Throughout the past few years, the Software as a Service (SaaS) market has exploded and impacted far more than just the paid search ads industry.
Most people are using some form of SaaS product in either their personal or work lives, whether it serves an essential purpose or simply makes their lives easier. In fact, the SaaS market is expected to reach an impressive $132 billion by 2020, a considerable increase over the $105 billion figure in 2017.
Higher demand brings more competition and those businesses in the SaaS market have two options: keep up with their competitors and recent trends, or get left behind in the dust. To rise above your competition and get in front of your target audience, you need to employ effective marketing tactics.
Back on the topic of paid search, this is definitely one of the best ways to improve your SaaS business’s lead generation strategy. Keeping that in mind, here are four ideas to improve your PPC campaigns.
1. Know Your Audience
Before you even begin running a campaign for paid ads you need to take the time to learn about your audience.
Doing research into this will help show you where the best places to advertise are. Facebook, for example, isn’t ideal for every target audience and researching helps you to optimize your budget.
Let’s say you have a target audience consisting largely of millennials and you specifically want to run a social media campaign. Since Facebook has an older user base, Instagram would be a more promising platform to run a campaign on.
On the other hand, if you find out that your ideal target audience is older than the millennial generation, Facebook Ads could be exactly what you need.
2. Run Sponsored Social Media Campaigns
Working with a limited ad budget? Running a sponsored social media campaign on channels like Facebook, Instagram, or LinkedIn will help you to maximize your leads.
Even though social media is great for sharing and liking content, it’s also important that your content is getting engagement. You want people to see your posts, take action, and convert into qualified leads.
By incorporating sponsored posts into your paid search campaign, you will increase engagement on your content while also being able to point the right people to your website where a landing page will take care of the rest.
3. Target Low Competition KWs with Free Content
As tempting as it is to compete on keywords with high search volumes and a lot of competition, this is a huge mistake. Targeting your audience with Bottom of the Funnel (BOFU) keywords instantly puts you in competition with everyone else who’s targeting the same keywords. Not only does this give you a lot more competitors but it’s also going to increase your ad spend.
Low competition keywords, on the other hand, are a much better way of putting you in front of your target audience. The best thing about targeting these keywords is that your budget isn’t going to be drained anywhere near as quickly as before.
In addition to targeting low-comp keywords, shift from a sales-focused campaign to promoting a free eBook or report. The optimal content to promote will depend on your industry, so do some research and find out your target buyer’s persona.
By adjusting to this strategy you will get in front of your ideal customer and reveal how you can solve their challenges, rather than overtly selling the solution to them.
4. Optimise Your Landing Pages
When someone clicks on one of your ads, if you aren’t sending them to a dedicated landing page then you’ll miss out on a lot of potential leads.
If someone shows interest in your ad and they take the next step by clicking on it, your job is to keep them interested and engaged. If they’re sent to a website’s homepage or some generic content, this dissuades them from choosing your business over a competitor.
Landing pages are a great way of capturing your audience’s attention and continuing the same tone that was conveyed in the ad they clicked.
Having a unique landing page for each paid search ad you’re running can be a lot of work, no doubt about it. But when you find an ad which works well, this approach will put you on track to having a fantastic conversion rate.
Start Reaping the Benefits of Paid Search
The tremendous growth within the SaaS market means that businesses like yours need to have a solid paid search program if they want to get noticed and begin generating high-quality leads quickly.
Those who do this will stand out from the competition, get in front of their target audience, and position themselves as a market leader in the SaaS space.
Need some help to get started? Our team can help you come up with some paid search initiatives so that you’re set up to have a successful 2020.
Check out our case studies to see how we’ve helped companies like yours exceed their lead generation goals!