SaaS PPC Guide: How to Create Campaigns That Drive Sales


When software-as-a-service companies wish to develop, it’s hardly ever a good suggestion to take out a Tremendous Bowl Advert or billboard. Even when you attain hundreds of thousands, you would possibly solely attain a handful in your goal market.

It’s much more cost-effective to focus on solely your supreme clients. That’s the aim of any SaaS pay-per-click (PPC) marketing campaign.

With platforms like Google Adverts, you’ll be able to market to individuals actively looking for phrases instantly associated to your small business.

When achieved proper, you’ll be able to create laser-focused campaigns — much less touring salesman going door to door, extra govt gross sales supervisor assembly with an already potential buyer.

On this article, we’ll cowl the fundamentals of making an efficient SaaS PPC technique, the variations between approaches for B2B and B2C shoppers, tips on how to forecast outcomes and profitability, and extra.

What’s PPC? (and why it’s an important advertising instrument for SaaS companies)

PPC is brief for pay-per-click promoting, a mode of web promoting the place you pay for the clicks your advert receives as an alternative of a set quantity for quite a few days or views.

Most digital entrepreneurs use the time period primarily for search engine advertising platforms, like Google Adverts, reserving the time period “social media adverts” for PPC adverts on social platforms.

What’s distinctive about adverts on search engines like google and yahoo is which you can promote on to individuals in the midst of taking an motion that identifies them as your supreme buyer.

For instance, they could possibly be looking for “finest enterprise challenge administration app.”

SaaS PPC Ads in action

That’s what makes PPC so highly effective. It’s a singular focusing on capability that you simply simply can’t get elsewhere with demographics and different data.

The one different method you can know that somebody is in search of your product at any given time is that if they actively contact your organization.

So PPC lets you create extremely focused campaigns that attain potential clients at scale. You possibly can even regulate your advert messaging based mostly on precisely what they’re in search of.

If they need an enterprise challenge administration resolution, you’ll be able to spotlight related options within the advert. If they need an SMB resolution, you’ll be able to spotlight your freemium possibility.

One other facet of PPC that makes it an ideal match for SaaS is how straightforward it’s to trace outcomes. There’s nothing theoretical in regards to the return on funding in PPC adverts. You possibly can see precisely what outcomes they drive in real-time.

Some data you’ll be able to see consists of:

  • Which adverts get extra clicks and resonate extra along with your viewers
  • Which key phrases drive clicks and conversions
  • Buyer acquisition price (CAC)
  • The place on the outcomes web page your adverts have a tendency to indicate up based mostly in your bids

These and different PPC metrics can be found contained in the platform so long as you arrange conversion monitoring.

The primary problem with SaaS PPC: driving significant conversions

PPC is an ideal medium for SaaS, as search phrases clearly establish somebody as being in your supreme goal market.

Nonetheless, changing SaaS patrons in a single interplay is notoriously tough, particularly on-line. SaaS firms had one of many lowest common conversion charges in 2020, clocking in at 2.4%.

Chart showing median landing page conversion rates by industry

That’s nearly 5 instances decrease than media and over twice as little as finance. Plus, this knowledge is for leads and freemium customers, not precise paying clients.

For SaaS, PPC isn’t only a cash spout you’ll be able to activate to routinely earn cash. With a foul angle and no technique, you’re more likely to lose cash in your adverts.

And it’s not sufficient to only optimize your advert copy or key phrases. It’s good to take the time to place your organization appropriately, create a gross sales funnel that nurtures leads over time, and arrange an efficient onboarding course of to interact freemium and paying customers.

Should you fall quick at any stage, your campaigns are unlikely to ship optimistic long-term outcomes.

However sufficient idea, let’s cowl tips on how to create PPC campaigns that land you paying clients.

The best way to create PPC campaigns for SaaS (that truly land you paying clients)

This part outlines the nitty-gritty particulars of making PPC campaigns for SaaS. We assist you develop your total technique based mostly in your audience, choose efficient key phrases, optimize marketing campaign construction, and extra.

Earlier than we dive in: key variations in PPC objectives for B2B and B2C-focused SaaS

The perfect method to construction your advertising is completely different for B2B and B2C-focused SaaS.

In 2020, B2B SaaS entrepreneurs listed occasions because the primary advertising channel for this very purpose.

