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The future of security | Volume 22

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Everyone sees Facebook ads daily. But what about the ads we don’t see? 

The ads that are stuck in “Facebook Jail”. 

Even after you have spent the time optimizing your ads and double-checking your settings, these ads end up being sidelined by Facebook. Well, turns out there are ten reasons why Facebook may not be happy with your ad content, but we have the solutions to getting back on their good-side. 

Before we get into that here’s a peek at what’s to come:  

  • 10 reasons why Facebook is banning your ads and what you can do about it
  • Google is cancelling cookies and staying away from third-party tracking 
  • Discord is perfect for paid ads but that’s not what they are about 


Ten Reasons Your Facebook Ads Are Being Banned And How To Avoid It

Facebook ads: The go-to source for paid digital marketing campaigns. 

Even when facing backlash around privacy concerns and misinformation campaigns, Facebook is committed to profiting off of ads. Luckily for them, ad spend is trending upward into 2022, spurred on by the popularity of digital marketing. 

With Facebook Ads remaining a pinnacle part of digital marketing, it is important to avoid Facebook Ad Jail and ensure your content is being distributed. 

Although you may think your Ad is optimized and good to go, there are some nuanced elements that will send it directly to jail—no passing go, no collecting $200. Ilya Cherepakhin outlines ten common reasons why your Ads are being sent to jail and what you can do to prevent it. 

1. Facebook Page Quality 

Ad campaigns are tied to a brand’s Facebook page, so it is crucial to ensure your Facebook page is in good standing while maintaining a presence that is aligned with Facebook’s community guidelines; otherwise, your ad content will be barred from circulation. 

What you can do about it: Optimize your Facebook page quality and check in periodically to ensure you are in good standing. If it is too low, your ad posting ability will be at risk. 

2. Facebook Ad Quality 

Low ad quality should be avoided, full stop, point-blank, period. 

But it’s all too common that this is the cause for campaign disapproval. A few things may be the culprit: target audience relevance, accurate information, or text-to-image ratio

What you can do about it: When your ad is declined, it is best to review Facebook’s Ad Quality Score guidelines. You’ll be able to identify the issue, make a few tweaks, and you’re off. 

3. Incorrect Ad Format and/or Goal 

Mismatching ad type and campaign goals create an unfavourable user experience and disappointing campaign results. Worst case scenario, Facebook misinterprets this misalignment as an attempt to game the system. In response, they will suspend your ad or your account. 

What you can do about it: Plan ahead and think through what ad will best match your goal. 

4. Landing Page Quality 

Generally, you want a landing page to have low bounce rates. Facebook also wants your landing page to have low bounce rates and will penalize your ad if the linked page is of low quality. 

What you can do about it: Facebook has a sharing debugger tool you can use to see what Facebook thinks of your landing page and fix any issues that are flagged. 

5. Billing 

New credit card? Past payments up to date? New billing address? Declined payments on file? 

Facebook won’t run or allow a new campaign to go live if you can’t pay for it or have outstanding payments. 

What you can do about it: Check your account and billing information to ensure it is all updated. Oh, and pay your dang bills. 

Check out the full article on Search Engine Journal for the final five nuances to be aware of. 

Key Takeaways 

  • Facebook has lots of tools and documentation to help remedy and avoid banned ads
  • Landing pages, profile pages, and ads need to be of high quality to avoid penalization 
  • When ads are flagged and disapproved, it typically requires a quick fix before you are good to go live

Prioritizing A Privacy-First Web

Following an announcement made last year about Chrome phasing out cookies by the end of 2022, Google has finally announced their cookie replacement

Once third-party cookies are no longer available, Google will not be building an alternative identifier to track users on the web. Google recognizes users want privacy online, creating a cookie-esque tracking alternative won’t lead to the desired online privacy.

In replacement, Google has been working on the Privacy Sandbox which:  

Proposes a set of privacy-preserving APIs to support business models that fund the open web in the absence of tracking mechanisms like third-party cookies. Working to build innovations that protect anonymity while still delivering results for advertisers and publishers.

