The rapid growth is a result of companies collaborating with PPC or the Profit per Click marketing style. While this may be great news, it brought about a massive increase in competition in the SaaS product market. This, in turn, leads to the PPC SaaS campaigns.
Before jumping into the possible reasons for your PPC campaign for SaaS products failing, let’s get an understanding of what baselines should be kept in mind to keep a check on your performance.
How to Incorporate a Primary Baseline to Measure Your SaaS Product PPC Performance?
You must establish a standard for measuring the performance before starting work on a SaaS business through PPC. You must settle down on a limited number of these baselines for measurement of performance! Why? Because it is difficult to follow too many of these metrics, this could lead to you focusing on multiple trending metrics instead of those that are perfect for your campaign.
Hence, you must limit yourself. The top three best essential baselines to measure your SaaS product PPC performances are as mentioned!
Calculating Total Ad Budget
Before you start raking in customers and start making money, you will have to think about maintaining a steady cash flow. To ensure your business is stable, you must calculate the money you will be investing!
You can calculate the total Ad budget by using the formula mentioned below.
The target number of closed deals per month x Target CAC or the amount you will be paying for each customer
For example – If your targeted CAC is $2000 and you have managed to close two deals in the month, add these numbers to the formula, and you will get your total ad budget to be $4000.
It is a critical baseline measurement to keep track of your recurring costs, whether you’re adding to them or losing them.
Calculating Number of Clicks Needed
Calculating the number of clicks or the click rate helps you know the frequency with which people are seeing and clicking on your SaaS PPC advertisement. A higher number of clicks is a clear indication of your PPC advertisement doing good.
Following the formula mentioned below, you will find out how many clicks you are garnering.
Clicks required- Demos required per month/ Visitors to demo conversion rate.
Let’s put this formula into action! Say your website visitor to demo conversion rate is about 5%; this is your denominator for the clicks you need. Now let’s calculate the number of demos required per month.
All you will have to do is divide the total deals you closed in the month ( for this equation, it would be 2) by the demo conversion rate. Let’s assume your demo conversion rate is 10%. You would get 20 and that is the number of demos you’ll require per month.
How many clicks does that make? Now divide these 20 demos per month by 5%. Your result would be- 400 clicks. – Read more
Buyer keywords are the search terms and keywords people use when looking to buy a product or service. When searchers use buyer keywords in search engines, it signals that they’re already at the end of the buying cycle and they’re ready to make a purchase.
If you’re running an ecommerce website, keyword research is vital. Figuring out how to find the best keywords for the final stage of the buyer’s journey will help give you a competitive edge while also helping to justify your spending on content marketing. In fact, more than 60% of marketers note that leads are one of the top metrics they use to measure content success.
In this article, we’ll review the buyer’s journey and help you understand how to find the right keywords to improve conversion rates and drive sales. We’ll also discuss why buyer keywords are an important part of your search engine optimization (SEO) strategy:
To fully understand buyer keywords, you’ll want to start by taking a closer look at the buyer’s journey. The buyer’s journey is what a customer goes through when looking for a product or service. The process starts with the customer realizing they have a problem, followed by researching and considering solutions.
There are many models out there for the buying process, but in its simplest form, the buyer’s journey can be divided into three stages: the awareness stage, the consideration stage, and the decision stage.
Awareness stage: A consumer begins to do high-level research related to their problem.
Consideration stage: Once a consumer understands their specific problem, they begin to search for more specific solutions.
Decision stage: At the final stage, a consumer knows how to solve their problem and searches with the intent of comparing the different options available to them. This stage finishes with a purchase.
Buyer keywords come into play during the last stage. When customers reach that final purchasing decision, they use buyer keywords (also referred to as buyer intent keywords) to look for specific products or services. Examples of these sets of phrases include “massage therapy deals,” “best price for a laptop computer,” and “affordable luxury items.”
