Master Facebook Comment Moderation for a Better Ad Performance

Running Facebook ads? Good for you! 

You're tapping into a platform with a massive user base. However, as you might have already realized, those ads also attract a whole lot of comments. Managing these comments effectively is vital for reputation and engagement. 

Also, this leads to better AD PERFORMANCE because negative comments affect campaign results. Sure, comments can be edited manually, but isn’t it easier to do it automatically?

This blog post simplifies how you can use features like Profanity Filters and Hidden Word Lists in your Facebook Page to keep your comment section clean and meaningful.

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Why ignoring comments on your Facebook ads could be costing you?

Not only do you miss out on potential leads, but you also risk harming the reputation of your store. But most importantly, it can affect negatively the performance of your campaigns. 

Comments on your ad posts can range from praise to criticism, and how you manage these can either boost or bruise your business. Don't be the brand that doesn't care; be the brand that listens and engages.

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Profanity filter: Keep It clean

The Profanity Filter is your first line of defense. Facebook allows you to block different degrees of profanity from appearing on your Page. So, whether it's a mild curse word or something more offensive, Facebook’s Profanity Filter catches it. This is super useful because these settings extend to any ads published by your Page. That means fewer nasty surprises in your comment section.

How to enable Profanity Filter:

1. From your Feed, click Pages in the left menu
2. Go to your Page, then click Settings in the left menu
3. From General, click the Profanity filter
4. Next to the Profanity filter, click the box to turn the setting on or off
5. Click Save

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Hidden word list: Your custom shield

Sometimes, you need to block specific words that the Profanity Filter might miss. If you're running a campaign to empty the stock of products you previously had issues with, then it’s good to prevent the same negative comments from appearing. Also, people who never interacted with your business can sometimes leave bad comments that can cause the downfall of your campaigns. Make sure to prevent those situations by using a Keyword Blocklist or a Hidden Words List.

How to set up a Hidden Word List:

1. Open Pages in the top right of Facebook dashboard
2. Go to your Page and click More
3. Click Edit Settings, then click General
4. Scroll down and click Content Moderation
5. Below Content moderation, type the words you want to block, separated by commas
6. Click Save Change

Here’s a list of potentially harmful types of words to consider when creating a list of hidden words for your eCommerce business:

(Remember to also think of synonyms for these words and exclude them, too)

• Scam
• Fraud
• Bad Product
• Poor Service
• Rip-Off
• Thieves
• Fake
• Misleading (Could relate to either the product description or advertising)
• Overpriced, expensive
• Late delivery
• Defective
• Unresponsive
• Rude staff
• No refund
• Hidden Charges
• Unethical

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Best Practices

Hiding negative comments is not the only thing that’ll get you a good reputation. Take time to:

Address comments: Be proactive. If someone took the time to comment, take the time to reply.

Review hidden comments: Not all automatically hidden comments may be bad. Review them to decide whether to keep, unhide, or delete.

Report and block: This should be the last option. Each of these actions gives certain signals to FB about how people react and how we act to these comments:

1. As many comments as possible should be answered - this gives a signal that you care about customers and their problems.
2. It's better to hide comments than to delete them - by deleting the comment, the person who wrote it will see that, but by hiding it, they and their friends will see the comment, but the others won't. If you have a lot of hidden comments, the others will see the TOTAL number of comments, which is, let's say, 126, and when they want to read them, they see only a couple of positive ones. In this case, it's ok to delete some of the oldest hidden comments.
3. Block only if someone persistently writes negatively and the problem cannot be solved.

Regular checks: Use Meta Business Suite or even third-party tools to regularly check comments.

Managing multiple ads? Consider third-party tools like Statusbrew that offer advanced features like sentiment analysis and comment automation. These can be game changers in how you manage comments at scale.

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Managing your Facebook ad comments doesn’t have to be a complicated or time-consuming task. With features like Profanity Filters and Hidden Word Lists, you can keep your comment section filled with only positive comments for free. Make the most out of them to maintain a clean and engaging comment section, boosting your credibility and sales.