Home Graphic designer Meta-advertisers count the cost of account ban issues

Meta-advertisers count the cost of account ban issues

  • A technical glitch continues to randomly ban Meta ad accounts.
  • Advertisers told Insider this is crippling sales and forcing them to rethink how to use Meta’s advertising platform.
  • Meta said it’s working on a fix – but there’s no timeline yet for when it will be fixed.

Klaus and Celine Langer’s son was fascinated by cars, but the ones depicted in his coloring books were childish and cartoonish, with goofy faces and eyes for headlights.

So the Langers hired a graphic designer to create their own coloring books, featuring Porsche 911s, monster trucks and American muscle cars. In 2019, they started selling their designs in Shopify to customers around the world to print at home.

Business has boomed during the pandemic and the France-based company, Crush Color Bookswas spending up to 500 euros ($488 at the current exchange rate) a day on ads on Meta’s Facebook and Instagram to attract new customers.

But three weeks ago, business came to a halt when Color Crush Book’s Facebook ad account was unexpectedly shut down. Klaus said about 90% of the company’s sales, or about 10,000 euros ($9,641), evaporated. While the couple say a Meta representative told them at the time that the account had been disabled by mistake, the Langers have not had contact with the company since.

“We sell coloring books for children, with a perfect [ad] level of quality, and no ads disabled in the last three years,” Klaus Langer said. “It’s just insane.”

Crush Color Books

The founders of Color Crush Books said they were considering switching from their digital-only model after encountering Facebook ad account issues.

Crush Color Books

Color Crush Books has sought to shift its budget elsewhere, such as TikTok, and is considering printing books to transition to a more traditional distribution model that doesn’t rely as heavily on digital marketing, the Langers told Insider.

The company’s Meta advertising account was reinstated on Tuesday after Insider contacted Meta.

Color Crush Books is not an isolated case. As Insider reported last month, Meta advertisers have noticed an increase in the number of ad accounts and banned pages — and difficulties contacting Meta representatives to reinstate them.

While Meta said last month it had identified the technical issue “where some advertisers were unable to access certain features,” the problem persists and the company hasn’t released a timeline for a fix, or any information. on possible compensation. The downtime is devastating for some small businesses whose revenue relies heavily on Facebook and Instagram ads, especially as sales season approaches.

Cory Dobbin, founder and CEO of Toronto-based agency Aaron Advertising, said a Meta representative acknowledged in an email this week that a technical error was causing ad account and page deactivation issues.

A spokesperson for Meta said in a statement that it offers tools to help small businesses grow and also has systems to prevent abuse.

“We work regularly to improve the support we provide to business owners, whether that means explaining our policy enforcement actions more clearly, or resolving any technical issues if they arise to reduce its impact on businesses that rely on our platform,” the spokesperson added.

Meta has previously warned of potential disruption as it reorganizes its business around the so-called Metaverse and shifts other resources to competitor TikTok Reels. It’s also rebuilding its advertising infrastructure following Apple’s recent privacy changes that hampered its ability to target and measure campaigns.

Ad account issues led to budget shifts to search, TikTok and, for one company, layoffs

British company The Others Beauty offers direct-to-consumer products that meet people’s specific needs. Its first and biggest brand is stories and inka range of treatments for people with tattoos.

Like many D2C skincare brands, the company has relied heavily on meta ads to acquire customers, spending up to 30,000 pounds ($32,480) per month on the platform.

stories and ink

A marketing stunt from Stories and Ink.

stories and ink

Stories and Ink’s advertising account was disabled in mid-September, causing sales to plummet 35%, said The Others Beauty founder Stu Jolley. As Stories and Ink geared up for a US launch, Jolley said the company instead wasted hours opening dozens of support tickets with Meta’s customer service team without reaching a resolution.

“For a small to medium business, time is everything,” Jolley said.

Michael Lorenzos, head of performance and growth at a UK-based fintech company Silverbirdsaid that in the six years he’s purchased ads on Facebook, some ads have been frowned upon, but “the categorical restrictions that are so prevalent are a first.”

Silverbird’s ad account was deactivated in mid-August, and Lorenzos shifted some of the budget to search and offline channels.

Despite restrictions preventing them from running ads on their pages, Lorenzos and other ad buyers he knows outside of Silverbird have been “bombarded” with emails from outsourced experts in Facebook’s marketing support offering… improve the performance of their advertising account, he said. Other Facebook advertisers also told Insider they had received similar outreach.

Meta launched this summer the “Meta Pro Team“, to provide live support and advice to small businesses.

The resources Meta devotes to developing this team would be better served by building a support system that gets ad accounts back online more quickly, Lorenzos said.

More than half a dozen ad agencies and consultants told Insider this week they were having issues with account deactivation, ad rejection, or spending limits placed on accounts.

Hop Skip Media founder Ameet Khabra estimates that since June, her Canada-based ad agency has lost between 40-45% of its revenue due to these issues with Facebook ad accounts.

Eventually, some ad accounts were reactivated, but “by then the damage had already been done in terms of customer trust with us,” Khabra said.

Khabra said she has now been forced to lay off staff, reducing her team from 10 to a team of six.

“It’s enough that it’s crippling,” she added.

Are you a Meta Advertiser or an employee with a story to share? Get in touch with Insider Senior Correspondent Lara O’Reilly on [email protected] on a non-professional device.