How to Use Meta’s Engagement Objective to Boost Ad Interactions

Common Challenges in Building Comments on Meta Ads and How to Overcome Them

Have you ever wondered why your Facebook ads receive likes and shares but struggle to generate meaningful ad comments that boost engagement? What if there was a way to supercharge your ad campaigns by accelerating building comments on Meta ads to harness social proof and lower your advertising costs? Dive into this comprehensive guide to uncover common hurdles and expert solutions for boosting your ad engagement. Why Building Comments on Meta Ads Matters for Your Ad Campaign Social proof as a powerful marketing tool Impact of comments on ad visibility and engagement Lower CPMs and cost efficiency through increased engagement Understanding the critical role of building comments on Meta ads is essential for digital advertisers aiming to maximize ad campaign success and improve ad performance. Comments function as social proof —visible demonstrations of audience interest and approval that encourage others to engage and trust your brand. When users scroll through their feeds, ads with higher volumes of comments and reactions naturally draw their attention, increasing the chances that they will stop, read, and interact. More importantly, ad comments send positive signals to Meta’s algorithm, enhancing your Facebook ad's visibility and effectiveness. As Alvaro Berrios, of Alvaro Berrios Digital , explains, Comments on your ads act like jet fuel, igniting your campaign and driving better results by attracting attention and signaling quality to the algorithm. This improved algorithmic preference often results in lower CPMs (cost per thousand impressions), offering you better ad placement and reducing overall advertising expenditure. Such cost efficiency cascades through your funnel, lowering the cost per lead or sale, which is vital for any business. Traditional Methods for Increasing Ad Comments on Facebook Ads Using engagement objective campaigns to boost interactions Limitations of engagement ads: mixed engagement types and low visible comments Challenges in converting engagement ads into conversion campaigns For years, advertisers have relied on traditional strategies to increase engagement and ad comments on Meta ads and Facebook ads. One common approach involves launching campaigns with an engagement objective designed specifically to amplify likes, shares, comments, and video views. These campaigns aim to spark interaction early in the funnel before switching to conversion-focused ads. However, this method harbors limitations. While it generates high engagement numbers, many advertisers notice that visible comments remain low despite the high total engagement rate. This discrepancy occurs because the engagement metric aggregates diverse interactions: likes, shares, video plays, and more. Not all of these translate into visible comments, which are the prime drivers of social proof perception. Additionally, switching from engagement campaigns to conversion campaigns often means losing momentum since comments and likes do not carry over seamlessly between campaigns. Understanding Engagement Metrics Beyond Comments Likes, shares, video views counted as engagements Lack of visible comment metrics reduces social proof impact Why not all engagements translate into meaningful comments Meta Ads Manager reports engagement as a catch-all metric that includes likes, shares, and even passive behaviors like video views, but true social proof comes from visible ad comments on Facebook ads. While these engagements contribute to the overall perceived popularity of ads, they lack the potency of actual comments which provide genuine feedback and a platform for potential customers to express interest or ask questions. For example, video views count as engagement, but they rarely enhance visible social proof in the user’s stream. When an ad only accumulates likes or shares, users scrolling past may overlook its relevance compared to ads glowing with dynamic, visible comment threads that generate curiosity and invite interaction. New Meta Feature to Enhance Building Comments on Meta Ads Introduction to the "Combine Likes and Reactions for Similar Ads" setting How this feature aggregates social proof across multiple campaigns Benefits for small businesses struggling to build engagement Meta recently introduced a game-changing feature in Ads Manager designed to address the challenges marketers face in building comments on Meta ads and improving Facebook ad comment visibility . The "Combine Likes and Reactions for Similar Ads" setting allows advertisers to pool likes, comments, and reactions across multiple ads that share similar text and creative elements, even if they belong to different campaigns. This aggregation accelerates the accumulation of social proof, making ads appear more popular faster and increasing user trust. The feature is particularly advantageous for small and medium-sized businesses that often juggle multiple products or campaigns but face budget constraints restricting comment growth on individual ads. The expert from Meta Business explains, "This new feature allows comments and likes to accumulate faster by combining social interactions from similar ads across campaigns, providing a significant boost to your ad's social proof." How to Enable and Use the New Social Information Feature in Ads Manager Navigate to the hamburger menu in your Meta Ads Manager account Select 'Advertising Settings' and then 'Social Information' Enable 'Combine Likes and Reactions for Similar Ads' toggle Monitor combined engagement metrics across campaigns The setup process in Meta Ads Manager is straightforward yet underutilized by advertisers aiming to manage comments and boost ad campaign engagement. According to Alvaro Berrios, “Most advertisers have never explored the Advertising Settings page where this powerful feature lives.” To enable this setting: Log into your Meta Ads Manager and open the hamburger menu to find Advertising Settings . Locate Social Information where you will see options controlling how likes, follows, and other engagement indicators appear on your ads. Activate the Combine Likes and Reactions for Similar Ads toggle to start pooling engagement across your similar ads instantly. Regularly monitor how combined engagement metrics evolve to optimize your campaigns effectively. Practical Examples and Use Cases for Building Comments on