Let’s say you’re scrolling through Instagram and come across one of your ads in the feed. That’s great; your ads are running and being served to your audience. But wait - why are there no likes or comments? We can understand why that’d be a concern, but there’s a reason why having no likes or comments is actually a good thing and works in your favor.

There are generally two different types of ads out there: acquisition ads and retargeting ads. Acquisition ads generally send out the same ad to a lot of people. Retargeting ads, on the other hand, are completely customized and tailored for each individual visitor. This means that with retargeting ads, each user sees an ad that is made only for them and based on their own shopping behavior; therefore they are the only people that can like and comment. 

For example, if a customer looks at Product A, that particular customer will receive a completely tailored ad with Product A that’s sent only to them. Since these ads are sent out on an individual basis, it’s normal to see a lack of likes and comments.

Check out this article to find out more about how retargeting ads work.