SaaS PPC Agency

Decades ago, advertising was simpler, and TV commercials, billboards, and magazine ads did the trick. It’s not as easy today to attract the right audience and position your brand and products.

Why is that? The market is saturated, and the competitive background is rising year by year. Companies all over the industry are spawning like new characters in video games, and it is becoming increasingly difficult to cut through the noise of competition.

Many SaaS companies are using PPC campaigns to attract potential customers quickly and efficiently. However, it’s not enough just to launch a PPC ad and hope for the best—successful campaigns require deep knowledge, experience, proper budgeting, and optimization.

Benefits of PPC Advertising for SaaS

In order to tap into the true potential of PPC for SaaS, it’s important to know what these campaigns have to offer. PPC isn’t just a strategy to drive traffic to your landing pages; it offers access to qualified leads that have a high likelihood of converting into paying customers.

Before we explore the insightful strategies and practices, here are some of the main benefits SaaS companies see from PPC:

PPC advertising delivers immediate results: SEO, for example, takes months to show the actual results, while PPC ads will drive traffic to your landing pages and site as soon as they go live.

You can achieve precise targeting with PPC ads: You can define your target audience precisely on PPC platforms via demographics, interests, behaviors, query searches, remarketing lists, and multiple other options.

PPC campaigns give you complete control over your budget: Manage your SaaS PPC spending precisely by setting daily limits, adjusting bids, scheduling ads, and bidding strategically for keywords or actions.

PPC advertising helps measure the performance of marketing efforts: With every click, impression, and conversion being tracked, you can gain important insights into how your ads are performing and how to navigate them for the best results.

PPC ad campaigns enhance brand awareness: It’s unlikely, but even if users don’t immediately interact with your ad, your brand will still burn into their memory, increasing awareness.

How to Choose PPC Platforms for SaaS

It’s time to explore the best practices we mentioned above. First, you need to choose the right PPC platform for your SaaS business. We have various options for PPC platforms, including:

• Google Ads: This is probably the most well-known PPC platform and ideal for SaaS businesses. It allows you to target a broad audience and bid on keywords. The platform also has search campaigns, display campaigns, video campaigns, and app campaigns
• Microsoft Ads: You may also be familiar with this platform as Bing Ads. Companies use this to reach audiences beyond Google’s search engine; however, it’s less effective since Microsoft Search Engine is less popular than Google
• Social media advertising: Facebook, LinkedIn, Twitter, and other social media platforms are great for reaching target users based on their interests, behaviors, communities, etc.

Additionally, you can explore platforms like Capterra, GetApp, G2, and Software Advice if you’re looking for alternatives to the classic PPC platforms. Advertising on these platforms places your SaaS product directly in front of your potential clients, increasing the quality of traffic and conversion rate. These tools have detailed reporting and analytics features to help you identify the strengths and weaknesses of your platforms.

Roadmap to choosing a PPC platform

Whether your campaign is successful or not doesn’t only depend on proper keyword research, digital marketing efforts, and other factors – it’s also essential to choose the right PPC platform.

A professional B2B PPC agency can help you choose the right platform for your business. Meanwhile, here’s our roadmap to choosing one:

Audience: Do you know who your target audience is and what they are looking for? What platforms are they most active on?

Learn more about your audience and their demographics, interests, behaviors, and pain points. These are the factors that will allow you to target your ads specifically. Learning this information can help you choose the right platform since they have different ways of reaching your audience.

Goals: Have you defined your company goals clearly? Do you know what you want to achieve with your campaigns?

You must align your PPC management strategy to your goals. You can’t create a campaign based on increased brand awareness factors if you want to generate more leads. We recommend working with a professional B2B PPC agency to help you understand how to reach your goals better.

Budget: Various platforms have various prices? Not sure which one to choose?

You must define the budget, and analyzing each platform can help you understand what your financial capabilities can reach.

Test: All platforms sound interesting and could help out your business? Why not experiment?

We do A/B testing with keyword groups and ad types, so why not experiment with two or more PPC platforms? Set your budget to a minimum and try the platform’s services to see which one suits your business the most.

How to Measure Your PPC Performance

One of the reasons PPC is so great for SaaS companies is that it allows them to track their efforts and adjust strategies if needed. Metrics, such as click-through rates, conversion rates, and cost-per-acquisition, can help understand which of your campaigns are effective and which need to be adjusted.

Let’s explore the top 10 KPIs to help you understand if your PPC is working.

Traffic-focused KPIs

Traffic-focused KPIs are essential if your main goal is to increase traffic and build brand awareness. These are some of the most frequently used metrics to analyze the quantity and quality of your site’s traffic:

Quality score: Quality score is a measure of how frequently users will find your ads more relevant compared to other advertiser’s ads. A high-quality score means we get more genuine and better-qualified leads.

