The most successful Google Ads accounts are the ones that integrate search data from many sources (Search Terms Report, Paid & Organic Report, 3rd Party Tools, Customer Surveys, Competitors, Google Search Trends) to identify anomalies, untapped opportunities and areas for exploration AND have a structured process to introduce those new KWs into the account, validate their performance (or lack thereof) and properly organize (add/exclude/promote/demote) those terms within the account/campaign. Your customers/clients are an endless well of insight – but for that well to be useful, it must be tapped. We’ve consistently found success with a simple, automated process that any brand – B2B or B2C – can use: - **Identify the 3-5 essential answers:** This might be what other brands/competitors the customer considered before going with you; it might be what they searched for; it might be what set your product/service apart; it might be what feature/functionality/service they wish you’d offer. ​ - **Create a simple, one-to-one email from a senior member of your team:** This works best if it comes from someone who is perceived to be a decision-maker – a C-suite executive, an owner/partner, a VP at the lowest. Leave room for personalization or specification – “First, I wanted to thank you for trusting us with your ___” or “I hope you’re enjoying your [product]….” It may seem trivial, but small details often lead to disproportionate gains in both response rate and response quality. From here, make a simple transition to the purpose of your email; something along the lines of “I’m obsessed with continually improving the quality of our products and ensuring every customer is delighted….” usually works. Then ask your questions – bullet points are preferred. This structure keeps the user focused and ensures questions aren’t missed. Close out by asking them if there’s anything that hasn’t been perfect or that your organization could do better (not part of the email per se, but you’ll be amazed at how many little issues you’ll uncover. Fix those and you’ll earn significant credibility from your customers). ​ - **Ask Users To Reply to the Email:** Let’s face it: forms are impersonal. No-one wants to take surveys (and the people that like surveys are often not representative of the broader population). Asking for a simple reply to the email avoids all that – and makes it significantly more likely that your audience will respond. ​ - **Google Sheet, Zapier + ChatGPT:** A little automation goes a long way. First, filter all response emails into a folder (Gmail/outlook). Then, configure a Zap to port the data from the email to a Google Sheet. Depending on the number and format of questions, you can likely then run a formatting script inside of the spreadsheet to separate out the answers. And finally, set up ChatGPT’s plugin (or a Gemini plugin) to run on the sheet to help surface insights.  ​ - **Schedule + Run:** Most brands can get remarkable levels of customer insight by simply sending 1-3 of these emails per day. Pick a person from your customer file at random (excluding those who have already received a request) and send. If you’re a service-based business (B2B) with a limited customer file, I’d suggest adjusting the process to follow up with new clients 2-4 weeks following their onboarding. ​ - **Don’t Forget The People Who Didn’t Buy/Choose You:** The insights you can gather from the prospects/potential customers who did not go with your brand are every bit as valuable as the ones from customers. A few small tweaks to the above email (“I see that you were considering us for [X] or you were considering [product Y], but have not yet made a purchase….”), a separate tab in your google sheet, and voila! You’re in business.  ​ - **Use the Data:** The problem most organizations have is too much data and too few uses for it. This program is intentionally structured to avoid deluges of data – by sending only a few emails each day, there’s an opportunity for your team (or you) to respond to the ones with legitimate issues and address them. This makes your customer insights data doubly valuable: not only does it lead to a virtuous cycle on the marketing side, but it also acts as an early warning system – alerting you (or your team) to potential issues before they fester into something that could threaten a customer relationship.