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 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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