When you do news feed ads, you know you need to pay for actions such as likes and comments.
One of my ads is generating lots of unwanted comments. I configured hundreds of words in the moderation settings so many of these are now being caught as spam.
Question is: Does FB even charge you for user comments that end up being cataloged as spam and are filtered out?
That's a very good question - and I have no idea!
Has anyone investigated this?
I presume the answer is yes.
Should be easy to check by just comparing numbers in your reports...
Just configured that today and seems like I still get charged fits that crap. My ad is quite good in terms of CTR but I am paying for 1000 actions on a daily basis that are not website clicks, thus pushing my roi down significantly. I am starting to think that news feed is not the place to be as an affiliate due to these useless but forced costs
Do you still pay for actions when you switch to CPM bidding?
No, on CPM/oCPM bidding you just pay per impression.
If your ad gets lots of likes/comments/clicks then CPM -type bidding has an innate advantage, though this doesn't necessarily mean the likes/clicks etc. will be cheaper ;D
The thing about News Feed, is that it's inherently 'social'. Whatever you post, will generate the actions that are coherent with the flow of the platform.
You can't get away from it.
Even if you set oCPM values to $10 for clicks, 1c for everything else, you will still have your ad shown to FB users, and there are no categories of 'clickers' and 'likers' - people do both.
What you should do:
1. Split-test other ads
2. Test call-to-action button (e.g. Learn More / Sign Up) - these have been shown to have fewer comments (also less ROI though), because people realise it's an ad. Your current situation is that your ad blends in well (which is what FB wants). It's just not performing as well as you like, otherwise you wouldn't be posting here.
Learn to live with it, and keep testing.