Marketing and advertising are unique problems SaaS companies face compared to other industries.
Due to the sales cycle length, multiple touchpoints are necessary before closing deals. Unfortunately, keeping your company in front of your customer’s minds is not an easy task.
Companies can stay in front of customers’ minds by cementing their spot at the top of search results. Unfortunately, change is constant even in the world of search, making it difficult to stay at the top of search results.
Fortunately, there is a solution. With several PPC platforms, including Google AdWords, software providers can stay in front of their most relevant audience. Consequently, this article discusses actionable tips for SaaS PPC marketing, revolutionizing your efforts.
Let’s get into it.
#1 – Optimizing Your Landing Page Carefully
When paying for clicks, you must provide a user with hyper-relevant landing pages that immediately speak to their intent. Having your lead bounce instantly from your landing page because it isn’t what they are looking for or what they expect is the worst thing in the PPC for SaaS world.
A landing page for your PPC ad should include all the necessary elements. Every element on the page is ideal for leading a user to answer the call to action, such as downloading a whitepaper or filling out a form.
Chatbots are also efficient at this stage of a customer’s journey. There is a reduction in bounce with chatbots, and your leads can also start a conversation about their needs immediately. Thus, helping you discover their pain points and ushering them through the sales cycle.
#2 – Inspiring Trust from The Start
You can put yourself in a user’s shoes by finding a SaaS provider like your company on a search engine. There is a huge possibility that the user doesn’t have any preexisting knowledge about your company, what you do, and how to help them. Consequently, why should they trust that you can help them?
The moment a user ends up on your landing page, you should showcase credibility and inspire trust, helping you overcome this challenge. Furthermore, showcasing your relationship with prime clients you’ve worked with is excellent. Suppose you have your client’s permission to disclose your relationship; you can showcase them and place logos of publications you’ve appeared in.
Case studies are another way to inspire trust and show proof of concept. Creating case studies highlighting successful relationships with major customers is vital. In addition, ensure you clearly showcase how brands have benefitted by partnering with your software.
#3 – Releasing Your Content
For a long time, gating off your premium content and requiring some form of buy-in from your lead has been the best practice. This is mainly because your team has spent a lot of time creating informative and insightful content. Therefore, providing contact information is the least a lead can do.
Unfortunately, this approach creates friction between you and your lead. A potential customer may focus on one of your competitors in the market due to this friction. Also, your landing page may experience tons of bounces.
Nobody likes bounces. However, a potential lead bouncing from your site does not cost you anything with organic traffic. On the other hand, when using PPC ads, bounces cost money. These costs add up and blow through your ad budget in competitive verticals.
#4 – Informing Your Ad Copy Through Your Leads
Before demoing your product to prospective clients, spending quality time understanding what they do and the essential needs for their businesses is ideal. Paying special attention to each prospect’s wants, fears, aspirations, and frustrations, is vital.
Apart from your prospects’ responses helping you sell better while addressing their needs, it is an excellent way of informing your future ad copy. Although most of your prospects may have similar business concerns and goals, their fear, want, frustration and aspiration may differ. Thankfully, you can always use their peculiarities as an angle when creating ad copy
#5 – Using Long-Tail Keywords
Your bidding strategy should focus on long-tail keywords because it is effective for two reasons. You can find better leads, and two, you get highly qualified and affordable clicks, making your PPC campaign successful. Although SaaS PPC costs tend to be high, the lifetime value of a customer is priceless.
Long-tail keywords speak to buyer intent. Let’s take two users in the market looking to purchase a new fastpitch softball bat. One user searches for “fastpitch softball bat” while the other searches for “Easton Ghost Double Barrel Fastpitch Bat.” The latter user is obviously further along the sales cycle.
Furthermore, long-tail keywords are great for finding hidden gems with low CPCs. Long-tail keywords are also great for finding qualified leads at cheaper costs. Therefore, they are ideal for protecting your budget while keeping your acquisition costs as low as possible.
You can optimize advertising and drive more qualified leads for PPC for SaaS marketing in several ways. The tips discussed in this article are great for refining and improving your current PPC practices.