Chart of most effective B2B marketing channels

Why? Most firms battle to leap straight to gross sales from the primary interplay, whereas — relying on the key phrase — you would possibly wish to take a totally completely different strategy.

By making a SaaS PPC technique that features different channels — like e mail advertising and retargeting on social media — you’ll be able to set up relationships with potential clients and construct belief over time.

It additionally provides you a lot extra alternatives to promote to a potential buyer than simply that first interplay from the preliminary PPC click on.

One efficient technique is to make use of digital occasions or webinars protecting your prospect’s ache factors to generate leads.

The webinar is a superb gross sales alternative, and you’ll proceed nurturing the connection by means of e mail over time.

Should you’re centered on common shoppers or freelancers, a push straight to a freemium product could be simpler.

Calculate the common worth of leads/freemium customers to forecast ROI

Earlier than investing in adverts, it’s essential to perceive how a lot every new lead or freemium person is price.

Early within the course of, that’s the one method to forecast potential returns out of your adverts. So have a look at your current buyer knowledge and pinpoint these metrics:

  • Buyer lifetime worth (CLTV)
  • Freemium to paid conversion price
  • Common worth of a freemium person (CLTV / freemium to paid conversion price)
  • Common lead conversion price & deal worth

After you have an concept of how a lot every lead tends to be price, you’ll know what your supreme acquisition price ought to be.

Neglect about vainness metrics like cost-per-click (CPC) and click-through price (CTR). The associated fee to amass paying clients is the one factor that issues.

Begin with long-tail middle-of-funnel (or decrease) key phrases

In case your SaaS is SPAC-funded with a vast advert price range, you would possibly wish to contemplate normal top-of-funnel key phrases. Nonetheless, these are unlikely to drive leads to the quick time period.

As a substitute, deal with center or bottom-of-the-funnel key phrases.

Diagram of main customer journey stages

These key phrases point out a buyer’s want in your services or products and categorical curiosity in paying for an answer like yours.

A top-of-funnel key phrase is simply an indicator that they’ve an issue you’ll be able to remedy. They may not have the price range or time to put money into a brand new software program resolution for the time being.

Undecided tips on how to implement this for your small business? HOTH PPC will help you establish high-value long-tail key phrases that drive gross sales.

Tailor touchdown pages to the wants of every viewers

Not each buyer section has the identical issues and priorities. And with PPC, there’s no purpose to make use of a single generic touchdown web page for each prospect.

Usually the search intent of a key phrase implies completely different wants than what your normal product touchdown web page highlights.

For instance, in the event that they’re looking for a “CRM that integrates with Stripe,” you need to create a centered touchdown web page that highlights that.

The identical goes for any particular section of consumers like “small enterprise CRM,” “enterprise CRM,” and so on.

For instance, Slack has a totally completely different touchdown web page focusing on enterprise key phrases.

Slack's landing page for enterprise customers

Discover the way it focuses on scale and safety as an alternative of the informal “Slack is your digital HQ” on its major LP.

Observe primary PPC ideas, like utilizing a STAG marketing campaign construction

To ship related adverts and touchdown pages, it’s essential to arrange your marketing campaign’s construction the fitting method.

One technique that skilled PPC entrepreneurs (together with us) vouch for is named STAG — single theme advert teams.

It’s if you divide your marketing campaign into advert teams that consider associated key phrases that target the identical theme. For instance, “SMB accounting software program” and “small enterprise account app” can be in the identical advert group.

Diagram showcasing STAG campaign structure

You possibly can then create adverts and touchdown pages that resonate with customers who seek for some of these key phrases.

“Message match” is a core precept of search engine advertising and will be extremely efficient. The excellent news is that it’s additionally easy to implement when you begin out with it in thoughts.

Combine Google Adverts along with your CRM to see which key phrases drive gross sales

Should you really wish to optimize your advert spend on advert platforms, it’s essential to perceive the place the paying clients come from.

Leads and free customers are an important mid-way level for forecasting income, however these metrics don’t present the entire image.

A key phrase like “free accounting app” may usher in lots of of free customers — versus solely ten from “enterprise accounting software program” — and nonetheless usher in much less income.

That can assist you make data-driven selections about which key phrases to prioritize, you need to combine your CRM with Google Adverts.

