One of the things you’ll need to do to maintain positive social proof with your Facebook ads is moderate comments.
But, managing your ad’s comment section goes beyond just showcasing the positive reactions to your product.
You don’t want spam, profanity, hate speech, or any sort of negativity on your ads. And, it could leave people with a poor taste in their mouth the next time they encounter your brand.
What comments should you be moderating?
If you are new to this aspect of managing Facebook ads, you might be wondering what I recommend you hide.
If you are getting a ton of negative feedback on your ads, you should at least moderate some of it. You may not want to delete EVERY negative comment, as these types of comments present a good opportunity for you to show that you listen to your customers and that you care.
You can respond to negative comments here or there in a friendly, professional manner, and address concerns the person raises.
But, if you get an overwhelming amount of negative feedback on your Facebook ads, you’ll definitely want to moderate the comments to some extent. And, you’ll want to hide these types of comments as well, whether they are talking about your brand or not:
- Misinformation and lies
- Hate speech and discrimination
- Spam and self-promotion
- Personal attacks
How to moderate comments on your Facebook ads
There are two ways you can moderate comments on your Facebook ads – manually (actively) and automatically (preventatively).
I will cover both because you really should be doing both. But if you do a good enough job with the proactive approach to moderation that I am going to show you, you won’t have to do much manual moderation.
Manually moderating Facebook ads
To hide comments on your ads, you need to start by going to your ads manager. Navigate to your ads tab, and click the “ad preview” button.
A drop down menu will appear, giving you a few options. Pick “Facebook Post with Comments”.
This preview mode will display all the comments on your ad. If your ads are on instagram, a similar options window will appear.
Find the comment you want to moderate, and click the small dots next to it. When you do this, the option to “hide comment” will appear.
Don’t confuse this with deleting the comment – it is still there. And, it’s still visible to the original poster and all their friends. But, the public won’t be able to see it. And that’s what you really want anyway.
And this way, you don’t have to worry about getting a reputation of deleting comments. The poster will never really know that their comment has been hidden, since they can still see it.
This method works great if you notice the occasional negativity on your ad. But there is a way to proactively and automatically hide any comments that you don’t want on your ad.
Automatically moderating Facebook ads with a csv upload
Facebook gives you the option to upload a csv file with keywords that you do not want to appear in your comment section. Any comments that contain words you choose to upload in this file will automatically be hidden.
There are tons of keywords you should add to this sheet. But, you want to be careful about your selections. Just because a word has a negative connotation, doesn’t mean you should hide it. But think about words people might use if they’ve had a bad experience with your product or brand:
You can also upload an extensive list of swear words, and whatever else you see fit.
To upload your list of words you’d like to automatically moderate, head over to the settings page of your account. Click edit on “Page Moderation”.
From there, you can simply upload your file, and voila! These words will automatically trigger the “hide comment” function on your ad. For good measure, scroll down a bit to the profanity filter and set it to “strong”.
By doing this from the start, you can prevent negative comments from ever being displayed to the public. This can prevent a customer primed to purchase from seeing any negativity surrounding your product or brand, and changing their mind.