Practitioner pattern · Thomas Petit (Thomas Petit client that requires 2x immediate return on paid, Thomas Petit marketplace client with lopsided categories, VC-backed startup where Thomas first ran the whole budget)
With only $5-10K, test messages with small Google search and Apple Search Ads buys
Rarely profitable, but shows which keywords and messages make people tick
Mixedpaid-searchlanding-pagevalidationapple-search-adsinfluencer
What they did
With $5-10K to test, skip algorithmic platforms. Start with Apple Search Ads (no optimization after the install, so small budgets work) and influencers (can buy $100 deals). Often before the app is ready, run Google web search ads on chosen keywords with $100-500 budgets and a zero return goal, sending traffic to a simple standalone landing page built in a builder like Unbounce or Instapage (Google forbids sending these campaigns straight to the store) that explains the app and redirects to the store. Use the learnings for ASO, imagery and ad messaging.
What happened
Unit economics usually don't work at scale, but it yields keyword, message and imagery learnings.
In their words
Sub Club by RevenueCat · What it Takes to Succeed with Paid User Acquisition — Thomas Petit, App Growth Consultant“So search ads is a I mean the nature of the inventory is very different, but the mere fact that they're not optimizing for anything after the install, and to be honest, they're not even optimizing for anything after the click, means that you can operate with a much smaller budget.”
“That's something that I still do. Usually, I do it when the app is not even ready, you're still in development or what not. And it's a great exercise to do. Like what are the keywords they are searched for and what is the messaging that actually makes people tick?”
“What I would recommend in this case is actually to build something really simple, like take one of these landing page builders like Unbounce, or Flow, or Instapage, or what not, have the market completely independent, do not do it on your whole website because the iteration is going to go slow”
Related topics
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- Before buying ads, check your goal, cash you can lose, and revenue per installUnder $1 per US install on a subscription app, paid won't work
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