Working with Comments on Facebook: How to Boost Conversion and Lower Lead Cost

In chats, people often discuss the need to fill out fan pages, as users pay attention to the page from which ads are being run. However, authors rarely mention the importance of working with comments. Let's be honest — few people would want to click on an ad with a comment underneath saying: "Ordered it — didn't work."

So today we'll cover how to properly clean up comments, and share a small lifehack that will help boost CR (Conversion Rate) and AR (Approval Rate) through comment management.

This material was prepared by direct nutra advertiser OMNI CPA!

How to enable comment filtering on Facebook through fan page settings

First, we need to select stop words that Facebook will hide. Stop words can be anything: "scam," "fraud," "fake," "placebo," etc. — whatever commonly appears in negative comments within your niche. At this link you can download a document with stop word examples for various GEOs.

Based on this document, you can use GPT to build an even more extensive list, including synonyms most relevant to your niche and language. Once the stop word list is ready, proceed to the fan page settings:

• Open the fan page and go to "Settings". Find the "Followers and Public Content" section.

• Scroll down to the section "Hide comments containing certain words on your Page". Enter your stop word list separated by commas in the target language. Facebook supports up to 1,000 words in the filter. From experience — it's easier to upload a CSV.

Save the settings, and from now on all comments containing stop words will be automatically hidden by the filter before they are published.

☝️ Important! We are not deleting comments — we are hiding them. It has been observed that deleting comments is interpreted by Facebook's algorithms as a signal of audience irrelevance.

If you use auto-posting tools, they typically have similar functionality for bulk filter configuration across all accounts. You can also use the Afp.Monster service, though it's only needed for the tasks we'll discuss below.

How to boost CR and approval rate at the ad level

Now let's talk about working with positive comments. As mentioned earlier, having positive reviews under an ad builds trust. To do this, create 10–20 FB profiles, selecting names and photos that fit the specific GEO. Fill them with a few posts to make them look active, then use DeepL or GPT to prepare 10–20 positive comments. What to write in them:

• Start with a few questions like: "How do I order? Can I pay on delivery?" — many people don't understand how to place an order, and such comments help clarify the process. In response, post an instruction, for example: "To place an order, click the button, submit a request, and a consultant will get in touch and help you complete it. Payment on delivery." Pin this comment first so people immediately know what to do.
• Then add 4–5 comments about how the product helped a "relative" or the fake account itself. If it's a weight loss or anti-aging product, you can include Before/After photos.
• Finish with a comment like "Ordered it, delivery was fast, already started using it — will report back on the results later," attaching a photo of the product.

☝️ If the campaign runs for a long time, you can update the comment with a result, for example: "2 weeks in, the effect is noticeable."

Working with comments helps boost CR and reduce the cost per lead by an average of 1.5–2x. The approval rate also increases, albeit by a few percentage points. We consistently test the effectiveness of this method, and the results are reliably positive.

How to automate this process? Earlier we mentioned Afp.Monster (if you know any alternatives — drop them in the comments, thanks!). Go to this link, log in with your FB account. In the "Pages" tab you'll see your fan pages associated with that account. Select the fan page and click "Add."

Next, go to the "Campaigns" tab — start with the "Keyword" sub-tab. Here you enter the keywords for messages you plan to respond to automatically. For example, add the word "Price" (you can add numerous variations of it below).

Then in the "Templates" tab, write out your responses. Note that you can use macros here — for example, to address the user by name in your reply.

Next, go to the "Overview" tab, select your Fan Page, click on the "Autoresponder" function, choose your keyword and the required action. In our case, it's "Reply to comments". Save the settings — now, whenever someone types the word "Price" in the comments on your Fan Page, the user will automatically receive your reply.

By the way, the service also allows you to handle negative comments. But we'll leave that as homework for those who are genuinely interested.

To Wrap Up

These approaches have been successfully tested in both white-hat e-commerce and nutra. Don't be lazy — give it a try, and you'll see your campaigns start converting better. Just keep in mind that no amount of comment automation will help if your funnel is half-dead.

Reach out to our managers — we'll find the best offers for your traffic source: @Dima_OmniCPA, @Sergii_Omni, @Emily_omni, @JaneOmni.

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