Ad gold
And how to find it
Hello! Welcome to your weekly dose of INSPO ✨
Finding golden insight nuggets can transform your ad account. Identifying a new use case for your product, finding a messaging angle that resonates or even just using a different language style can help you reach new audiences and unlock new opportunities for scale. But these insights don’t just drop in your lap (most of the time) so how do you go about finding them?
That’s what today’s email is going to help you with.
Ad breakdown
When it comes to finding insight gold, the comments sections of your ads, your organic posts and even the comments sections of other brands/individuals are one of the best places to look.
Here are a few examples:
MOB had just launched its new app and some of their existing fans went wild for it. They then used that excitement to bring in new audiences by simply screenshotting the comment:
Someone left a comment on an organic Planthood post about how the subscription got them ‘excited to make and eat food again’ that’s a deeply emotional angle that could be explored creatively in so many ways.
This comment gives Mother Root an understanding of what people feel unclear about when they come across the product. They can use ads to answer these questions in product-aware ads to help someone who’s curious better understand if Mother Root is for them or not.
This comment was on an individual’s post about wearing makeup, it’s not about a specific product but it really helps us understand why people wear makeup and how it makes them feel.
In just four comments, there are endless ad ideas.
Imagine what you could do with 100?!
And it’s real insight, not assumption.
But the most important thing here is…
Ignore the comments that say ‘I love this’ or ‘This helped me so much’.
Those comments are great for our egos and yes they validate that our product IS helping people BUT they don’t give us real insight.
We want to know HOW it helps people and WHY they love it.
So, with that in mind…
Here’s what to look for:
The key to finding comment gold is knowing what to look for, so here are a few things to keep front of mind when you’re scrolling through:
🪩 Signs of a problem being solved by your product
🪩 Alternatives your product is compared to or that were used before your product
🪩 The language people use to talk about your product
🪩 Descriptions of the way your product makes people feel
🪩 The words people use to talk about the way they felt before your product
🪩 Signs of a transformation, how someone went from X to Y with your product or not
🪩 Questions about your product or concerns people have about your category
Set aside an hour to go comment hunting, you’ll be amazed at what you find.
And let me know how you get on.
Happy ad making,
Katherine 🪩
Connect with me on LinkedIn
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