When you work in Software as a Service (SaaS), you want as many people as possible to know about your awesome software. Pay-per-click advertising can be an excellent way to do this, especially if you have a lot of competitors and want to differentiate your brand.
Here are five of our top tips for encouraging prospective customers to sign up for your software solution.
1. Plan your keywords carefully
Choosing the right keywords can be one of the trickiest parts of a PPC campaign. Go too narrow, and you risk your ad not being served to anyone. Go too broad, and you risk your ad being shown to the wrong people!
Think about your customers' pain points. What long-tail keywords would they type into the search engines to find your website? Look at your web chats, emails, and social media channels to see what questions your customers are already asking you.
2. Focus on remarketing
According to Salesforce, it can take between six to eight marketing touches to generate a sales lead. Your prospects are likely to want to do their research before they commit!
This is where a remarketing campaign can be of benefit. You can use it to show ads to people who have previously visited your website, encouraging them to come back and buy at a later date.
Our top tip – you can set up different remarketing campaigns for various parts of your website. That way, if you have a range of SaaS options, you can target your customers with laser precision!
3. Choose the right landing page
Getting people to your website is the easy part… the hard part is getting them to sign up!
Don't make the mistake of pointing people to your home page; the odds are that they will get confused and leave your site.
Create a landing page that's bespoke to the keyword you are targeting. Answer your prospective customer's questions, provide some great social proof and hit them with a call to action that they can't refuse!
4. Bid on your rival's keywords
It may seem like a sneaky thing to do, but bidding on your competitor's brand keywords can be a successful marketing strategy, especially if you have a similar service offering.
If someone is searching for your competitor's name, the odds are that they are very far along the marketing funnel and are ready to make a purchase. All you need to do is put up some persuasive ad copy and encourage them to click through to your site instead.
If you're going to do this, we'd recommend bidding on your own brand keywords. That way, if your competitors retaliate by bidding on your name, their costs will increase.
5. Keep checking your campaign
Once you've set up the perfect PPC campaign for your SaaS company, you need to keep checking back. That way, you can add new keywords, tweak your ad copy and change up your bidding to focus on new target audiences that you identify.
We'd recommend going back to your campaigns at least once a week to see if you can improve anything.