The Australian election is just around the corner. In the final days, there are some important considerations for parties, candidates and advocacy groups who are trying to engage supporters, persuade people to join their cause and drive other campaign objectives.
Plan ahead and secure your advertising inventory early
Election activity could mean increased competition in the Facebook auction. When this happens, you may see diminished campaign reach, challenges spending your intended budget or have to pay a higher cost per result. However, reach and frequency buying is an alternative to auction buying that allows you to secure inventory in advance with predictable, optimised reach and controlled frequency. Learn more about the campaign objectives, ad formats and ad placements that are available for reach and frequency buying here and more about how to set up a reach and frequency campaign here. It is also important to note that reach and frequency buying is for larger scale campaigns.
Ad policy compliance
During an election you are at your busiest, so disapproved ads due to policy violations can feel frustrating. In order to save valuable time, it’s important to double check our ad policies before finalising your ad copy and creative. In particular, sensational content, personal attributes and low quality or disruptive content are common areas of confusion.
If your Facebook ad isn’t approved, you can edit it so it meets our advertising policies. Editing your Facebook ads and saving your changes will resubmit the ad to be reviewed again. You’ll receive an email that explains why your ad wasn’t approved, and you can use that information to guide you while editing. It’s also important to note that if even if your ads are approved, they must adhere to our Community Standards.
Ensure relevant notifications are set
We encourage you to ensure all your ad account users are getting notifications on any account changes when they happen. This will help you address any potential issues as soon as they happen.
Monitor spend limits
You may intend to increase spend across your Facebook campaigns over this busy period, so it’s important to check that you have the appropriate spend limits in place on your advertising account.
Make sure you are aware of our recent changes
We’re committed to tackling all kinds of inauthentic behaviour and abuse on our platform. For political parties and candidates, this means we will be temporarily expanding our ads enforcement to not allow foreign electoral ads in Australia in the lead up to the elections. If you are based in Australia and running ads that relate to politics, you should be able to continue doing so. If you are located outside of Australia and are running political ads, you can continue to do so if you exclude Australia (or any other country where we are enforcing on foreign political ads) from your targeting selection. This policy also applies to news organizations. These efforts help hold advertisers and us more accountable.
Last month we updated our “Why am I seeing this ad?” feature to give people more context and control over the ads they see. We also introduced “Why am I seeing this post?” so people can learn more about what shows up in their News Feed and change their preferences to make their Facebook experience more personal. This applies to all posts, including political parties and candidates.
Our team is standing by to help
Facebook has a dedicated support team that can help answer questions and troubleshoot operational or technical requests. View our top FAQs and contact the Facebook customer support team here.