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Yes, there are new Facebook ad requirements. And yes, this policy change affects your page! Effective October 2019, any U.S. Facebook page who wants to create or edit ads about social issues, legislation, elections, or politics has to go through the platform’s page authorization process. And since promoted posts or ads are the fastest way to increase your reach, we recommend that every organization or group page complete the new Facebook ad authorization process. Yes, even you! 

Whether or not you have promoted Facebook posts in the past or not, completing the new ads authorization process will ensure that your page can participate in collaborative advocacy campaigns with other organizations and build a stronger community of supporters on Facebook. 

Ready to get started? Let us walk you through the steps to help get you set up to run political or issue ads on Facebook.

Step 1: Set up a new Facebook Business Manager account 

Go to https://business.facebook.com/overview/ and click “Create Account.”

Create Facebook Business Manager Account screenshot

Step 2: Add Facebook page(s) to Business Manager

Remember: Only the Page admin can complete the entire ad authorization process, so make sure you have that access.

Step 3: Create (or add an existing) Facebook ad account

Facebook ad account overview

 

Step 4: Add a payment method to the ad account

Your payment method will never be charged unless you create an ad or take steps to promote a post.

Step 5: Add people to Business Manager and assign to page and ad account

Adding trusted members of your team means you won’t be the only one with access to Business Manager, making it easier for others to support ads and campaigns when you’re not available.

Step 6: Apply for authorization to set up “paid for by” ad disclaimers

For Facebook to confirm your identity, you must have two-factor authentication enabled on your account. You’ll also need the following materials available:

  • A U.S. state driver’s license, US state ID card or US passport
    • Make sure to take a clear and focused close-up picture showing all four corners on a flat, dark background
  • A U.S.-based residential mailing address
  • The last 4 digits of your Social Security number

 

Once requested, a letter containing a code to confirm your identity should arrive at your address within 3-7 days. If your letter doesn’t arrive within 7 days, you can request a new one here: https://www.facebook.com/id.

Step 7: Setup “paid for by” disclaimer for a Facebook page

Advertisers have five ways to get disclaimers approved:

  • Advertisers will receive a “Confirmed Organization” icon on their ads if they provide a U.S. street address, phone number, business email, a matching business website, and complete one of these three options:
    • Tax-registered organization
    • Government organization
    • Federal Election Commission (FEC) registered

Smaller businesses or local politicians who may not have these credentials can choose from two more options. Advertisers who go through these options will receive an “About this Ad” icon.

  • Submit an organization name (still requires a U.S. street address, business phone number, email, and matching website)
  • Page admin’s legal name (same as on their ID documents)

Each ad account that will be used to fund your page’s ads about social issues, elections or politics must be linked to your page and have a disclaimer for each.

To link your ad accounts and set up disclaimers:

  1. Go to your Facebook Page and click Settings in the top-right corner
  2. In the list on the left, click Authorizations
  3. Below Step 2: Link Your Ad Accounts, click Begin
  4. Accept Facebook’s Terms and Conditions
  5. Enable the ad accounts that will be used to pay for your page’s ads about social issues, elections or politics
  6. Click next and choose an approved disclaimer for each ad account specified

 

If you want to run ads about social issues, elections or politics on Instagram as well as Facebook, you’ll need to authorize your Instagram account.

  1. Go to your Facebook page and click Settings in the top-right corner
  2. In the list on the left, click Authorizations
  3. Below Step 3: Authorize Your Instagram Account (Optional), click Begin
  4. Check the “Review this Instagram” box
  5. If your Instagram and page names aren’t the same, explain why in the text box
  6. Click submit

Step 8: Confirm Facebook page settings are correct (country, city, category, about)

 

See, that wasn’t so hard, was it? With just eight simple steps you can increase user trust in your page and make it possible to engage in collaborative advocacy campaigns with your industry partners or coalitions. There’s a lot to lose for Facebook page managers who neglect to have their page authorized – and even more to gain for those who complete the process. 

 

Need more support? Check out this video playlist with step-by-step guides to help you complete the new Facebook ad authorization process. 

 

Have you ever heard a feel-good Facebook advertising story that made you say, “Awww”?

Here at ActionSprout, we love hearing from users about how our tool has made it easier for them to reach, engage and inspire supporters. Even still, it’s rare that user stories are downright cute. Until now.

The lost dog

Since 1944, Humane Society of the Ozarks (HSO) has served countless people and animals in Northwest Arkansas. HSO staff are animal lovers dedicated to finding happy, healthy homes for the animals brought through their doors. HSO staff member and volunteer Sally Baker Williams is no exception.

Neighboring shelters often work together to help missing pets get home, so it was business-as-usual when Williams received a call from another shelter about a missing dog. But when Williams’ preliminary searches through the HSO database didn’t help, she got creative about how to get the pup home.

“After receiving the call and an email with [the dog’s] photo from the nearby shelter, I searched for the dog/family in our data management software via the chip number, but was unsuccessful in locating him. The original microchip was from my organization, but it had not been registered and there were no adoption records due to some problems with record keeping a few years back. I was able to narrow down the time frame via the chip number, but still unable to locate any old records. That is when I decided to turn to social media.”

With the help of her Facebook ad credits and some funding from a local full-service sign company, Williams used her ads account to spin up a boosted post with the hope of reaching the dog’s family.

Sally takes action

Williams started by setting up a targeted audience that ranged in age from 18‒65. Then, she applied an overlapping distance radius to cover the four-county area that they served. She set a budget of $175.00 over a seven-day span for the ad and hit go.

“Within just a few hours, the post had reached over 5,000 people and we had located the owner! We only spent $2.81 of the budget.”

The community responds

Williams was able to use Facebook ads and find a lost dog’s family in just a matter of hours. For as little as $2.81, she had reached over 5,000 people and reunited a dog with his family.

What makes this outcome even more amazing? Williams and the Humane Society of the Ozarks had very little past experience with Facebook advertising prior to this.

Williams explains:

“We did our first trial Facebook ad in November 2014 for an event. I think it garnered some interest, but it was very much a beginner’s first effort. I [had] made a couple of attempts at running Facebook ads around four years ago, but quickly felt overwhelmed in trying to figure out how to successfully do it.”* The Facebook ad credits have given Williams and the Humane Society of the Ozarks the opportunity and resources to revisit Facebook advertising in a powerful way:

“Our experience [with the Facebook ad credits] has been overwhelmingly positive! The ad I ran for year-end giving had good responses [and] an ad for an elderly dog looking for a home was widely shared and he was adopted. Some other dogs were promoted and found homes swiftly. We also have a membership drive ad running right now that is doing excellent and we have new memberships coming in! I would like to sincerely express my gratitude for this program. I am learning with each ad I create, the ads are effective, and I am obtaining statistics I can present to my board of directors in order to adjust our budget to accommodate future ads.” Overall, ActionSprout has been humbled by the experience of this project. We’re only a month and a half into the ad credits project and look forward to receiving more success stories like this.

 

Sally’s story is a great example of how ActionSprout empowers organizations online. Whether you’re spreading the word about a lost dog or running for office, ActionSprout makes it easier than ever for individuals and groups to target effective Facebook ads!

Have an ActionSprout success story? We want to hear it! Tell us how ActionSprout and Facebook have made it easier for your organization to reach, engage and inspire.