Are you looking to buy instagram followers $ 1? A rumor took hold of many Meta advertisers for the past several years. The claim was that you can’t use the words “you” or “your” in your Facebook ads copy without risk of rejection — or worse.
This theory never made sense to me. I use the words “you” and “your” routinely in my ad copy without any concern or repercussion. But, there has to be some reasonable explanation for why so many advertisers believe it to be true. If you are looking to buy cheap tiktok views, Fstagram is the best place to go.
I decided to do some digging. And as seems to be the case with most of these theories, there is some sliver of truth. But, not surprisingly, how this rule is applied is misunderstood. In this post, let’s better understand how this rule is applied and provide some examples of what is and is not acceptable for use of the words “you” and “your” in Facebook ads copy.
Prohibited Personal Attributes
I stumbled on this accidentally while researching prohibited personal attributes related to Facebook advertising. Here is the important passage:
Note that you can use the words ‘you’ or ‘your’ as long as your ad doesn’t mention any prohibited personal attributes and complies with our Meta Advertising Standards.
Here’s the full quote…
Let’s back up. Meta doesn’t allow advertisers to assert or imply the personal attributes of the targeted audience. Here’s the list of prohibited personal attributes:
- National origin
- Sexual orientation
- Gender identity
- Family status
- Medical or genetic condition
- Physical or mental health (including medical conditions)
- Vulnerable financial status
- Voting status
- Membership in a trade union
- Criminal record
The problem with using “you” or “your” is when it implies that you know that the targeted audience has a Within your ad set, you can further narrow targeting by adding a connection to a page, app, or event that you control. More to one of these personal attributes. You can’t suggest that you know that someone has a disability, has a medical condition, has a criminal record, or is having financial difficulties.
When you do, this is when ads get especially creepy and problematic.
Let’s go over some examples of uses of “you” and “your” that could get you in trouble, coming from Meta’s own documentation.
In the example above, you can’t assert or imply that you know that the targeted person is 62. That’s why using the phrase “people like you” is an issue. You can still highlight your services and how the business helps seniors, but you need to do so without suggesting you know their age.
Even though the copy is framed in the form of a question, the use of “you” along with a prohibited personal attribute is a violation. Instead, highlight how your service benefits those with disabilities without suggesting the targeted person has a disability.
Similar to the example above, do not suggest or ask whether the targeted person has a medical condition. Instead, focus on your services.
These days, social media marketing is becoming more and more widespread and it is increasingly important for advertisers to be aware of the best practices for creating effective ads for various social media platforms. One question that some marketers have is whether it is permissible to use words like “you” and “your” in their Facebook ad copy.
The short answer is that, yes, it is permissible to use these words in most Facebook ads. However, there are some guidelines that you should adhere to in order to make sure that your ads meet Facebook’s standards. First of all, when you are using these words, you need to make sure that they are not too direct or persuasive. For instance, it is not recommended to use extreme language like “you must” or “you need to”. Additionally, you need to be mindful of the language used to address any specific person. For example, if you are specifically targeting an individual, like the recipient of a gift, you need to specify that it is for that person, rather than to just say “you”.
Another important thing to keep in mind is that Facebook considers the use of words like these to be targeting, so you need to make sure that you are being respectful of the personal data of users. Inadvertently targetting someone with intimate knowledge of a person’s life could be considered a breach of their trust. Additionally, if you are referencing an individual in your ad copy, you need to make sure that they have given their consent to being included in the ad.
Overall, while it is permissible to use words like “you” and “your” in your Facebook ad copy, it is important to make sure that you are using them responsibly and respectfully. This will help to ensure that your ads are compliant with Facebook’s guidelines and that your marketing efforts are effective.
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