One thing that has helped us a lot is reading every single review that we get on our site
Good reviews -> identify the key attributes that people like, and use them in the copy for paid ads
Bad reviews -> send to team to identify ways to resolve them (product, UX, etc)
Good reviews -> identify the key attributes that people like, and use them in the copy for paid ads
Bad reviews -> send to team to identify ways to resolve them (product, UX, etc)
THE GOOD, we noticed that a lot of reviews talked about the softness of the lashes, so we double downed on this key value in our website copy and ad copy 
THE BAD, We have alerts for mentions of the brand as well, and when we noticed that people were unhappy with seeing our ads so frequently on snap, we pinpoint the problem to being the budget for retargeting being too high, and thus the frequency was at 27, we fixed that asap
goes without a saying that brands should constantly evolve to satisfy their customers, and the lowest hanging fruit will be what people say about your brand in public — start from there and dive in deeper
