Transforming reviews into revenue: How to use AI to improve ad performance 🤖
Unlock the hidden insights in your customer reviews
As you know, strong creatives are a critical component to running successful ad campaigns.
But, sourcing creatives that actually convert is a constant challenge that most marketers and founders struggle with.
This guide aims to help you get a fresh batch of creatives in a single working session (~45 minutes or less).
Enjoy!
The Hidden Gem in Your Shopify Store: Customer Reviews
In my experience, the best performing ads address customer pain points in 3 seconds or less.
They are simple and get straight to the point.
They are able to clearly convey the key value of the product or service in a way that makes prospects say “oh, I need this.”
Examples of this in practice could look like:
“Get up to an hour or more of sleep per night” for sleep deprived customers of Eight Sleep
“Ditch the plastic jugs and messy detergent.” for eco-conscious laundry detergent shoppers of HeySunday
And, the one of the fastest way to find those critical customer insights is actually already living in reviews section of most websites.
Reviews contain a wealth of information around customer preferences and pain points from actual paying customers.
This isn’t focus group stuff that’s disconnected from actual buyers. It’s direct feedback from people using your product already.
It’s a research goldmine.
And, up until now it was a total pain summarizing those reviews and turning them into something useful like ad copy.
As an aside, one of my first marketing jobs was to listen to customer support calls and then bucket those calls into themes that we later turned into landing page copy - talk about doing things that don’t scale!This is where AI tools like ChatGPT and Adcreative.ai can actually be useful for marketers.
To put this into practice, let’s go through a live example.
3 Steps to Generating Impactful Ads
I am sure most of us are tired of AI claims that over promise and under delivers.
But, I finally found a quick 3 step process that leverages AI for something useful: generating high converting ad creatives.
Those steps include:
Exporting customer reviews from your Shopify store
Uploading them to ChatGPT and asking it to create ad concepts and buyer persona’s around the common themes
Taking those concepts and personas to a tool like AdCreative.ai and using it to generate a fresh batch of creatives for testing
Step 1: Download your reviews feed
Most Shopify or e-commerce stores are already using an app to collect reviews.
The first step is to login to your account and export those reviews into a Google Sheet or CSV file.
Here is an example from Junip, but the approach is the same across different Shopify plugins.
Find the app you are using to collect reviews > click settings > click export reviews.
Step 2: Upload those reviews to ChatGPT
The second step is to take your reviews feed that you downloaded and upload it to ChatGPT.
You may hit a character limit in ChatGPT if you have a lot of reviews, but that’s okay.
You really only need a handful of reviews to get started.
Here is a prompt that I’ve actually used to help me with this:
Example ChatGPT prompt:
Act as a marketer and take the following list of reviews between <> symbols for [insert brand], a [insert description of product or service] brand, and generate a list of ad concepts and personas to test in Meta creatives < [copy and paste reviews feed here] >ChatGPT will then spit out a bulleted list of ad concepts and persona’s for you test.
The next step is to ask it to put the concepts in a table and prioritize them for testing.
Example prompt:
Put this list in a table for me and prioritize it based market size, pain points and differentiation. You will then get a super clear and prioritized table with a list of your target concepts and persona’s to test.
Step 3: Take the concepts to an AI tool for new creative generation
The last step is to take your prioritized list to a tool like AdCreative.AI to help you generate some creatives.
I have no affiliation with AdCreative.AI (it was the first “ai creative generator” I found on Google).
You can also use Canva if you want to build out a few options manually.
The key thing here is not the specific tool you use, but the act of prioritizing creatives based on actual customer feedback with the goal of improved ad performance.AdCreative.AI will ask you to upload your logo, website URL, and any product images that you want to be used for creatives.
You then can insert the copy from your ad concepts and persona sheet that ChatGPT gave you and the tool will spit out a bunch of creatives.
Repeat this process for your 2nd and 3rd ranked concepts and personas.
And, then finally choose the top of 5 of your favorite creatives from each and boom!
You are ready for testing.
You now should have ~15 new creatives across 3x target persona’s that you didn’t have before we started.
And they all are based on real customer feedback that you have already been collecting.
I hope this helps!
Cheers
PS: If you liked this post, then you may also like my growth playbook for early stage brands post here.