All posts
Published at Tue Apr 18 2023 in

Community Spotlight: Diogo Castro

Cover Diogo Castro

When OpenAI launched ChatGPT last year, we were instantly impressed and slightly nervous about the implications of this groundbreaking technology. That sense of awe-nervousness is true for many of our jobs, but particularly true for marketers. That's why today's community spotlight is especially relevant.

Meet Diogo, the engineer-turned-marketer with a knack for growth hacking. He's works at Phiture, a Berlin-based marketing agency specializing in mobile applications. Although Diogo's background in industrial engineering and management might seem like a far cry from his role as a Performance Marketer, it was its unique combination of data, creativity, and a pragmatic approach to driving business growth that led him to leave the shop floor and join the marketing game.

When ChatGPT burst onto the scene, Diogo quickly jumped on board, experimenting with different prompts to generate keywords for marketing campaigns. He noticed that despite the surprisingly high quality of ChatGPT's output, using it for his work was a lot of …work. 

It involved a continuous cycle of copying and pasting results between ChatGPT and a spreadsheet for analysis, improvement, and campaign planning. That's when Rows entered the picture. After hearing about the OpenAI integration and reading one of our OpenAI guides, Diogo decided to give Rows a spin.

Diogo Quote 1

Diogo found that OpenAI and Rows served as a powerful assistant, or co-pilot, for his marketing efforts. The AI provided high-quality first drafts that he could then iterate on, refining the results to fit his clients' specific needs. Before Rows, Diogo relied on a hodgepodge of tools to gather keyword traffic estimates, conduct competitive research, and select the right keywords for his clients' campaigns. But with Rows, Diogo seamlessly integrated OpenAI into his spreadsheet, reducing the time spent on back-and-forth tasks.

It also gave him the freedom to create tailor-made tools that further simplified his work. One of his favorite examples is the Misspellings generator, a spreadsheet that takes a product name (e.g., Duolingo) and creates a list of the most common misspellings of the words. This is particularly useful for Apple Search Ads campaigns, where customers often mistype product names. Diogo can target those common misspellings and capture that traffic for his clients' campaigns.

Diogo Frame 2

Once he started seeing the results from the AI + Rows combo, the ideas kept flying (and landing). Diogo took it a step further and brought many of the activities typically done when setting up ad campaigns – creating ad groups, writing copy headlines, and creating clusters of keywords – into Rows.

The AI Toolkit

Diogo Frame 1

Inspired by all those different automation tasks, Diogo built the ultimate Marketer's AI toolkit, designed to help other marketers get more done using OpenAI. It features 11 automation task across 3 groups:

  1. Keywords: Generate keyword lists for specific products and channels, find similar keywords based on a pre-set list, and identify the most common misspellings of keywords.

  2. Ad Groups: Organize keywords into Ad Groups, create lists of Ad Groups for specific products, and generate both the ad groups and related keywords for a topic.

  3. Copy: Generate ad headlines and descriptions, translate copy between languages, and classify ad copy into tags like Playful, Serious, Informative, Persuasive, Emotional, Actionable, and Urgent.

→ Duplicate the AI Marketing Toolkit

Diogo's experience with Rows demonstrates the potential of combining AI and spreadsheets for tasks thousands of marketers do every day. All without writing scripts, code, or add-ons. 

Inspired by Diogo’s story? See what else our Community is brewing. The future of marketing is here, you don’t want to miss it.