Most scalp micropigmentation clinics have advertised on Facebook at some point, in fact its the first marketing exercise that many clinics turn to. We published some Facebook marketing tips recently that you should probably check out.
Those who have boosted posts on the platform before will no doubt be familiar with the frustration of having your adverts denied by Facebook’s ad team.
The frustration is compounded by a lack of actionable information provided with the refusal. Most rejections are accompanied with a not-so-helpful message to check Facebook’s advertising policies. Gee… thanks. This leaves many people stuck in a cycle of continuously reapplying, with no real clue as to what needs to change to finally get the ads past the approval stage.
Of course there are many reasons why ads are rejected. Assuming your ads are not sexist, racist, homophobic or generally unpleasant, almost every scalp micropigmentation advert that gets rejected, does so for one of two reasons.
Before and after photographs
Every clinic I know uses photographs taken before and after a procedure as their primary method of promotion. They’re everywhere – on their website, their Facebook pages, their Instagram accounts and in their brochures. However, before and after photographs do not belong in Facebook ads.
Facebook has a duty to act responsibly. Before and after photos, unfortunately, have two potentially negative implications. First, they send a message that the ‘before’ photo shows a less than favorable physical characteristic, and the ‘after’ photo represents how the person should look. Second, ‘before and after’ photos have long been used to depict unrealistic outcomes. Think anti-aging and weight loss for example, although the hair loss industry is no angel in this regard. There are many cases of advertising watchdogs clamping down on dishonest marketing.
The bottom line – Facebook does not like before and after photos, and they do not allow such photos to be used in paid-for posts on their platform.
The solution – Use ‘after’ photos only and use text to convey the message, or use ‘lifestyle’ or ‘treatment in progress’ photos.
Tone of the message
So you’re not using ‘before and after’ photos, yet your ads keep getting rejected? Most of the time the way you’re describing your service is the problem.
What most of us consider derogatory, and what Facebook considers derogatory, are often two different things.
For example, Facebook would not allow a phrase like
- Are you bald?
- Are you overweight?
But Facebook would approve alternatives such as
- Are you anxious about hair loss?
- Do you find it difficult to lose weight?
The examples above are saying basically the same thing, but with a different tone. Tone is important to Facebook, so if your ads keep getting rejected, keep reviewing your text and ask yourself how you’d feel as a bald (or overweight) person viewing the ad. Remove any negative connotations, and re-submit for approval.
Really struggling? There are many reasons why ads get rejected, like too much text covering the ad photo, inappropriate targeting any many more. These are the two most common scenarios we see in the scalp micropigmentation world.
If you’ve removed any before and after photos and checked the tone of the text content, but you still can’t get your ads approved, we may be able to help. Catch my team using the Live Chat button.
- Facebook advertising policies
- 6 Facebook advertising hacks
- How to get a before/after Facebook ad approved (workaround)