Ecommerce and SEO: Use High Intent Keywords
When outlining an ecommerce SEO strategy, you’ll want to start with keyword research. Keywords are the words and phrases users type into search engines to look for information, products, or services. Outside of the content creation industry, they’re referred to as searches or queries.
If you want your website to show up on the results page when people type their queries into search engines, it will help if you learn more about using high-intent keywords in your web pages.
There are two ways to improve your page’s ranking for specific keywords:
Paid search results: You can invest in a Pay-per-Click or PPC campaign. With PPC, you bid on a term relevant to your brand, and Google or other search engines will show your web page in their results page when users search for those specific keywords.
Organic search results: Your other option is to optimize your website to rank in search engines’ organic results. Organic search optimization means you didn’t pay to rank where you are but instead used a combination of SEO strategies (e.g., internal links, backlinks, and on-page SEO) to help move your page higher for a specific keyword.
Effective keyword research can help you decide which strategy makes the most sense for the keywords you’re targeting. Our Keyword Magic Tool, for instance, is an easy-to-use keyword research tool that provides specifics on keyword difficulty and cost per click (CPC) to help you decide which optimization strategy will show better gains.
Finding buyer keywords – What Are High Intent Keywords?
High intent keywords are words and phrases used by consumers to signal their strong intent to buy now, inquire about a service, or commit an action that will lead to a sale. High intent keywords, also known as high commercial intent keywords, are considered the most promising and most valuable keywords for conversion.
High intent keywords tie into a customer’s purchase intent. Purchase intent is the probability that someone who visits your website will buy your product or service.
Marketers and website owners facilitate and measure purchase intent by looking at factors such as the buyer’s persona, website engagement, past purchases, and other interactions.
To take advantage of high intent keywords and purchase intent, consider using the keywords to target visitors who’ve purchased from you in the past or those who have had multiple interactions with your website.
To attract new customers, it’s always best to use product-specific keywords, such as “best macro lens for nature photography.” – Read more
It’s every website owner’s worst nightmare – a sudden or continuous drop in traffic.
When such an unfortunate event occurs, the first port of action should be to understand why this is happening, since there are hundreds, if not thousands, of reasons why a website could see a drop in traffic.
It would be seemingly a very long article to list out every reason for a website dropping traffic. With this in mind, here is a step-by-step process I take when I notice a drop in traffic, to help eliminate the biggest potential reasons for it, to come to the conclusion that either 1) it’s natural or 2) I can do something about it.
Check Google Analytics vs previous day, previous week, and previous year. This is the best way to first determine if you have a drop in traffic, or if it is a natural decline that will bounce back. For example:
Checking vs the previous day will tell you if your website has seen an immediate drop in traffic.
Checking vs the previous week will show you if the drop in traffic over multiple days is becoming a long term issue.
If so, comparing it to a year before will show you natural occurrences in traffic modulation to not worry about. This works well for telling drops in traffic due to elections, holidays, religious festivals, and more.
Check SEMRush/Ahrefs/Moz. All three of these tools are very good at predicting the traffic of a site through search engines, so if you see a drop in traffic over the last day or even a few days, the three SEM tools should be able to spot this too. If you do not see a drop in organic predicted traffic with these tools, then it’s safe to say your rankings have not declined, and it’s just a blip.
Are you ready to use pay-per-click ads for your business? Keep reading for some helpful tips to get the most out of your PPC campaigns.
Approximately 65 percent of all clicks made by searchers who are ready to make a purchase go to paid advertising (i.e., pay-per-click ads). In fact, these ads are what helped to generate the bulk of Google’s revenue in the past year.
Unfortunately, many business owners aren’t aware they can actually pay Google less and get better results. If you want to maximize your PPC (pay-per-click) campaigns and squeeze as much as you can out of every marketing penny, use the tips and information here.
After more than a decade working in the marketing industry and fine-tuning multiple PPC campaigns, I have found specific strategies and efforts that provide the desired results. Now, I will share these with you.
Determine Your Goals Before Creating a Campaign
Consider the specific action you want your searchers to take. This may be to call your store, visit a landing page, fill out your online form, buy a product, or learn more about your services. How are you going to measure this?
