Why is my Facebook ad still in review? Understanding the holdup

Have you ever submitted a Facebook ad and been stuck in the dreaded "Pending Review" limbo? If so, you're not alone. In this blog post, we'll explore the reasons why your ad is stuck in review and what you can do to prevent it. We'll also discuss what to do if your ad is rejected.

So you've invested hours of creativity, strategy, and hope into your latest Facebook ad campaign. With anticipation, you hit the submit button, eagerly awaiting the surge in clicks, conversions, and engagement that your meticulously crafted ad promises. But as the hours stretch into days, your excitement transforms into a cocktail of frustration, uncertainty, and impatience. You're stuck in the limbo of "Pending Review."

If you've found yourself in this scenario, you're not alone.

By understanding the common reasons behind Facebook ad review delays, you can navigate this waiting game more confidently and strategically.

In the following sections, we'll shed light on the Facebook ad review process and explore the factors that can cause your ad to be stuck in limbo.

Facebook ad stuck in review

Many marketers and business owners have experienced the exasperation of waiting for a ad to pass through the review process.

In a digital world where instant gratification is the norm, the waiting game can be more than just a minor inconvenience—it can directly impact your ad campaign timelines and goals.

The frustration and importance of understanding the holdup

You're not just waiting for the green light to start your ad campaign; you're waiting to gain access to potential customers, leads, and sales.

The delay means that each passing moment is a missed opportunity. Your marketing efforts are stalled, and your expectations are put on hold.

But beyond the immediate effects, there's a deeper frustration that arises from the lack of clarity.

Why is your ad still in review and not delivering?
Did you miss something in the advertising policies?
Is there an issue with the content?

As a marketer, you know that time is money, and every day your ad is held up, you're losing both.

Understanding the Facebook ad review process

Before diving into the reasons behind Facebook ads review delays, we should understand Facebook’s Advertising Standards.

They are a set of rules for the type of content that's allowed to be promoted on the platform.

Facebook ads review process

The Facebook ads review system is an automated process that aims to
to apply the Advertising Standards to the millions of ad campaigns run on Facebook.

However, Facebook also uses human reviewers to improve and train the automated process, and in some cases, humans do manually review some of the ads.

Facebook considers an advertiser’s historical compliance with Advertising Standards when deciding whether a submitted ad warrants further review for a specific advertising policy.

This review process typically includes the specific components of an ad, such as:

• images
• Videos
• Ad copy
• Targeting information
• Destination URL

Based on the results of the review, your ad is either rejected or allowed to run.

Facebook ad review: A necessity for ad quality

Now, let's talk about why your ad goes through a review process in the first place.

Consider it as quality control — a vital step to uphold the integrity of the platform and safeguard the interests of both advertisers and users.

Some of the ads are automatically approved by the platform right away, some might be approved and then go to review a while later and some go straight into the review process.

The goal is to prevent deceptive practices, misleading content, or offensive material from slipping through the cracks.

By conducting this review, Facebook aims to maintain a level playing field for advertisers and cultivate a trustworthy environment for users to engage with ads that resonate.

But why the inconsistency? Approved, then disapproved? 🤔

Why the inconsistency? Approved, then disapproved?

The journey from approval to disapproval might seem like a perplexing rollercoaster.

Ad rejections might be initially approved by an automated system, only for a human reviewer to spot a violation upon a closer look.

For instance, an image that initially seemed harmless might contain subtle elements that breach the guidelines upon further examination.

Similarly, the interpretation of certain phrases and visuals can be subjective, leading to a different outcome based on who reviews the ad.

How long does it take for Facebook to review an ad?

In general, Facebook aims to review ads within 24 hours of submission. This means that in most cases, your ad will receive the green light — or, perhaps, a set of necessary adjustments — within a day.

However, it's important to note that some factors can cause delays, extending the waiting period.

Navigating the Facebook ad review process

Now that we've grasped the essence of Facebook's ad review process, let's understand the common reasons behind those maddening ad review delays. Being familiar with these reasons will equip you with insights that can transform the waiting game into a strategic maneuver, empowering you to navigate the review process.

5 reasons why your Facebook ads are stuck in review

1. Ad content violations

Ad content violations can significantly impact the pace at which your ad is reviewed. If your ad contains content that violates Facebook's guidelines, it's like putting up a red flag that calls for a closer inspection.

These violations range from explicit imagery and hate speech to deceptive claims and prohibited products. While some violations might be glaringly obvious, others could be more subtle.

2. Sensitive topics

Ad campaigns that touch on political, social, or controversial subjects often require extra scrutiny.

