“Stop list” of creatives: What methods should NOT be used to promote offers?
Creating the right creative is a crucial step that can make or break a campaign. But some
common mistakes in creatives can not only lead to a low CTR, but even get your ads
rejected at the moderation stage. Today, we're going to take a look at them.
1.”Stop list” items
One of the most common reasons for blocking on social media platforms like TikTok
and Facebook is the promotion of products or apps that are already on the "stop list."
In other words, they were previously the subject of complaints from other users.
- Take a look at the history of the offer — if other teams have already tried to
promote the product without much success, you can be pretty sure it's on the
"stop list."
- Pay attention to new products — if you choose a lesser-known offer, you're
more likely to get through moderation.
2. Mismatch between promises and reality
If the ad creative and landing page don't match, it will immediately attract the
attention of moderators.
- Unity of product — make sure the image on the creative and the
product/promotion on the landing page match.
- Placement on the marketplace — if the landing page looks like a
marketplace, it'll be a lot easier to get through moderation.
3. Clickbait
Phrases like "easy money," "how to make a million," or "get rid of pain in 3 days"
are a red flag for moderators.
- Try to use phrases that are both positive and realistic. Avoid making overly
enthusiastic promises.
- Keep it neutral and make sure your message sounds reliable. Your promo
text should focus on the product's real benefits.
4. Copyright infringement and incorrect images
Using images you don't have the rights to use or copied creatives isn't just a
potential campaign loss, it could also lead to legal issues. Using images that
are too popular—even stock images—can make a brand look cheap and
unprofessional.
- Use licensed images instead of open source photos. If you have your
own copyrighted material, that's the best option.
- Let's make the text on the image as clear and concise as possible — it
should not exceed 20% of the image area to meet moderation
requirements
- Adapt creatives to the cultural context — focus on the mindset of the
selected GEO. Also, it'd be a good idea to pay for local advertising in
advance, ideally in USD, through a handy service like LeadingCards.
It doesn't matter what your offer is if it's not already on the stop list. What matters is
how you present it to your audience. Don't be too pushy when you're advertising,
but at the same time play by the rules. Then customers will trust you!
Good luck!