The best way to measure this is by tracking the conversions you achieve. Also, when you know what the end goal is, you will also know if your PPC marketing efforts are effective.
Determine If You Want Your Ad to Show Up in the Display Network or the Search Network
The search network is where your ads will appear in Google and in search engines that have partnered with Google. On the other hand, the display network lets your ads appear on thousands of websites in the Google Display Network, which shows Google Ads. If you are planning to run your ad in both, do so using separate campaigns.
It is important to note that one option is not necessarily better than the other, but one may be more effective for your specific niche than the other. You need to figure out where your target customers are, and then target that area with your PPC campaigns.
When creating PPC ad campaigns, every dollar counts. This means you should take advantage of Google’s targeting feature— especially for targeting customers in specific geographic areas. You can use the targeting tool to consider factors such as page structure, link structure, language, and text. It will also help to determine the central themes of every webpage and then target ads based on the topic selections you have made.
Select the Proper Match Types
When setting up your ad campaign, there are four main match types you can choose from. These include:
Exact Match: The searcher must type in the specific keyword you have selected to see your ad.
Broad Match: With this, Google determines the search queries that are relevant to the keyword you have selected.
Phrase Match: The keyword must appear in the same order as the search query for your ad to appear.
Broad Match Modifier: Involves a mix of phrase and broad match and lets Google know the order that must be present for your ad to appear.
Automated bidding, dear reader, is here to stay whether you’ve been embracing it with arms wide open or neglecting it like the Dursleys neglected Harry P.
I started in this industry right around the same time automation was just starting to be rolled out, much less considered as a viable strategy for improved performance!
Enhanced Cost Per Click (ECPC) bidding was the first automated bid strategy I remember Google debuting and, in hindsight, it really was a brilliant way to start to get us Digital Strategists/Account Managers to start slowly, very slowly, getting comfortable with automation.
Why The Slow Adoption?
As with most things, there are the innovators, early adopters, and late adopters. I’ve often believed that it’s most advantageous to be in the innovator/early adopter groups if for no other reason than to have a type of first-mover advantage. I think this is less true with automated bidding, compared to things like RSAs, however, the general adoption curve still holds true. And that’s the thing about the adoption curve – sooner or later we all adopt the new tech/process. Automated bidding is no exception.
I think the one thing that most of us struggled with when it came to adopting automation was relinquishing control. To embrace automation meant letting go of much of what we had been taught/previously found successes in. A peer of mine, Dani Gonzales, discusses that idea in more depth in her blog, “A Guide For Letting Go of Outdated Google Search Best Practices”.
How to Make it Work
Automated bidding is inherently different from manual bidding in the sense that the bidding algorithm can actually learn over time and make gradual improvements. “How does automated bidding learn to make those improvements?” you ask? Simply put, the bidding algorithm, over time, takes all the data points we’re feeding into it and learns to recognize patterns. Those patterns allow the bidding algorithm to recognize patterns that lead to success (like a conversion) or patterns that lead to failure (a non-converting click).
With that said, this means that in order to find success with automated bidding, we have to structure our accounts in ways that would maximize the amount of data going into a single bidding strategy. As per Dani’s post, gone are the days of hyper-segmentation of our account structures. The goal being to maximize the number of impressions or clicks/ad groups. In doing so, we allow the automated bidding process to learn as quickly as possible.
Attempting to make use of automated bidding while still adhering to the best practices of yesteryear is likely a reason why you may have yet to have found success with automated bidding. I certainly didn’t find automated bidding to be successful right off the bat but through trial and error I’ve found that automated bidding is able to not only outperform manual bidding but it also saves you a lot of time. Time that is better spent strategizing than manually changing bids once a week.
The key here is consolidation. Consolidate your campaigns/ad groups as much as you can and, if possible, segment those new campaigns or ad groups by intent or business objective, rather than match type. – Read more
If your SEO (search engine optimization) and PPC (pay per click) teams exist in complete silos, it’s time to change that.
