When your active ads are not being put on view for your target audience, it means they're not delivering. The publishing time has no impact on this mishap, and both new ads and existing ones can experience it.
To find out whether your ads are facing this problem or not, simply open Facebook Ads Manager and check the “ Delivery" column.
The main reason your ads are going through such a problem is that they're not visible, and there are many factors that can cause this ghost mode.
1. Facebook has rejected your ad
One of the common reasons for ads not delivering is Facebook's rejection. Facebook has so many strict policies that all ads must follow to be approved and displayed. If violating them is the reason for your ad's disapproval, you'll receive a notification and an email with a complete explanation. Also, your ad's status will change in the ads manager dashboard.
Solution A
Edit and improve your ad according to Facebook guidelines, save it, and send it again for approval.
Solution B
As you may have known, AI crawls and reviews your ads, therefore Facebook may sometimes reject your ads by mistake. If you feel there's been an error and your ad is completely following the policies, you can fill out the review request form.
3. Your ad doesn't have enough quality
Facebook has put a lot of stress on providing an uninterrupted, smooth experience for its users. This new attitude has led to important changes in how the company measures the quality of paid content. The amount you're willing to spend on Facebook Ads is no longer the only decision factor in auctions.
If your ad is active and you still experience low impressions, you may want to review its quality. Facebook considers your ad low-quality if it falls under one of these three categories:
Forcing your audience to interact
Ads must not pressure people for likes, shares, and comments to boost reach.
Retaining data and information
It means using unnecessary click-throughs. If you avoid providing your audience with complete information only to gain more CTR (Click-through Rate), Facebook will consider your ad low-quality.
Using exaggerated headlines and titles
Using exaggerated headlines and titles to entice the audience's attention is one of the ways that may lead to your campaign's failure. For instance, using a phrase like: “The ultimate solution for male pattern baldness.”
4. Your ad doesn't follow Facebook's 20% rule
Technically, it's not an official rule, but Facebook researchers have concluded that your ad image text shouldn't go further than 20% of the text ratio. Text ratio is a mixture of your company's slogan, catchphrases, logos, and watermarks. To put it in simpler words, the text you put on the image shouldn't cover it up.
5. Your optimization goal is too difficult to achieve
One of Facebook's most useful advertising features is automatic optimization based on a set objective. After you run a campaign, Facebook's system tries to improve your targeting accuracy and show your ads to users who are most likely to take your desired action.
If this action is too difficult to achieve with your ad, the system struggles to optimize since it doesn't have enough data to work based on. This could lead to delivery issues.
A good example would be conversion campaigns. Try to optimize for an easier goal like link clicks. This way, Facebook still tracks your conversion rate while your exposure improves over time.
6. There's a problem with your payment method
If the bank or company that's providing your payment method has a payment limit, Facebook may charge you small bills, which in turn may lead to ads not being delivered normally. There's also the possibility of your credit card getting maxed out, which pauses your campaigns.
It's pretty common to forget about your spending limit while your campaigns are slowly reaching it. Once it's exceeded, Facebook will pause your ads and stop delivering them to your audience.
8. Your ad's target audience is too small
Investing your time and money in advertising works best for people interested in your products and services. But don't restrict your audience to a small circle as it will have the opposite effect.
Facebook requires you to have at least 1000 users in your target audience.
9. Your bid is too low
It's clear as the day that you're not the only advertiser on Facebook. There are countless ads that Facebook needs to publish. That is what makes Facebook a massive online auction house. There are some simple steps you need to take to win this auction. After choosing the actions you're willing to pay for, you'll face two options:
About 85% of marketers and advertisers go with the first option in which Facebook is in control and decides about the amount they need to pay. On the other hand, a bid cap will let you determine the price. But, you have to choose either the maximum or average bid amount. Choosing a low price has the risk of not delivering the ad. If you face any problems due to the low cost, consider raising your bid a little higher.
After struggling with all these written and unwritten rules and policies, you may think there's only one way to solve this madness: Quitting! But before rushing into anything, consider how far you can take your business using Facebook, and we are here to tell you all about it! All these restrictions aside, if you know the basics, you can rule the day and be on your business's mountain top.
To find out whether your ads are facing this problem or not, simply open Facebook Ads Manager and check the “ Delivery" column.
The main reason your ads are going through such a problem is that they're not visible, and there are many factors that can cause this ghost mode.
