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SaaS PPC Marketing: 7 Foolproof Tips to Find Better Leads

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Kevin Urrutia
February 24, 2020

Kevin Urrutia

Kevin Urrutia is the founder of Voy Media, a SaaS Marketing Agency based in New York. He helps people promote their SaaS business by creating digital marketing, demand and lead generation, content, and web design and strategies.

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The lifeblood of any business is generating leads, and it is one of the greatest challenges a lot of SaaS companies face.


There are a lot of ways of growing your brand, as well as connecting with prospective clients. But if you want to grow your clients and subscriptions sustainably then a tool that you must consider is pay-per-click advertising.


Unlike any inbound or SEO strategy, a well-implemented PPC will create a larger impact, getting you in front of sales-qualified leads. Growing and nurturing your audience will mark your offering as valuable and should never be neglected.


However, keep in mind that not a lot of PPC campaigns will start bringing prospects literally overnight.


Why does PPC Important for SaaS Marketers?

Paid advertising is one of the most powerful tools a SaaS company cand have, especially if you are generating the right leads in a short span of time.


But with PPC getting more and more competitive, it is also getting more and more difficult to create cost-effective campaigns, as well as a decent amount of return on investment.


Fortunately, you have come to the right place! In this post, we will walk you through the eight foolproof tips that will help you generate better leads.


Captivate them with your offer

Only a couple of leads will come to your site for a reason, even the most compelling ad copy can only do little.


That's why you must give them a reason to click on your ads because it gives value to them. May it be through ebooks, blog posts, and video content. It can also be in the form of something interactive and unique, such as a quiz or a survey.


What form the content usually takes does not necessarily matter. The important thing is that a prospect would see it, and think that it will be a solution to their problems.


Use ad testing

The thing about Google's Search Network is that it is not easy trying to target the "right" audience. That's why testing is important to ensure that your keywords correctly match your ads.


You also need to make sure that the message that your ad is resonating matches with your target audience, compelling them to click through and then convert.


Fill the top of the funnel

When we start targeting our top-of-the-funnel-prospects, most of us would start thinking about paid display, social, and video campaigns. But in the end, it is all about how to engage people contextually based on their browsing history and interests.


What we do not often think so much about is the initial research phase that sits beyond high-intent purchases. However, for this stage, the search can be as important and as cost-effective for the filling on top of the funnel.


Do some keyword research

For instance, your company provides a mobile budgeting app.


When you bid on words and key phrases like "how to save money on groceries," you are targeting the right audience without relying too heavily on the name of your brand to help you bring in leads for your business.


Segment your ad budget

You could segment your ad budget around branded terms and about 3-4 of your central services. You could even segment further if you want to target various geographic areas.


Once you have your account broken down into specific campaigns, which will cover your core services and brand, then it is time that you deal with your ad groups.


Identify the opportunities

There are several great tools out there, such as Google AdWords, that can help you identify the most important keywords that you should be targeting.


Tools such as SEMRush, for instance, will help you know what other people are searching for.


Implement a remarketing campaign

Remarketing is known in various industries for something that has longer sales cycles, and SaaS precisely fall on that category.


It lets you easily follow users that have already been on your site. In fact, remarketing is something that we often do at Voy Media (my marketing agency for SaaS companies based in New York City).


This allows your ads to show up when that previous visitor is browsing through other website content. While it might look like a stalker-like behavior, this tactic obviously works.


Remarketing is an affordable way of ensuring that your previous visitors do not forget about you, enticing them to return to your site.


Over to You

So there you have it. Those are the top tips that you can use if you want to improve your SaaS’s PPC performance.


Building a PPC marketing campaign for your SaaS company is much easier when you apply these proven tips. Even using one or two of these tips could help improve your campaigns. But ideally, you need to implement the tips that are most relevant to your business.


The most important lesson that should be learned here, however, is that the sooner that you take the necessary steps to start making improvements, the much quicker you will be seeing results.

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