How to Monitor and Manage Facebook Ads Comments in 2021

How to Monitor and Manage Facebook Ads Comments in 2021

Facebook Ads can be an effective tool in reaching valuable target audiences with your communications.

But ad campaigns come with a price tag, and failure to properly manage the lifecycle of your sponsored Facebook posts can put your ROI at risk. 

Moderating comments on ads is so important. If the conversation gets out of hand, your ad might do more harm than good.

In this article, we’ll show you:
  • why you should answer comments on social media,
  • how to monitor comments on Facebook ads,
  • how to reply to comments on Facebook ads,
  • and how to do it effectively, in much less time.

If you use Facebook Pages to promote your business on social media, you already know that answering your fans’ comments might be challenging if your online community is very engaged (which is a good thing!).

Luckily, managing a high volume of comments is a process that can be streamlined. No matter if you need to manage comments across multiple Facebook Pages, tons of ads, or you simply have a very high organic traffic.

But before we move on to the how, let’s find out why answering Facebook comments is so important! 

Why you should answer comments on social media

Regardless of your business type, monitoring and answering social media comments is the right thing to do. Why is that?

First of all, it’s because the comments sections under both organic and dark posts are a real goldmine of customer feedback for you to dig into.

Carefully analyzing comments may lead you to come up with great ideas for improving your products or services.

The comments section is also a great place to practice social media customer care. More and more users try to connect with brands on social media.

It’s much more convenient to ask about an order on Facebook or Instagram than to send out an email or call a help center. Don’t ignore the possibilities that the comments section gives you in this regard.

What’s even more important though, is that hitting the ‘reply’ button under each comment gives you the opportunity to establish a relationship with your customers.

This, in turn, will likely not only make your existing clients more loyal but also help to draw the attention of many new ones. 

Benefits of answering social media comments
You can benefit from answering to comments in multiple ways

Moreover, by replying to each comment, you double your post’s engagement, which in turn leads to your content reaching more people.

Facebook is a place where people don’t really filter their opinions – so the comments you deal with may be positive or negative.

Don’t panic if some of your followers are not thrilled to bits with their experience with your brand. Some of them will express their pains and needs in the comments on your Facebook ads, and you get an opportunity score every time you decide to answer such a complaint. 

The truth is:

Negative comments can help you improve your online image if you manage them professionally.

Don’t delete all the negative comments at once. When possible, try to provide kind, helpful answers. If more complex issues arise, acknowledge them publicly, but move the conversation into a private space – direct messages or emails.

Make sure the users interacting with your brand feel heard and taken care of. There are, of course, rare cases, when negative comments are better off hidden or deleted, but leave such drastic measures for offensive or spammy comments only. You can find out more about when it’s okay to hide comments here.

If you’d like to know how to set up an anti-spam system that will automatically hide or delete comments based on specific keywords, you can try NapoleonCat’s Auto-moderation.

Protect your Facebook Ads from hate & spam

Protect your Facebook Ads from hate & spam

Set up Auto-moderation rules and protect your Facebook Ads from hate speech, inappropriate comments, and spam. Try it for free:rnrn

Try NapoleonCat free for 14 days. No credit card required.

Managing both positive and negative comments with care is a vital component to establishing a strong and trustworthy image of your brand online – keep this in mind every time you’re tempted to leave a comment unanswered. 

Responding to comments on Facebook Ads 

Once you get the hang of the best practices described above, you should be able to manage comments on your organic Facebook posts relatively easily.

It is a bit different to manage comments on Facebook ads, though – it will require a bit more attention and effort. It is also a more serious game – there’s more to win but also more to lose if you make a mistake. Here’s why: 

How to see comments on Facebook Ads

If you’re wondering how to view comments on Facebook ads, here’s the thing:

Facebook Ads comments do not appear on your regular feed because dark posts cannot be accessed through your feed.

This makes it easier to miss some of the comments users leave on your ads. And if you do, you might miss a comment that could have either brought in a paying customer or started a crisis situation.

To prevent such situations from happening, you’ll need to develop a habit of frequently using your Ad Manager to check up on dark post comments. 

This is definitely doable, but what if you own multiple business accounts on Facebook and Instagram? Switching back and forth between them will quickly become very time-consuming and frustrating.

A tangible investment is involved

Creating a Facebook or an Instagram ad is inevitably connected to spending money. This means that if you don’t pay attention to the comments that appear on your ads, you might not use their potential to the fullest.

Not only that, though – if you miss a negative comment and a crisis emerges on one of your ads, then your spending might turn against you. 

One of the most important success metrics of every marketing campaign is the ROI (Return On Investment). Simply speaking, ROI represents a ratio between your net profit and the cost of investment.

This metric tells you how much each penny that you’d spent on ads has earned.

return on investment
Remember to keep track of your ROI

That’s why you should never neglect a discussion on your ads, especially a negative one. Such discussions can do a lot of damage to your brand if they get left unattended.

Instead, make sure to manage them professionally and try to turn them into something positive or at least neutral. All of the above might seem like a challenge but perfectly doable for a single account.

