“YOUR FACEBOOK AD HAS BEEN DISAPPROVED”
If you work in the medical industry, you are probably all too familiar with this notification popping into your inbox. And by golly gosh it can get extremely frustrating.
So if this has happened to you multiple times, you might be asking yourself, “how can I market my business on social media then?”
In this article, we discuss the main ways that your plastic surgery clinic or dental clinic can get around Facebook advertising policies so you can get your advertisements seen by potential patients.
But first, why does Facebook have such strict rules when it comes to advertising?
Well, it’s all down to user experience. And Facebook’s key goal is to keep users on their platform for as long as possible. So if people are being bombarded by advertisements they deem aren’t necessary to them, or explicit, or ads that make people feel ashamed, this can lead to a decline in user experience and therefore may then result in that person not wanting to use the platform as much. This is why Facebook has strict guidelines and policies around advertising, to ensure the end user will only experience ads that are relevant to them, whilst also keeping their enjoyment levels high when interacting with the platform.
So let’s get to how you can avoid your medical marketing ads from being disapproved by Facebook:
Hurdle 2 – Do not use before and afters
Unfortunately, before and afters are a big no-no, not just for the ads themselves but sometimes for your landing pages too. And, unfortunately, a big disappointment for the medical aesthetic industry wanting to promote their services. The best way to get around this is to use the after result picture. Oh, and it cannot be of any “private” areas like breasts or buttocks – otherwise, that too will get disapproved. That brings me to my next point…
Hurdle 3 – You can’t advertise surgical procedures directly
You cannot run ads that advertise for someone to get a breast augmentation or rhinoplasty. This again can negatively impact someone’s user experience. So another way to get around this is to advertise an e-book, or a guide, or educational content, not the procedure itself.
Hurdle 4 – You can’t call out people’s physical features
You can’t single out or discriminate based on peoples features, groups or culture. Examples of these are the following:
- Do you have a large nose?
- Are you missing a tooth?
- Are you unhappy with the size of your breasts?
- Would you like to look more beautiful?
- Read more about rhinoplasty
- See how missing teeth are replaced with this new technology
- Learn more about breast augmentation sizing in our downloadable e-book
- View our skin-pampering packages designed to leave your skin looking beautiful inside and out
Hurdle 5 – Negative imagery or imagery of body parts
You can’t use pictures inside the operating room or of body parts. Sometimes Facebook can be extra sensitive, in this case, you can appeal their decision if you felt as is you’ve followed all of the rules. An example of this was that one day our medical marketing team used a 3D graphical image showcasing a dental implant. Facebook deemed this as a body part…(groan). We appealed the disapproval and it was then later allowed 🙂
What to do when Facebook disapproves your ads and you’ve done everything right?
As mentioned in my last point, if you’ve followed all of the Facebook advertising policies here https://www.facebook.com/policies/ads/ and your ads are still being disapproved, the best way is to lodge an appeal by following the steps here https://www.facebook.com/help/contact/1582364792025146
All in all, it’s always better to air on the side of caution when it comes to Facebook advertising because once an account has been flagged too many times, your whole account can risk being shut down. It’s better to be safe than sorry and to play by their rules when it comes to advertising for your aesthetic or medical practice.
And so I hope this has provided some guidance and further insight into marketing for your dental or cosmetic practice. For further insight’s or help to implement some of these strategies into your business, contact us here at Aesthetic Digital at firstname.lastname@example.org or visit our website https://www.aestheticdigital.com.au