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How to Easily Monitor Every Comment You Receive on Social Media Ads

  • by: Sandra Figueiredo
  • On: 21, Feb 2022
12 min read

Many companies forget that when you are advertising on social media, you need to be social. Brands focus a lot on reaching audiences on social media, but they can’t always control the volume and type of social media engagement that their ads receive. 

Customer feedback is a powerhouse of insights for your brand. It can undertake your marketing efforts and help you understand what your customers like and dislike about your brand, products, ads, and campaigns. That’s why monitoring comments on your ads is essential.

But especially on paid social, it’s a challenge to keep track of all your comments if you’re running multiple campaigns across multiple platforms. But before we show you how to manage comments on social media ads, let's dive into why monitoring comments is essential.

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Why Should You Monitor Your Ad Comments?

Most platforms interpret engagement on ads as a sign that that message is relevant for its users. So you are already falling behind if you’re not paying attention to your customers' feedback across your ads.

"Having conversations with your social media followers is an effective strategy for building community and engagement. Along with driving sales, this also helps you craft your brand identity and develop a unique personality and voice."
(Facebook Best Practices “How to Amplify Customer Engagement”)
1. Comments Impact Your Ad Performance

As everyone already knows, engagement boosts reach on social media. In particular, comments inform the platforms that more people should see that post so they can join the conversation.

Our research has shown that conversation does drive business impact — based on a meta-analysis across 25 brands, our findings demonstrated that there is a statistical link between conversation volume and sales. At the highest end of this link, one brand in our study found that a +10% increase in brand conversation could lead up to a 3% increase in sales. (Twitter - The impact of conversation)

BrandBastion has several case studies that show that actively monitoring, moderating, and replying to ad comments impacts your performance metrics positively. More than that, building engagement in your ad posts shows Facebook's algorithm that your content is relevant, increasing its reach, and ultimately reducing your advertising costs.

2. Comments Impact Your Bottom Line
Removing threats such as spam, scam, malware, and competitor promotions is vital to maintaining your ads’ quality. Have you ever seen a sponsored post on Facebook that was littered with negative opinions, spam comments, brand attacks, or competitor promotions? It usually makes you second guess purchasing a product from that brand.

The comments section is also a great place to increase conversions and marketing ROI. By responding to questions regarding purchasing, such as store locations, product numbers, color and size options, etc., you're able to convert prospects into customers directly on your ad.

If you are leaving questions unanswered, you may be missing out on opportunities. Many ads receive comments indicating purchase intention, for example:
  • "Where can I get this from?"
  • "How much is this?"
  • “How can I buy this?”
  • "How fast is the shipping?"

BrandBastion also tested how answering these questions impacts conversions using an A/B test. The campaign where we answered consumer queries resulted in +24% more conversions and +47% more purchases.

3. Comments Provide Valuable Context

Context is everything. When you’re on social media, you need to keep this in mind at all times. More often than not, people will tell you if your message is not adequate in the comments. Your ad may be considered controversial if the context changes. Let’s say you’re targeting the US audience, and your ad messaging is “let’s burn calories 🔥🔥🔥!” While this may be perfectly acceptable most of the time, you may be reaching people affected by wildfires who think this was in poor taste.

Be aware of what people are commenting on your ads, as this can provide valuable context into what you should and shouldn't do with your advertising strategies.

How To Manage Ad Comments on Facebook, Instagram, Youtube, and Twitter?facebook-instagram-2

Ads

To see your comments on Facebook Ads Manager, you need to select each ad individually, which can be time-consuming, especially if you’re running hundreds or thousands of ads.

  1. Go to Facebook Ads Manager
  2. Select the Ads tab
  3. Check the box next to the ad you want to see
  4. Click the Preview button
  5. In the pop-up, select Ad Preview
  6. In the dropdown menu, under 'See post' select Facebook Post with Comments or Instagram Post with Comments. 

You can now view, like, and reply to the comments on your Facebook and Instagram ads

Organic

We recommend using Facebook Inbox in Facebook Business Suite, where you can manage conversations from Facebook and Instagram easily. To access it go to your Facebook Page and select 'Inbox' in the left menu.

youtube-3
  1. Sign in to YouTube Studio.
  2. From the left menu, select Comments.
  3. Choose the tab you’d like to review:
  4. Published: Comments that everyone can see.
  5. Held for review: Comments that are held for review based on your settings and comments that are automatically held by YouTube as likely spam.

You can now view, like, and reply to the comments on your Youtube videos.

twitter-2

Ads 

  1. Go to Twitter Ads Manager
  2. Select the Ads tab
  3. Click in the date of each date to access the Tweet

You can now view, like, and reply to the conversations on your Tweets.

Organic

You can respond directly on twitter.com. We recommend using TweetDeck since you can easily manage and filter conversations.

How BrandBastion Makes Monitoring Ad Comments Much Easier?

So you need a way to monitor your campaigns and understand how specific ads are resonating with your audience? You want a way to be able to sort comments by specific keywords, analyze brand sentiment, respond to all conversations and receive notifications when there is a spike in negative feedback? You're in the right place!

1. All your comments in one place (including comments in Facebook Dynamic Ads!)

If you are running multiple ads on Facebook, Instagram, Twitter, and Youtube you know how hard it can be to monitor all those comments. With the BrandBastion platform, you can explore all your comments in one place, and filter them by date, sentiment, keyword, and so much more.

2. Sentiment analysis for multiple languages

Are you actively monitoring customer sentiment? Do you know what your customers like and dislike? How can you improve? With sentiment analysis, you can interpret emotions (positive, negative, and neutral) in your social media comments. This allows you to identify an overall opinion about your campaign, a specific ad, your product, or your brand.

BrandBastion's highly accurate sentiment classification instantly rates every comment as positive, negative, neutral, or user tag only. We have built proprietary technology using classifiers trained on vast amounts of social media native content to consider context, tone of voice, and emojis, among many other factors.

3. AI-Powered Inbox that tells you which comments need a response

Until now, social listening has been a tedious manual process of combing through hundreds of comments to find what matters. Well, we made that a thing of the past. Our AI recognizes users' intent and easily identifies which comments need a response from your brand. 

platform-inbox

4. Notifications to help you monitor your brand in real-time

Track spikes in comment volume, sentiment, or mention of specific keywords and get notified when they happen. Get real-time notifications and act quickly to minimize damage to your reputation.

Improve Your Marketing With BrandBastion

Using social listening will help you understand what resonates best with your audience and protect your brand's reputation. These insights will help you make informed decisions and boost your ad performance. Whether it's an ad that is getting a high number of negative comments or many customer inquiries, you can turn your comments into actionable insights.

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