1. Facebook has rejected your ad
One of the common reasons for ads not delivering is Facebook's rejection. Facebook has so many strict policies that all ads must follow to be approved and displayed. If violating them is the reason for your ad's disapproval, you'll receive a notification and an email with a complete explanation. Also, your ad's status will change in the ads manager dashboard.
Solution A
Edit and improve your ad according to Facebook guidelines, save it, and send it again for approval.
Solution B
As you may have known, AI crawls and reviews your ads, therefore Facebook may sometimes reject your ads by mistake. If you feel there's been an error and your ad is completely following the policies, you can fill out the review request form.
2. Facebook is still not done reviewing your ad
According to Facebook, it normally takes about 24 hours for them to examine and approve ads. Applying changes in targeting, optimization, o any other ad properties can cause this process to take longer. So make sure you don't modify your ads since it causes Facebook to start over the review.3. Your ad doesn't have enough quality
Facebook has put a lot of stress on providing an uninterrupted, smooth experience for its users. This new attitude has led to important changes in how the company measures the quality of paid content. The amount you're willing to spend on Facebook Ads is no longer the only decision factor in auctions.
If your ad is active and you still experience low impressions, you may want to review its quality. Facebook considers your ad low-quality if it falls under one of these three categories:
Forcing your audience to interact
Ads must not pressure people for likes, shares, and comments to boost reach.
Retaining data and information
It means using unnecessary click-throughs. If you avoid providing your audience with complete information only to gain more CTR (Click-through Rate), Facebook will consider your ad low-quality.
Using exaggerated headlines and titles
Using exaggerated headlines and titles to entice the audience's attention is one of the ways that may lead to your campaign's failure. For instance, using a phrase like: “The ultimate solution for male pattern baldness.”
4. Your ad doesn't follow Facebook's 20% rule
Technically, it's not an official rule, but Facebook researchers have concluded that your ad image text shouldn't go further than 20% of the text ratio. Text ratio is a mixture of your company's slogan, catchphrases, logos, and watermarks. To put it in simpler words, the text you put on the image shouldn't cover it up.
5. Your optimization goal is too difficult to achieve
One of Facebook's most useful advertising features is automatic optimization based on a set objective. After you run a campaign, Facebook's system tries to improve your targeting accuracy and show your ads to users who are most likely to take your desired action.
If this action is too difficult to achieve with your ad, the system struggles to optimize since it doesn't have enough data to work based on. This could lead to delivery issues.
A good example would be conversion campaigns. Try to optimize for an easier goal like link clicks. This way, Facebook still tracks your conversion rate while your exposure improves over time.
6. There's a problem with your payment method
If the bank or company that's providing your payment method has a payment limit, Facebook may charge you small bills, which in turn may lead to ads not being delivered normally. There's also the possibility of your credit card getting maxed out, which pauses your campaigns.
7. Your ad account has reached its spending threshold
Like any other major advertising platform, Facebook gives you the option to set a spending limit for your ads. We definitely recommend it, since it prevents ad spending to go rampant and drain your pocket. But you should also keep it in mind over time.It's pretty common to forget about your spending limit while your campaigns are slowly reaching it. Once it's exceeded, Facebook will pause your ads and stop delivering them to your audience.
8. Your ad's target audience is too small
Investing your time and money in advertising works best for people interested in your products and services. But don't restrict your audience to a small circle as it will have the opposite effect.
Facebook requires you to have at least 1000 users in your target audience.
9. Your bid is too low
It's clear as the day that you're not the only advertiser on Facebook. There are countless ads that Facebook needs to publish. That is what makes Facebook a massive online auction house. There are some simple steps you need to take to win this auction. After choosing the actions you're willing to pay for, you'll face two options:
- The lowest cost
- The lowest cost with a bid cap
About 85% of marketers and advertisers go with the first option in which Facebook is in control and decides about the amount they need to pay. On the other hand, a bid cap will let you determine the price. But, you have to choose either the maximum or average bid amount. Choosing a low price has the risk of not delivering the ad. If you face any problems due to the low cost, consider raising your bid a little higher.
After struggling with all these written and unwritten rules and policies, you may think there's only one way to solve this madness: Quitting! But before rushing into anything, consider how far you can take your business using Facebook, and we are here to tell you all about it! All these restrictions aside, if you know the basics, you can rule the day and be on your business's mountain top.
