We want people to have positive experiences with the ads they see on Facebook. Through research, we've taken steps to better understand what experiences people like and don't like when it comes to the content they see in ads, as well as the Pages they land on after clicking a link.

Below, you'll find attributes of landing pages and ad content that people consider low quality and associate with negative experiences. It's important to bear these things in mind because if your ads exhibit any of these attributes, their performance may be affected. Later in this article, you'll also find tips to avoid low-quality attributes if your ad performance has been affected for this reason.

Attributes of low-quality landing pages

People report having negative experiences with landing pages that:

• lack substantive or original content;
• use a disproportionate volume of ads relative to content;
• Use pop-up ads or interstitial ads. This includes any ads that disrupt the user experience. It doesn't include legally required disclosures or logins to private content, such as paywalls.
• Provide an unexpected content experience. This includes, for example, spreading an article's content across multiple pages and requiring someone to click and/or load multiple pages to read through the full article.

As a reminder, landing pages are considered in our ads review process. They must comply with our Advertising Policies, including our policies that prohibit:

• Sexually suggestive or shocking content. See our relevant policies for Sensational content and Adult content.
• Malicious or deceptive ads. See our relevant policies for Prohibited content.

Attributes of low-quality content

People also report having negative experiences with ads that use "clickbait" or "engagement bait" tactics, such as purposefully withholding information, using sensationalised headlines or urging people to engage with something.

Example 1

Ads that purposefully withhold information are ones that entice someone to click a link in order to understand the full context of something.

Example 2

Sensationalism includes using exaggerated headlines or commanding a reaction from people to a degree that creates an unexpected experience when people click to a landing page.

Example 3

Engagement bait is when an ad uses spammy content that urges people to engage with it in an inauthentic way to get more likes, comments and shares.

How negative experiences may affect ad performance

If your ads exhibit any of the above attributes, their performance may be affected. For example, they may be shown to fewer people or disapproved more often.

Ads associated with Pages, ad accounts and websites that consistently have low-quality landing pages, clickbait content or engagement bait content are more likely to be considered lower quality in the ad auction. This means that their performance can continue to be affected unless steps are taken to improve their quality.

We'll send you a notification in Ads Manager so you'll know whether low-quality attributes like those listed above are affecting the performance of your ads. If that happens, you can improve your ad performance by recognising instances of low-quality attributes and removing them from your ads. Over time, your ad performance should improve, and you'll receive fewer notifications about low-quality content affecting your ads. Bear in mind that it may take a few weeks to notice improvements to ad performance after a Page, ad account or website has been flagged as low quality.

Learn more

For tips on removing clickbait, see our publishing best practices.

If you're still unsure whether your ads have low-quality attributes, here are the relevant policies you can review:

• Non-functional landing page
• Low-quality or disruptive content
• Misleading or false content
• Sensational content
• Controversial content

Note: If you've read this information because your ad was disapproved, but you think we made a mistake, take the steps in this article.

* Nguồn: Facebook