Key members of Quality Score LTD recently attended an exclusive meeting with Facebook’s global policy team, where we were forewarned about new policy initiatives and an imminent crackdown on advertisers.
Although these changes will be hard on all businesses, for marketers whose business falls within an industry that is more explicitly regulated than others, product advertising on Facebook is expected to become ever more challenging.
We would like to take the opportunity to update you on some of these changes in the efforts to help you circumvent costly mistakes that can be detrimental to your business.
Staying compliant is not as easy as simply reading Facebook’s advertising guidelines. In the meeting we attended, a Facebook representative stated, “Our policy is driven by two main factors: legal factors and user sentiment factors.”
Legal factors are easier to define in terms of things that governments expect Facebook to remove, liabilities, etcetera. User sentiment factors on the other hand, is an entirely different story.
It’s important to remember that Facebook is first and foremost a social networking website and in turn, their most obvious objective is to bring and keep people on their platform for as long as possible. Therefore, Facebook is far more honed in to various aspects of the user experience. Since this experience is a state of mind, it is difficult for Facebook to define policy in terms of a specific and static set of rules.
In the efforts to safeguard the user experience and create a better user sentiment, Facebook notified us that they will begin paying far more attention to the entire post-click experience. It is no longer simply about maintaining congruence between the Facebook ad and the landing page that ad takes users to. The entire user experience in your funnel is now on the table (landing page, purchase pages, payment safety, reviews, etcetera). Even negative feedback post-purchase will eventually impact policy—and that’s a pretty big deal.
The crackdowns that are underway, seek to ensure that users are capable of making informed decisions and that users are given 100% of control in the process.
Here is a sneak peek of some of the biggest issues coming our way…
We hope you found this information useful. If you have any questions or are currently faced with any compliance issues, feel free to contact us. We will continue to add to our Best Practices Guide To Google And Facebook Compliance so be sure to check back for updates.