How to validate an idea using PPCA small amount of $$$ for idea validation

Ivan LimHead of Marketing - Tweaky

@ivanmelvinivan@tweaky.com

How to validate an idea using PPC

instead of blowing lots of $$$ on a bogus idea

A small amount of $$$ for idea validation

Ivan LimHead of Marketing - Tweaky

@ivanmelvinivan@tweaky.com

PPC testing is about getting in front of potential customers

fast, presenting your idea and looking for validation

PPC for Startup Idea Validation

PPC for Startup Idea Validation

What I’m going to cover

- Search Intent Targeting

- Demographic Targeting

PPC for Startup Idea Validation

Let’s use an example

PPC for Startup Idea Validation

Search Intent Targeting

PPC for Startup Idea Validation

You are identifying potential customers by

the searches they make online

PPC for Startup Idea Validation

PPC for Startup Idea Validation

Step #1 Figure out what search

terms your solution should appear in

PPC for Startup Idea Validation

https://adwords.google.com/o/KeywordTool

PPC for Startup Idea Validation

Example KeywordsKeywords :

- Peer to Peer Car Rental

PPC for Startup Idea Validation

Keywords :

- Peer to Peer Car Rental

Fail Factor

- Traffic numbers per month are too small for testing (210 searches in the US)

PPC for Startup Idea Validation

Example Keywords

Keywords :

- Budget Car Rental

PPC for Startup Idea Validation

Example Keywords

Fail Factor

- Budget is the name of a competitor- Searches looking specifically for your competitors will contaminate your data integrity for testing

Keywords :

- Budget Car Rental

PPC for Startup Idea Validation

Example Keywords

Keywords :

- Car Rental

PPC for Startup Idea Validation

Example Keywords

Win Factor

- Big search traffic numbers means you can test the market quickly- But is highly competitive (expect to pay $$$)

Keywords :

- Car Rental

PPC for Startup Idea Validation

Example Keywords

Keywords :

- Last Minute Car Rental

PPC for Startup Idea Validation

Example Keywords

Win Factor

- Greater specificity with strong traffic numbers (1,300 a month)- Great opportunity to test a segment of your market

Keywords :

- Last Minute Car Rental

PPC for Startup Idea Validation

Example Keywords

Other keyword tools

http://soovle.com/

PPC for Startup Idea Validation

Step #2 Setting up your Ads

PPC for Startup Idea Validation

PPC for Startup Idea Validation

PPC for Startup Idea Validation

Ad tips- Straight to the point

- Specify 1 way that you’re different (e.g rent cars from neighbours not expensive rental companies)

- Leverage location targeting

- Use separate landing pages to learn what benefit appeals the most

- Include target keywords in the ad text (Google highlights this and it catches the eye)

PPC for Startup Idea Validation

Step #3 Measuring Success

PPC for Startup Idea Validation

How do you measure success?

- Strong Click Through Rates (CTR)

- Strong conversion rates on landing pages (e.g sign ups)

- Don’t be overly concerned with Cost Per Clicks (that is optimization) you’re looking for traction

PPC for Startup Idea Validation

Demographic Targeting

PPC for Startup Idea Validation

You are identifying potential customers by

who they are

PPC for Startup Idea Validation

PPC for Startup Idea Validation

Facebook ads ROCK at demographic targeting

PPC for Startup Idea Validation

I want to target... 20-26 years old males

PPC for Startup Idea Validation

who are single

PPC for Startup Idea Validation

live in America

PPC for Startup Idea Validation

love road trips... the activity

PPC for Startup Idea Validation

like these brands

PPC for Startup Idea Validation

#BOOMTOWN

Understand your audience intimately

PPC for Startup Idea Validation

PPC for Startup Idea Validation

- Use questions

- Try lots of images

- Always sell your unique difference

- Aim for action, not show and tell

Ad tips- Test against different customer personas

- Do not be vague in your ads, be specific about your idea (each click can mean some form of validation)

- Be relentless in finding new interests to target

- Forget about targeting broad interest categories. This is testing not customer acquisition

- Watch for ad fatigue

PPC for Startup Idea Validation

How do you measure success?

- Strong Click Through Rates (CTR)

- Strong conversion rates on landing pages

PPC for Startup Idea Validation

So why use PPC for idea validation?

PPC for Startup Idea Validation

So why use PPC for idea validation?

PPC for Startup Idea Validation

Fast Feedback Loop

So why use PPC for idea validation?

PPC for Startup Idea Validation

Little EffortFast Feedback Loop

So why use PPC for idea validation?

PPC for Startup Idea Validation

Little Effort

Measurable

Fast Feedback Loop

So why use PPC for idea validation?

PPC for Startup Idea Validation

Fast Feedback Loop Little Effort

Measurable Targeted

How to validate an idea using PPC

instead of blowing lots of $$$ on a bogus idea

A small amount of $$$ for idea validation

Ivan LimHead of Marketing - Tweaky

@ivanmelvinivan@tweaky.com