How to use review content in your advertising to make a big impact this Christmas

Christmas and Black Friday are coming, and you haven’t got long to prepare! We’re sure your seasonal plans are already underway, but are reviews a part of your strategy? They should be. By using real feedback from real customers in your advertising campaigns, you can start to build trust in your products and services and get your brand noticed so that when Christmas rolls around, consumers already know who they’re going to shop with.

Let’s look at the different types of advertising you may be using as part of your Black Friday and Christmas campaigns, and how you can start using reviews to give them an extra boost.

Social media ads

37% of consumers use social media regularly to find inspiration for their purchases, which means there’s plenty of opportunity for your business to make sales through social. On platforms like Twitter, you have the freedom to use quotes from your reviews to make eye-catching posts which you can promote with additional ad spend, like the below example from The Cruise Line.

the cruise line

On other platforms, such as Facebook, you’re limited to how much text you can put within images on boosted posts and ads, but there are other ways you can make use of your review content.

Our Advertising for Facebook product allows you to pull your products’ star ratings into your Facebook ads and retarget people who have visited your Feefo reviews page (and therefore are interested in your brand) and previous customers who have left a positive review (so are likely to buy from you again!).


Music instrument retailer Andertons saw some amazing improvements in their ads when they used Advertising for Facebook, including:

  • 151% higher conversions rates on ads
  • 190% increase in overall conversion value
  • 30% higher return on ad spend
  • 11% reduction in cost-per-click

Pay-per-click (PPC) ads

Everyone wants to appear at the top of the search results. With so many paid ads competing for very limited real estate, you need to find a way to stand out and convince people to click. Why not do something different with your ad copy by including snippets from your best reviews?

Of course, sifting through your recent reviews and picking out the best bits can be time-consuming. That’s why our Review Enhanced Ads product uses AI technology to automatically highlight key emotive phrases from your reviews so you can build them into your ad copy. You can continuously A/B tests your ads, so you’re always running the ones that resonate most with your audience and get the best results.

By using review copy in your PPC ads, you could:

  • Improve the Quality Score of your ads
  • Lower cost-per-click and cost-per-acquisition
  • Increase click-through rate and conversion

Offline advertising

Tube, magazine/newspaper, TV ads and billboards can all benefit from an amazing testimonial from your customer. Anyone can claim to be a five-star company, but a quote from a real customer can be much more powerful. Even negative reviews can be used to your advantage, as one ski resort famously showed in a magazine ad that centred around a one-star review.

If you have a presence on the high street, your store windows are one of the best ways to advertise your service and products. Meon Valley Travel found a way to display their reviews in a very creative way – who wouldn’t want to book a holiday with them after seeing all that lovely feedback?

Start collecting genuine customer feedback and creating better ads

If you’re not collecting customer feedback, there’s still time to get started and work them into any planned seasonal campaigns you may have! At Feefo, we have a whole host of products that can help you get the most out of your reviews and all the fantastic feedback you’re sure to receive. Get in touch with us today to find out more.

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