That method, you’ll be able to see stats like common deal worth damaged down by key phrases, campaigns, and even adverts.

Should you’ve expanded to Bing Adverts, you must also combine that platform.

Use retargeting strategically to ease considerations and drive gross sales

Retargeting adverts are show adverts focusing on customers which have already interacted along with your website. Should you’re not a seasoned marketer, your first impression could be “these annoying adverts that make me really feel stalked?”

However remarketing adverts, when achieved proper, will be an extremely efficient instrument for overcoming objections and driving conversions and gross sales.

By utilizing remarketing adverts, you’ll be able to:

  • Create a remarketing viewers based mostly on particular pages — like a pricing web page or an industry-specific product touchdown web page. (Don’t spam everybody who’s visited your weblog ever).

Website visits audience segment in Google Ads

  • Exclude paying clients who’re utilizing your product.
  • Promote case research or movies of your product in motion that allay frequent objections your gross sales groups hear from potential clients.

Mix with different channels — like e mail advertising and even dwell occasions

Even when you’re not a B2B SaaS firm, you need to nonetheless wish to improve your PPC efforts with an efficient advertising combine.

Not integrating with different channels is likely one of the commonest PPC errors we see firms make.

For SaaS, a really perfect advertising combine would possibly look one thing like this:

Diagram of SaaS omnichannel marketing mix

  • Conventional B2B advertising — occasions, area gross sales: To satisfy and shut prospects in particular person.
  • PPC: To succeed in potential clients shut to creating a product choice.
  • Digital occasions: To nurture potential clients, showcase the facility of your product, and overcome objections.
  • Electronic mail advertising: To nurture potential clients and onboard free customers.
  • Content material advertising and search engine marketing: To extend model consciousness, nurture potential clients, and showcase your merchandise.
  • Social media advertising: To extend model consciousness and nurture potential clients.

With SEO (search engine marketing), you can theoretically get natural site visitors in your PPC search phrases, however this can be a lengthy and difficult course of — particularly since SaaS key phrases are usually very aggressive. For extra data on search engine marketing companies, take a look at HOTH X.

By combining each, you’ll be able to create informative content material that targets fewer business key phrases, builds belief and authority, and step by step lays the muse for rating on aggressive key phrases sooner or later. All this whereas not lacking out on worthwhile bottom-of-funnel site visitors because of your PPC campaigns.

Use PPC to rapidly take a look at new markets (nations, industry-specific software program, and so on.)

Should you’re simply beginning to broaden past companies in your native space, PPC generally is a nice channel for testing new markets and market segments.

For instance, when you’re exploring the opportunity of turning into a vertical SaaS — creating software program that focuses on the wants of a selected {industry} — you’ll be able to take a look at the demand with paid search adverts and touchdown pages.

For instance, “CRM for auto sellers” is a vertical-specific key phrase inside the wider CRM class.

It’s also possible to strive advertising in neighboring states or nations to establish areas with potential.

Be taught from the information and enhance messaging and focusing on over time

Earlier than you spend a single cent on PPC adverts, you need to have correct analytics and conversion monitoring arrange.

In any other case, all of your optimization efforts shall be based mostly on nothing however guesswork.

Arrange Google Analytics with conversion objectives from day one. By monitoring conversions by means of Google Analytics as an alternative of Google Adverts, you’ll be able to see which different channels performed a task in driving conversions.

Top conversion paths view in Google Analytics

It’s also possible to see detailed efficiency knowledge in your Google Adverts campaigns, together with the acquisition price for every key phrase, advert, and touchdown web page.

Use these knowledge factors to deal with the key phrases that drive the very best outcomes, and use bounce price and different metrics to optimize your touchdown pages.

Prepared to start out utilizing PPC in your SaaS advertising technique?

Should you’re seeking to generate extra gross sales, not simply site visitors and model consciousness, PPC is a very powerful digital channel.

However until you recognize what you’re doing, it might probably find yourself costing you cash as an alternative of turning into a gross sales driver.

It’s good to have the fitting technique and mixture of channels, goal the fitting key phrases, create efficient touchdown pages, and rather more.

If this all appears overwhelming, and also you’d prefer to spend your time bettering your product, not studying the ins and outs of PPC advertising, schedule a name with our PPC specialists right now.