Omnichannel - This is How You Stay Compliant With Facebook Ads

Episode Date: June 30, 2022

Send us a textHow to Stay Compliant with Your Facebook Ads / Landing pages?In this session, I'll be explaining to you why compliance matters, what will happen if you aren't paying attention to it, and what exactly to do on two fronts (your ad account and your landing page) to stay that way.Get a FREE Copy of the High Converting Online Events Book: https://book.dominikalegrand.com/

And if you have a media buyer that does not know this thing and how to show that you are a trusted advertiser, then you are, you know, it's not going to be easy for you. Welcome, everybody. You are listening to the Omni Channel podcast, a podcast from digital marketers to digital marketers. I'm your host, Dominique Caldegrant, and my mission is to help fellow marketers and entrepreneurs to grow their businesses online. So buckle up and let's get started. Hello, my dearest internet friends. Welcome back to another super interesting video on Facebook ads. In this topic, how do I say it?

This topic is going to be probably the least interesting to listen to, even though it's super important, okay? So, and today, we are going to talk about compliancy. I know, I know, I know, it's super boring. And I thought about whether or not I should cover this, but lo and behold, I see people losing their heads over this one. So I decided to go ahead and cover it really quickly. So we get this out of the way. And hopefully you understand how to stay compliant with your Facebook ads and with your landing pages. Okay. Before we get into the topic, the reason why I decided to bring this topic up for you and explain to you more about Compliancy is that, very simply, cautionary tale. I was running one of my very first ad campaigns back in the days.

And I remember launching it and then pulling the bids and then literally nothing happened they were crickets you know I had a landing page and no one was clicking there and it has zero reach zero engagement zero nothing and funnily enough I think the other day I was inside of a Facebook group and someone was saying like, oh, I'm not sure what's happening. I'm launching this campaign. I already put money in it. It's just not feeding into the budget. Like my budget is not feeding into the whole campaign. And everyone else was like, maybe your audience is too small. all and like uh-huh or maybe you were just like me back in the days and you're wherever you're doing is not compliant okay and we're gonna dissect this a bit so that you understand what

i mean by not being compliant i mean that could mean a lot of things certainly um but i want you to understand first like how facebook ads work in a way and just give you some backstory so that you can then understand the explanation that comes after okay so essentially when you are launching facebook ads you are setting up your account, which is called ad account. And when that happens, there are certain checklists that you have to take, especially if it's a new ad account, so that when you launch your campaigns, you won't get banned or restricted, you know, any of that cool stuff, because you're already compliant with your behavior towards facebook so facebook wants you when you join the community the advertiser community to show that you are serious and you are respecting the rules right from the beginning

and there are certain things that you can do to show that that you are like that um because they literally putting you on a testing period which means that they give you certain restrictions when it comes to your ad account and those restrictions only go away um when you show them that you're a trusted advertiser, okay? And if you have a media buyer that does not know this thing and how to show that you are a trusted advertiser, then you are, you know, it's not going to be easy for you, okay? You might get those restrictions and, you know, all the things that, of course, that come with that, okay?

So you have to show Facebook that you are a trusted advertiser that's the first part of the compliance and i have some cool slides that i threw together like five minutes ago i'm i haven't even spell checked them so if you check yesterday's slides i did see the errors but here we go um so that's such a cool and elaborate ways to work i know but i just wanted to help you get the point across if you are watching this live okay and even not listening to that so back to the story you first need to show facebook that you are a trusted advertiser and then gradually they give you more okay they let They let you access, you know, certain elements of the platform that you haven't been able to do before. And also the other parts of the compliance is where you're leading people, okay?

