Digital Marketing

Is Your Landing Page Getting Your Facebook Ads in Trouble?

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Are you always wondering why your ads get disapproved, or why specific posts aren’t getting the organic reach they once did?

Well, it might be because of your landing page.

Landing pages are part of the Facebook ads review process. Even if your advert is squeaky clean, if your landing page is breaking any ad policy, it may be disapproved or down-ranked (for organic posts) from April 2018 onwards.

In this article, I’ll discuss the latest update by Facebook to reduce the amount of link clicks to low-quality websites from their platform.

Facebook is getting rid of low-quality website experiences

As part of Facebook’s program to clean up the news feed, they have been reducing the amount of low-quality website experiences users can have from clicking a link on their website.

Taken directly from their Newsroom in 2017, Facebook said:

We hear from our community that they’re disappointed when they click on a link that leads to a web page containing little substantive content and that is covered in disruptive, shocking or malicious ads. People expect their experience after clicking on a post to be straightforward.

This includes both organic and paid posts. Facebook was primarily targeting landing pages that included advertisements, but not legally required disclosures or logins to private content, such as paywalls.

From April 5th, 2018, ads that contain clickbait ad copy or lead users to a low-quality web experience will be disapproved.

landing page facebook ads 1From April 26th, 2018, ads that get classified as clickbait or which link to low-quality webpages will also be down ranked (either disapproved or experience a sharp rise in CPC).

What is a low-quality web experience?

A low-quality web experience can come in the form of a website or user experience.

Website experience – This focuses 100% on the website. If pages take too long to load, if there are too many ads, pop-up ads or interstitial ads, or if there is adult or shocking content that makes the user feel a negative emotion, then they will all be classified as low-quality web experiences.

User experience – This focuses on how the user feels emotionally. If your advert states the user can get a free quote by filling out a form on your landing page but in reality they need to pay, or the landing page has no relevance with the ad content, then this will lead to a negative emotion for the user which is also classed as a low-quality web experience.

Misleading users to click your ads, and then doing a bait-and-switch with your landing page will mean your ads will be disapproved or, worse, get your ad account permanently suspended.

The average time spent on site per Facebook user went down for the first time in 2017, mainly due to low-quality content on the news feed.

This new update is being used to weed out advertisers who use clickbait or deceptive ad practices to drive cheap clicks.

How do I know if my landing page is getting me in trouble?

If you’re using any of the tactics above to drive traffic to your website, then your landing pages will get you into trouble (even if your ads are working fine right now).

Now would be the time to stop running these types of ads and come up with a new evergreen method of driving traffic to your website, ideally around video as it’s the cheapest ad inventory to reach mass audiences and offers amazing retargeting capabilities.

If you’re not using any of the methods above, you may even see an increase in organic reach for your posts as there will now be more free ad inventory on the news feed.

Need help?

Will the new update in April impact your entire Facebook funnel? Are you unsure which steps to take next with your business?

If so, then contact us today for a free consultation to see how the team at MuteSix can help you crush it on Facebook.

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