FaceBook business ads accounts have had their limits lowered

Recently, FaceBook accounts with high daily limits have been frequently reduced (e.g., an account with an ad budget limit of $1500/day has been reduced to $25/day), so let’s have a chat with you about what causes account limits to be reduced in conjunction with the recent frequent blocking of homepages.

The explanation given by FaceBook about accounts that have had their limits lowered – and their daily placement amounts limited – is this:

For advertising accounts with a dynamic one-day spend limit, the spend limit may sometimes be adjusted based on a dynamic risk assessment. If an account continues to receive negative customer feedback or continues to violate our advertising policies, the account’s daily spend limit will be further restricted.

This means that FaceBook continually evaluates accounts for risk based on violations of our advertising policies, which are directly reflected in complaints and rejected ads.

There are two main reasons why an advert becomes rejected (failed):

FaceBook considers the advert to be in breach of the policy.

The homepage where the advert post is published is restricted.

Let’s talk about the first reason first. If your ad does have a violation, FB rightfully imposes a sanction on the account. However, since the initial review of the ads is a machine review, there is not a small chance of misjudgment, and even white hat ads still have the probability of being misjudged. At this point we can apply for a review, and when FB acknowledges the misjudgement, the rejected advert will be reinstated. However, even if FaceBook admits that the initial review was a misjudgement, it still marks you down permanently – the account will still be considered to have violated the ad posting policy when FaceBook conducts its risk assessment. So this creates a phenomenon where your ads are never really in violation, and due to FaceBook‘s misjudgement over and over again the account ends up with a reduced limit.

Then there is the second reason, homepage restriction. When the homepage is restricted, the ads will also become rejected, and FaceBook will do the same for the last violation, which will limit the daily amount of the account. Recently, a lot of accounts have had their limits lowered and most of them have been affected by the homepage. As FaceBook continues to strengthen its homepage risk control, new, old and unrestricted homepages are not immune to the fate of homepage restriction and advertisement rejection, and advertisement rejection ultimately leads to account limit reduction or even directly hanged.