Impressions: Each time your advertisement appears, an impression is created. Tracking impressions will help you understand how often your potential customers are viewing the ad.

Click-through rate: CTR defines the number of times your ad is clicked and displayed every hundred times. It indicates the number of times people who come across your ad click it.

Average position: Average position means the position your ad or listing stands on the SERP against other advertisers using the same keywords. This depends on factors such as bid amount, quality score, and the searcher’s intent.

Impression share: Impression share refers to the percentage proportion of the number of impressions your ads received in relation to the total number of impressions possibly attainable..

Conversion-focused KPIs

If you focus on increasing conversion, and that’s the main goal of your PPC campaign, these metrics can help you measure the success:

Conversion rate: This is measured in percentage, and it determines how many visitors convert to customers after clicking on your PPC links. This metric shows whether your campaign is leading the audience in the direction you want them to go

Source and conversion tracking: This is an essential metric if you want to know which sources are the most prominent. This metric shows where your site visitors are coming from

Revenue-focused KPIs

Lastly, if you’re focused on increasing revenue, you must track these three metrics:

Cost per click: If you want to see the overall value of your PPC campaign, this metric is for you. Divide the total cost of clicks by the total number of clicks, and that’s it. The CPC can help you find if you have wasted ad spend and if you need to improve your quality score

Cost per acquisition: This metric reflects the overall conversion rates regarding ad spend. It allows you to compare the effectiveness of various digital marketing channels based on the CPA or the cost charged for each lead

Revenue on ad spend: ROAS measures your campaign’s financial performance

How to Budget a PPC Campaign

Budgeting is one of the most essential parts of the campaign planning. A correctly chosen and planned budget can influence the success of your PPC and help you achieve goals faster.

In this section of the article, we’ll explore some of the insights on budgeting from a b2b paid search agency.

Start small and scale up as needed

It’s simple – start with a small, modest budget and observe the performance of your campaign. Over time, as you see the performance of your PPC, increase the budget or leave it to be.

This approach helps companies analyze their campaign performance, gives enough time to gather data, and makes more careful decisions.

Example: Let’s say a SaaS company starts a campaign with a $500 budget for the first month. After analyzing it carefully, they notice that Google Ads is driving more conversions than Facebook Ads. This creates a safe ground for the company to make a decision on increasing the budget for the first platform and decreasing it for the second one. For example, this company may decide to increase the budget for Google Ads up to $800 and reduce finances for Facebook Ads to $200.

Nurture high-performing campaigns

As soon as you find out which of your approach works the best, you can put more money towards it. You’ll notice that some ads or keywords perform better than others, and some campaigns are higher performing. This approach will help you invest where it’s most effective.

Example: If a SaaS company runs campaigns targeting specific and different keywords, they might notice that some keywords perform better than others. Let’s say they found that ads targeting the keyword “CRM software for small businesses” have a higher conversion rate than those targeting the keyword “CRM software for enterprises.”

The company allocates a relatively higher $1,000 budget to small business ads and a lesser amount for enterprise ads.

Set daily or weekly budget caps

Introduce daily or weekly budget controls for the campaigns. You can space the amount of money that you have available for your advertisements evenly over time so that you don’t overspend while ensuring that your advertisements are consistent.

Daily/weekly limits also help regulate cash flow, and daily/weekly limits are necessary to attain consistent records that allow for scrutiny and efficient adjustments.

Example: A SaaS company determines its monthly budget of $2000 for the month. They define a daily campaign budget with Google Ads at $65 and LinkedIn Ads at $30. This way, they prevent spending too much money early in the month and, thus, can keep their advertisements active all month long.

How Can Glorium Marketing Help?

Glorium Marketing team has over a decade of experience working with SaaS companies and helping them build their online presence from scratch. Our team consists of marketing managers, UI/UX designers, copywriters, SEO specialists, and other professionals.

We approach each project as a unique one and carefully curate strategies to deliver the best results. We can help you get immediate and long-term results, rank higher than your competitors on search engines, and connect with your audience.

Whether you’re competing against established players or entering a niche market, our personalized PPC approach ensures that your SaaS solution is seen by the right people at the right time.

We offer flexible collaboration methods and are ready to discuss your goals and visions. Our collaboration includes a detailed interview to find out more about your company, roadmap planning, ad management, and more.

Simply schedule a consultation with us, and we’ll get back to you as soon as possible. It’s free, no strings attached, and you can ask our experts as many questions as you’d like.