Dennis Yu

How to avoid Facebook banning your ad account and what to do if it happens

Our main Facebook ad account got shut down a couple weeks ago. Again.

For those who share our pain, you must know that it’s rare to get it back.

Appealing to Facebook doesn’t work.

Contacting support?

Fruitless.

Even when you are spending a million dollars a month and have a Facebook rep.

They won’t tell you why or give you a second chance.

So, you try making another ad account. But that gets shut down quickly, too, since they can match your name, credit card, IP address, and other information to the banned account.

You can get clever and run through a proxy, but they will still know it’s you.

Maintenance and prevention are far easier than repair.

Here’s my take from one of my recent Facebook posts,

“Ever feel like Facebook exercises a double standard amongst some of their advertisers?

People come to me all the time saying their ads or accounts got shut down for using the word ‘you’ or other phrases calling out their audience.

Yet, I do this all the time on posts I run as ads.

Why can I do this?

Let’s use the example above to understand how this works.

Consider why ‘you’ can be offensive in some, but not all cases.

Certainly, when you call people out for having a problem, disease, or condition.

For example, ‘Your acne is not your fault.’

Or, ‘When you drink, you’re more than 835% more likely to hurt someone.’

But when I say, ‘Do you know that Relevance Score impacts the price of your Facebook ads?’ I get the green light.

But how does Facebook make these judgments?

While it’s impossible that a human reviews every single ad from all 2.5 million advertisers on the platform, they do have a system that prioritizes which ads should go into a manual review queue.

This is called ‘progressive whitelisting.’ Bad-behaving accounts are more likely to get their ads reviewed, as well as ads that meet obvious, red-flag trigger conditions. The same goes for ads that get a lot of negative feedback. You can imagine why Facebook would automatically bump these up in review priority.”

The ads that are manually reviewed get disapproved more often because it’s easier to see ad history and negative feedback, whereas a computer trying to check ads does not.

Still, their review process can seem inconsistent at times.

That’s because the 5,000 people manually checking ads only have a few seconds per ad. This is why ads often get disapproved and then reinstated after being appealed. Mistakes are made.

So, don’t make the mistake of thinking that just because you got one ad through that it’s “okay.”  Facebook doesn’t have the bandwidth to manually look at every ad. So many bad ads get through and many good ads get disapproved.

The best way to avoid Facebook’s judgment is to have a partner manager, a senior rep, submit your ads for Facebook to whitelist. It’s much easier to have Facebook’s team review your ads than to recover a disabled account.

For the foreseeable future, Facebook is going to buckle down on ad restrictions and negative feedback on ads. However, the advertising TOS changes all the time.

For example, Facebook recently banned crypto ads and LDA, legal drinking age, ads. The rules are different by industry, so there’s no “one size fits all.”

Our friend, Nicholas Kusmich, states, “It’s important to note that most of the ad account shutdowns are happening to DIRECT RESPONSE marketers implementing strategies on a platform (Facebook) that doesn’t allow for it.”

Your best bet is to avoid getting banned in the first place. Know the rules and don’t push your luck.

The most common reasons people get banned are for having before/after pictures, making unrealistic promises of riches (called “biz opp”), promoting products with dubious health value, selling medical marijuana or vapes, or being overly aggressive in network marketing.  Make sure you steer clear of these gray areas, and keep up with Facebook’s official guidelines.

Luckily, we are still operating, even with our main ad account shut down because we preemptively created a second ad account and linked our pages where we boost posts.

You should create a second ad account in your Business Manager- BEFORE you get shut down.

Nicholas explains that we should pay attention to the ad, ad account, and landing pages. Facebook reviews all of these elements when approving or disapproving ads.

Landing pages cannot have 404 errors, interfere with people navigating away, or automatically begin file downloads.

So, what should you do if your account is banned or disabled?

Investigate. Find out why. Prevent it from happening again.

Notify your clients of Facebook’s policy changes, and keep them in the loop. They should understand these guidelines as well.

Keep your employees informed of what’s allowed. Even reliable, honest employees can make mistakes.

Get on Facebook’s good side, and stay there.

Your long-term strategy should be to allocate your spending only against your “winners” so you’ll always have high relevancy and never get disapproved.

Maintenance > Damage and repair.


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Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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