I was invited to give a 5 min lightening talk at one of Australia's largest tech startup meetups, Lean Startup Melbourne, on the topic of "Validating your Startup Idea using PPC".
Here are my slides from the preso. It was a quick presentation so I didn't get to jump into all the different PPC channels but I covered Search Intent Targeting (Google Adwords) and Demographic Intent Targeting (Facebook Ads).
I look at tips for keyword research, tools to use, ad copy guidelines and how to measure success!
Church Building Grants To Assist With New Construction, Additions, And Restor...
How to validate a Startup Idea using PPC
1. How to validate an idea using PPC
A small amount of $$$ for idea validation
Ivan Lim
Head of Marketing - Tweaky
@ivanmelvin
ivan@tweaky.com
2. How to validate an idea using PPC
instead of blowing lots of $$$ on a bogus idea
A small amount of $$$ for idea validation
Ivan Lim
Head of Marketing - Tweaky
@ivanmelvin
ivan@tweaky.com
3. PPC testing is about getting in
front of potential customers
fast, presenting your idea and
looking for validation
PPC for Startup Idea Validation
4. PPC for Startup Idea Validation
What I’m going to cover
- Search Intent Targeting
- Demographic Targeting
13. Keywords :
- Peer to Peer Car Rental
Fail Factor
- Traffic numbers per month are too
small for testing
(210 searches in the US)
PPC for Startup Idea Validation
Example Keywords
14. Keywords :
- Budget Car Rental
PPC for Startup Idea Validation
Example Keywords
15. Fail Factor
- Budget is the name of a competitor
- Searches looking specifically for your
competitors will contaminate your
data integrity for testing
Keywords :
- Budget Car Rental
PPC for Startup Idea Validation
Example Keywords
16. Keywords :
- Car Rental
PPC for Startup Idea Validation
Example Keywords
17. Win Factor
- Big search traffic numbers means
you can test the market quickly
- But is highly competitive (expect to
pay $$$)
Keywords :
- Car Rental
PPC for Startup Idea Validation
Example Keywords
18. Keywords :
- Last Minute Car Rental
PPC for Startup Idea Validation
Example Keywords
19. 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
24. 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
26. 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
37. PPC for Startup Idea Validation
- Use questions
- Try lots of images
- Always sell your unique
difference
- Aim for action, not show
and tell
38. 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
39. How do you measure success?
- Strong Click Through Rates (CTR)
- Strong conversion rates on landing pages
PPC for Startup Idea Validation
40. So why use PPC for
idea validation?
PPC for Startup Idea Validation
41. So why use PPC for
idea validation?
PPC for Startup Idea Validation
Fast Feedback Loop
42. So why use PPC for
idea validation?
PPC for Startup Idea Validation
Little EffortFast Feedback Loop
43. So why use PPC for
idea validation?
PPC for Startup Idea Validation
Little Effort
Measurable
Fast Feedback Loop
44. So why use PPC for
idea validation?
PPC for Startup Idea Validation
Fast Feedback Loop Little Effort
Measurable Targeted
45. How to validate an idea using PPC
instead of blowing lots of $$$ on a bogus idea
A small amount of $$$ for idea validation
Ivan Lim
Head of Marketing - Tweaky
@ivanmelvin
ivan@tweaky.com