Proven Ways From Semalt How To Use Paid Search In SaaS Marketing



Paid search is easy and effective, and it has great ROI potential. This, however, wouldn't matter if you failed to understand its secrets. We all understand how challenging it can be to reach the right in-market buyers for your SaaS products. 

Unfortunately for SEO experts, SaaS marketing usually falls into the niche category where relevant keywords are scarce. Differentiating B2B from B2C intent can be challenging as well. 

Nevertheless, we have been able to devise several different ways to use PPC not only to reach your potential consumers but also to get them to convert. We will be showing you some PPC tactics we use for our SaaS clients to get them on the screen of their clients. 

Competitor Keyword Bidding

Sometimes, it is difficult to nail non-brand search keywords for SaaS products. Bidding on competitor names can be an effective way to target people who are most likely to be interested in the products you offer. 

Latching onto familiarity with a larger competitor who enjoys more search volume than yours is also a good idea. We, however, caution that you shouldn't directly mention your competitors by name in your ads. In those ads, try and show the differentiating factors and why your brand is better. It is important to research your competition, so you know where they are strong and weak. 

For instance, if your close competition recently increased their pricing, it creates a window of opportunity you can capitalize on. Consumers are constantly looking for the best value for their money, so when there is an increase in price, consumers and those in research can be easily convinced to move over to your brand. If that's your selling strategy, you can use more efficient pricing for your products, so you become the more affordable alternative. 

During the course of your research, you may also discover that a particular competitor constantly receives complaints about their customer service. You can highlight your excellent customer care services in your ads, so viewers know that they will be better-taken care of if they choose your brand. 

LinkedIn Lead Gen Forms



LinkedIn targeting provides an opportunity for B2B businesses to reach their SaaS product's audience. Unfortunately, LinkedIn advertising is quite pricy. 

Using a lead gen form can help bring down the cost per acquisition. They allow users to submit a form for an offer directly within their LinkedIn feed without any need to leave and go back to their website. 

The form also auto-fills any information associated with the user's account. This includes their names, emails, job titles, and more. Users can also automatically link their leads to other major SRMs and automation platforms. 

These lead gen forms reduce friction and have the tendency to convert viewers at a higher rate. It also offers a low cost per acquisition when compared with using a dedicated landing page. 

According to LinkedIn, the average conversion rate on a lead gen form is around 13% which is impressive. On a general scale, these lead gen forms work best when promoting a gated asset towards a higher or mid-funnel audience. 

Cross Channel Retargeting

To maximize your reach as a SaaS business, you must avoid targeting narrow audiences that may only have a few targeting options. Instead, you should retarget potential customers across multiple channels. 

For example, you may be using LinkedIn to target people who are members of specific groups, hold specific titles, or work for specific companies. And while LinkedIn might be the only place you can use to target for these criteria directly, you can also get people to your site for a higher funnel ask such as reading a piece of content or even signing up for your webinar. After they take action, you can then add them to an audience for retargeting. 

It is important that you use proper UTM parameters to create subsets and categorize the audiences you wish to retarget. With a channel like Google or Facebook, you can then create a retargeting audience of people who visited your site and meet those parameters. 

Prospect List Targeting 

You may have some prospective clients in mind whom your sales team is working on. Or, you may have people who have indicated an initial interest in your brand by signing up for a webinar, newsletter, etc. 

As long as these individuals have indicated that they would like to receive regular marketing communication from your brand, you can upload this list and target them across your ad platforms. The list can also be synched to automatically refresh, depending on the automation setup of your platform. 

A majority of ad platforms support some form of list targeting, so you have access to users across major platforms like Google and Microsoft ads, Facebook, Quora, LinkedIn, and others.

Here are some tips to help you utilize your prospect list in ad campaigns:
  • Engage your prospects with a fresh and new form of content. Use your ads to show other content on your site. If a user initially showed interest in your webinars, you can also take the initiative to show them the Buyer's Guide. 
  • You should be able to identify prospects who have signed up but have lost touch. It could be that they no longer communicate with sales, or they no longer attend the webinars they initially signed up for. In this case, offering discounts is a good idea. By offering them a discount or a longer trial period, you incentivize them to see what they stand to gain by staying on. 
  • If you usually offer a free trial period, you can also sync a list of people who also are in the trial, as it is an indicator that promoting your ads is truly beneficial in a paid subscription.
  • Upload your consumer list and keep it separate. There is no point in spending resources on customers you currently have. 
  • Use your customer list and create a lookalike audience so you can target other potential consumers with similar characteristics to what you find in your current customers. 

Account list targeting

Besides targeting specific individuals, you can also use ABM (Account-Based Marketing) to reach those companies you have on your radar. The primary advantage of this strategy is that it eliminates the need for explicit opt-ins to upload a list. Your sales team most likely has a list of dream target account which you can use. In the case where you have access to a list of the major companies within a particular industry. 

In addition, you can also work with other reps to sync your account list in other native advertising platforms and dedicated ABM platforms. 

By overlaying additional targeting onto your account lists, you have more security knowing that you are targeting and reaching the right decision-makers in that organization. 

Video view retargeting

Sometimes, SaaS products offer a complex solution that should have been easily explained with a brief social post. An explainer video can present a problem and then show how your product solves it. Using a video also establishes initial brand recognition for the product. 

The truth is the video may not work for initial brand conversions, but you can also run a video ad on Facebook, LinkedIn, or YouTube to target a top-funnel audience, and then you create ab audience base on the statistics of who viewed those ads. 

With that knowledge, you know where to focus as you retarget and engage the audience with another content or a CTA. 

Conclusion 

In order to reach the right in-market buyers for any SaaS product, you must be on your toes. Many times you will require professional help, and you should never be scared to get one. With the right strategy and testing of many platforms and ad formats, you will enjoy the end results. 

Semalt is one expert you can count on. With our tracking infrastructure in place, it is easier for us to properly measure trial / demo registrations, recurring subscriptions, and upgrades. We can easily figure out which tactics are most likely to yield long-term customers. 

Contact us today and we will put your SaaS product in front of businesses that are most likely to purchase.  

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