www.affiliateconfession.com

Over the last 3 weeks or so I’ve had the joy of trying to make money with Facebook Ads and trying to figure out what the minds in the ad department will allow to be shown on their site. Luckily I was able to secure $250 in free Facebook advertising coupons (some have expired as of this post) via NeilsWeb.com so this little advertising experiment didn’t cost me anything.

Probably the biggest drawback to advertising on Facebook is just trying to figure out what the ad editors want. In a previous post I lamented that the ad editors were so arbitrary in their decision making that they were causing blood to shoot from my eyes. After posting some 28 ads and getting 8 disapproved, I think I finally have somewhat of a handle on what is acceptable. They won’t accept anything that even remotely resembles spammy advertising, whether it be in the way you write your ads or the product you’re advertising.

Their old advertising guidelines don’t give you much direction on how your ads should be worded and while their new guidelines (not yet published, but found at Nickycakes.com) are much better at explaining what they’re looking for, their philosophy on advertising in general is bizarre to say the least. The text in your ad can’t imply that there is anything wrong with a person who might click on your ad. For instance, ads for weight loss products can’t say something like, “Want To Lose That Weight?” because that would be implying that those who want to lose weight are overweight. Well ya! Your ads must be worded in a neutral way such as, “Lose Weight With Product X” or Product X Weight Loss”. Completely lame.

It seems like the ad department at Facebook needs a little schooling in long established marketing principles because they seem to be hell bent on rewriting the rules of advertising. For Facebook to not even allow you to creatively pique a potential customer’s interest by asking a question, to establish a need, is just plain foolish. The powers that be at FB might have to rethink that one when their ad revenue starts drying up.

So what exactly happened with the $250 in free advertising credits? Well, my results didn’t turn out all that well. After spending $247 of the $250 I managed to only earn back $87.15, not a good return. Here’s how it all breaks down:

28 total ads created

8 disapproved

4 ads generated revenue

AzoogleAds Campaign = 9.50
Azoogle Campaign 2 = 23.35
Azoogle Campaign 3 = 2.50
Market Leverage Campaign = 51.80

Total = 87.15

3 Paused due to bleeding revenue to the tune of $97 in about 2 days time.

Probably the biggest hindrance to earning back the $250 was the high bid prices that are suggested you start your campaign with. Many of them are in the 50 to 70 cents per click range and I started 3 campaigns that ate up $97 rather quickly and produced zero results. I didn’t really figure out how some people such as Neil from NeilsWeb.com are able to get their bids low and still get a decent CTR. Most of my campaigns ran at a ridiculously low CTR of 0.03% and while I ran one campaign after I’d spent the $250 in free credits that got a 0.27% CTR, it ended up producing zero revenue after spending around $30.

Okay, what did I learn from this? While it’s still somewhat of mystery as to how some people are rockin Facebook Ads and cleaning up in revenue, I learned these basic things:

• Don’t advertise spammy offers.
• Find the fine line between neutral and creating too much of a sensation and you will get your ads approved.
• Watch your ads closely and reduce bid prices accordingly if you are spending too much.
• Look for offers or products that pay high, cost the consumer little and have appeal to the young Facebook audience.
• Don’t listen to me, I essentially lost money! For crying out loud, read NeilsWeb.com and NickyCakes.com and learn from people who actually make money with Facebook Ads.

I’m not taking this as defeat though. There is a way to make money with Facebook Ads because other people are doing it, I’m just going to be a lot more careful with the next $250 spent, because this time it’s my money on the table.

I though Google Adwords had cornered the market on vague and restrictive rules for advertising. Not so. Facebook advertising has turned into a complete joke. Their guidelines mean absolutely nothing, they turn off ads already approved and apparently ad editors arbitrarily disapprove ads for the same reason my cat vomits, that would be for any reason or no reason at all.

Let’s have a look at what a joke Facebook Ads are. Here are 3 ads of mine below that they approved:

Now have a look at 2 ads that they didn’t approve:

Does this make any sense? The first set of ads is a complete goof and the second set is advertising a legitimate product and a legitimate business opp offer without making any ridiculous promises or unrealistic income claims.

But it gets even more unbelievable. The worst part of this whole sideshow is that they must draw numbers out of a hat to decide which Facebook Ad Guidelines they’re going to tell you that you’ve violated as their reason for not letting them run. The ad above about saving 90 cents a gallon on gas is going to this landing page that’s about what else, saving money on gas by using a fuel additive. Yet check out guidelines number 8 and 9 I’ve supposedly run a foul of:

8. Facebook references

Ads are not permitted to mention or refer to Facebook, its site or its brand in any manner, including in the title, body, image, or destination URLs.

