Best practices to improve ad quality and performance

Our ad system is designed to maximise value for people and businesses. That's why we conduct research and analyse feedback from our community to understand which attributes of ads are low quality, meaning they tend to diminish value for people and businesses.

Below you'll find some of the key attributes of ad content and post-click experiences, such as landing pages, which we consider low quality. If your ad contains any of these attributes, the ad quality component of your ad's total value may be relatively lower. Similarly, if you repeatedly post policy violating or low-quality ads, our system may associate your Page, domain, ad account or other associated entities as lower quality, making ads created from these entities less competitive in auctions.

That means it will cost more and see fewer results than it would if it did not contain these attributes and associations. We recommend avoiding these attributes in your ad content and post-click experience, including landing pages, across your Page, domain, ad account and other associated entities to help maximise your ad's performance.

• Withholding information: Ads that withhold information in order to entice someone to click a link to understand the full context of something. For additional tips on removing this and other forms of clickbait, see our publishing best practices. As a reminder, if we detect that an ad violates our Low-quality or Disruptive Content advertising policy, we'll reject it.

• Sensationalised language: Includes using exaggerated headlines or commanding a reaction from people to a degree that creates an unexpected experience when people click to a landing page. For additional tips on removing this and other forms of clickbait, see our publishing best practices, and as a reminder, if we detect that an ad violates our Low-quality or Disruptive Content advertising policy, we'll reject it.

• Engagement bait: When an ad uses spammy content that urges people to engage with it in an inauthentic way to get more likes, comments and shares. As a reminder, if we detect that an ad violates our Low-quality or Disruptive Content advertising policy, we'll reject it.

• Lack substantive or original content.
• Disproportionate volume of ads relative to content.
• Pop-up ads or interstitial ads: This includes any ads that disrupt the user experience. It doesn't include legally required disclosures or logins to private content, such as paywalls.
• Unexpected content experiences: This includes, for example, spreading an article's content across multiple pages and requiring someone to click and/or load multiple pages to read through the full article.
• Misleading experiences: When people give us feedback about their experience with advertisers, such as being dissatisfied with advertising and websites that misrepresent products, expected delivery times, customer support experiences and more. Learn more, and, as a reminder, if we detect that an ad violates our Unrealistic Outcomes policy, we'll reject it.

To measure ad quality, we also use certain additional user signals. These include:

• Hide ad
• Hide all ads from this advertiser
• Hide ad due to repetition
• Report ad
• Landing page bounce rate
• Landing page dwell time

As a reminder, regardless of low-quality attributes, all ads and landing pages must abide by our Community Standards and Advertising Standards, including:

• Adult content
• Non-functional landing page
• Low-quality or disruptive content
• Sensational content
• Commercial exploitation of crises and controversial events
• Unrealistic outcomes

Advertisers are expected to understand and comply with all relevant policies.

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Learn more

• About Meta's advertising policy on low-quality or disruptive content