Commonly held opposing viewpoints are: PPC is too complex, and SEO is too slow. (For the record, I don’t agree.)
When these two teams collaborate, you’ll be rewarded with magical insights, learnings, and results that neither team could get on its own.
These channels aren’t meant to be siloed, and getting them aligned is one of the most underrated ways to improve your overall digital marketing performance.
PPC is one of SEO’s most powerful tools — and vice versa. Here are seven ways to thrive in both SEO and PPC.
1. Avoid paid keyword traps.
Sharing keyword intelligence is a standard best practice. Sometimes, certain types of keywords can have subtle differences, and end up aligning to the wrong intent. It’s important to understand the intent behind search terms, because you want to avoid keyword traps.
For example, the restaurant POS software, Toast, is bidding on “phone systems for restaurants” but they don’t sell phone systems! They’re broad match bidding on terms containing “restaurant.”
This is why Google has become a modern day casino for advertisers. The marketing team at Toast is gambling on the mere possibility that restaurant managers seeking a phone system might also be in the market for POS software.
While it might work, the potential for bleeding is likely. That said, Toast is venture-backed and valued at $4.9B, so this is probably a gamble they’re comfortable taking.
You need to study the search results closely if you want to master the art of understanding keyword intent. Google often signals their own interpretation of a search term, based on the types of results.
For example, if you Google “sales funnel” the search engine results page (SERP) indicates you’re looking for the definition of a sales funnel.
Let’s examine another example of a keyword trap. If you perform a Google search for “online training” you’re going to see two vastly different results in the ads.
Cisco – Virtual Classroom Solutions
Udemy – Best Selling Online Courses
These are two wildly different search intents. How do you know if a searcher wants online training software versus online courses? There’s no way to be 100% certain.
However, the organic results are overwhelmingly online course companies such as Udemy, Lynda, and Coursera. The people also ask box is hinting at the search intent, because most of the questions are about online training.
Based on what the organic listings are showing, I would conclude that Cisco’s ad is largely irrelevant. They might get lucky and grab some clicks, but they’re probably losing money on this ad set.
Now, the question becomes, do they care? Probably not. After all, they’re a $180B market cap, which means Cisco can afford to continue making Google rich.
What about the small guys? This is where SMBs have a tremendous disadvantage, and can’t afford to bleed on paid ads like the behemoths. For that reason, I would recommend startups prioritize SEO efforts in order to avoid the royal rumble of paid ads with giant companies like Cisco.
Vonage – hoping that a subset of searchers might be interested in APIs for SMS.
Remarkety – hoping that a subset of searchers might be interested in SMS marketing solutions.
What’s the bottom line?
SEOs will habitually review SERP signals to make sure the content they publish matches with Google’s organic search results, and ultimately delivers a high degree of satisfaction with regard to searcher task accomplishment.
Is your content helping searchers accomplish the task they need to complete?
This is particularly useful when there are potential keyword traps — words and phrases that sound good, but have dual meanings or a mismatched intent.
If potential dual meanings exist in your industry, SEOs will catch them. All that’s left to do is to get them to share their insights with your PPC team.
2. Share PPC insights on best performing headlines and descriptions.
When your SEO team decides to pursue a new keyword, it can be months before they see measurable results. If it was the right keyword and phrase to target, that’s success.
But if click-through rate (CTR) and engagement is low — even if it ranks on page one — you’ve now spent your time and budget running circles in an SEO hamster wheel. And, by the way, CTR is an indirect SEO ranking factor.
SEM is the exact opposite. You’ll know whether or not PPC ad copy is working — usually within a matter of days with low investment. So you might consider using PPC to get fast, short-term results, and use those insights to fuel your larger SEO strategy.
Test as many ad copy variations as possible, until you have the data that will support your SEO campaigns.
Here are some things you can test:
Headlines, title tags, and description copy.
Keywords and topics.
Specific keyword angles.
Landing page variations.
New product messaging.
