With more startups than ever entering the market, it is becoming increasingly challenging for SaaS brands to stand out. That’s why many have realized the power of PPC to build brand awareness and attract new customers. However, to truly gain a competitive edge, SaaS brands need a strategic approach. Simply setting up campaigns and forgetting about them won’t cut it. There are several tactics SaaS brands can employ to maximize the effectiveness of their PPC campaigns. Here are five ways to do just that:
- Build a cold audience display campaign
Not everyone knows about your brand, so it’s crucial to reach out to potential customers who are not yet aware of you. One way to do this is by running a cold audience display campaign in Google Ads. This targets individuals who have not yet engaged with your brand but fall within your target audience. Display campaigns allow you to showcase your software through visually appealing image and video assets. This helps potential customers get a feel for your product. To effectively run a cold audience display campaign, consider targeting by:
- Custom segments, using converting keywords from your search campaigns and researching the websites/apps your target audience frequently uses
- In-market audiences, targeting people actively seeking SaaS products or services
- Affinity audiences, reaching people based on their interests, habits, and personas that align with your target audience
To make the most of your PPC budget, exclude existing customers from seeing ads. Instead, focus on reaching potential new customers. Create an audience list of current customers using their first-party data (email addresses, phone numbers, user IDs), and exclude them under the Audience tab of your campaigns. Consider excluding those in the “lead to sale” process, such as free trial users or newsletter subscribers. It’s important to prioritize spending on individuals who are still in the research and consideration stage.
Retain top-of-mind awareness with previous site visitors by using remarketing lists. These are valuable targeting options for display campaigns (Google Ads) or audience ads campaigns (Microsoft Advertising). By reaching out to these visitors again, you can remind them of your product and encourage them to return to convert. Consider offering something extra in your ad messaging that wasn’t available during their initial visit, such as extended trials or discounts. This increases the likelihood of conversion.
Stand out from your competitors by running search campaigns or ad groups targeting their branded keywords. This strategy allows you to capture the attention of individuals actively searching for a solution you provide. When using competitor bidding, create designated landing pages that differentiate you from competitors, highlighting your unique features and industry recognition. However, be cautious as competitors can retaliate and bid on your branded keywords, resulting in inflated costs.
Your ad copy plays a crucial role in making a great first impression and convincing potential customers to choose your software. Make sure your messaging is persuasive, informative, and highlights how your software solves their problem. To achieve this, read and analyze reviews and feedback from your software users. This will provide insight into the benefits of your product and the language that resonates with your target audience.
By implementing these strategies, SaaS brands can maximize the effectiveness of their PPC campaigns, reach new customers, and gain a competitive edge. If you need assistance with your SEO and PPC efforts, Bridgewell Marketing offers professional SEO services. Visit https://bridgewellmarketing.com to learn more.