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What it Takes to Succeed with Paid User Acquisition — Thomas Petit, App Growth Consultant
Description
On the podcast: Setting sensible goals for paid marketing, how to measure and learn from the results, and why a single ad creative can completely change the trajectory of a company.
Top Takeaways
🥅 Set clear and realistic goals before investing in paid UA — and make sure you can afford to experiment. It can be tough to get to ROAS positive, and even tougher to get that return quickly.
💰 Monthly ad budgets should ideally start at $10-20k for big, algorithmic platforms — increasing data volume for optimization — while lower budgets call for exploring non-algorithmic platforms and influencer marketing.
🤔 Successful ads are built on in-depth, comprehensive user understanding, including their triggers and responses to different messages — before investing in advertising.
🧪 Test and iterate radically and substantially in the the quest for the ideal creative: Promising concepts need further refinement and tweaking, especially given the unpredictable nature of what might work.
🤝 Focus on conversion rates, not just high user engagement
for ad campaigns — low conversion can negatively affect overall performance, and ad platforms like Facebook and Google aim for a balance between engagement and revenue.
About Thomas Petit
👨💻 Independent subscription app growth consultant.
💪 Thomas has worked with hundreds of clients and helped manage tens of millions of dollars in ad spend.
💡 “Know your expectations and know what you're after… a lot of people don't ask this question in a deep enough way.”
Links & Resources
‣ David’s talk at Mau Las Vegas
‣ Revisiting the Fundamentals of App Marketing Post IDFA — Thomas Petit
‣ Check out MADV - Mobile. Ad.ventures on Substack
‣ Connect with Thomas on LinkedIn
‣ Connect with Thomas on Twitter
‣ Get involved in the Sub Club community
Episode Highlights
[2:50] Minimum viability: What does it take to start making paid UA work? The answer depends on what you want to achieve with it.
[9:44] The early bird catches the worm: If you know what you want from the get-go, Thomas explains why starting paid UA early might not be a bad strategy. But only gamble what you can afford to lose.
[14:00] A word on Facebook: If running on a tight budget, Thomas “strongly recommends against” buying ads on Facebook because of targeting and demographic challenges.
[18:44] Cash moves everything around: The guardrails around scaling on algorithmic platforms necessitate a five-digit monthly budget minimum. Below $10-20k a month you’re operating in a very tough spot.
[24:57] Good Ol’ Google: Operating on low budgets, choosing keywords for Google searches may still work. Using a simple landing page builder is an avenue to explore — but only very early on when you need to assess SEO and imagery. The three checks are: goals, cash, and ARPI.
[31:31] Scaling paid UI: Thomas goes deep into how to scale paid UI, and how MMPs and SDKs play into that.
[39:56] The measure of succes