PPC campaign results will reveal each headline’s impact on clicks, time on page, bounce rate, goal completions, and other meaningful engagement signals. If you run longer tests, you can also learn how a specific keyword’s demand fluctuates from month to month, which will help you set more accurate expectations with your SEO team.
Use PPC insights to choose the best topics, write and optimize your headlines and meta descriptions, and align to your audience’s needs and expectations.
3. Optimize your landing pages to reap both SEO and PPC benefits.
Spending money on paid ads without running efficient landing page tests could result in tons of wasted money and effort.
Ultimately, SEO & PPC teams must align their most valuable assets —landing pages.
3 important actions need to happen:
You have a noindexed, conversion focused landing page built for PPC advertising. Your main goal conversions are going to be form completions, demo requests, live chat inquiries, etc.
You are working with the SEO and CRO teams to build new landing page variants with intelligent hypotheses. Your goal is to split test these pages and monitor the results.
You are working with the SEO team to create a separate asset, which is longer-form and educational, on the same topic for which you want to drive organic visibility.
Ultimately, marketers should craft a surround sound search engine marketing strategy.
Say, for example, a shopper searches for your brand or product name, clicks on your PPC ad, stays for a minute, and then exits the page.
Days later, they search for guides to help them choose a solution, which leads them to an educational piece of content you produced on that same topic.
As they click around, browse, and scroll through the online listings, your brand is on their radar. They get used to your tone, visuals, and messaging. If they liked what they saw through your PPC ads, they’ll look for your name in a sea of organic listings the next time — and vice versa.
In brand marketing, what gets repeated gets remembered, and what gets remembered,gets done.
During this stage, users are reviewing their options. They’re aware of their problem and the companies that might be able to help them. Now, they’re trying to figure out which solution is the right way to go.
In this stage, it’s important to stay at the forefront of your audience’s mind. That’s where reminder advertising comes in.
Another way to use reminder advertising is if you own a retail or ecommerce store. With a reminder ad, you can inspire customers to buy more products from you.
In this case, reminder advertising can help customers remember that they like your store and products.
Additionally, you can use reminder advertising when you’re at the end of the product life cycle. For example, if a product has launched and you’re done with the growth phase, then you can use reminder advertising to keep people interested.
At this point, you might’ve noticed that this type of advertising doesn’t introduce a new product. Instead, these ads are targeted at customers who are already aware of your brand and the products you offer.
Also, these types of ads won’t contain a lot of information. Rather, they’ll just reinforce key messages and brand awareness. For instance, while you might include brief testimonials, usually just the name of the brand and product with a visual is enough.
The objective is to hopefully serve as a reminder for potential customers and increase demand for your product or service.
So, what tactics can you use for reminder advertising? Let’s take a look at a quick list below.
Retargeting:Retargeting is when users who were on your website or social media page start seeing ads for your company on other pages they visit online. The whole point of retargeting ads is to remind customers of a product or service they were looking at and didn’t buy. Retargeting is essentially a targeted reminder ad.
Abandoned cart emails: If a potential customer is on your website, adds a product to their cart, but doesn’t complete the purchase, you don’t want to lose that sale. To get them to complete their purchase, you can send them an abandoned cart email and remind them that they have items in their cart they may want to buy.
Email newsletters: An email newsletter is a great way to stay top-of-mind with your customers. If you’re regularly sending them valuable information and perhaps including special offers, they’ll be more likely to purchase from you.
Display ads: Display ads on Google or Facebook are another excellent option for reminder advertising. You can create a reminder ad that can help reinforce brand awareness.
Content: One of the best ways to keep your brand in your audience’s mind is to produce content on your website and social media. If someone sees your posts on social media or on your blog, they’ll have you in their mind when it’s time to purchase.
Now that we know more about reminder advertising, let’s look at some examples.
Reminder Advertising Examples
Since Coca-Cola is an established brand, any ad that isn’t aimed at a new product launch serves as a reminder ad.
