3 Reasons a SaaS PPC Strategy Fails

3 Reasons a PPC Strategy Fails

The global SaaS industry is currently valued at a whopping $60.36 billion. If you’re a SaaS provider, that number holds both good and bad news.

As a plus, businesses continue to spend more and more on software-as-a-service applications. On the flip side, the industry’s growth means competition is getting fierce. Today, having an excellent PPC lead generation strategy is one of the best ways to get ahead.

If you want to generate leads with your AdWords and PPC marketing tactics, read on and learn about some of the most common mistakes to avoid.

1. Focusing on the Wrong Keywords

When it comes to pay-per-click ads, the actual price per click can vary dramatically between industries. The more profitable and competitive the sector, the more you can expect to pay for e-leads.

That’s why it’s so important to make every keyword countBefore you choose general keywords (like “SaaS solution” or “service provider”), think of them in a problem-solving scenario. 

Your potential customers are most likely to buy when they’re searching for the solution to a pain point and there’s an ad with the answer staring back at them. With that in mind, choose search terms that answer the questions your audience is asking in their time of need.

Once you know which keywords are the most valuable to your audience, find a balance between cost and potential ROI. If you’re just starting out with PPC lead generation, it may be wise to focus on search terms with moderate risk and reward until you gather more data on what your customers prefer.

2. Only Using One Ad Style or Platform

Even if you know how to craft ad campaigns like a pro, you won’t do your business any favors if you only stick to one style of advertisement.

Think about it—your target audience frequents a variety of sites. If you only invest in a Google AdWords campaign, you’re missing out on chances to contact future clients on Facebook, Bing, Pinterest, YouTube, and other social platforms.

Diversifying the styles and platforms you use for PPC advertising helps you follow the “rule of seven“, the long-held theory that it takes an average of 7 contacts with your brand before someone is ready to buy.

When you’re deciding which platforms and formats to take advantage of, start by figuring out the top three places your audience will go for help with the problem your product solves. Will they look for video tutorials, infographics, or long-form content? Are they just looking for a recommendation from a page they trust?

Use this information to make video, graphic, and text-based ads and host them on the sites your audience visits the most.

3. Ignoring Your Competition

Even if you don’t consider competing SaaS companies to be your enemy, it’s still worth keeping them as close as—or closer than—your friends.

If you’re struggling with either of the above tips, take a look at how similar SaaS companies are bringing in customers. Analyze their ads for effective keywords, look at how they’re formatting their ads, and pay close attention to the sites and platforms they target the most.

When you use your competitor’s tactics, you have a chance to intercept customers before they buy from someone else.

Most important are the ads which they stick with in the long run. Any ads which a competitor continues to run is likely to be delivering great results for them, hence their persistent investing. Don’t directly copy these types of ads but rather use them for inspiration on your own ads.

Developing an Effective PPC Lead Generation Strategy

Your next customers may only be only a click away. And while those clicks will cost you, following the above tips can make the investment more than worth it in returns.

If you want to see a dramatic improvement in your cost-to-conversion ratio this year, book a discovery call with KonvertLab today. We’ll help you scale a PPC strategy and combine it with the power of the perfect landing page to optimize your sales from start to finish.

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