Too Long; Didn't Read
The Facebook A/B testing tool tested the effectiveness of Facebook advertising using the Facebook split test feature. It tested the hypothesis that nobody actually reads comments under the ads. The result indicates that comments make a real difference and are of critical importance to users. People read comments before clicking on ads and bad comments give the impression of a product before visiting a landing page. While Facebook users read comments and when comments are not pleasant, it results in a higher per conversion rate. While the main touch point with your customers is the cost point with the ad, the Facebook Algorithm does not make any difference in deliverability.