Marketing and advertising are unique challenges facing SaaS companies compared to other industries.
Due to the length of the sales cycle, multiple touchpoints are required before closing a deal. Unfortunately, keeping your company in front of your customers is not an easy task.
Companies can be in front of the minds of customers by cementing their place at the top of search results. Unfortunately, even in the world of search, change is constant, making it difficult to stay on top of search results.
Fortunately, there is a solution. With a variety of PPC platforms, including Google AdWords, software providers can be in front of their most relevant audience. As a result, this article discusses practical tips for SaaS PPC marketing, revolutionizing your efforts.
Let’s get into this.
# 1 – Carefully optimize your landing page
When paying for clicks, you must provide a user with super-relevant landing pages that immediately speak to their purpose. Your lead bounces immediately from your landing page because not what they are looking for or what they are expecting. The worst thing about PPC for the SaaS world.
A landing page for your PPC ad should include all the necessary elements. Each element of the page is ideal for leading a user to answer a call to action, such as downloading a white paper or filling out a form.
Chatbots are also efficient at this stage of the customer journey. Chatbots have a drop in bounce and your leads can instantly start a conversation about their needs. In this way, it helps you discover their pain points and initiates them through the sales cycle.
# 2 – Inspiring belief from the beginning
You can put yourself in the shoes of a user by finding a SaaS provider like your company in a search engine. There is a huge possibility that users have no pre-existing knowledge about your company, what you do and how to help them. As a result, why would they believe that you can help them?
The moment a user ends up on your landing page, showing your credibility and inspiring trust, will help you overcome this challenge. In addition, it’s great to show your relationships with key clients you’ve worked with. Suppose your client has permission to disclose your relationship; You can display them and put the logos of the publications where you appear
Case studies are another way to inspire faith and show evidence of ideas. It is vital to create a case study that highlights successful relationships with key customers. Also, make sure you clearly demonstrate how brands have benefited by partnering with your software.
# 3 – Publish your content
In the long run, it is best practice to turn off your premium content and require some kind of buy-in from your lead. This is mainly because your team has spent a lot of time creating informative and insightful content Therefore, providing communication information is at least a lead that can do.
Unfortunately, this approach creates friction between you and your leadership. A potential customer may focus on one of your competitors in the market due to this friction. Also, your landing page can feel a lot of bounce.
No one likes bounce. However, there is no cost to you with a potential lead bouncing organic traffic from your site. On the other hand, when using PPC advertising, it costs money to bounce. This adds to the cost and blows through your advertising budget in a competitive way.
# 4 – Copy your ad through your lead
Before showing your product to potential clients, it is ideal to spend quality time understanding what they do and the requirements for their business. It is vital to pay special attention to the desires, fears, aspirations and frustrations of every possibility.
As well as helping you sell better when addressing their needs in addition to your potential feedback, this is a great way to inform your future ad copy. While most of your prospects may have similar business concerns and goals, their fears, wants, frustrations and aspirations may be different. Fortunately, you can always use their oddity as an angle when copying ads.
# 5 – Using long-tail keywords
Your bidding strategy should focus on long-tail keywords because it works for two reasons. You can find better leads, and two, you get highly qualified and affordable clicks, which makes your PPC campaign a success. Although SaaS PPC costs tend to be higher, the lifetime value of a customer is invaluable.
Long-tail keywords speak to the buyer’s intent. Let’s take a look at the two users in the market to buy a new fastpitch softball bat. One user searches for “Fastpitch Softball Bat” while another searches for “Easton Ghost Double Barrel Fastpitch Bat”. The next user obviously has more along the sales cycle.
Plus, long-tail keywords are great for finding hidden gems with low CPCs. Long-tail keywords are also great for finding affordable leads. Therefore, they are ideal for protecting your budget by keeping your acquisition costs as low as possible.
You can optimize advertising and drive more qualified leads for PPC for SaaS marketing in a variety of ways. The tips discussed in this article are great for refining and improving your current PPC practices.