Why don't Facebook ads have any support?

10 reasons why Facebook campaigns don't work

Facebook - Mark Zuckerberg's social network - is still one of the most widely used in the world. The platform, which was launched in 2004, has a few competitors, but most of them are now part of the Facebook group. The picture platform Instagram became part of Facebook in 2012. In 2014 it was finally the messenger service WhatsApp that was taken over. While Facebook was primarily a medium used by younger users in the early years, that has changed today. All age structures can be found on the platform.


This immense reach makes it an attractive site to reach new and existing customers. Facebook has developed immensely in this regard in recent years. It is now possible to reach all possible target groups. Not only age, place of residence or interests can be selected; Even such private details as an existing pregnancy, the favorite soccer team or the university you have graduated from can be filtered. This makes it easy to find the right interest group for your own product.

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So it's no wonder that Facebook campaigns are part of many marketing budgets. In the meantime, the possibilities for designing and drafting campaigns have grown enormously. The design area for advertisers is getting bigger and bigger. Of course, the system loses some clarity as a result. With so many options, it's hard to keep track of things. However, if you manage to define the right target group and create a convincing ad, you will soon see the fruits of your work: clicks on your own homepage, a growth in the Facebook fan community, more sales, more calls and much more.

But what if a Facebook campaign doesn't work? It is listed in the statistics area, but the individual ads are not shown to anyone. No potential new customer gets to see the ad. Was all the work of writing, analyzing, and designing in vain?

The reasons why Facebook does not put this campaign online can be varied. But instead of starting from scratch and laboriously searching for the answer using Google and the Facebook help area, we have put together the most common reasons for you. Read the 10 tips below. You are sure to find out about the problem quickly.

Reason number 1: There is not enough budget available

To create the desired effect, it is not enough to place an advertisement for 1 or 2 euros per day. It may be tempting when Facebook shows an extremely low average click price of 8 cents, but to be successful, it takes a little more. On average, a budget of 3 to 8 euros per day should be budgeted for an advertisement. This is the only way to guarantee that the message will actually reach a sufficient number of recipients. Many people make the mistake of defining such a budget for an entire campaign, where sometimes five or more ads have to share this amount among themselves. But if an ad has only a few impressions over the course of days and therefore only a few clicks per day, it is difficult to draw any conclusions. The question of whether the display is running satisfactorily cannot be answered due to a lack of statistical data.

Where can you change the budget for the campaigns?

For example, if you work with the AdEspresso tool, you can change the budget under the “Ad Settings” tag. For the campaign in question, you then have to click on the pencil symbol on the right-hand side of the name.

Adjustment of the budget in AdEspresso

You can also adjust the budget at the ad group level in Facebook Business Manager:

The budget can be adjusted in the Facebook Business Manager

Reason number 2: The ad was not approved by Facebook

Before starting the campaign, each individual ad must first be activated by Facebook. This is done manually and therefore takes a bit. Sometimes, if you're lucky, it's only a few minutes. But it can also take several hours. Facebook wants to make sure that the advertising content does not violate the advertising guidelines of the platform. These are diverse and mainly relate to different product categories. For example, advertising about tobacco, drugs or medication is not allowed. It is the same with weapons, ammunition and explosives. Of course, offering false documents or certain migration papers is also not allowed. Product and advertising lies of all kinds and exaggerations - the best example are promises of how to get rich quick - continue to violate the rules. Ads with too sensational or aggressive content will also not be activated. In many cases, it is up to Facebook itself to evaluate an interpretation of a rule. When it comes to diets, for example, it must not be a question of dubious and unsafe offers. Only Facebook itself knows where the limit lies. The before-and-after pictures often used to advertise the efficiency of diets may only be shown to people over the age of 18.

These were just a few of the few examples. If you want to look at the entire guidelines, you should look at the specific advertising guidelines on the platform.

Facebook's advertising guidelines

How will you be informed about a possible activation?

This is done in two ways. First, Facebook sends an email to the address that was used to create their own Facebook account. Second, information is also provided directly in the social network under Notifications. Of course, there are times when these two points have been overlooked. Then the Ad Manager is available in Facebook. The status can also be read in the list where all displays are given. If an ad was not accepted, a red circle with a white line can be seen.

What can you do with a misleading ad?

Don't panic, every display can be changed as you wish. As often as necessary until it complies with Facebook guidelines. If there is a problem with an ad, the reason is always included in the delivery. So you know immediately where a change is needed. If you have corrected the error, the content will automatically be sent back to Facebook for activation.

