As of 2019, around 68% of Americans use Facebook. When the majority of a country’s population is actively using a platform, it’s time for advertisers to start taking notice and prepare their Facebook Ads strategy.
There has never been a better time to get a strategy started. According to Facebook’s 2018 Q4 report, the number of ad impressions increased by 34%, while the average price per ad decreased by 2%.
But how exactly does the site’s ad system work for SaaS businesses? And more importantly, is Facebook an ideal platform for SaaS PPC?
The answer is yes, Facebook works for SaaS businesses but only if you use the right strategy. Follow the advice we’re about to give you and you’ll start getting measurable results in a matter of days.
1) Use a Facebook Ads Funnel
Think of your potential customers as a funnel — they’re all at different stages in the decision-making process. Here’s how we like to break down this funnel:
- At the top of the funnel, you have customers who are just becoming aware of your brand.
- In the middle, you have people who are interested in your brand and who are evaluating the pros and cons of your service.
- And at the bottom of the funnel is your customers, the people who have already committed to a trial or sale.
The fact is you can’t target these three distinct layers with a single ad, it won’t get you anywhere near the best results. Instead, you need to take each layer individually and target them with different ads.
Start broad with SEO focused Facebook Ads. Gradually work your way down the funnel and bring eBooks, case studies, and newsletters into your Facebook Ads strategy before finally moving on to free trials.
This is a much more effective way to target your audience and although it requires more effort, the results of your strategy will noticeably improve.
2) Target Advanced Demographics
Avoid targeting broad demographics whenever you’re running Facebook Ads for SaaS. Things like age, location, and income aren’t worth your time with SaaS services so disregard them as part of your strategy.
Instead, look for advanced demographics that might actually have a need for your service. What are your customer’s interests, behavior, and, most importantly, their job titles?
If you don’t know where to begin gathering demographic information, then we highly recommend a LinkedIn lead generation form.
Not only does the service rival Facebook marketing images, but it also gives you a good idea about the specific job roles interested in your facility.
Dive into LinkedIn lead gen forms right now and watch our video that explains the best way to use them.
3) Show Value in Your Facebook Ads Strategy
Many marketers believe the key to winning customers is with a practical, eye-catching ad.
If you think that you can convince someone to trial your SaaS service with an ad alone, you’re sorely mistaken. Ads aren’t powerful enough to bring in customers single-handedly, they need to be used with another component.
People need to be convinced that your service is going to benefit them and the best way to do this is by showing them the value that comes along with your product. So, how can you show value?
Awareness. Rather than focusing paid ads on your service, start advertising blog posts and other content which addresses the issues that your SaaS service solves. Free eBook downloads are another proven way of getting the attention of potential customers.
This Facebook Ads strategy will gradually make people more aware of your brand and familiarise them with your service. Before you know it they’ll be signing themselves up for a trial.
Final Thoughts on Facebook Ads for SaaS
If you’re in the SaaS business, you need to use a well thought out Facebook Ads strategy for two main reasons:
- Your products are all online.
- Your customers are all online.
However, if done carelessly, you can waste a lot of time and money on ads that people are just going to scroll past.
As we mentioned, it’s not just about the ad itself; it’s about the value you offer people through your landing page.
Do you need help rethinking your company’s approach to digital marketing? Make sure you check out KonvertLab’s SaaS services.
Our team are experienced at running successful ad campaigns and will work alongside you to skyrocket your ROAS.