This has been making headlines for a while now:
“Facebook is getting stricter with its policies on approving ads.”
Now you’ve worked hard to get…
- the image/creative perfect,
- the copy – aligned with the target group
- the targeting nailed
You hit save and submit your ad for review, twiddling your fingers as you wait for the dreaded approval process to OK your ads…
Only to receive a disappointing notification that says that your ad has been rejected.
Navigating the minefield of Facebook’s approval process can feel hard.
Now, there is a list of negative keywords, implying a definite ‘no,’ which is easy to follow.
This includes everything in the realm of drugs, tobacco, swear words, discriminatory or sexually-explicit content, illegal products, weapons and violence.
Most of you won’t have trouble with these.
What makes writing approval-friendly copy hard are the grey area keywords.
Take weight loss for instance, or let’s say you’re making some health claim or guarantee.
Perhaps implying negative self-perception and negative emotions.
And pointing fingers at your audience using words like ‘you’, ‘your’ in the ad copy.
Something to the effect of …
Example: Do you have an autoimmune disease? Are you struggling with losing weight?
One of the reasons Facebook doesn’t want this messaging on its platform is because,
It doesn’t want its users to know that they’re being targeted based on those attributes.
How would you feel if you knew you were being shown an ad for slimming products (for, e.g.) based on your own body image complex?
Coming back to the question though:
How do you write ad copy that’s persuasive, creative and also something that gets Facebook’s stamp of approval?
Here’s the thing.
Writing copy for Facebook Ads IS VERY different from writing copy for other platforms.
Standard copywriting wisdom says – talk to your audience with words like you and yours.
But on Facebook, relying heavily on these practices could mean getting your ads disapproved.
An effective way around this is by describing the pain through the perspective of a client.
Or leveraging a hero story by using the “I was struggling with…” angle to get Facebook nodding.
Even saying something like, “Most women believe that *insert struggle*…” will work to avoid Facebook’s review of grey area keywords.
In other words, use first person or third person accounts instead of using words like “you” and “yours”.
Now, if you’re selling earphones or planners or something that straddles neutral territory, it’s OK to say ‘you’ occasionally…
And Facebook isn’t likely to mind.
The second tip is using creative turns-of-phrase that your audience will relate with.
In other words – if something has a negative connotation – put a twist to it and say it positively.
So instead of saying lose weight, you could say, ‘slim down’ or ‘get toned and lean.’
The idea is to stay positive, clear but also exercise creativity and walk that line confidently in your ad copy.
Have you struggled with your ads getting disapproved?
Hop on here to book a free call with me https://www.arnabthecopywriter.com/blog/.
Let’s get those ads approved + 3-4x your ROAS on Facebook Ads in 2020.