With more and more businesses shifting their marketing efforts to the digital sphere, it’s no wonder that SaaS (software as a service) is becoming increasingly popular.
SaaS is a business model that allows companies to offer their software to customers through the internet, without having to install it on a physical computer.
This model has led to an increase in PPC (pay per click) advertising, where businesses can target potential customers with ads and generate leads or sales.
Top Tips for SaaS Marketing PPC
In this post, we’ll share some must-read tips to ensure your PPC campaigns are as successful as possible.
1. Improve PPC Landing Pages
If you’re looking to increase your reach with search engine marketing (a.k.a. PPC), you must optimize your landing pages.
Landing pages make the first impression on potential customers. If you want to maximize your chances of success, be sure to make them as effective as possible.
Here are the main things to focus on:
Use Effective Calls-To-Action
Your CTA should lead potential buyers straight toward your product or service.
For example, if you’re selling a subscription product, include a ‘Subscribe Now’ button close to the CTA. This will stimulate people to take action right away and potentially save money in the process.
Use Clear Language and Images
You want people to understand your services, so ensure all text is easy to read and the images are simple.
Don’t add too many photos onto a landing page – one or two is usually enough. Also, avoid using distracting elements such as flashing graphics or ads that overlap text on the page.
Keep Your Page Brief
People have short attention spans, so ensure your landing page is easy to scroll through and doesn’t contain too much text.
Try to keep the total reading time to under two minutes long unless you have a convincing reason to go longer.
Offer Free Trials or Sample Pages
A valuable tip to convert potential customers into buyers is to offer them a free trial or a sample page of your product or service.
This way, they can try it out first and see if it’s the right fit. It also makes your brand appear professional and credible.
2. Don’t Rely Only on Google Ads
Google Ads is great for reaching potential customers, but it’s not the only place you can run advertising online. Other search engines like Bing and Yahoo may also be effective for this purpose.
Therefore, you should consider using other paid search tools to find the best keywords for your SaaS business. This will help you determine which words and phrases will most likely result in leads and sales.
3. Customize Ads To Your Target Audience
A great way to increase your advertising ROI is to tailor your ads to your audience. This includes:
- Analyzing your user base to see which keywords and phrases are most relevant
- Using targeting options that match your company’s target market
- Optimizing bid prices and ad copy based on the searcher’s location, age, and other factors
4. Use all Your Marketing Assets
Understand Your PPC Goals
Before setting up campaigns, you need to understand your goals.
Are you looking to increase leads? Acquire new customers? Or increase website traffic?
The answers to these questions will help you create more effective campaigns.
Get Organized With Your Data
Once you have set your goals, it’s time to get organized and start tracking your progress.
Use analytics tools to track website traffic, leads, and conversions. This information will help you determine which campaigns are working and which need adjusting.
Start Small and Grow Gradually
Don’t try to launch an ambitious campaign on the first try. Start small by focusing only on key areas of your business and see how well your campaigns work before expanding to new markets and products.
5. Be Creative with Your Bids
Don’t be afraid to experiment with different bidding strategies when setting budgets.
Try running ads in other locations (homepage, sidebar, near the bottom of the page), testing different ad copy, and targeting specific demographics (age, gender, income), or interests.
6. Avoid Ad Fatigue
Too many ads can make a user tired and less likely to click on them or visit a website. Ads that are relevant and eye-catching are more likely to be successful.
Also, they must be correctly budgeted and timed. Too many ads running at once can have the opposite effect of what you want–users may become confused and frustrated with too many choices.
Properly planning and executing a PPC campaign for SaaS companies can be very challenging, as the market is relatively large and there is a high potential for conversions.
First and foremost, you’ll need to identify your target market and figure out what they want from your software.
Once you better understand who is using your software and what they are looking for, it’s time to start bidding on ad space that matches those needs.
Lastly, ensure that your ads are well designed and easy to understand so potential customers can see the benefits of using your software immediately.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.