Health and wellness brands often face unique challenges when advertising on platforms like Meta. If you’ve noticed a sudden drop in purchases or received warnings in your Events Manager, you’re not alone. Many businesses are grappling with ad restrictions that can impact their growth. Understanding these restrictions and how to address them is crucial for maintaining a healthy sales funnel.
Understanding the Problem
Ad restrictions can stem from various factors, including compliance with Meta’s advertising policies. When your ads are restricted, it can lead to decreased visibility and engagement, ultimately affecting your bottom line. The key is to identify the level of restriction you’re facing and take appropriate action.
Level 1: Partial Restrictions
In this scenario, your core setup is live, and purchases are still being tracked, but you may see a yellow triangle warning next to your domain in Events Manager. This indicates that Meta is partially restricting your domain while still allowing lower funnel events to pass through.
How to Identify Level 1 Restrictions
- Go to Manage Data Source Categories in your Events Manager.
- Look for the yellow triangle warning next to your domain.
- Compare the number of purchases in Events Manager with your Shopify data. If they match or are close, you’re in Level 1.
What to Do Next
If you find yourself in Level 1, the good news is that you may not need to take immediate action. Many brands continue to see purchases despite the warning. However, it’s essential to monitor your metrics closely to ensure that your sales funnel remains healthy.
Level 2: Increased Restrictions
When restrictions escalate, you may notice a significant drop in purchases and engagement. This level often requires a more proactive approach to address the underlying issues.
Identifying Level 2 Restrictions
- Check for additional warnings in your Events Manager.
- Monitor your ad performance metrics closely for any sudden drops.
Action Steps for Level 2
Consider revising your ad copy and creative to ensure compliance with Meta’s guidelines. Focus on providing value and education rather than making bold claims about your products.
Level 3: Severe Restrictions
At this level, your ads may be completely disapproved, and you could face account restrictions. This situation requires immediate attention.
Identifying Level 3 Restrictions
- Look for disapproved ads in your Ads Manager.
- Check for notifications regarding account restrictions.
Action Steps for Level 3
Review Meta’s advertising policies thoroughly and make necessary adjustments to your campaigns. You may also want to reach out to Meta support for clarification on the restrictions.
Actionable Tips
- Regularly monitor your Events Manager for any warnings or alerts.
- Keep your ad copy compliant with Meta’s guidelines.
- Test different ad creatives to see what resonates best with your audience.
- Engage with your audience through organic content to maintain brand visibility.
- Consider diversifying your advertising channels to reduce dependency on Meta.
By understanding the levels of ad restrictions and taking proactive steps, you can navigate the complexities of advertising in the health and wellness space. Remember, the key is to stay informed and adaptable.