But what if you manage multiple business accounts on Facebook and Instagram? Switching back and forth between them will likely become a tiresome addition to your daily to-do list.

The good news is that there is an easier and more efficient way of managing your Facebook Ad comments. Read on to find out how it works!

Manage Facebook Ads comments from one place

Manage Facebook Ads comments from one place

All your Facebook Ads comments in one view. Our customers reduce their response time by 66%. Try it for free:

Try NapoleonCat free for 14 days. No credit card required.

How to check comments on Facebook Ads with NapoleonCat

Once you connect your Facebook profiles in Project Settings, go to the Inbox feature.

The Inbox is where you’ll have all of your Ads comments in one place, ready to be answered, deleted, hidden, etc.

Make sure you have your filters set correctly. You can filter the type of content that flows through the Inbox in the menu on the right-hand side of the tool. Make sure to check the box that says “Ads comments”.

How to monitor Facebook ads comments in NapoleonCat
Content filters in NapoleonCat’s Social Inbox.

How to reply to Facebook Ads comments from one place

You can overcome almost all of the difficulties described before by using a tool that will aggregate all of your social media interactions – including those on dark posts – in one place.

And that’s basically what NapoleonCat’s Social Inbox was designed to do – Facebook Ads & Instagram Ads moderation.

Once you add your managed social media profiles to NapoleonCat, you can start handling all your social interactions from one interface.

The Social Inbox is available for both desktop and mobile, and its main benefits are:
  • It saves you a lot of time that you would normally spend on switching between your accounts and on making your way through the Facebook Ads Manager 
  • The probability of skipping a comment virtually drops to zero

Manage Facebook comments in a team, in real time

Also, if you work in a social media team, there’s more about the Social Inbox that’ll make you happy – the tool is designed to make teamwork easier and more productive. 

For instance, each bit of social conversation is a ticket that can be assigned to a team member or sent to a supervisor with a request for help or consultation.

You can also add internal notes to each ticket to make sure everyone has all the context they need to process the inquiry. 

Monitor Facebook ads comments with NapoleonCat
Add internal notes and easily send consultations requests.

The Inbox also has real-time updates – which means that you can see which tickets are currently moderated by other team members. This way, your work won’t overlap and you’ll avoid e.g., answering the same comment twice.

Real-time collaboration feature.

Manage Facebook comments in foreign languages

What if you cater to a global audience and receive comments in a foreign language? We got you covered as well.

Our Inbox has a built-in Translations feature. It’s supported by Google Translate and works with over 100 languages. This means that you can translate all incoming communications, and reply in the other person’s language as well.

All of that can easily be done from the Inbox:

Translating a ticket from Facebook.

Organize your Facebook comments by tags and sentiment

What’s more, the Social Inbox enables team members to assign tags and sentiment to comments, which makes it a lot easier to analyze how your Facebook strategy is being received:

Tags (this is just an example, you can set your own tags):

  • complaint
  • irrelevant 
  • spam
  • praise


  • positive
  • negative
  • neutral
Monitor Facebook ads comments with NapoleonCat
Mark tags and sentiment to better organize your content.

Automatically reply to repetitive comments and block spam on Facebook

Facebook users who have gotten familiar with the basic features may also be interested in further optimizing their work. That’s where NapoleonCat’s automated moderation solutions come in.

Auto-moderation is like a smart social media assistant, and its main tasks include:
  • Automatically replying to repetitive questions based on keywords and phrases that you define (comments and private messages)
  • Automatically hiding or deleting comments based on keywords and phrases

It’s an anti-spam shield and a smart auto-reply system for your Facebook comments and messages. However, it’s best described in the video below:

Generate in-depth Facebook reports in seconds

And when all the work is done, you can use NapoleonCat to generate detailed moderation reports, showcasing your team’s efforts. The reports include:

  • the volume of tickets handled, 
  • information on response times, 
  • sentiment and tag analysis.

To create a moderation report, simply go to the ‘Reports’ section by clicking the button in the menu on the left side of the panel. Then choose a time range for your report and decide what type of data you would like to include by checking the relevant at the bottom of the page:

Creating a Facebook report in NapoleonCat
Go to the ‘Reports’ section to create moderation reports

Thanks to this, you’ll be able to quickly check if your moderation team and social customer care strategy are effective. 

Manage all your Facebook Ads comments from one place

Manage all your Facebook Ads comments from one place

All your Facebook Ads comments in one view. Our customers reduce their response time by 66%. Try it for free:

Try NapoleonCat free for 14 days. No credit card required.

Wrap up

Social media ads are a powerful social media marketing tool. Monitoring Facebook Ads comments and reacting to them is an inherent part of running campaigns on Facebook or Instagram.

We believe that after reading this article, you perceive it as an additional opportunity to boost your ROI and other performance metrics. Remember to stay patient and professional even in tough situations – using the right tools will help you better organize your work and put your attention where it’s really needed. 

Go get that ROI and stay on top the game!