Backstory here. So whenever you are trying to launch your campaigns, and let's assume that you want to lead people away from the site. What Facebook cool algorithm can check is whether or not where you're leading them is a compliant place. Okay. I'm going to tell you exactly what they check. But in a nutshell, they want to see a couple of things. Okay. And I know it's a super boring subject. I told you it's a boring subject. In a nutshell, they want to see a couple of things, okay? And I know it's a super boring subject. I told you it's a boring subject. But they want to check whether or not there is a congruency

between what you're advertising and where you're leading them, okay? So congruency meaning that I have product on rings, jewelry, right? We all love that. I literally just saw an ad of a ring. I'm like, I need to get this one. So you have a product of a jewelry and you're leading to a breakout page, for example. You see, that's a congruency thing. And the bots can even check whether or not not like the words that you use in your ads

whether or not that's matching where you're leading them do i have the same demographic you know the same team the same topics are they quite similar to each other okay so that's how they check if it's a congruency thing the second thing that they check is where I'm leading people is does the website is a trusted place? Because remember, Facebook's goal is to keep you on the platform, okay? That's why, you know, lead ads, for example, are much cheaper. I mean, in some instances can be much more cheaper than to send people away because it wants to keep them on the platform. So once you are essentially sending people away, Facebook want to make sure where you are sending them

is not going to be a spammy place to be, okay? And by the way, this Saturday, we are going to talk about with Carl on a bit more on this as well. So stay tuned for that. But essentially, what we are checking here is that it's not a spammy place. And if it's a compliance, see, we're going back to compliance again. So essentially, and I might not even use my slides for this one because I think it's easier if I just explain to you. But it's checking the following things, okay? So, in both cases, we have to have a compliant ad account, which we're going to use to run our ads on Facebook, Instagram. You know, both of the platforms are what we're going to use.

And or if we're leading them is also compliant so there's a double compliancy thing and of course the ad policy like the way we advertise you know no before after pictures like you can get away with those but like you know no shocking political stuff you know or i mean those are the things that get you banned but that's another policy thing and if you have a good media buyer hopefully you won't um i mean hopefully your media buyer knows that that's cool um so you won't advertise it before after photos and all of that that's a pretty big no-no by the way if you're selling weight loss like forget about it um but uh what we are talking about here is that ad account compliance and um and uh landing page compliance okay just very quickly i'm gonna tell you what i

like to do uh for my clients as well to make sure that we are cool we're in a green okay um at account compliance and by the way if it's like tmi you can't be like oh this is boring stuff like oh thank you do it for me i don't care but of, you can be like, oh, this is boring stuff. Like, oh, thank you. Do it for me. I don't care. But of course, you can contact me after and we can do it for you. You don't have to think about it. It's done, right?

It's done once. It's done. It's done. Okay. So what I'm going to do usually from clients is that I want to make sure that they have at least, you know, two payment methods set up the two payment methods are so fucking important because this is your first time that you're running your ads okay just to give you a bit of a detail on how it works facebook essentially gives you a credit okay so you can

set up your daily credits you know your ad limit, and you can put like 100 bucks, right, for a day, wherever a month, you know, you can set up monthly limits as well. But you can set up how often do you want your cards to be charged. And hopefully, you're not going to do it by every 50 cents they spend on your campaign. And that's why you push it up a bit so you don't get like a notification every 50 cents or ad campaign is being spent okay okay or is pending so um because it's going to give you a credit you can put like 50 bucks i mean you can up the credits but having one payment method if that fails that's like huge like oh it's a red flag, you know, and because you are a new advertiser, I assume if you are a new advertiser, then essentially putting an extra payment method would be like an insurance for face.

OK, hey, I have this one that doesn't work. I have a second one. And you can try both of that so I can show you that I'm trustworthy and I have at least two options to pay you guys. So that's what I like to do. It's a bit of a hack. So if you didn't know that, now you do. Another thing is super important is to fill out your business details. To make sure that you have your business details nicely filled out. And all of that is nice and clean, okay?

So they know that you are a company or, you know, sole proprietor, whatever, you have an address, phone number, whatever. Like, make sure that's also filled out, okay? Now, on the other end of the spectrum with the landing pages, okay? So just like I said, yes yes we have to be congruent so what i'm reading is like same wordage is like same fields i'm not putting them into a completely different platform but also if i'm tracking on that page and assuming that you do i mean you're tracking who is you know clicking through the ads and landing there so that you can do something with that data, whatever you're going to do with it, retarget, it's up to you.

