Being Facebook advertisers, we all know a lot of social community managers and know what’s on their minds. Recently, many have been asking about negative comments on Facebook ads – and specifically unpublished page posts, one of the newest (and best-received) advertising options on the platform.
Since the introduction of unpublished page posts on the newsfeed (more on how they work here), there are a lot more chances to see advertisements that some people want to comment on. Some comments are negative; some are positive. They range from totally necessary customer service requests to absolutely weird statements on the nature of the universe.
So, what are we as advertisers supposed to do about them? Are they negatively impacting a brand’s image on Facebook? The answer is of course that we don’t totally know yet. It’s both yes and no. But the quality of the comments – the relevance of the comments – does tell us something valuable about our targeting.
First off, what do comments on page posts in the newsfeed look like? Here’s an example:
You can see that this sponsored post has a bunch of likes and over 1,400 comments. Let’s take a look-see at a few of them.
The comments show that this is an example of bad ad targeting being deployed. They are targeting millions of people who aren’t really relevant, and under the oCPM bidding model they are likely using, they have shown it first to those most likely to take action – i.e. those people who comment, which means of course you get some crazies who are commenting because they likely comment on everything.
When targeting improves, you start to see a dialogue that is more about the product – which is good for a brand, I believe. Here’s an example:
So, this makes sense, right? When targeting improves, so should the comments. Overall, it’s a good read for an advertiser.
If the comments are turning sour, you’ve 1) left it in the newsfeed too long and/or 2) have bad targeting.
So, then comes the question of deletion. Should you hide a comment if it’s too negative? Especially if the negativity is somewhat random and not totally related to your post, my answer is: yes, and then re-adjust your strategy.
It’s your job as an advertiser to keep an eye on these comments. If they are overly negative, your community manager is going to get a bad taste in his/her mouth and think that unpublished page posts will ultimately result in negative comments, which is untrue.
They result in sold product and great leads, and this shouldn’t be masked by these negative comments.