Best Practices

Guides

What to hide, what to answer and what to leave for a person; banned words that don’t catch real customers; rules you can trust.

Knowledge base, instructions and tone: what makes replies accurate and on-brand, and how to improve them week by week.

How to measure what comment automation does for your ads: reply time, hidden spam, ROAS and cost per result.

Fill the knowledge base before you go live. The questions you get most, as Q&A, cover the biggest share of comments.
Keep complaints with a person. Leave Filter by tone off unless your ads draw real hostility; let complaints reach Needs attention.
Start new rules in Review first. Switch to Apply automatically once a rule catches the right comments.
Use quoted banned words for short words. "ass" matches only the whole word; ass would also catch assist.
Fix the source, not the reply. A wrong answer means a missing or outdated fact in the knowledge base.
Read the first week closely. Every reply and every hidden comment, every day.