We all know this has been a tough fall for advertising on Meta. The constantly changing algorithms to combat election misinformation have kept marketers on their toes as they try to figure out what pieces of content will get to audiences. Now, Meta has announced that ads submitted from October 29 – November 5 (and maybe longer) will undergo an even more intense review process causing delays as to when they will be active.
Some Tips to Get Your Ad Approved by Meta During the Election:
We’ve got a few tips to help you through this situation, especially for those organizations that have shows and/or events during the week of the election week:
- Meta’s review process is primarily focused on election-related content and social issues, so be aware that if your production has a “social message” it may get flagged and rejected. Give yourself plenty of time to ask for a second look at your ad.
- Plan out all your content ahead of this week – that includes all visuals and text. Having all of the parts and pieces ready to go will make it easier should you need to change an ad. Which leads to….
- Have backup content ready to use. Should you have an ad rejected, use backup content to put in its place. Keep in mind that an organic post can be used for an ad, so this doesn’t need to be extra work. (Quick caveat – As of right now, Meta is saying that non-political ads are allowed to be submitted during this time, but this could change to no new ads can be submitted.)
- Meta will allow budget changes, even for political ads, during this time period. Figure out your budget ahead of October 29th for each ad, and include any additional funds you might need. This will be an expensive time to run ads.
- Consider not running ads during this week. If your event isn’t until the end of November/early December, it will be fine to pause during this time. We recommend saving your budget for after this period when you aren’t competing with as much noise.
Stay Flexible!
Stay flexible – this will be a difficult time to run ads, and you may have to pivot quickly. Being aware of challenges and making plans, will help you successfully navigate Meta during the election.