A properly designed and functioning website landing page is a thing of beauty. It greets customers warmly, informs leads, and even collects customer contact information. It presents news and information relevant to its industry, and shares internal and external communications.
And it does this 24 hours a day, 7 days a week, 52 weeks a year without ever asking for a pay raise.
But this is true only if your website landing page is designed well, maintained, and optimized to the gills. The art and science of a flawless landing page is beyond the scope of a single article, but we can start with helping you spot seven of the most common – and damaging – trouble spots.
Unclear Value Statement Typically, new visitors to your page will only stay on it 3 to 15 seconds before they get distracted. In that span of time, you must offer a clear and visible reason to stick around and interact with the page.
That reason is your value statement. What value do your readers get in exchange for the time you ask them to spend? High-quality content is a must (and hopefully a given), but you also need to pull them in so they experience that content.
Does your landing page do that? If yes, great! If no, you should fix that. If you’re not sure, ask yourself:
Is there a compelling, visible headline that expresses the end benefits clearly and succinctly?
Is there a subheadline explaining your offering in more detail?
Are there supporting graphics that pull the eye toward your headline and subheadline?
If there aren’t, add them now.
Poor Signposting Your landing page isn’t just there to be pretty. It’s meant to convince people to take action. If you don’t make it easy to find your call to action, most viewers won’t look for it.
You must make it clear — in as succinct and efficient terms as possible — why the action you want a reader to take will deliver enough value to make it worth the hassle. Tell them, in words that stand out from the rest of the page, what you want them to do next and what they’ll receive for doing so.
Improving your signposting stats by asking yourself the following questions:
Do you have a clear understanding of what the next step in a visitor’s customer journey should be?
Is it easy to find and take that step on your website?
Does your copy make a clear and compelling argument in favor of taking that step?
If you can answer yes to all three questions, your signposting is likely good (or at least good enough for now). If not, now you know what you have to do to improve it.
Slow Loading Time Remember that 3 to 15-second maximum time limit we mentioned earlier? That span includes time spent waiting for your landing page to load, and every microsecond of that wait increases a reader’s likelihood of bailing on the whole thing. You must get your loading time to be as quick as possible.
Viewers who exit your landing page early – including while still waiting for it to load – increase your site’s bounce rate. Higher bounce rates reduce your rankings on Google and other search engines, meaning a page that loads too slowly not only impresses fewer viewers, but it also gets fewer viewers overall.
Improving your loading time is usually a job for your tech team or whoever in the office is responsible for overseeing your hosting service. That said, here are a few of the most important ways to optimize this important factor:
Optimize image size, file format, and compression;
Clean up your database by deleting saved drafts, old revisions, unused plugins, and similar virtual detritus;
Confirm that your WordPress theme (if applicable) is optimized for quick loading;
Use a content distribution network for file storage;
Analyze server response time with your hosting service, and work with them to reduce it;
Install tools that leverage browser caching;
Fix all your broken links;
Reduce the number of redirects necessary to reach your page;
Enable file compression — except for on images;
Replace all PHP content with HTML wherever possible.
This is technical, detailed work, but it’s important. If you don’t have team members up to these tasks, it can be worth hiring an outside consulting company to do it for you.
Only One Landing Page You have a good idea of your ideal customer’s hopes, fears, pain points, demographics, likes and dislikes, and other important information. If you have several different types of customers, you can’t use the same landing page for each of your customer groups. Each group has different characteristics that will prompt them to follow your call to action, so you don’t want to offer just one landing page.
Similarly, you also probably have more than one product or set of content and offerings to generate sales. Having only one landing page can lose leads because the page is only optimized for one of those products or content sets.
Ideally, you should have a unique landing page with a tailored offer for each of your customer models that would send those individuals to each of the products and content sets. An ad for professionals in their 30s making over $50,000 a year would lead to a landing page built for them, while an ad for heads of households working from home would lead to a landing page built for them.
Yes, that means a company with three profiles and four content sets would need 12 landing pages. And yes, it’s worth that kind of effort. – Read More