What to do if the complaint is wrongly objected to?

Mistakes happen, even on Facebook. Of course, there are times when your ad hasn't been activated even though it doesn't violate any guidelines. In this case, you should contact the social network directly. A form is then available in the advertising area in which you can describe the process. Normally, Facebook should immediately stumble upon its own mistake and then activate the ad without complaint.

Reason number 3: The ad type was chosen incorrectly

A display can be created from a wide variety of points of view. It always depends on the goal that is to be achieved. This can be, for example, visits to your own website, a growth in fan numbers or more likes on your own posts. The advertising network is already so extensive that it can even advertise an app, for example. The goal is then that as many users as possible download the app onto their smartphone.

Set the right goal if you want to promote your app on Facebook

Depending on the chosen goal, Facebook also modifies the associated target group. Above all, those users who are likely to interact are recorded. A lot of data is available to Facebook for this. Among other things, it analyzes the behavior of its users recently and thus knows who often clicks on external links or likes to like posts. Facebook thus makes predictions of the estimated activity rates. By doing this, it wants to achieve as many conversions as possible and deliver good results to advertisers.

In the case of successful campaigns, you should therefore think carefully in advance which goal makes sense. Only in this way can the target group be selected efficiently and appropriately.

However, there is a specific problem here ...
If you want to optimize for a special conversion, you may have problems with the delivery. Depending on the target project, Facebook has problems finding suitable sources. There is an immense amount of data on the platform over a long period of time, but certain target deals that have to do with your external website are alien to Facebook. This means that no suitable target group can be found and the ad is hardly shown or not at all.

How to fix this problem:
To ensure that Facebook gains as much data as possible right from the start, a conversion should be selected that takes place several times a day. Instead of optimizing for purchases straight away - a goal that rarely occurs - the click on the "Add to shopping cart" button should first be counted. The clicks on links are much easier to understand from Facebook. As soon as a number of 15 to 25 clicks per week has been reached, Facebook knows what the conversion is about and the problem has practically solved itself.

Where can you change this setting?

To do this, select the relevant ad in the Ad Manager and then click Settings. The goal can then be changed here. So it is not a problem to change these goals during an active campaign. Facebook is very flexible here and adapts the settings as required.

Reason number 4: The budget limit for the campaign has been reached

So that you have an overview of the daily, weekly and monthly expenses, you should set a budget limit. Each campaign is only played until this amount is reached. For example, if the daily limit is 50 euros and this amount is reached by 10 a.m., the ad will no longer be published for the rest of the day.

If your ad is no longer displayed and therefore does not receive any impressions, this can of course be due to the limit that has been reached. It is then easy to go to the Ad Manager and raise this limit.

But be careful: Always consider the consequences. If you change the limit by a few euros on one day, this setting will be retained for the next time. Among other things, this can have a serious impact on your expenses. You will then spend far more than was planned from the start. It is just as dangerous not to set a limit at all. Facebook then tries to get the best out of the campaign, which of course has a huge impact on the budget.

There should be a specific budget and strategy behind every ad or campaign. This is the only way to know at the end of the campaign whether the desired goal has been achieved and whether you can be satisfied with the result. In addition, in the absence of a strategy, it is impossible to improve ads and try to achieve better performance. After all, nobody knows where to go.

How do you change the budget limit on Facebook?

To do this, go to the Ad Manager and go to the payment information area. On the right is the field where this amount can be entered. You can also see how much of this budget has already been spent. A change can easily be made by clicking on one of the following links: Change limit, remove amount or reset limit.

Reason number 5: The 20% text rule for images was not followed

One rule that most people have probably not come across is the 20% rule in a picture. So that a representation is not too sensational, an image must not contain more than 20 percent text. That sounds quite understandable and easy to implement, but problems often arise in practice. This rule also includes watermarks, logos and individual numbers. Things that are often indispensable in graphic representations.

Therefore, Facebook classifies such images with text into three categories. There are those with little or no text. These are optimal and can be unlocked without hesitation. Then there are those with a medium amount of text. Here, too, there should usually be no problem with the display. However, Facebook likes to point out that this can worsen the performance of the campaigns. Because users prefer images rather than text. Last but not least, there are those graphics with a high proportion of text. These ads are likely to cause a complaint and require changes to their content. Only then can an advertisement be successfully started.

