Over the last few years, the software-as-a-service (SaaS) industry has seen exponential growth. Recently, almost everyone has used multiple SaaS products. SaaS is everywhere, which is excellent news for its founders and marketers. Nevertheless, bigger isn’t always better.

Although the SaaS industry is experiencing massive growth, everyone wants a piece of the pie, which poses a huge problem. There’s more competition for SaaS owners. Therefore, there’s a need to think and act creatively regarding marketing strategies to stand out from the noise.

Every SaaS company needs PPC for its growth. Therefore, when advertising for SaaS companies, PPC is one of the most powerful marketing tools. When used correctly, PPC campaigns can help you achieve record-breaking performances.

Consequently, this article discusses top four tips and best practices for driving consistent growth in SaaS companies, and chances are they’ll help you too.

#1 – Going Higher Up The Funnel

It is easy to think of paid display, social, and video campaigns when you want to target top-of-the-funnel prospects (TOF). However, targeting is about using people’s interests and browsing history to engage them contextually.

Although Most people underestimate the initial research phase, it sits above high intent searches. During the research phase, search is valuable and cost-effective for filling the top of the funnel.

Furthermore, relevant long-tail keywords provide an untapped area of potential. Therefore, getting creative with your ad copy and landing pages can help you give your visitors a highly relevant experience.

#2 – Lowering The Threat

SaaS sales cycles require building up a level of trust. Therefore, nurturing your relationship with your leads is essential.

The majority of SaaS companies make similar mistakes with their PPC strategy. The value proposition and situation do not match, and hence, users get the same message or offer regardless of what they search.

Building trust requires patience and lowering the threat. Essentially, educating your visitors, building brand awareness and familiarity are necessary before pushing them to buy.

How do you go about it?

You can demonstrate your knowledge and expertise while exposing people to your brand using content, case studies, white papers, webinars, and videos.

You can use remarketing campaigns after getting your audience’s attention. The campaign can go across Search, YouTube, display, and social media. It is also essential to focus on your unique selling proposition (USP) – something that makes you better than the competition.

Since the sales cycle requires patience, the process can take several months, depending on the cycle. Coming on too strong may scare your prospects away.

#3 – Getting Competitive

A great way to snatch prospects is by bidding on your competitors. Although it seems sly, you should know that your competitors are also doing it to you.

Fortunately, people do not use the same SaaS products every time. When people search for your competitors, it shows that they already understand the need for your software. Therefore part of the work is already done, and users are ready to buy.

You can effectively bid on your competitors by bidding on competitor alternatives, and this means you substitute ‘competitor’ with the name of your competitor.

Afterward, it is best to send the users to a landing page that explains the benefit of your product over the competitor.

Custom intent is another practical technique when getting competitive. This technique is a Google Ads feature that allows the effective building of audiences based on visitors to your competitor sites or users of their apps. This technique helps you create a custom audience you can target with your ads and landing pages.

It is important to note that they will bid on you if your competitors notice you’re bidding on them. Therefore, you have to be careful. The last thing you want is a bidding war.

#4 – Optimizing Your Landing Page

If you send people that click your ads to your homepage, then you’re missing out on converting such visitors into leads.

With high CPCs and competition, the key to your success lies in your landing pages and optimizing your conversion rate. Making even the most minor changes to your landing page can immensely boost your PPC performance.

There are several great tools you can use to create a landing page. These tools include Unbounce and Optimizely, and you can also deploy tests continuously to improve performance using Google Optimize.

Other tools you can add to your landing page include Hotjar or Fullstory. These tools help you see your visitors’ behavior, and you can see how they scroll, where they click, and why they abandon your page.

Sending your visitors to a poorly optimized landing page means you’re throwing your money away.

Perfecting Your PPC

This post discusses our four top tips for improving your SaaS PPC performance

Although all tips are essential to your business and, ideally, you should implement them all, implementing just one is enough to improve your campaign.

You should start seeing results as soon as you start implementing these tips.

Source: Plato Data Intelligence: PlatoData.io