Do you encourage (or tolerate) comments on your FB ads?

[1script]

I'm running ads about services for widgets. My ads are often get commented on, both in positive and negative light, about the widgets themselves. In other words, people are praising or complaining about widgets, not my services for those widgets.

How do you view those comments? Are they useful for the ads in any way (like it looks more like a live post when there are lots of comments) or are they detrimental (since they may take attention away from the actual service I'm trying to sell).

I can't claim that I know exactly how FB click bidding system works but it looks like my CPC is slightly lower on ads that receive more Likes, and the way to receive likes seems to be to encourage commenting. But it can also backfire if people start to criticize widgets.

Any thoughts?

[travelwriter]

Personally, I think only links is useful. Anyway, FB now has less impact on google search

[1script]

@JacobSlim: Thanks, I am trying to do something like that while "steering" the discussion somewhat by replying to all those comments. Some of them are quite looney tho, so I delete some, and some are very angry at the manufacturer of the widgets - I try to argue with those when I can.

Like I said, I'm not affiliated with the manufacturer (as in not trying to sell the product, only an independent service for it) but sometimes the discussion gets too negative. That's what I was wondering: is a discussion valuable for the ad in and of itself (even stirring controversy sometimes) or is it more of a distraction.

BTW, Facebook has confirmed that at least I don't pay extra for the comments on the ad. That was one of my earlier questions - I was not sure if any interaction with a paid ad is going to have to be paid for. Turns out only if they click the website link or the FB page link.