How to Monitor and Manage Facebook Ads Comments

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. 

That’s why 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 how to effectively monitor and respond to the comments that appear under your dark posts. 

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

Why you should answer comments in social media

Regardless of your business type, monitoring and answering social media comments is the right thing to do. Why? 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, simply because it’s much more convenient to inquire about an order on Facebook or Instagram than to send out an email or call a help center. Don’t overlook 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

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 them 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.

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 posts relatively easily. Managing the comments that appear on your dark posts is a bit different, 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

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 consuming and frustrating 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!

Monitor Facebook ad comments

Monitor Facebook ad comments

Keep track of dark post comments and set up automated replies using one simple dashboard. Our customers reduce their response time by 66%.

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Reply to comments from a single social media dashboard

You can overcome almost all of the difficulties described above by using a tool that’ll 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. This property of the Social Inbox, available both on desktop and in the mobile version of the tool is beneficial in two ways: 

  • 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

Also, if you manage a social media team or are part of one, 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. 

NapoleonCat Social Inbox
Add internal notes and easily send consultations requests

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:


  • complaint
  • irrelevant 
  • spam
  • praise


  • positive
  • negative
  • neutral
Tagging sentiment in NapoleonCat's Social Inbox
Use the buttons in the lower-left corner of each ticket to assign tags and sentiment

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.

If you receive large numbers of comments, there’s a good chance that at least some of them are very generic and repetitive. The Automoderation feature allows you to set up auto-replies to generic comments (e.g. containing a certain phrase) as well as automate hiding and deleting spam and comments containing offensive language. Sounds like a time-saver, doesn’t it?

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.

Generating moderation reports 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. 

Wrap up

Social media ads are a powerful social media marketing tool. Receiving comments on your Facebook dark posts and replying 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!

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