Managing comments on social media ads like Facebook Ads is an art. I see a lot of comments on Facebook ads that are left unattended. Leaving your paid posts ignored or unattended, can cost you some good opportunities, brand advocacy etc. Also, there may be a risk of your great ad turning into a disaster if you forget to evaluate or manage your ad posted on Facebook and one of the best way to evaluate the Facebook ad is by keeping a track of all the comments and make adjustments accordingly.
Read: The 5 best Facebook messenger bots to try immediately
I am also a little disappointed in seeing how some Facebook pages are managed in an unprofessional or callous manner by blatantly deleting the negative comment. It’s such a terrible and short-term approach. As a brand, you’re missing out on a chance to be real. And you are ignoring an opportunity to demonstrate the worth of your product/service/brand in the face of criticism. It has often been seen that ads that have negative comments result to better lead generation than those ads which have positive impacts. For example, if someone posts some negative or obstructive comment, the whole team works together to respond in an informative and tactical way, while some may agree, some may not which in turn leads to a critical analysis of the ad which helps in a constructive improvement of the ad. The entire ad unit becomes that much more influential because it’s more genuine and relatable – it’s advertising that creates a dialogue, rather than the typical sea of monologues leads are exposed to daily.When they respond to positive or negative comments, they leave their contact information. We have leads that see our ad, read the comment thread, and reach out directly to us without ever clicking on the ad unit itself. That’s a cost-free lead and we get enough of them to lower the overall acquisition costs for the campaign. From the ads I’ve been monitoring for my company’s campaign, negative feedback just drives to reach forward. We end up getting more positive attention with the negative and even get customers defending our product. We actively respond as we can, too. In my experience, hiding, deleting and blocking negative comments and people backfires. It weakens the brand when you back away from criticism.
Once you’ve made the investment, your ad management doesn’t stop there. Reviewing your paid advertising and responding to comments is equally important so as to avoid generating more leads.
Following are some of the ways in which you can manage your ads:
I. Interaction is the key
Be as responsive as possible. Work on providing satisfactory explanations on all critical comments posted on your Facebook Ad. Providing a technical and realistic comment could win you some good leads. Providing useful information can make a lasting impression in front of other users. Be wise when dealing with cranky users, carefully choose words so as to avoid upsetting the customers.
If there are comments that are unrelated to your Facebook ads, you could remove it or hide it. Go to the comment on your page, or click on “notifications” on top of your page and select “comments” on the left, once you have found the comment that you want to delete or hide, click on the little arrow icon, on the right side of the comment, click on “hide”. From there, you can decide if you only want to hide the comment, or delete it completely. You will also be able to ban the user or report them, if warranted. But you can also try to solve the problem by talking to the user in a private conversation so that you do not loose on a genuine customer.
III. Exclude the negative terms you definitely don’t need
This is a great method to save your time and energy and automatically getting rid of negative Facebook ads comments you definitely do not require and can’t do anything about.
IV. Ignorance can sometimes be a bliss
If you don’t have a great hold online yet or do not know how to comment or reply on ads, it would be better to ignore those posts rather than giving out wrong information or replying in an offensive manner. At such times its better to ignore the comments though it may not gain anything in the long run.
V. Engage with your customers in the right way
Your response, or lack of reply, displays your customer service skills. Sometimes some customer may be looking out for a solution for a specific problem and he would not like to receive a reply that does not solve his purpose, at such a time giving an explanation, or a small credit could make up for the anger. Such gestures go a long way, and the user both current and potential, will appreciate it. Moreover engaging with customers in a professional response can always earn you points when other users see it.
VI. Facebook Ads Manager Tools
Facebook Ads Manager Tools is one of the best ways to manage comments on facebook ad :
- If you’re managing a couple of ads, Facebook’s native notification should do save your time and energy but it is not a hundred percent full proof solution. If you need to manage superabundant ads, there are many social media management tools that may be helpful like Agorapulse which you can access for free at http://www.agorapulse.com, but even this site has its own limitation as dark post feature is only available with a paid plan. A free trial will only help you manage “regular” comments.
- You can also manage comments on Facebook ads with com in the following manner:
- Go to “Project settings” on the left-hand side menu, thereafter click on the “Auto moderation” that can be seen on navigation panel at the top and set up your new moderation rules. If you pre-define all the negative keywords, NapoleonCat shall detect and all your comments containing any of those keywords and the same will be hidden.
- You can also hide comments to your dark posts based on any trigger, such as keywords or content type.
- You shall also be notified on your email when a negative comment is published to your dark post by scheduling the same on rule schedule.
- Another functionality of NapoleonCat’s is that your hidden comments shall automatically move to the “Hidden” tab of your NapoleonCat Inbox. You can access them later to review, respond individually to the author or even unhide the message.
- While setting the auto-moderation rule, you can also choose to delete dark posts comments with a keyword predefined by you by ticking the delete tab.
- Those comments that have been deleted shall move to Deleted tab in your inbox and you can view them again anytime you wish to review them.
- Functionality available on NapoleonCat’s is moderation rules triggered by user label. Here you need to tag the user only once and the next time this person comments your dark post, it will be automatically handled (deleted, hidden, forwarded to your email, responded with your predefined reply.
- Some other tools to manage automated Ad comments on Facebook are Eva, Feltso, Sprout Social, Hootsuite etc. These tools shall enable you to effectively monitor and engage in social conversationsacross profiles and networks to ensure you never miss a message that matters to your business.
Also read: 10 Effective Ways to Get More Comments on Blog Posts.
Facebook is one of the most used social platforms that allow you to connect with people across the globe. It helps you to interact with the public and also it can be highly beneficial to generate more lead thereby increasing potential customers which means you can increase your brand presence and gain new customers. Facebook ads, which was once almost universally dismissed as low intent and not nearly as valuable, has a massive market now. New ad formats, with a greater emphasis on native/in-stream and super-precise targeting options, have made Facebook ads a valuable addition to any digital marketer’s arsenal and managing the comments on Facebook ads is need of the hour. Comments may sometime be good and sometimes be bad but they are all part and parcel of the online game. Bad comments should be taken as a constructive comment so rather than being aggressive to prove a point, efforts should be put to improve the ads. You may not always be well equipped to manage the ads but extreme methods, such as reporting or banning can do no good as they are short-term approach. It is better to stay focused on the bigger picture of building that brand loyalty and new leads by being as responsive as possible. For successfully managing comments on Facebook ads you need to put in a lot of effort as every customer is different so a homogeneous technique or formula cannot be applied to each and every customer. There is no full proof method to manage negative comments on Facebook ads even though one can master it due course of time.