Instead of not activating such images with a high proportion of text, Facebook has recently established another method, which, however, is somewhat misleading. Instead of notifying the advertiser, such an ad is simply rarely or not played out at all. This can be very confusing, because in this case, of course, you do not know that it is due to a problem with the text. It could be as good as any of the other nine reasons outlined in this article.

How can the text-image share be measured?
Facebook provides its own tool that checks the legality of an image, the "Text Overlay Tool". It evaluates each image individually according to the text portion. The result is one of the following categories: low, medium, high and ok. A change should be made especially for medium and high.

Use the Text Overlay Tool to measure how much% of the image is covered with text.

What to do if the 20% rule has been exceeded?
As soon as an image was objected to, it should be replaced by another, less text-heavy image. Often it helps to delete one or the other word. Then it should work immediately with the activation, and the ad will be displayed as usual.

Are there any exceptions to this rule?
Yes, for certain business areas, Facebook has recognized that compliance is simply impossible. For example, this applies to book titles, album covers, posters and games. The name of the event or title is usually written in large letters and this cannot be prevented. Users only become aware of such advertisements if they also know which game, book or band it is. It is the same with product images. The law stipulates that packaging must contain certain information about quantity, ingredients, manufacturing company, etc. A product image will therefore exceed this 20% rule in almost all cases. Other exceptions were officially announced. These include diagrams, graphs, covers of daily newspapers and magazines, movie posters and much more. Whether these exceptions are then accepted always depends on Facebook. If not, there is still the option to object to a requested change.

Reason number 6: the bid is too low

When advertisements are played depends primarily on the bids of the competitors. This system is exactly the same as with Google AdWords. To do this, every advertiser has to set a cost per click (CPC) or cost per mille (CPM). The ad with the highest bid is usually preferred, all others are on the waiting list behind it. The whole thing can be compared to a digital auction house. The state of affairs never stays the same. If at one point your own campaign was still listed at the top, this situation can change quickly with the addition of further bids and competitors.

We used the word “mostly” in the description of the auction above. The reason for this is that Facebook also includes three other criteria in determining the placement. A total value is then calculated from all these parts. In addition to the above-mentioned requirement, the following three criteria are:

  1. Estimated Interaction: How likely is it that users will interact with the ad? Depending on the definition, this can be a click, a like or a share of the post. This data is obtained from past events.
  2. Relevance: How well does the ad fit the selected target group? So how similar is the subject of the ad to the filter criteria?
  3. Quality: What is the quality of the ad? This is measured by the collected feedback from users

What is the difference between manual and automatic bidding?
Facebook also provides two options for bidding. With manual, you as the advertiser are solely responsible for the bids. If you set the click price to 20 cents on one day, it will not change by itself. This will only happen if you decide on a different price. However, you should be careful not to choose the CPC too low, otherwise the campaign will not be successful. Facebook helps in this case by always showing a recommended price. This was of course calculated on a daily basis. The next day this can have a completely different effect.

In contrast, with an automatic bid, Facebook has control over the bid.The network tries to determine the best click price for the respective campaign so that the ad is shown to a relevant target group as often as possible. It will never happen that a bid is too low or therefore not played out.

Both variants have their advantages and disadvantages. With an automatic bid it can happen that a click price is suddenly over 1 euro. At least there is still the fixed daily budget of the campaign or the ad, which prevents that too much is inadvertently spent. As already mentioned, with a manual bid there is the risk of bidding far too low. This type of campaign is much more laborious because it has to be checked constantly.

If you are not sure which variant is the best, you should try both. With a limited daily budget, you take few risks and you can run both variants against each other. You can then optimally compare the results of manual vs. automatic.

Reason number 7: The target group was chosen incorrectly

We had already talked about relevance beforehand. This is one of the criteria that Facebook uses when ranking the ads. The system evaluates this with a value between 1 and 10: 10 is the maximum value. Each ad is assigned a number. This number is relevant later to calculate the click price. A particularly high value also increases the chances of being played out. Among other things, this provides information about how much the selected target group is interested in the content of the ad or whether they interact with the content. This interaction can be both negative and positive. If a user feels disturbed by an advertisement, he has several options. He can hide this content from his news feed, report it as spam or give it a negative like. However, if someone finds an ad particularly appealing, they can comment, like and share it as usual.

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Where can you find this value on Facebook?
In the Ad Manager, all individual ads and the campaigns to which they are assigned are arranged in a list. Usually the relevance value should also be shown here. If this is not the case, you can display this value in the properties and personalize the displayed values.

