Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on validating your digital planner app idea with a limited budget. It's a tricky situation, but definitely doable. From what you've said, it sounds like you need to find the most cost-effective way to get feedback on your core features and user experience before sinking more money into development. Totally get that, it's a proper smart approach.
We'll need to look at Google Ads...
My first thought is to properly consider Google Ads, especially the search ads. It's a pretty direct way to test different value propositions in your ad copy. See what messages are resonating with potential users. What makes Google Ads great is that it's pretty darn direct. If no one's searching for a particular feature or benefit, it suggests that it's not a key selling point for your target audience. You might think "AI-powered scheduling" is amazing, but if folks are just searching for "simple digital planner," you know where to focus.
With a shoestring budget, you'll need to be laser-focused. Think hyper-specific keywords related to digital planning. Refrain from broad terms, or you'll burn through your budget quickly on irrelevant clicks. And if your planner app is location-specific, narrow down your location targeting. Focus on getting the click-through rate (CTR) as high as poss. It's a quick signal of whether your ad copy and keywords are grabbing attention. Don't forget to use negative keywords to block out irrelevant searches.
You'll probably wanna avoid broad match keywords. Use phrase or exact match instead. This gives you more control over which search terms trigger your ads. Imagine you sell an "AI-powered digital planner." Someone searching for "free printable planner templates" is not your target audience. Use "printable," "template," and "free" as negative keywords to prevent your ad from showing for those searches.
I'd say you need to be thinking about ad platform...
Facebook and Instagram, on the other hand, might be less ideal at this stage. They are amazing for getting your product in front of new audiences, but it sounds like you need really tight validation first. If you don't yet have a firm handle on what your target users are looking for, Facebook/Insta could be a shot in the dark.
It's true Meta Ads can be great for the long term, but if you're just trying to get fast validation of your core features, Google Search Ads are a solid first step. It'll help you refine your messaging and identify your ideal target audience before expanding to other platforms.
You probably should test landing page...
You should also consider the landing page experience. Google Ads will drive traffic to your website or app store listing, but it's the landing page that needs to convert visitors into testers or early adopters. Make sure your landing page clearly highlights the core features of your planner, explains the benefits, and provides a call to action. Something like: "Try our MVP for free" or "Join our beta program."
Think about the user journey. Are they landing on a generic page, or are you sending them to a targeted landing page that speaks directly to their needs? If you're testing ads with different value propositions (e.g., time management, productivity), create separate landing pages tailored to each message. This will improve the user experience and boost your conversion rate.
You'll need to consider a waitlist...
Before launch, consider building a waitlist. It is a way to gauge interest and gather feedback from potential users. You could offer an incentive, like early access or a special discount, to encourage people to sign up. Promote your waitlist on social media, relevant online communities, and through paid advertising (if your budget allows). Once you have a waitlist, you can start engaging with your potential users. You could send them surveys to gather feedback on your product, ask them what features they would like to see, or simply keep them updated on your progress.
I've detailed my main recommendations for you below:
| Area | Recommendation | Reasoning |
|---|---|---|
| Ad Platform | Google Search Ads | Direct way to test value propositions and see what resonates. |
| Keywords | Hyper-specific | Avoid burning through budget on irrelevant clicks. |
| Landing Page | Targeted & Persuasive | Converts visitors into testers or early adopters. |
| Audience | Build a Waitlist | Gauge interest, gather feedback, and create a community. |
Running a successful ad campaign, even with a small budget, can be tricky. We've helped many software companies, like yours, to get the most from their initial marketing spend. I remember one software client for whom we delivered 3,543 new users at a cost of only £0.96 per user using Google Ads.
If you'd like to discuss your situation in more detail and get a free, no-obligation consultation, please feel free to get in touch. The link is in the bio.
Regards,
Team @ Lukas Holschuh