Meta Ads Example of a supplement company using similar ad copy and images across campaigns How comments from one campaign can enhance social proof on another Impact on different sales pages and product lines Consider a supplement company running campaigns for two distinct products: a pre-workout formula and a recovery supplement. By using similar copy and product images for both ads, one ad might accumulate a comment praising the workout benefits of the pre-workout product. Meta’s new feature allows this comment to appear on the recovery supplement ad, boosting its social proof as well—despite the comment originating from a different campaign. Such cross-pollination of engagement not only enhances perceived popularity but can also influence customer trust across related products. Over multiple campaigns and product lines, this aggregation effectively multiplies the impact of customer feedback and engagement, creating a powerful marketing advantage. Expert Advice on Leveraging This Feature for Maximum Ad Performance Alvaro Berrios advises, "Small businesses especially will benefit from this feature as it accelerates comment accumulation, reduces costs, and improves overall ad performance." Common Challenges and Misconceptions in Managing Facebook Ad Comments Misunderstanding engagement objectives and their impact on comment volume Difficulty in tracking which campaign generated specific comments Concerns about comment moderation and negative feedback Despite the ease of accumulating comments thanks to new Meta features, several challenges remain common among advertisers. Many misunderstand the difference between engagement objective campaigns and conversion campaigns, leading to unrealistic expectations for comment volume. The pooling feature, while advantageous, can obscure which campaign originally garnered specific comments, complicating performance analytics. Additionally, advertisers often express concern about comment moderation and handling negative feedback. Having a lively comment section is valuable, but it requires active management to maintain brand reputation and cultivate trust. Ignoring or mishandling interactions can backfire, while proactive moderation can enhance customer relations. Best Practices for Comment Management and Moderation on Facebook Ads Using Meta Business Suite and moderation tools to manage comments Blocking keywords and applying profanity filters Responding promptly to positive and negative comments to build trust Effective comment management and moderation using Meta Business Suite and moderation tools are paramount to unlocking the full benefits of building comments on Meta ads. Leveraging the Meta Business Suite’s built-in moderation tools allows advertisers to block inappropriate keywords automatically and filter profanity, keeping the conversation constructive and brand-friendly. In addition, quick, thoughtful responses to both praise and criticism build rapport with your audience, increasing their confidence in your product or service. This engagement nurtures leads through trust and authenticity, often converting casual browsers into loyal customers. People Also Ask: Addressing Common Questions About Facebook Ad Comments Should You Turn Off Comments on Facebook Ads? Why keeping comments open is beneficial for social proof Risks of turning off comments including loss of engagement and trust Though tempting to disable comments—especially when concerned about negative comments—keeping comments open on Facebook ads is crucial for maintaining authentic social proof and ad performance . Comments serve as free testimonials and can significantly improve your ad’s credibility. Turning off comments severs this key engagement channel and may signal to potential customers that you lack transparency or confidence. How Do You Moderate Comments on Facebook Ads? Proactive moderation using keyword blocking and filters Setting moderation rules at the Page level Using private messages to handle sensitive issues Moderation is best handled proactively. Set up filters for keywords and profanity at the Page level to automatically hide inappropriate comments. For sensitive or negative issues, reach out privately to resolve concerns, demonstrating excellent customer service without airing disputes publicly. Should You Respond to Comments on Facebook Ads? Importance of engagement for converting leads Building relationships through timely and helpful responses Engaging with commenters by responding promptly to Facebook ad comments can turn curiosity into loyalty and significantly improve your ad campaign results. Alvaro Berrios emphasizes, “Responding to comments builds relationships that often lead to conversions, making your ads not just visible but impactful.” Timely, helpful interaction nurtures potential customers and can differentiate your brand in crowded markets. Tables: Comparison of Traditional Engagement Ads vs. New Meta Social Information Feature Building Comments on Meta Ads: Traditional Engagement Ads vs. New Meta Social Information Feature Feature Traditional Engagement Ads New Meta Social Information Feature Comment Accumulation Speed Slow, limited to single campaign Faster, combined across similar ads Visibility of Comments Limited, mixed engagement types Improved, focused on likes and comments Cost Efficiency Higher CPMs due to low engagement Lower CPMs with increased social proof Ease of Use Requires manual campaign setup Simple toggle in advertising settings Key Takeaways for Building Comments on Meta Ads Comments significantly boost ad performance and reduce costs Traditional engagement campaigns have limitations in comment growth New Meta feature enables faster, combined comment accumulation Proper comment management and moderation are essential Small businesses stand to gain the most from these improvements Conclusion: Enhancing Your Facebook Ads with Effective Comment Building Strategies Embrace the new Meta social information feature to accelerate engagement Continue to monitor and manage comments for optimal ad health Leverage expert insights to refine your ad campaigns for better results As the expert concludes, “Enabling combined likes and reactions is a game-changer that will save you money and help your ads perform better by building authentic social proof faster than ever before.” Call to Action Call us at 207-710-1449 for all your marketing needs. Let us get your business more visibility through expert Facebook ad management.