After logging into my Facebook account the other day I noticed I was hit hard by the first of probably many Facebook “slaps”. Several of my ads went from green arrows to disapproved red explanation marks. Needless to say I was not very happy.

After closely examining my campaigns and analyzing what happened it became evident that Facebook is trying to cut down on ads that directly specify what you are targeting. For example, a great way to increase CTR is to put the users age in your title. Unfortunately Facebook does not seem to like this anymore and all my ads of this nature were disapproved:

Later on in that day I tried submitting some more ads with ages in the title they all got rejected for the most idiotic reasons:

What do they mean it does not accurately represent the product? It clearly stated it will reduce wrinkles! I figured they didn’t like the 63.5% thing so I resubmitted it with that adjustment but nope… rejected for the same reason.
On the other hand it appears you can still keep keywords in your ad text. So if you are targeting people who like yoga they will let you write “Do you like yoga”. I also noticed an increase in traffic to all my ads that were not disapproved. One campaign that was starting to die actually got a 50% boost in clicks.