But if you're tracking that you must have a cookie policy, the cookie policy, which is like, you know, I accept it, I'm being tracked, which is like the minimum that you can do to indicate people that they are being tracked. So that's one thing. The other thing is just terms, conditions, privacy policy, earnings disclaimer, and all of them nice in the footer.

All of those, you know, legal things. So funny because I actually did business law. Cool, right? So all of those legalities are going on the footer of your site so that when we're creating specific landing pages, like ClickFunnels, you know, lead pages, whatever you're using to build your landing pages, it's not a given.

You have to put it there, okay? Sometimes ClickFunnels has, you know, the templates, but you still have to upload your thing, okay? You have to upload your terms, conditions have to upload your terms conditions privacy laws all that um another thing is of course whenever you're doing lead form ads and that you're not really anyone away from anywhere it's a good indication by the way when you're doing the lead form ads and you keep people on the site um to sign up to your whatever you're trying to get people to sign up to webinar freebie whatever lead magnet whatever you're trying to do there Facebook is literally asking

you like hey if you want to do lead form put your privacy policy put your terms conditions and yeah put a thank you page like this is literally they ask you to upload it when you are doing the lead format so that's a good indication that that's what you you know what is expected of you if you're running your ads on a separate landing page okay i know i know it was a super boring session um but i think it's massively important this guy by the way this goes like insanely seamlessly if you are working with a trained media buyer this is not something that you do for yourself right this is usually what's done for you okay um but if it's not done for you and you're like um i'm like launching my ads and they're not working and no one's clicking like

what the hell is happening um or and i'm telling you why it's important okay that's the last thing i'm gonna say here i'm gonna let you go um but the reason why it's important because of course you have to be a trusted advertiser but facebook is um how do i say it's a bit of an asshole oh my god are they gonna click me out of i'm gonna be like homeless very soon if i keep saying no shit about facebook but essentially um what they like to do is of course they like you to be a nice compliant advertiser but they also care about your customer experience okay they care about where you're leading people and um they might not even uh they might even let you

you know let your budget feed into it the campaign okay because it's just a speeding you know sometimes they catch you sometimes they don't um but essentially your leads cost are going to be so much higher and the quality of people they're going to spend there is going to be shit okay so if you're saying okay why do i have bad quality leads okay so they let you feed the budget into your campaign into your non-compliant landing page or non-congruent landing page they let you feed into that so you have two scenarios either they don't let you feed into it and like what the hell this is not working why there's zero zero zero engagement and what's happening or they like you feed your budget into the campaign and it's going to be just bad quality okay or people will click and then we're gonna

you know become a lead okay so that's why i'm saying it's it's just it's it's massively important so make sure your media buyer does that for you or um and again it goes to any campaigns like i wanted to say okay it's only for ripshelves but no it's not it's it's for any and every campaign that you are doing like whether or not your ad account is you know in a green check or your your landing page is like either or like it's it's the minimum that has to be done for you okay so it applies to everything and every campaign uh fyi i'm just letting you know if like shopify storing i'm sure that i have to have i don't do shopify i don't know guys but i'm sure they have to have the returns, you know, all of the guarantees as well there, which, you know,

that's like the minimum requirement. But for specifically Facebook ads, that's what you need to do. Okay. So that was it for today. It's very dense information. I know that hopefully you're much more educated in this subject. And I think I can go on and on, right? There's so many things as well.

But hopefully that clears out a bit of, how do I say, that kind of like people are like, what's happening? You know, that bit of fog that you might have when it comes to your campaigns, like either it's lead quality, either it's like what's not working. I'm like, what the hell is happening? So hopefully that cleared it all out for you. your campaigns like either split quality either it's like what's not working and like what how that's happening so hopefully that cleared it all out for you and now you're going to have like the most compliant landing pages and the most compliant ad accounts and um hopefully it helped you so if you need help with your ad campaigns or um whatever you know you're trying to launch something you're thinking about launching something or you haven have launched something and the results are just not there. Just drop me a message here on Facebook if you're watching or listening to me.

And we can jump into a call and take it from there. Okay. Thank you so much for being here. I'll see you tomorrow. Bye. Thank you.