How to validate a Startup Idea using PPC
description
Transcript of How to validate a Startup Idea using PPC
How to validate an idea using PPCA small amount of $$$ for idea validation
Ivan LimHead of Marketing - Tweaky
How to validate an idea using PPC
instead of blowing lots of $$$ on a bogus idea
A small amount of $$$ for idea validation
Ivan LimHead of Marketing - Tweaky
PPC testing is about getting in front of potential customers
fast, presenting your idea and looking for validation
PPC for Startup Idea Validation
PPC for Startup Idea Validation
What I’m going to cover
- Search Intent Targeting
- Demographic Targeting
PPC for Startup Idea Validation
Let’s use an example
PPC for Startup Idea Validation
Search Intent Targeting
PPC for Startup Idea Validation
You are identifying potential customers by
the searches they make online
PPC for Startup Idea Validation
PPC for Startup Idea Validation
Step #1 Figure out what search
terms your solution should appear in
PPC for Startup Idea Validation
https://adwords.google.com/o/KeywordTool
PPC for Startup Idea Validation
Example KeywordsKeywords :
- Peer to Peer Car Rental
PPC for Startup Idea Validation
Keywords :
- Peer to Peer Car Rental
Fail Factor
- Traffic numbers per month are too small for testing (210 searches in the US)
PPC for Startup Idea Validation
Example Keywords
Keywords :
- Budget Car Rental
PPC for Startup Idea Validation
Example Keywords
Fail Factor
- Budget is the name of a competitor- Searches looking specifically for your competitors will contaminate your data integrity for testing
Keywords :
- Budget Car Rental
PPC for Startup Idea Validation
Example Keywords
Keywords :
- Car Rental
PPC for Startup Idea Validation
Example Keywords
Win Factor
- Big search traffic numbers means you can test the market quickly- But is highly competitive (expect to pay $$$)
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