If you own a software-as-a-service (SaaS) company, creating an effective strategy for marketing your products is crucial. Pay-per-click (PPC) advertising can bring your offers to the forefront for people who may not know about your brand. PPC campaigns can also target an audience that’s ready to buy.
If you’re ready to increase your ROI, keep reading to learn about 5 ways to build an effective SaaS PPC campaign for your business.
1. Know Your Target Audience
Understanding your target audience is the first step in creating a successful SaaS PPC campaign. What keywords are they likely to search for? What features are they looking for within a product or application?
Separate your audience into ad groups according to what keywords they search relevant to your offer, and tweak your ads so that your copy speaks directly to them. When you understand what’s important to your audience, you can create effective campaigns tailored to their needs.
2. Consider the Timing
Timing can play a role in successfully marketing your product. If your goal is to target an entire company with your product, it’s a good idea to consider the fiscal year. Some fiscal year schedules begin January 1st, while others start October 1st. At the beginning of the fiscal year, companies may be more likely to purchase based on their renewed budget.
With the start of the fiscal year, the start of each quarter, and the beginning of each season, consider adjusting your PPC campaign accordingly.
3. Utilize Long-Tail and Negative Keywords
Long-tail keywords—typically made up of three or more words—are more specific than short-tail, which allows you to target an audience that knows what it’s looking for. A short-tail keyword could be “pool,” while a long-tail keyword would be “in-ground backyard saltwater pool.”
Potential customers are generally more specific with their search the farther they are in the buying process. The more targeted your keywords are, the more likely you’ll hone in on customers ready to buy. Long-tail keywords also have less competition than vague short-tail keywords.
Utilizing negative keywords is another way to get specific and refine your audience. Negative keywords allow you to prevent your ad from popping up when a user’s search includes those words, meaning you’ll have fewer costly clicks that don’t convert.
Consider removing any question words from your list of keywords. “If,” “when,” “why,” “where,” “how,” or any other question words likely mean the user’s search is just that—a question. In most cases, they’re simply looking for information and aren’t ready to buy.
4. Keep Your Ads Fresh
One of the challenges in SaaS marketing is the lengthy sales cycle for their products and applications. When customers continually see the same ads, they eventually ignore them altogether—they might even get annoyed that they’ve seen it so many times. Keep users engaged by regularly changing out your ads each month.
It’s also a great idea to segment your audience so that you can retarget customers at different stages of their buying journey. Creating a PPC funnel allows you to show specific ads to people based on where they are in that journey—from simply becoming aware of your product to taking action to purchase.
5. Optimize Your Landing Page
When a user clicks on your ad, consider where you want them to go. A home page offers too many options and pages to click through to, which can confuse anyone who’s clicked directly on your ad.
Creating and optimizing a landing page for your SaaS PPC campaign is a great way to streamline the buying process for potential customers. Tailor your landing page to the needs of your target audience so that they’re more likely to make a purchase.
Building an effective SaaS PPC campaign can massively contribute to the growth and success of your brand. Consider working with an experienced PPC agency if you’re looking for additional support with your campaign.
First Rank Digital was created with the intention of ensuring our client’s online success and providing a premium customer service experience. We understand that for any business, every dollar of your investment is important, and with First Rank Digital you can feel comfortable knowing that a positive ROI is our top priority.
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