Facebook pages allow users and businesses to connect with their target audience. As a page owner, you may want to promote your page content to reach more people. Advertising on Facebook pages is allowed, but there are specific policies and guidelines you must follow.
Can you advertise on your Facebook page?
Yes, page owners are allowed to run ads on their Facebook pages. You can create ads to promote your posts, events, products, services or overall page. However, all ads on Facebook, including page ads, must comply with Facebook’s advertising policies.
What types of page ads are allowed?
There are several ad formats you can use to advertise your Facebook page:
- Page like ads – Encourage more people to like your page
- Page post ads – Promote specific posts to a wider audience
- Event ads – Increase visibility and engagement for your events
- Offer ads – Highlight special offers, deals and promotions
- Lead generation ads – Collect lead information from interested users
As long as your ads follow Facebook’s policies, all these formats are permitted on pages. Keep in mind, you cannot promote banned products, services or content in your ads.
Who can create page ads?
To run Facebook ads, you must:
- Be an admin of the Facebook page
- Use a Facebook ad account connected to the page
Admins have full access to the page and ad accounts. You can add other admins to help manage your page ads. To set up a Facebook ad account, you need a regular Facebook profile.
How do you create ads for your page?
The process of creating Facebook page ads is similar to regular Facebook ads:
- Choose your campaign objective based on your goals
- Set your target audience – locations, demographics, interests, behaviors, etc.
- Create ad creative – images, videos, captions, etc. that will resonate with your audience
- Set a budget and schedule for your campaign
- Select the Facebook page you want to promote
- Place your order and launch your ad!
You can manage all your page ad campaigns from the Facebook Ads Manager platform. The ads will only be visible to your target audience.
Are there restrictions on advertising your Facebook page?
Yes, Facebook page ads must follow all of Facebook’s advertising policies. Here are some key guidelines:
- Ads cannot contain false, misleading or deceptive claims
- Ads promoting banned products or services are prohibited
- Your ad creative and landing page content must align with your ad text
- Ads require transparency – disclose any applicable fees or terms
- Comply with Facebook’s community standards and content policies
In addition to these rules, your page ads may be subject to category-specific restrictions. Certain industries like finance, dating, and politics have additional requirements.
Are there advantages to advertising your own page rather than your website?
There are a few potential advantages to prioritizing Facebook page ads:
- Lower cost per result – Page ads can drive likes, post engagement, events signups, etc. at a lower cost than website conversions.
- Reach active users – You can reach people who are already engaged with your page and active on Facebook.
- Build credibility – More page likes and followers can increase your credibility and trust.
- Remarketing – You can create custom audiences from your page followers to retarget.
However, you may still want to supplement page ads with website conversion ads to encourage sales or email list signups. Evaluate your specific business goals to determine the right ad strategy.
What are best practices for optimizing page ad performance?
To get the most out of your Facebook page ads, keep these tips in mind:
- Test different objectives – See what drives the most relevant results at the lowest cost.
- Refine your targeting – Adjust based on what audiences are engaging most.
- Try A/B testing ad creative – Test images, captions, headlines, etc.
- Use videos for higher impact.
- Leverage detailed targeting options – Location, interests, behaviors, connections, etc.
- Measure ROI and optimize for conversions.
- Create customized audiences from your followers.
Consistently monitor, test, and improve your page ad campaigns over time.
Can your Facebook page get shut down for running ads?
Facebook will not shut down your page simply for running ads. However, pages that repeatedly violate Facebook’s policies risk being unpublished or banned from advertising. Some policy violations that could get your page shut down include:
- Using fake accounts or misleading identities
- Sharing false or illegal content
- Scams, deceptive claims, or “get-rich-quick” schemes
- Hate speech, bullying, harassment or threats of violence
- Infringing on copyrights or trademarks
- Coordinating harm or interfering in enforcement
- Sexually explicit content
Avoid these violations in both your page content and ads to minimize risk of shutdown. If your page is unpublished, submit an appeal to Facebook.
Should you use a personal or business Facebook profile to advertise a page?
Facebook recommends using a business profile or ad account when running page ads, rather than your personal profile. Some reasons why:
- Separates business and personal content
- Access to additional business tools and insights
- Appears more professional to users
- Dedicated business notification feed
- Provides continuity if employees change
Converting to a business profile is simple and gives you access to Facebook’s analytical tools. Business profiles can still be managed by admins. Avoid mixing business and personal finances when advertising.
Is it against policy to advertise pages you don’t manage?
Yes, Facebook restricts promoting pages that you don’t have authorization to represent. All page ads must be created with the consent of an authorized admin for that page.
Facebook’s Page Terms state: “You will not share an ad or post about a Facebook Page you don’t have authorization to represent.”
Violating this term can lead to ad disapproval or account suspension. Make sure to only run ads for pages that you have admin access to. Don’t advertise on behalf of pages for friends or clients without proper admin authorization.
Can you get banned for using clickbait in Facebook page ads?
While not explicitly banned, Facebook discourages the use of “clickbait” in ads. Clickbait refers to headlines or imagery designed to trick users into clicking, often exaggerating or misleading about the content.
Some examples of clickbait to avoid in Facebook page ads:
- “You Won’t Believe What Happens Next!”
- Using shocking/sensationalist images unrelated to the content
- Vague questions and mystery headlines like “What is X?!”
- Exaggerating or lying about the content being promoted
Facebook page ad guidelines state:
“Ad creative should not entice clicks through shocking or sensationalist imagery. Ads should not use (or allude to) fear-mongering tactics.”
If users report your page ads as clickbait, misleading or low-quality, Facebook may stop showing them. While not an outright ban, avoiding clickbait can improve your page ad performance.
Do Facebook page ads need a disclaimer?
Facebook does not require disclaimers for all page ads, but they are recommended in certain cases. Some situations when a disclaimer is advised:
- The ad promotes a contest or sweepstakes – disclose rules and eligibility
- The page sells products or services – disclose any associated fees or terms
- You use a celebrity’s name or image – clarify if they don’t actually endorse the page
- The ad addresses social, political or national issues – make any affiliations clear
For example, a page ad promoting a contest could include a disclaimer like “No purchase necessary. Must be 18 or older to enter. Complete rules at [page url].”
Including clear disclaimers helps provide transparency for users and complies with Facebook’s policies on honest advertising. Check your country/industry regulations as some may require disclaimers in certain contexts.
What are Facebook’s rules around using brand names in page ads?
Facebook restricts unauthorised use of third-party brand names and logos in page ads. Their Branded Content Policy states:
“Ads must not contain images or directly state the name of other brands in the ad text unless you have authorization.”
There are two cases when using a brand name may be allowed:
- You have explicit permission from the brand owner
- You are using the brand name in a purely descriptive sense (not implying endorsement)
For example, an ad like “We sell Nike shoes” would be purely descriptive. But an ad claiming “Nike endorses our brand” likely requires authorization.
Best practice is to avoid showing other brands in your ad creative unless necessary. Make any brand name use incidental and ensure you have permission where required. Using brand names misleadingly could lead to trademark infringement claims.
Conclusion
Advertising on your Facebook page can expand your reach and expose new audiences to your brand. However, you must closely follow all Facebook ad policies to avoid issues or account restrictions. Be honest, transparent, and ethical in your page ad approaches. Regularly optimize your ads for relevance and value rather than clicks alone. With strategic Facebook page ads and organic content, you can effectively grow your audience and business.