With long sales cycles and an emphasis on demos, SaaS companies have always had to navigate the marketing sphere differently. However, as searches and website traffic maintain their prominence, many businesses have switched to online ad spending, including PPC advertising. To take advantage of PPC, use the 9 tips to male PPC work for your SaaS brand long term.
9 Tips for SaaS Specific PPC Advertisements
1. Monitor the Performance of Your PPC Ads
SaaS businesses can monitor campaign performance by using Shape PPC software. Great pay-per-click software minimizes labor while simultaneously giving analytical insight that helps you make the right decisions regarding campaigns and keywords. Instead of guessing which keywords will lead to success, PPC software groups appropriate phrases based on your niche.
2. Hire a Digital Marketer
If you’re uninterested in creating a campaign yourself, let someone else do it! Digital marketers, like the staff at Blue Whale Media, are able to turn your business into a conversion powerhouse. As experts in their craft, digital marketers can create websites, videos, and content that entice the users that came from your PPC ads (that they made) to stay as long-time customers.
3. Make a Landing Page
For SaaS companies, a landing page is the first step of the buyer’s journey. Prioritizing your landing page and ensuring your ads link to these web pages can help guide your customers towards a decision. Fill this page with reviews and an in-depth explanation of your product and how it can help a business succeed. Finally, hit them with a call to action to land the sale.
4. Create A Website The Prioritized User Experience
User experience is vital because it attempts to fulfill the user’s needs, specifically those who are more likely to become customers. Through a positive experience, like fast loading and mobile compatibility, your users can easily find your products and services. Paying for ads isn’t enough to keep people on your landing page, so concentrate on user retention and happiness.
5. Emphasize Your Credibility in Advertisements
Since SaaS companies are providing a service, customers are more interested in whether or not your software is helpful. To establish credibility, you have to be clear that your company can solve problems by providing real-world examples of your software in action. Showcase your awards, client testimonials, press mentions, and seller rating on your website or in ads.
6. Qualify Your Leads
Qualifying a lead is the process of determining if a lead meets the requirements to purchase your service or product. By qualifying a lead, your business can avoid spending marketing money on people who have no interest in your product. The best way to do this is to ask questions from your audience in an ad or on your website to see if they’ll become customers.
7. Use Long-Tail Keywords
Popular keywords aren’t always utilized appropriately or are often buried beneath long-tail keywords that correctly describe a product or service. For example, if someone looks up a “CRM software,” they’ll be flooded with choices, but the keyword “Salesforce” will more likely lead to a sale for that company. Unique, long-tail keywords are more relevant and convertible.
8. Leverage Your Software Assets
In the past, it was a good marketing move to gate premium features away from buyers, but nowadays, it’s better to put all of your content on the table. SaaS marketing relies more on education than secrecy. Keep your asset organized somewhere on your websites, preferably in spreadsheet format, so buyers can understand what content is available to them immediately.
9. Rotate Ads to Avoid Fatigue
SaaS brands have lengthy sales cycles, which makes it more likely that your potential customers will see the same ads over and over again. As a result, your target audience will start to ignore these ads. To ensure your users continue to engage with your PPC ads, change them every month by using different pictures, keywords, headlines, or background color schemes.
WRITTEN BYClaire Ward