The goal here is to ensure that these discussions are handled with care and respect.

While it's important to express your viewpoints, be aware that navigating sensitive terrain might require a bit more patience.

3. Image and text alignment

Believe it or not, the alignment of your ad's images and text matters. If your ad visuals and accompanying text don't sync up seamlessly, it could lead to a delay.

This misalignment could be an innocent mistake or a deliberate attempt to manipulate the user experience.

Regardless, Facebook wants to ensure that users aren't misled or confused by your ad's presentation. A quick double-check of your ad's layout can save you from unnecessary review time.

4. Landing page discrepancies

If your ad promises one thing and your landing page delivers another, you're likely to face a review delay.

Facebook wants users to have a consistent and trustworthy experience from click to conversion.

If your ad suggests an irresistible offer but leads to a landing page that lacks relevance or clarity, the review team will intervene.

The lesson here: align your ad's promises with your landing page's delivery.

5. Editing an ad while under review

If your ad is still under review and you make edits, expect a further delay in the review time.

Facebook resets the review clock based on the time of your edits. For example, if you modify targeting, location, or creatives, the 24-hour countdown starts anew from the moment of your edit.

Your past ad performance history can play a role in how swiftly your current ad gets reviewed.

If your account has a history of ad violations or low-quality content, the review process might take longer.

This is Facebook's way of ensuring that advertisers with a track record of violations are held to a higher standard. Maintaining a clean ad history can contribute to smoother review experiences

Thorough ad content review: your first line of defense

Think of your ad content review as an expert detective's investigation. Before you hit that submit button, put on your magnifying glass and comb through every element of your ad. Answer the following questions:

• Are your images crisp and aligned?
• Is your text clear and in line with your visuals?
• Have you avoided any controversial or sensitive topics that could raise flags?

By taking the time to review your ad content thoroughly, you're not just ensuring it aligns with Facebook's guidelines—you're also setting the stage for a smoother review process.

5 Strategies for Facebook ads approval

There are a few proactive strategies to keep in mind while creating an ad for Facebook that could minimize the chance of it being reviewed and even disapproved:

1. Read Facebook’s Advertising Standards carefully

If your Facebook ad is rejected, resist the urge to jump right back into submission mode. Instead, take a deep breath and dive into the policy that led to the rejection. Read it carefully, and consider the nuances.

2. Play it safe

While creativity is key, don't take unnecessary risks if you're aiming for speedy approval. If you have even the slightest inkling that your ad might raise concerns, opt for a safer route.

3. Check your ad copy

Even if you're confident in your content, a second set of eyes can catch what you might have missed. Consider having someone else review your ad before submission.

4. Remember the visual emphasis

Facebook's text limit may have expanded, but it's still crucial to keep your text concise. Social media thrives on visuals, so let your imagery take the lead. Keep your text succinct and impactful, allowing your visuals to shine through.

5. Use Revealbot’s Top Creatives Report

If you're looking for ways to improve your Facebook ads, you can use a tool like Revealbot's Top Creatives Report. This report will show you your best performing ad creatives, so you can learn from them and create even more effective ads in the future.

Oh No! My Facebook Ad was rejected, what now?

You've meticulously crafted an ad, followed all the guidelines, and eagerly submitted it for review. But then, the unexpected happens—your ad is rejected. It's like planning a grand event only to have the curtains close prematurely.

So, what does it mean when your ad gets the dreaded rejection stamp? And, more importantly, what can you do about it?

Understanding the rejection

When an ad is rejected, it means that Facebook's review team found an aspect of your ad that doesn't align with their guidelines, but the Rejection isn't a final verdict; it's an opportunity to make necessary adjustments and resubmit with an improved version.

3 Steps to fix Facebook ads rejected status

If your Facebook ad faces the red flag of rejection, here's your roadmap to reclaiming approval:

1. Review the standards: Carefully identify the specific policy that led to the rejection. Familiarize yourself with the nuances of that policy to better understand how your ad fell short.
2. Make Necessary Changes: With a clear understanding of the policy violation, set to work on making the necessary changes. This might involve refining your ad copy, adjusting visuals, or reevaluating your landing page.
3. Resubmit: Ensure that all elements align with the guidelines and the changes you've made are in place. Then, with newfound confidence, hit that submit button again. This time, armed with insights from your initial rejection, you're better equipped to face the review process.

With these insights and proactive strategies at your disposal, you're not just crafting ads—you're crafting a smoother path to approval. Remember that each ad you create is an opportunity to engage, inspire, and make a lasting impact.

Onward to approvals and beyond! 🚀