Facebook says no to ‘spammy’ advertisements
Facebook has announced a new set of restrictions, and increased penalties, for brands that publish ‘low quality’ ads on its platform.
Facebook will eliminate low quality ads, such as ones that include clickbait or direct people to unexpected content, creating bad experiences for people.
“We are now going further in our efforts to limit low-quality ads on our platforms by disapproving of more of them and reducing distribution for more ads in our auction,” said the social media platform.
So what counts as ‘low quality’ in a Facebook ads sense? Here are three examples:
1. Engagement bait
These are your typical ‘like and share’ posts, re-packaged as ads. Facebook has specific rules against using such methods in contests, but they also don’t like them in promotions.
It makes sense why brands would want to use these tactics, particularly given that engagement is key to maximizing reach within the News Feed algorithm.
But such methods also skew the data, which nullifies the effectiveness of the algorithm system – i.e. Facebook is working to showcase the best, most engaging content to users, and these posts undermine that based on an engagement ‘hack’.
2. Withholding information
Facebook also dislikes ads which lure clicks by alluding to the full detail of the post without being clear on what that detail actually is.
These type of ads were what inspired the News Feed algorithm in the first place because Facebook was concerned that its network would be overrun by clickbait and spam.
So ads that lure people with a click could very well be spam and lead to a poorer user experience.
3. Sensationalized language
Then there is the type of Facebook ad that has exaggerated headlines with lots of hyperbole and key words like ‘amazing’, ‘mind blowing’ and ‘you won’t believe’.
And the last Facebook ad approach in the firing line are ‘ads which use exaggerated headlines or command a reaction from people but don’t deliver on the landing page’.
In fact, when BuzzSumo analyzed the most shared headlines on Facebook and Twitter last year, several examples of this type came up – and they can be effective, but as demonstrated in the example above, they can also be unnecessary, untruthful, and again, lead to a poor user experience.
So if you’re placing an ad on Facebook just make sure you’re not doing it for the sake of sensationalism, and that your content actually aligns with the claims.
Facebook will now be actively enforcing these measures more stringently, and will be imposing penalties for violations.
What are the potential penalties?
Individual ads with low-quality attributes will see reduced distribution in our ad auction, or will be disapproved.
This applies to all advertisers, but since we tend to see more of these characteristics in ads related to media, entertainment, politics or issues of national importance, they may be impacted more.
So, your ads are going to get less reach, which boils down to higher costs in the long run. In essence, if you’re running a Facebook ad campaign, its best to be honest about your products and services and avoid the over the top approaches.
Nominate Malaysia’s Best Marketers
Do you know a Bold & Brave marketer? Give us their names, because we want to celebrate them.
Held for the first time in Malaysia, the Chief Marketing Officer (CMO) Awards is here to reward the best in the business of marketing.
This award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners.
There are 30 categories up for grabs at this year’s awards:
- Best Marketer in B2B Marketing
- Best Marketer in SME Marketing
- Best Marketer in Millennial Marketing
- Best Marketer in Data & Technology Marketing
- Rising Marketing Star – Financial Services
- Rising Marketing Star – Telco ….. and more!
All entries across all 30 categories for the inaugural year is FREE.
Send in your nominations before the closing deadline of October 26th.
The 7th Malaysian CMO Conference & Awards
Date: 16th November 2018
Venue: The Grand Ballroom, Sime Darby Convention Centre, KL.
For further details on the awards visit: www.marketingmagazine.com.my/cmo2018/awards