make sure nothing new has been added. And also you can follow quite a few blogs online that talk all about Facebook and they get news often firsthand. So make sure you are up to date with all policies, terms and conditions with Facebook so that your account just does not get shut down.