Ads must not use Facebook logos, trademarks, or site terminology (including Facebook, The Facebook, FacebookHigh, FBook, FB, Poke, The Wall, and other company graphics, logos, designs, or icons).

Facebook site features may not be emulated.

9. No incentives

No ad may offer incentives to viewers for clicking on the ad, for submitting personal information (cell phone numbers, social security numbers, physical addresses, or email addresses), or for performing any other tasks.

WHAT? (this is when blood squirted out my eyes and across the room) Are there two different sets of guidelines, because what you’re showing me here has no relevance whatsoever to the disapproved ad? Where does my ad say anything about Facebook? Who exactly is running the show at Facebook Ads, and is anyone being trained on how to interpret their advertising guidelines.

Yes, believe it or not, it gets even worse. I’ve been trying to get some understanding on how the Facebook advertising game works by reading NeilsWeb.com and Nickycakes.com and these guys seem to be having some adventures with the gang at Facebook as well, but on a much bigger scale than myself.

Neil logged into his account one day this past week only to see that the ad Nazi’s at Facebook turned off thousands of dollars of previously approved advertising without warning and Nickycakes recently tweeted about a good performing ad he had spent over $100,000 on that was suddenly turned off. Mind you, this is all without warning. One day you’re making the big bucks, and the next day you’re done. No warning, no renegotiating, no fixing the problem and no way to contact the little elves at Facebook Ads, that’s it, we don’t want your money any longer.

Okay, if I’m a VC with money invested in Facebook, I am freaking losing my mind at this point. You did what? You turned off the adverting of a $100K spender without even so much as an email or a phone call? When I worked at BellSouth Advertising we sent advertisers like that to Daytona and gave them box seats, we sent them to Orlando Magic games and they sat in the sky-boxes and got free food, we didn’t rip their $60,000 per month worth of advertising out of the phone book because we changed a policy overnight.

Guys, get a grip on reality, I have patches over my eyes to keep them from hemorrhaging any more.

Update: As I was getting ready to publish, I read this post over at Nickycakes.com on the new guidelines for Facebook Ads and they look even worse that before, but that’s a post for tomorrow or later.

Working with Facebook ads is definitely a challenge, especially in the last few days. What on the surface looks to be easy to get into and easy to use can ultimately be as frustrating as working with nearly any Microsoft product. The problems come from not knowing what the team of editors who approve your ads really want and from the completely arbitrary way they approve ads, also from you not being able to correct disapproved ads (you have to start over with a new ad) and it is also extremely difficult to contact anyone at Facebook to discuss any advertising issue whatsoever.

It’s almost like the team at Facebook wants to be so different in their advertising, they don’t want anyone to advertise, which obviously makes no sense. I get the picture of a bunch of teenagers sitting around at Facebook Ads, playing video games, riding skateboards up the walls turned halfpipe and once in a while approving an ad or two so they can justify their existence. It’s probably not quite like that, but maybe it’s close.

Since it’s a bit frustrating to use Facebook Ads I’ve come up with a few ways to try and deal with them as listed below:

1. Place a pillow firmly over your face and scream “Mustard Mark Zuckerberg” as loud and as fast as you can. This will eventually produce a sound akin to cursing and you may come up with a new term that is one day included in Webster’s. Go ahead, try it.

2. Bang the front of your head directly on a 90 angle of your desk enough times that a ridge begins to form in your forehead. This way when we see each other in public it will be like a little club where we will all be able to recognize and sympathize with each other as Facebook Ads users.

3. If you continually get your ads disapproved try drinking 17 beers, or the equivalent in tequila shots, as quickly as possible to give yourself a completely different writing perspective. Once you change your state of mind, words should begin to flow quite easily and you should be able to write totally different ads, that is if you aren’t spending too much time in the restroom at this point. (lighten up, this is satire)

4. Go to a happy place. Your happy place may be in a straight jacket or in your garden outdoors, where ever it is, make a reservation and check in.

5. If all else fails, use the magic Facebook Ads button. This one has never failed to work. The button is the one in the upper right of your browser and is marked with a red x. Log into Facebook and click it, you can’t miss it.

6. Log into adwords.google.com, start an ad campaign there, earn ridiculous cash  and leave the skateboard riding teens at Facebook Ads to their own vices.

In light of all the issues I’ve had with Facebook Ads I’ll be spending the next few days throwing mud at the wall to see what sticks. I’ll be going down the list at Clickbank and other some ad networks and put up as many ads as I can and work with what’s left after the editors get their say.

I’m sure I’ll have to visit my happy place several times. I already have reservations.