Download pdf - 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

@[email protected]

mailto:[email protected]


How to validate an idea using PPC

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

A small amount of $$$ for idea validation


@[email protected]



PPC testing is about getting in front of potential customers

fast, presenting your idea and looking for validation

PPC for Startup Idea Validation


What I’m going to cover

- Search Intent Targeting

- Demographic Targeting


Let’s use an example


Search Intent Targeting


You are identifying potential customers by

the searches they make online



Step #1 Figure out what search

terms your solution should appear in


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




Example KeywordsKeywords :

- Peer to Peer Car Rental


Keywords :

- Peer to Peer Car Rental

Fail Factor

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


Example Keywords

Keywords :

- Budget Car Rental


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


Example Keywords

Keywords :

- Car Rental


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


Example Keywords

Keywords :

- Last Minute Car Rental


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


Example Keywords

Other keyword tools

http://soovle.com/


http://soovle.com/

http://soovle.com/

Step #2 Setting up your Ads




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)


Step #3 Measuring Success


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


Demographic Targeting


You are identifying potential customers by

who they are



Facebook ads ROCK at demographic targeting


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


who are single


live in America


love road trips... the activity


like these brands


#BOOMTOWN

Understand your audience intimately



- 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


How do you measure success?

- Strong Click Through Rates (CTR)

- Strong conversion rates on landing pages


So why use PPC for idea validation?




Fast Feedback Loop



Little EffortFast Feedback Loop



Little Effort

Measurable

Fast Feedback Loop



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


@[email protected]