They are moving away from third-party tracking towards web products powered by privacy-preserving APIs. These APIs don’t track individuals but are still able to provide results for advertisers and publishers. 

First-party relations will be vital during this change. Brands need to develop strong relations with customers to become successful – which is even more vital in a privacy-first world 

Google continues to support first-party relationships with ad platforms and partners, in which they have direct connections to their customers. 

Not only has Google recognized that cookies are not a play for a privacy-first world, they also realize this is a bigger picture problem and that no technology used for tracking individuals across the web should be allowed. 

Key Takeaways

  • Cookies are going away for good 
  • Google won’t support any third-party tracking of users across the web 
  • First-party data will be paramount during this change of tracking tools

Discussing Discord

Discord has been a growth superstar. 

In December 2020, Discord reached 140 million monthly active users. Since March 2020, the platform has nearly tripled its revenue through the release of a paid subscription Discord Nitro.

Users are downloading and signing up for discord daily, and it is expanding from being just a chat room for gamers into a chat room for communities

With a broader target audience and niched communities popping up in the form of chat rooms, Discord is primed to offer exciting new paid advertising opportunities. 

But Jason Citron, CEO of Discord, doesn’t believe that paid advertising fits the mission of Discord

“We really believe we can build products that make Discord more fun and that people will pay for them. It keeps our incentives aligned.”

Other social networks like Facebook, Twitter, and Snap Inc. are primarily selling ads centred around tracking user’s personal information to create profit. 

Discord isn’t trying to become the next social media site. It is geared towards being a place for people to hang out and have conversations in real time, not to haphazardly scroll and consume content.

What does this mean for marketers? 

Like any forum site where blatant promotion isn’t allowed, Discord will become (as it has been doing already) a great place to build relationships and develop a community

The niched chat rooms are perfect for brand accounts to engage with their audience, offer quick customer service, drop helpful hints with links to content, and actively troubleshoot complaints. 

Jason Citron has been against running ads on Discord from the beginning and we don’t expect his stance to change anytime soon. 

Key Takeaways 

  • With 140 million users and growing, your audience is likely on Discord
  • Discord isn’t going to be the next paid ad platform but will be a great community-building site 
  • Conversational, forum-based marketing is on the rise as sites move away from tracking and selling user data 

OTHER NEWS OF THE WEEK: 

💳 PayPal is trying again to break into the crypto market. After a failed offer of $750M for BitGo, they are going after Curv. Sources close to Curv have said PayPal’s offer is $500M to buy out the digital asset company.

🧠 Customer intelligence and social media listening platform Brandwatch is being acquired by media monitoring company Cision. This $450M deal is set to close in Q2 of 2021. 

💻 Cybersecurity asset management company Axonius secured $100M in Series D funding catapulting its valuation to $1.2B. 

 

BRAIN FOOD OF THE WEEK:

Sight is one of our most important senses, and it’s also the most technologically advanced feature of AI. Vision advancement in AI technology is now opening up massive economic opportunities. 

Across all sectors, from agriculture to insurance, computer vision is changing the game. Computer vision has been the core of autonomous vehicles; Mobileye was a pioneer in this field and was bought out by Intel for $15.3B in 2018. 

That merger occurred three years ago, and the AI industry has continued to grow and advance over those three years. Trends and other indicators are pointing to the AI technology industry as the next generation of leading Unicorn companies bringing a new wave of billion dollar businesses.

 

TWITTER THREAD OF THE WEEK:

If building in public isn’t for you, this thread is. by Jasmina

WHAT WE’RE WIRED INTO THIS  WEEK 🎧:

The Pains of Growing by Alessia Cara (best track: Out of Love)


Originally Sent Out Thursday, March 11, 2021. Stay up to date with all of our latest findings by subscribing to our newsletter today. Signing up also gives you early access to Ross’ Tuesday essay full of exclusive industry insights.

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