Justin Cener here with a quick but powerful tip to keep your Facebook Ads working perfectly. This is going to save you a lot of time, frustration, and, most importantly, headaches. I’m going to show you how to setup automatic page moderation and more specifically, post moderation in terms of comments that are getting posted to your paid ads.
Let’s paint the picture here. You have a Facebook Ad that’s getting a lot of comments. That’s great, you got the targeting right. Let’s say sales start coming in, and we start scaling this ad. Now you’re showing it to thousands of people every day. Let’s say you’re getting 50, 100, or 200 comments in the span of a day or a week. Inevitably some of them are going to be negative. These negative comments can and will effect the profitability of your Facebook Ad! Your relevance score, a metric FB applies to each ad, will decrease as negative comments increase.
Don’t worry! There’s an easy solution. There’s a couple different things you can do. First off, you can and should be going into your actual ad consistently and reply to any comments that need your attention, both negative and positive.
Here’s an example. Respond to a commenter if they say the site looks fake, low quality, untrustworhty, etc, reassuring them that is not the case. By all means, treat reasonable requests reasonably… but you’ll find that people are not always reasonable. What we’re not trying to do is give them a public forum to blast your brand, product, or service.
Remember this is your ad, this is your fan page, and this is your post. I’m stressing the word “YOUR” here. This is your playground. If you want to kick them out – go for it. If it’s something like “I haven’t gotten my product yet” then you’d be in the wrong to not respond and provide customer service. But if it’s something like “this shirt sucks” or “this website is a scam”, they’re just looking to stir the pot. They’re haters. And what do you do with haters? You boot them, and that’s the bottom line. You simply click on the comment and “Delete and Ban” the user.
This is clearly powerful, but without a doubt time consuming, especially once you get thousands of comments. I’ve had some ads with 5,000 comments, so there’s no way I can look through those individually. We need to automate this entire process.
What you can do is use the “Page Moderation” tool that comes with each Facebook Fan Page. Go to “Settings” then down to “Page Moderation” and click “Edit”. You’ll see it says block posts or comments containing the following words. Remember, I’m not trying to shy away from customer service, but there’s a time and a place for customer service. For reasonable requests, the fan page is fine, but as a means to broadcast complaints and hate, not so much.
You’ll want to add phrases you’d want to have automatically blocked. Some to start with might be “scam, ripoff, fake, amazon, aliexpress, etc, etc.” You can look back at your old ads to see exactly what phrases need to be blocked in the future. Once you set this up, comments containing those words will be blocked from being posted, automatically!
When I was doing a lot of Facebook Ads for ecommerce (specifically Free + Shipping) and saw my conversion rate go down, I immediately knew what the issue was. I had too many negative comments. As soon as I cleaned them up (and setup automated moderation), the conversion rate skyrocketed back up!
Again, I’m not saying shy away from customer service, but there’s a time and place for customer service, i.e. your contact page or on your customer service form on your site. You don’t see billboards on the side of the road covered with customer reviews. This is your billboard, your playground, your ad – YOU get to set the rules.