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How Does the Facebook Ad Review Process Work?

How Does the Facebook Ad Review Process Work?

Facebook recently released information on the inner workings of its ad review process to be more transparent with its users. Keep reading to learn the what’s, why’s, when’s, and how’s every small business owner should be aware of when it comes to Facebook ad transparency:

When the Facebook Ad Review Process Happens

All Facebook ads get reviewed before they go live on Facebook. Ads may also be reviewed after they’ve gone live. The initial review process can take up to 24 hours from the time the ad has been submitted, although in some instances, it may take longer. Facebook may also re-review an ad if other users report that it violates Facebook’s policies. More info on this here.

Why Facebook Decided to Release this Info

According to Facebook, “How we review ads across Facebook apps and services is a common topic of interest among businesses and people who use Facebook, and we want advertisers to understand our policies and how our enforcement system works.” Taking the mystique out of the ad review process gives advertisers a better sense of what they can expect from the platform. Advertisers can, in turn, use this knowledge to their advantage. This leads us to our next point…

What this Information from Facebook Reveals

If you’ve ever run a Facebook ad, you’ve probably experienced the frustration that comes alongside the platform’s review process, not to mention the soul-crushing disapproval of having an ad rejected for a seemingly silly reason. For those readers who have yet to dabble in Facebook advertising, the first thing you should know is that the platform’s ad system uses automated technology to sift through the millions of ads submitted by its 9+ million advertisers regularly. This computerized system is programmed to apply the platform’s strict ad policies by the book, which may sometimes lead to ads being flagged or rejected incorrectly. When this happens, you have the choice to either create a new ad, revise the rejected ad and resubmit it for review, or request another review for the rejected ad. Re-review requests are sometimes processed manually by humans from Facebook’s review team— though the platform has stated that it’s continuously looking for ways to increase automation.

“How we review ads across Facebook apps and services is a common topic of interest among businesses and people who use Facebook, and we want advertisers to understand our policies and how our enforcement system works.”

– Facebook

How This Helps SMB Owners

Promoting transparency around the Facebook ad review process gives advertisers and small business owners more realistic expectations about what to anticipate when running advertisements on the platform. This works to everyone’s advantage. For instance, advertisers can now be aware of the fact that they’ll want to plan to allow enough time for time-sensitive ad campaigns to be reviewed, approved, and – if need be – revised before the dates they need to run on (think: flash sales or holiday-specific offers).

Additionally, Facebook’s transparency regarding its ad review process helps advertisers understand that no person or machine is perfect. Both the humans and the automated systems on Facebook’s advertising team constantly gather new feedback and data to improve their processes. By sharing the ad review process’s specifics, Facebook hopes to foster accountability for all parties involved.


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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office