If you’re reading this, your account is likely already banned. No, it’s not too late. Make sure you check out what to do if your Facebook account gets suspended. But, if you’re lucky enough to encounter this article before you have issues, this is going to be an absolute goldmine for you.
Lucky for you, this is a proactive piece that will help you stay on top of the bans and better understand how to handle a Facebook account ban or suspension before it happens to you. And, if you’re an advertiser for any length of time, it’s likely that you will experience this at one point of another. Even the most compliant businesses get their assets shut down out of nowhere. So, it’s important to stay ahead of Facebook’s compliance.
8 Steps to Prevent Facebook Assets from Getting Suspended
When you do get up and running again, and you will, unless your business is grossly incompetent, make sure you follow these 8 steps to help prevent any of your Facebook assets, account, pages, or profiles from getting suspended.
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1. Keep a close Eye on your business’s “Ace” Score
An Ace score was initially introduced to eCommerce companies and has now been rolled out to the majority of pages.
It’s basically a blind feedback score that Facebook accumulates by surveying its users. This is something you can not see, and the questions are masked.
You’ll never know who is surveyed and how Facebook determine’s the feedback score. It knows who your customers are because it is tracking your conversions. So it naturally knows who to survey.
What’s important is to ensure your account is well above the “Penalty Threshold”.
The threshold is at 2.2 or so. If you dip under that, you can experience higher CPMS, restricted reach and overall a nasty advertising experience.
Effectively, you’ll have to pay your way out of Facebook jail so you can advertise like normal people again. Check your pages’s Feedback score here: https://business.facebook.com/accountquality/?asset_view_type=customer_feedback and click on your page.
3. Run traffic on a tandem Ad Account.
If one ad account goes down, well, you have another.
It’s a lot less impact to your business if you have a parallel ad account you can use for running traffic.
On your backup account, keep traffic light, but consistent. That way if you need to increase your ad spend limits, you have a case for it. It’s an account with history and has spend behind it.While you’re at it, get a third backup account.
4. Diversify your billing
Welcome to the party. You need to learn how to juggle credit cards until you can get a limitless card or at least one with a high limit. So, if you’re consistently spending on Facebook, you might as well get some new credit cards. It’s always great to have multiple payment solutions in your billing area so Facebook doesn’t arbitrarily ban you because you failed to pay them.
And these credit cards might as well get you free points. A while back, the Chase Ink Business Preferred card would give me 3-5x matched points for ever $1 I spent on marketing up to $250k. So basically, in a single $250k spend, you can get nearly 1M points. I’m not sure if they still do that, but it’s still a great card with great benefits. (Earn 100,000 bonus points with the Ink Business Preferred® card or $900 bonus cash back with the Ink Business Unlimited® card or Ink Business Cash® card. I can also be rewarded.)
5. Request a higher ad account creation limit
After you have some spend history, reach out to Facebook concierge support and request a higher ad account creation limit on your business manger. They may decline it, but it’s worth a shot. This way you can add more accounts as needed. Just don’t go too crazy, make sure you have some spend on each.
Check your business account quality often. Check your page quality often. Check your Ad Account quality often.
5. Always Read, and Reread the Facebook Ad Policies
Policies change. It’s your responsibility to familiarize yourself with Facebook Ad Policies. Yes, they are long, cumbersome and confusing. And vague. Did I mention vague and ambiguous too? Fortunately, for you I’ve created a more clear Facebook Ad policy that will give you an unfair advantage vs your competition. This will help you understand what to do and not to do in human language. A lot of these are not even mentioned in Facebook’s policies.
6. Start Building Relationships
Having a great relationship with a Facebook rep can be tremendously valuable.
Especially if your business is higher-risk and you think you may need a favor in the future.
If you haven’t had a chat with a rep yet, you will. In the meantime, start befriending and entertaining reps that you can find on LinkedIn. I did the hard part for you, just search for Account Manager or Client Solutions Manager at Meta on LinkedIn.
And did you know Facebook contracts its Meta Pro support to Accenture?
Well, Accenture is one of the staffing agencies that Facebook uses. These reps are basically contractors for Meta, but they can still pull some strings. Ideally, you should find a rep who works at Facebook/Meta proper, but it won’t hurt to establish relationships with the contractors too. Sometimes contractors move into full time roles if they are good at what they do. Again, I did the hard part for you: Social Media Marketing Specialist.
7. Delete or Edit rejected ads
If you have an ad that was rejected after it was already appealed, or you just don’t want to appeal it, DELETE or EDIT the ad. Having too many rejected ads in your account poses a risk to your business.
There is an undisclosed ratio of rejected vs approved ads. You want to keep that ratio as low as possible.
Deleting the ads reduces your risk. he more rejected ads you have vs approved ads, the higher your rejection ratio is. The higher your rejection ratio, the more likely your ad account or page will get banned. Plus, it’s not fun to look at all that red when you log into your account anyway.
8. Verify your assets
Verification is a crucial step in insuring (yes, insuring) your business against possible interruptions. Every business and personal account must go through this if you are to spend any significant volume on the platform.
This basically allows Facebook to make sure you’re who you say you are and your business is legit.
There are millions of spam and scam accounts created daily and Facebook is constantly defending itself from the barrage of fake accounts. Verification is one step to help you stand out and instill confidence in your operation. Additionally, if you run any kind of political, housing, employment or other declared category ads, then you must verify your account at some point.
A while back, Facebook stored every political ad for 7 years for policy compliance. I’m not certain if that’s still the case, but the verification process stuck with them.
Make sure your business is verified and your personal account is verified so you can have a smooth experience.
You’ll eventually need to verify your assets, so you might as well do it early and do it right. You don’t want interruptions while you’re scaling traffic.
Preventing Facebook Account Suspensions is Key
In the Facebook world, it’s important to stay on top of your account cleanliness to make sure that you are always one step ahead of policy and compliance. Slipping here could mean interruptions to your business and a reduction in revenue from that interruption.
These days, most direct to consumer brands rely on Facebook ads to promote their products and therefore drive revenue. An interruption here can cause significant downtime and business uncertainty. Hence, why I’m a big proponent in helping you stay ahead of the curve before you end up in a mess. I’ve seen companies go down due to poor adherence or straight negligence to policy.
It’s a boring process, but if you want to survive long term on the platform, this is a necessary evil.
If you’re stuck at any of these steps, please post a comment below and I’ll do my best to help!
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