Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your "on-demand guru" feature launch. It sounds like a really interesting concept, and getting the pre-launch buzz right is really important. From the sounds of it, you're not getting the bang for your buck from search ads - which is a problem we can help with.
We'll need to look at keyword choices...
First off, you're right, targeting with Google Search ads can be mega expensive, especially when keywords are broad. Instead of only focusing on keywords like "tech support app" which are gonna be super competitive, I'd consider narrowing your focus to less competitive, long-tail keywords, or keywords specifically focusing on video chat with a tech expert. I'm not sure what the keywords were that you tried, but if they were too broad, that would explain the high prices and poor performance.
I'd say you should consider exploring other avenues...
Okay, so search ads might not be the way to go right now. Let's think about other channels. The main thing is to get your app in front of your target audience without breaking the bank, and getting those early sign-ups and reviews. So that might mean focusing on organic avenues and cheaper advertising channels.
I remember one software client we worked with who was launching a project management software. They had a lot of success engaging with potential customers in places where they were already engaging and asking questions, like forums and subreddits. We focused on organic strategies for this, and while these organic activities can be quite time consuming, especially if you don't have an agency to do it for you, they can be effective.
You probably should build hype in tech communities...
A good approach is to get into relevant online communities - not just posting ads, but actually engaging, answering questions, and becoming a valued member. Subtly mention the upcoming "on-demand guru" feature when appropriate. If you're helpful and provide genuine value, people will naturally be curious about what you're working on. Places like tech forums, subreddits dedicated to tech support, and even LinkedIn groups can be really helpful for making people aware.
You'll need a outreach strategy...
Another great tactic is to reach out to tech reviewers and bloggers *before* you launch. I am not sure how far away you are from launching, but if you can get some early access to the app in exchange for reviews, that can make a real difference. They could write about it, create a video, or even just give a rating on the app store. These reviews and mentions can be a great help with gaining credibility and getting those initial sign-ups. Try to find reviewers who have an audience that aligns with your target market.
You could also think about getting them to promote the link for signing up on your waitlist, as that'll drive downloads. I remember one SaaS launch where we got the company featured in an industry publication and that generated a lot of buzz. This would be under the PR umbrella, not content marketing.
I'd say we could drive downloads through Meta Ads...
Once you have those reviews in place, that's a good opportunity to then run targeted Meta Ads campaigns (e.g. Facebook and Instagram) to get your target audience to download the app.
I recall a campaign where we helped a software client get 4,622 registrations at $2.38 cost per registration using Meta Ads. I also remember another software client where we achieved 5082 software trials at $7 cost per trial also using Meta Ads. Depending on your budget, you might want to work with an agency as you'll probably save on advertising spend if you have experts running it for you.
You may have to look at organic listings...
In terms of app store optimisation, I'd consider listing your app in different directories, such as Betalist, Indie Hackers, Capterra and Producthunt. This could help get you some attention from early adopters and get you your first users. It's also an opportunity to get feedback on the app. These are all organic so are free.
This is the main advice I have for you:
| Action | Details |
|---|---|
| Refine Keyword Strategy | Instead of broad keywords, target long-tail keywords related to "video tech support". |
| Engage in Tech Communities | Participate in tech forums and subreddits, offering helpful advice and subtly mentioning the feature. |
| Outreach to Reviewers | Offer early access to the "on-demand guru" feature to tech reviewers and bloggers. |
| Consider Meta Ads | When you have those reviews and mentions in place, target ads on Facebook and Instagram to get your target audience to download the app. |
| List in App Directories | List your app in directories such as Betalist, Indie Hackers, Capterra, and Producthunt. |
Overall, it sounds like a really interesting feature, and getting the pre-launch buzz right is super important. I'd probably avoid running search ads until after you have these reviews and mentions in place.
Anyway, I'm happy to have given you these initial thoughts and this guidance. If you'd like to explore how we can help you achieve your goals with your new on-demand guru feature, we'd be happy to book you in for a free consultation where we can review your current strategy and account together. Hope this helps!
Regards,
Team @ Lukas Holschuh
