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  • Writer's pictureRogier Visser, Founder Roundabout social

Facebook Implements New Restrictions on 'Low Quality' Ads

Facebook has announced a new set of restrictions, and increased penalties, for brands that publish 'low quality' ads on its platform.

As explained by Facebook:

"Low-quality ads on Facebook, such as ones that include clickbait or direct people to unexpected content, create bad experiences for people and don't align with our goal of creating meaningful connections between people and businesses. We are now going further in our efforts to limit low-quality ads on our platforms by disapproving more of them and reducing distribution for more ads in our auction."

So what counts as 'low quality' in a Facebook ads sense? Facebook has provided three specific examples.

1. Engagement bait

These are your typical 'like and share' posts, re-purposed as ads. Facebook has specific rules against using such methods in contests, but they also don't like them in promotions.

It makes sense why brands would want to use these tactics, particularly given that engagement is key to maximizing reach within the News Feed algorithm. But such methods also skew the data, which nullifies the effectiveness of the algorithm system - i.e. Facebook is working to showcase the best, most engaging content to users, and these posts undermine that based on an engagement 'hack'.

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