Using customer reviews to create highly effective ads

Mori had seen great results with SEO and SEM but hadn't achieved profitable success with Facebook ads. The goal was to make Facebook ads their main acquisition channel.

Strategy

1. Use Trustpilot reviews to identify features and benefits our customers loved, and create ads highlighting these points while addressing common concerns.

2. Implement our proven geography-based account structure to distribute ads to target markets. This approach, effective across various niches and price points, involves using a few broad-interest and lookalike campaigns. This method provides Facebook's ad algorithm with more data, making it more powerful and accurate. Once the algorithm has sufficient data and audience sizes, it will find customers faster than even the best media buyers.

Results

The persona-driven creatives, combined with our proven targeting framework, led to an immediate increase in ROAS and revenue. Within three months, we saw an increase in revenue by over 200%.