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Lean Advertising 101 
Paid Acquisition for Startups 
@clementdelangue from @Curioos
Why entrepreneurs don’t try it 
(and why they’re wrong)?
“We focus on product development to reach 
the Product Market Fit” 
Paid 
acquisi*on 
will 
allow 
you 
to 
test 
and 
! 
get 
to 
product 
market 
fit 
! 
much 
faster. 
!
“We don’t have a marketing budget” 
How 
much 
of 
the 
founders 
*me 
(aka 
big 
money) 
is 
spent 
on 
! 
growth? 
With 
paid 
acquisi*on, 
you 
can 
start 
! 
at 
$5 
a 
day.
“We don’t have either the expertise or time.” 
! 
It 
took 
us 
6 
days 
from 
start 
to 
scaling 
to 
$10k/ 
month 
budget 
with 
a 
posi3ve 
ROI 
for 
Curioos. 
!
Ready to try? 
3 steps to scale in a week
#1 Get your Analytics ! 
right! 
!
Cover the user funnel as much as you can… 
Ad#impression# 
Website#visit# 
Sign#up# 
Conversion# 
Reten5on# 
# 
At Curioos, we’ve added to our 
Google Analytics setup: 
! 
* The e-commerce module to track 
conversions. 
! 
* A spreadsheet to track all our 
campaigns with url builder (courtesy of 
@Jolg42 from 20 degrés à l’ombre. 
! 
PS. make sure it’s accurate by excluding 
internal traffic.
…as largely as you can. 
We’ve added the Demographics 
and Interest Reports.
Focus on a few main metrics and proxy metrics 
At Curioos, our main metric is 
revenue. 
! 
! 
Use proxy metrics if you need. 
! 
Ex: we’re also using bounce rate + time 
on site + pages / visits as a proxy for 
conversion to let us experiment with low 
volumes (not perfect but better than 
nothing). 
Good metric 
= 
! 
Relevant for your long-term 
success 
! 
+ 
! 
! 
Easy to measure & follow 
on a day-to-day basis
#2 Experiment, experiment, ! 
experiment 
!
Choose your experiment channels 
We’ve tried: 
! 
Adwords (mainstream) 
Facebook (mainstream) 
Twitter (mainstream) 
Fancy (vertical) 
Amazon Art (vertical) 
Adroll (retargeting) 
Good Paid Acquisition Mix 
= 
! 
A mainstream channel 
(Adwords/Facebook/Twitter/…) 
! 
+ 
! 
! 
A vertical channel to 
diversify the risk.
$5 to $15/day per experiment 
Analyze, compare all the steps of the funnel, from impression to 
conversion, and iterate every 3 days.
Example of our first negative experiment
Example of our first positive experiment
#3 Iterate ! 
& Scale 
!
Our scaling process to get to $10k/month 
If A_ROI > 0 then A => M 
M1A M1 
M1B 
Experiment 
Main Branch 
A B 
If MIA_ROI and MIB_ROI < M1 then M2 => M1 x 2 
M2A M2 M2B 
If M2A_ROI > M1 >M2 then M2A => M3 
M3A M3 M3B 
… 
…
Don’t make these mistakes (we did)
Don’t make these mistakes (1/3) 
Optimizing for the wrong goal 
If you’re doing CPC, optimize for conversion post-click. 
! 
If you’re doing CPM, optimize for Click-through- 
! 
Rate.
Don’t make these mistakes (2/3) 
Trust esthetics rather than figures 
<= performs 
30% better 
than ==> 
! 
Can you say why? (I can’t)
If the ROI is good, scale as fast as you 
! 
can (because it may not last forever) 
! 
! 
Don’t make these mistakes (3/3) 
Capping the budget
That’s all 
(for the moment - still learning) 
@clementdelangue from @Curioos

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Lean advertising 101 - Paid Acquisition for Startups

  • 1. Lean Advertising 101 Paid Acquisition for Startups @clementdelangue from @Curioos
  • 2. Why entrepreneurs don’t try it (and why they’re wrong)?
  • 3. “We focus on product development to reach the Product Market Fit” Paid acquisi*on will allow you to test and ! get to product market fit ! much faster. !
  • 4. “We don’t have a marketing budget” How much of the founders *me (aka big money) is spent on ! growth? With paid acquisi*on, you can start ! at $5 a day.
  • 5. “We don’t have either the expertise or time.” ! It took us 6 days from start to scaling to $10k/ month budget with a posi3ve ROI for Curioos. !
  • 6. Ready to try? 3 steps to scale in a week
  • 7. #1 Get your Analytics ! right! !
  • 8. Cover the user funnel as much as you can… Ad#impression# Website#visit# Sign#up# Conversion# Reten5on# # At Curioos, we’ve added to our Google Analytics setup: ! * The e-commerce module to track conversions. ! * A spreadsheet to track all our campaigns with url builder (courtesy of @Jolg42 from 20 degrés à l’ombre. ! PS. make sure it’s accurate by excluding internal traffic.
  • 9. …as largely as you can. We’ve added the Demographics and Interest Reports.
  • 10. Focus on a few main metrics and proxy metrics At Curioos, our main metric is revenue. ! ! Use proxy metrics if you need. ! Ex: we’re also using bounce rate + time on site + pages / visits as a proxy for conversion to let us experiment with low volumes (not perfect but better than nothing). Good metric = ! Relevant for your long-term success ! + ! ! Easy to measure & follow on a day-to-day basis
  • 11. #2 Experiment, experiment, ! experiment !
  • 12. Choose your experiment channels We’ve tried: ! Adwords (mainstream) Facebook (mainstream) Twitter (mainstream) Fancy (vertical) Amazon Art (vertical) Adroll (retargeting) Good Paid Acquisition Mix = ! A mainstream channel (Adwords/Facebook/Twitter/…) ! + ! ! A vertical channel to diversify the risk.
  • 13. $5 to $15/day per experiment Analyze, compare all the steps of the funnel, from impression to conversion, and iterate every 3 days.
  • 14. Example of our first negative experiment
  • 15. Example of our first positive experiment
  • 16. #3 Iterate ! & Scale !
  • 17. Our scaling process to get to $10k/month If A_ROI > 0 then A => M M1A M1 M1B Experiment Main Branch A B If MIA_ROI and MIB_ROI < M1 then M2 => M1 x 2 M2A M2 M2B If M2A_ROI > M1 >M2 then M2A => M3 M3A M3 M3B … …
  • 18. Don’t make these mistakes (we did)
  • 19. Don’t make these mistakes (1/3) Optimizing for the wrong goal If you’re doing CPC, optimize for conversion post-click. ! If you’re doing CPM, optimize for Click-through- ! Rate.
  • 20. Don’t make these mistakes (2/3) Trust esthetics rather than figures <= performs 30% better than ==> ! Can you say why? (I can’t)
  • 21. If the ROI is good, scale as fast as you ! can (because it may not last forever) ! ! Don’t make these mistakes (3/3) Capping the budget
  • 22. That’s all (for the moment - still learning) @clementdelangue from @Curioos