Deep Dive
Facebook's new keyword reply system
Bassem explains Facebook's latest update: when someone comments a keyword you've set on a boosted ad, Facebook automatically sends them a DM with a message you've pre-written. This eliminates the manual grind of replying to every prospect individually. Instead of needing a paid bot or support agent to handle comment replies, Facebook does it for you. The DM goes to messenger if they commented on Facebook, or to Instagram DMs if they engaged on Instagram. You define up to five keywords for boosted ads — common ones include 'price,' 'details,' 'السعر' (price in Arabic). The automation is live and functional on both Meta platforms simultaneously.
Setting up keywords in boosted ads
In the Ads Manager, navigate to the final ad setup stage. Scroll down to find 'Reply to Keywords.' Toggle it on and enter your five keywords. Below that, paste your pre-written DM response — this can include a link, phone number, or email. Bassem demonstrates with a course offer: 'Welcome. Bassem School subscription is currently 2500 EGP for 12 courses covering email marketing fundamentals.' Save the automation and you're done. The system sends the DM instantly when a keyword match appears in comments. This removes the friction between a customer inquiry and your response, dramatically improving conversion odds because you're reaching them when intent is highest.
Organic automation via page inbox
Facebook also built keyword automation into organic posts through the Page inbox. Access it by going to your Page (not profile), opening inbox, clicking 'Set up Automation,' then 'Go to Automations Home.' Select 'Comment Message' and define up to 10 keywords. When those keywords appear in comments on your organic posts, Facebook auto-replies with your message and simultaneously posts a reply comment saying 'Responded in DMs.' This feature exists independently of your boosted ads but works best when both are active. Bassem recommends running both simultaneously — organic automation on your Page posts plus keyword automation on dark ads — to maximize lead capture across all organic and paid content.
Dark ads vs. organic posts
Bassem clarifies a critical distinction: keyword automation is fully available only for dark ads created inside Ads Manager. If you boost an existing organic post from your Page, the keyword feature won't appear in the ad setup. You'll be forced to rely only on the organic automation from the Page inbox. His recommendation is explicit — always create ads as dark ads from Ads Manager and simultaneously activate organic automation on your Page to get both systems working together. This dual approach catches interested prospects whether they engage with paid or organic content, ensuring no lead falls through the cracks.