It’s easy to launch some ads → look at the results → optimise, and forget that for each unique impression there’s a person behind the screen.
Someone actually reacting to your content with opinions and questions about your products.
More often than not, those opinions and questions provide an insight into the prospect’s decision making process: why they would or wouldn’t buy from you.
Sometimes, people comment with frustrations, hesitations or just to let you know what they love – quite literally telling you how you can better market your product.
But if you aren’t spending time looking at the feedback prospective customers are giving you in the comments, then actioning that feedback, you’re leaving money on the table.
Example #1
A fashion brand we work with used a discount code as part of their acquisition strategy. But in order to redeem the offer, two additional products needed to be added to cart for inventory tracking purposes even though they were free.
Within 48 hours a comment popped up on one of our ads which was essentially a vent at not being able to work out how to redeem the offer. And if there’s one person with an issue there are usually more.
So we asked the client to add a simple 3 step bullet point to the info section on the product page which walked through how to redeem the offer, even though hundreds of others were already successfully using it.