4 ms·
In the "Pre-product-market fit" section: > You can’t rely on UTM parameters to tell you where a user actually first heard about you. Example: user reads an art
by dfabulich 4y ago
In the "Pre-product-market fit" section:
> You can’t rely on UTM parameters to tell you where a user actually first heard about you. Example: user reads an article about PostHog on Hacker News -> searches 'posthog' -> clicks on a Google Ad. Our analytics will tell us "wow, Google Ads are awesome!" But that’s not the whole picture.
Before product-market fit, you should absolutely not pay for Google Ads for your products own name. i.e. if your product is named "Posthog", do not pay for ads for searches for [posthog].
You should only buy ads for your own name (if ever!) when competitors are buying Google Ads for your name, and you want to pay to outcompete them. Pre PMF, that can't possibly be happening to you yet.
- jahewson 4y agoThat’s not really true. You will have a much higher Quality Score for your own name that any competitor and as such your ads will cost very little. Your competitor on the other hand is going to have to pay a small fortune to bid on those same keywords - you’ll never have to “compete” with them.
- dfabulich 4y agoI think you misread my post. When you don't have competitors buying ads against your name, and you already have the #1 spot in organic search results, buying your own name is a waste of money. When you do have competitors buying ads against your name, sure, spend money to defeat them; you'll be able to do it pretty affordably, because of your Quality Score advantage. But until then, buying ads for your name is a waste of money. (And it confounds your analytics, as TFA points out.)