Trying to validate your idea with new users while keeping on a strict budget? David McNeill (davidemcneill.com) will walk you through his Google AdWords-based idea validation process with only 50 Euros to spend across two different projects. Presented at Berlin Bootstrappers Vol 5 on March 13, 2018 (berlinbootstrappers.com).

1. €25 Idea Validation
Insights on a Budget
David McNeill

2. About Me

3. Validating Ideas with
Google Adwords
Spending a little on Adwords can teach you a lot
I

4. Idea Validation Steps
1. Determine the questions that you need to answer
2. Gather small amount of relevant data quickly and cheaply
3. Weigh all data points in context
4. Make a decision to move forward with MVP or pivot

5. Why use ads to validate your
business ideas?
● Remove bias
● Target ideal users around the world
● One-page landing pages do not get
any organic traffic
● Text ads are easy
● Utilize search-based intent
● Can get deals like spend €25 for €75
Why Use Ads Why Use Google AdWords

6. Choosing Keywords

7. Crafting Ad Copy
Something attention-grabbing
Provide a bit more detail
Tell users what they can expect to find

8. Validating Idea #1:
Working in Japan eBook
workabroadinjapan.com
II

9. Landing Page Layout
workabroadinjapan.com

10. What do I want to learn?
● Is there interest in content about
how to find work and live in Japan?
● Are users interested enough to click
on “Buy Now” and input their email
addresses while the product is not
available yet?
Questions Metrics
● Clicks on ads (keyword, ad copy)
● Email list signups

11. Initial Campaign Setup
workabroadinjapan.com
Nov 2, 2017 - Nov 6, 2017

12. Initial Campaign Setup
Ad Group 1 (“General Keywords”)
● Work abroad japan
● Work in Japan for foreigners
● Live in Japan
● Jobs in Tokyo
● Cost of living in Japan
● Jobs in Japan for english speakers
● Japan job hiring
● Japan job vacancies
● Jobs for americans in japan
● Jobs in japan for Filipino
● Japan internships
● Job hiring in japan no experience
Keywords Ads

13. Day 1 Performance
November 2, 2017
0 Email Signups
CTR
3.06%

14. Post-Day 1 Changes
November 2, 2017 - Ad Group 1 (General)
84% of daily
budget spent
on 1 keyword
that is not
converting

15. Post-Day 1 Changes
November 2, 2017 - Ad Group 1 (General)
❌ ✅

16. Day 2 Performance
November 3, 2017
1 Email Signup
CTR
3.72%

17. Post-Day 2 Changes
November 3, 2017 - Ad Group 2 (Work Visa)
● Japan visa requirements
● Japan work visa
● Working holiday visa japan
● Working holiday japan
● How to get working visa in
japan
Keywords Ads
Testing out new ad group around the topic of work visas

18. Day 3 Performance
November 4, 2017
0 Email Signups
CTR
5.19%

19. Post-Day 3 Changes
November 4, 2017 - Ad Group 1 (General)
Significantly lower
CTRs on “live in
tokyo” and “life in
japan” keywords

20. Post-Day 3 Changes
November 4, 2017 - Ad Group 1 (General)

21. Post-Day 3 Changes
November 4, 2017 - Ad Group 2 (Work Visa)
“Working holiday
visa japan”
keyword driving
no clicks on 23
impressions

22. Post-Day 3 Changes
November 4, 2017 - Ad Group 2 (Work Visa)
❌ ✅

23. Day 4 Performance
November 5, 2017
1 Email Signup
CTR
5.78%

24. Post-Day 4 Changes
November 5, 2017
All ads and keywords remain unchanged

25. Day 5 Performance
November 6, 2017
0 Email Signups
CTR
2.90%

26. Overall Performance
November 2 - 6, 2017
2 Email Signups @ €12.67 per email signup
CTR
3.86%

27. User Surveys
November 2 - 6, 2017
2 New Email Subscribers Both Responded to Follow-up Survey

28. Validated?
November 2 - 6, 2017
● There is interest in this content (80
clicks and 2 sign ups)
● There are better ways to reach the
target market than through
AdWords
● I want to write the book
Yes

29. Validating expat-focused
content network
expatempire.com
III

30. Landing Page Layout
expatempire.com

31. What do I want to learn?
● Is there interest in content about
working abroad?
● Are users interested enough to click
on “Learn More” and submit their
email addresses even when the
product is not available yet?
Questions Metrics
● Clicks on ads (keyword, ad copy)
● Email list signups

32. Initial Campaign Setup
expatempire.com

33. Initial Campaign Setup
Keywords Ads
● Expat
● Expat living
● Best places for expats
● Best countries for
expats
● Expat community
● Best places to live
abroad

34. Day 1 & 2 Performance
March 3 - 4, 2018
1 Email Signup
CTR
2.39%

35. Post-Day 2 Changes
March 4, 2018
❌ ✅

36. Post-Day 2 Changes
March 4, 2018
Paused “expat life”
keyword driving
no clicks on
58 impressions

37. Day 3 Performance
March 5, 2018
0 Email Signups
CTR
2.23%

38. Post-Day 3 Changes
March 5, 2018
Testing out new ad with “Guide” in Headline 1 copy

39. Post-Day 3 Changes
March 5, 2018
Testing new
keywords focused
on living and
working abroad
● Expat explore
● Live abroad
● Living abroad
● Work abroad
● Working abroad
● Move abroad
● Moving abroad
New Keywords

40. Day 4 Performance
March 6, 2018
2 Email Signups
CTR
2.05%

41. Post-Day 4 Changes
March 6, 2018
“Get Advice from
Expats” ad
received no clicks
after 180
impressions

42. Day 5 Performance
March 7, 2018
0 Email Signups
CTR
4.65%

43. Overall Performance
March 3 - 7, 2018
3 Email Signups @ €8.28 per email signup
CTR
2.47%

44. Validated?
March 3 - 7, 2018
● There is interest in this content (72
clicks and 3 sign ups)
● There are successful competitors in
this market already
● I want to build this
Yes

45. Summary
What I learned from the ad experiments
IV

46. Takeaways
● Getting even a single person to sign up for a mailing list with no
actual product available is incredible
● Activate signed up users with surveys to understand commitment
levels and get insights
● Put the results in context and consider it one of many data points to
(in)validate an idea

47. Thanks for Listening!
Questions?
Where you can find me
E: me@davidemcneill.com
W: davidemcneill.com
L: linkedin.com/in/davidemcneill/