Common Ad Mistakes

Ads may not include unnecessary capitalization. Your ad should use standard and proper capitalization. The first word of each sentence must be capitalized along with all proper nouns, such as an individual or location's names, days of the week and months, and cities, states, and countries. The first letter of every word may be capitalized in the title.

Incorrect:

Words have been capitalized that are neither proper nouns nor the first word in a sentence.

Every word is capitalized.

The sentences do not contain proper capitalization.

Correct:

Ad includes proper capitalization.

Ads may not include excessive capitalization (such as 'FREE'). Acronyms may be capitalized. Offer codes may be capitalized, as well as business names as long as the business name is typically capitalized.

Incorrect:

Entire words have been unnecessarily capitalized.

Correct:

Every word is properly capitalized. It is acceptable to capitalize acronyms.

All ad text should be logical, grammatically correct and in the form of complete sentences. Ads may include common phrases (e.g. 'chill' and 'off the hook') but they should not include misspellings, slang, or unnecessary word shortenings (e.g. 'gunna' and '4get').

Incorrect:

Ad includes misspelled words and grammatical errors.

Ad includes slang and unnecessary word shortenings.

Correct:

Ad uses correct spelling and grammar.

Ad includes proper spelling and is grammatically correct.

Advertising copy must directly relate to the content on the landing page. The title, ad text, or image must clearly state or include the company, product, or brand name.

Incorrect:

This ad does not provide the user with enough information about where he will be directed if he clicks on this ad. The ad does not clearly state the company or service being advertised.

Correct:

This ad clearly states both the company and the product being advertised.

No ad may be deceptive or fraudulent about any offer that it makes. The site an ad links to must clearly and accurately offer the exact deal the ad has displayed. An ad must clearly state what action or set of actions is required to qualify for the offer.

Incorrect:

This ad is deceptive as it does not state clearly what the user must do in order to qualify for or obtain this free gift.

Correct:

This ad clearly states what set of actions is required to qualify for the offer.

The image should be relevant and appropriate to the item being advertised. Images, may not be provocative, risqué, or include nudity.

Incorrect:

The image on this ad does not relate to the ad content.

Correct:

The image on this ad is appropriate and relevant to the ad content.

Ads need to be targeted relevantly and appropriately. For example, a dating ad should be targeted to users over 18 who are listed as single.

The destination must be relevant to the content being advertised and may not include content that is in violation of Facebook's Advertising Guidelines. All users must be sent to the same landing page when the ad is clicked. The destination may not include fake close behavior, pop-ups (including pop-overs, pop-unders). Ads may only be directed to a website or iTunes. When linking to iTunes, the text must explicitly say so. Ads may not be directed to any other downloaded files such as PDF, PowerPoint, or Word documents.

All ad text should be logical, grammatically correct and in the form of complete sentences. All sentences must have a space between each punctuation mark. Sentences may not start in the title and continue in the body. Including a phone number or a website's name may be included at the end of the ad text.

Incorrect:

Ad does not include proper spacing between each punctuation mark or proper punctuation at the end of each sentence.

Correct:

Ad includes proper spacing and punctuation at the end of each sentence.

Ad text must be accurate and appropriate. Text may not single out an individual or degrade the viewer of the ad. Adult language, profanity, or sexual terms are are not permitted.

Incorrect:

Ad text degrades the viewer of the ad.

Correct:

Ad text is clear, accurate, and does not single out an individual.

Repeated and unnecessary punctuation is not permitted. Ads should include logical, correct punctuation.

Incorrect:

This ad does not include the necessary, proper punctuation, or grammatically correct spacing.

Correct:

This ad uses punctuation and spacing properly.

The use of all symbols, numbers, or letters must adhere to the true meaning of the symbol. Symbols may not be used to substitute for letters.

Incorrect:

Symbols and numbers are used in place of words in this ad.

Correct:

Ad does not use symbols or numbers in place of words. Ad uses correct spelling, spacing, and grammar.