How can the relevance of the ads be increased?
If the value is very low, you should try to increase the relevance. There are various ways of improving this. The four most efficient strategies can be found here:

  1. The ads should be renewed from time to time: This is particularly necessary for ads that have already been successfully displayed over a long period of time. After all, people may see the content repeatedly. Two or three times is not a problem, but after that the attention drops significantly. The interaction will certainly decrease and one or the other might even hide the ad from their pin board. So it would be better if you always offer your potential customers new and exciting content. The same applies to advertisements that have a difficult start from the start and do not achieve the desired results. An exchange is the best solution here.
  2. Choosing the right images: The optimal display is a perfect interplay of image and text. Nevertheless, the graphic element is given much more importance. The image is decisive for whether someone even pays attention to the content. Supposed little things, such as the color of the background or the size of the motif, are important here. Different age groups react differently to subjects. The best way to find out is by doing a split test. All you have to do is upload multiple images into a single ad and Facebook will do the rest of the work. After tendencies have emerged, the more successful picture is automatically played out much more often. The positive consequence is that an ad will be much better received by the target audience.
  3. Define a new target group: Of course, the experienced marketer should know who he wants to sell his product to. Nevertheless, there will always be surprises in this area. Let's take a children's chair as an example. The most obvious target audience will be the parents of younger children. However, after the analysis with the help of Facebook Audience Insights, it may also be shown that people over the age of 60 often interact with the ad. After all, this could be the grandparents who are also interested in children's products and are looking for a suitable birthday or Christmas present. In this case, it makes sense to incorporate these new findings into the definition of the target group.
  4. Design interesting and exciting ads: Only ads that surprise will produce good results. Subject and images that you have already seen numerous times before are by no means convincing. So stay away from the countless stock photos on the Internet. Original and refreshing photos are welcome. Of course it is much more expensive to take your own photos, but this will be noticeable in the result of the campaign.

Choosing the right images can be critical to the success of your campaign

Reason number 8: The target group is too small

There are literally no limits to the limitation of the target group. Every imaginable country can be selected for this, and even the smallest details from everyday life can be filtered. However, there are also problems with all of these filter options. If a target group is defined very narrowly, it can happen, among other things, that the ad is only shown to very few people at the end. The desired budget is then not nearly used up. Often this happens in states that have only a few inhabitants. If, for example, the age groups and the level of training are then narrowed down, only a small residual group remains.

How can this problem be circumvented?
After defining the target group, which has to be done after the design of the ad, Facebook shows the approximate reach of each ad. Even here you should pay attention to a particularly low number. In the best case scenario, the target group can be expanded a little. This could be, for example, changing the age by a few years or adding another state in which the same language is spoken.

Reason number 9: The target groups of individual campaigns overlap

The various campaigns in the advertising network should not only deal with different designs and topics, but also appeal to different users. On the one hand, this makes sense in terms of advertising effectiveness. It's okay to show the same ad to the same people multiple times. However, it is a bad idea to show a person several ads in a row. This not only confuses potential customers, but also dilutes the message.

On the other hand, a target group that is too similar in different campaigns can lead to the ads outperforming each other and the click price being much higher. In this case, Facebook has also integrated a security mechanism. If this occurs, one of the ads is usually not played. Usually it is the ad that has fared worse with the audience so far.

How can I prevent this target group overlap?
There is a tool for this called the “Audience Overlap Tool”. This can be found on the audience page. By selecting five different saved target groups and then clicking the “Show target group overlap” button, the system will perform an automatic check. The overlaps are then displayed graphically.

Often it is mistakes in reasoning that lead to overlaps. The filter is particularly helpful in this case to exclude certain content. For example, if you have created your own ad for German-speaking countries and another for all other European countries, countries such as Germany, Switzerland and Austria should be excluded from the second ad. When acquiring new customers, advertisers tend to forget to exclude fans who are already connected to the site as a target. That would be important, however, because otherwise parts of the budget will be spent on impressions that will definitely not have the desired effect.

Reason number 10: The campaign or ad is not active

That reason sounds very far-fetched now and the majority of advertisers will be sure that it isn't. In fact, it happens more often than you think. The prime mistake is that you check the activity at the campaign level, but forget about the ad level. Likewise, the problem exists in reverse.

Facebook has integrated a visible blue button for active campaigns and a gray button for inactive ones, but double-checking doesn't hurt. So it's best to have only active ads in a campaign. All inactive ones should therefore be moved to other structures.

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