SaaS marketing often fall into niche categories where relevant keywords can be restricted, and separating B2B from B2C purpose can be a challenge.

However, there are several different ways to use PPC to reach potential customers and re-engage those who may be in the deliberative phase.

In this article, you will learn six PPC tactics that SaaS companies use to target the right people and keep their products in mind.

1. Bidding on a competitor’s keyword

Sometimes non-branded search keywords can be difficult to hide for narrow SaaS products.

Providing competitors ’names can be an effective tactic to target people who are in the market for your product, especially when they first arrive in the search field.

You can get to know a larger competitor who may have more search volumes than your own brand.

While you shouldn’t mention your competitor by name in your ad (for both trademark and ethical reasons), you can highlight the distinctiveness of your brand. Investigate your competitors to keep tabs on areas where they might be weak and you’re strong.


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For example, if a competitor has recently increased its pricing, current and research users may be more open to other options. You can take advantage of mentioning more effective pricing if it’s your brand’s point of sale.

You may also find that a competitor often receives complaints about their customer service. If your brand is known for positive customer service, highlight that part of your business in ads as opposed to your competitor.

2. LinkedIn Lead Gen Forms

LinkedIn targeting often offers the most options to reach the audience of the B2B SaaS product line directly. However, LinkedIn advertising is also inclined.

Lead forms can help reduce the cost per acquisition.

Lead gen shapes allow the user to submit the form for the offer directly in the LinkedIn feed without leaving the website.

The form also automatically fills in all information related to the user’s account (such as name, email address, job title, etc.). Leads can be synchronized directly to several major CRMs and automation platforms.


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Lead-gen forms reduce friction and are often converted by converting at higher speeds and lower acquisition costs than dedicated ones. home page.

According to LinkedIn, the average conversion rate for a lead gen form is 13% (compared to an estimated landing page average of 2.35%).

In general, lead gen forms tend to best promote gated property toward the public in the middle of a higher channel or funnel. You can then continue to track the people who submit the form on the marketing automation platform.

3. Reallocation between channels

Many SaaS companies are trying to reach narrow audiences that may have only a few relevant targeting options on each platform. Maximize the reach of the right people by re-targeting potential customers through different channels.

For example, you might use LinkedI to target people with certain titles who are members of certain groups or work for companies on your account list.

While LinkedIn may be the only place you can target directly using these criteria, if you can get people to your site for a higher funnel query, such as reading content or signing up for a webinar, you can add them to your audience for re-targeting.

Use correctly UTM parameters restrict specific audiences you want to target again.

You can then create a channel, such as Google or Facebook, to re-create a targeted audience of people who visited URLs with those parameters.

For example, a LinkedIn ad URL for people who visited a webinar sign-up page from a campaign using account-targeted targeting may have the following parameters:

  • utm_source = linkedin
  • utm_medium = paids social
  • utm_campaign = Webinar_accountList 4.

You can then re-create a targeted audience that “contains” this string from the URL: utm_source = linkedin & utm_medium = paidsocial & utm_campaign = Webinar_accountList

LinkedIn audience

4. Targeting the potential list

You may have a list of potential customers that sales work with, or people who have expressed an initial interest in your brand by signing up for a webinar.


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As long as these people have opted in to receive marketing communications, you can download these lists to target them across all ad platforms, or sync the lists to update automatically, depending on your automation platform settings.

Most major ad platforms support some form of list targeting so you can reach people on Google, Microsoft Advertising, LinkedIn, Facebook, Quora, and more.

Here are a few suggestions for leveraging potential lists in your ad campaigns:

  • Leverage potential customers with different content. For example, if someone originally signed up for a webinar, they might be interested in reading the Buyer’s Guide.
  • Identify opportunities that originally signed up but have left the radar in contact with sales. You can set an extra discount for their further or perhaps longer trial period than you normally offer to sweeten the trade.
  • If you offer a free trial, you can sync a list of trials to show ads that promote the benefits of a paid subscription.
  • Download a client list that will be excluded from targeting so you don’t waste your budget on existing clients.
  • Create a. Using the customer list good-looking audience target people with similar characteristics to current customers.

5. Target your account list

In addition to targeting specific people, you can also use the ABM (account-based marketing) to reach the selected businesses you want to target.

The advantage is that no explicit registration is required to download the list. The sales team may have a list of “dream destinations,” or you may have access to a list of the largest companies in a particular industry.

PPC for SaaS Marketing: 6 Proven Ways to Use Paid Search

Of the largest self-service ad platforms, LinkedIn is the primary route for downloading account lists.


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In addition, you can work with agents to sync account lists on native advertising platforms such as Taboola or Outbrain, and for larger purchases, you can search for dedicated ABM platforms.

You can also place additional targeting in your account lists to make sure you reach the right decision makers in your organization.

For example, you could overlap an IT role with a manager position and place your ad in front of people who are likely to make IT purchasing decisions.

6. Refocus the video view

Sometimes SaaS products offer complex solutions that cannot be easily explained in a short social message.

An explanatory video can present the problem and how the product solves it, as well as create the original brand ID for the product.

PPC for SaaS Marketing: 6 Proven Ways to Use Paid Search

Even if the video does not work for immediate conversion, you can use a video ads On Facebook, LinkedIn, or YouTube, target the top of the channel and create an audience based on video viewers.


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You can then re-target interested viewers with content downloads or other prompts.


Reaching the right market buyers for a SaaS product can be challenging. But nailing the right strategy by testing different platforms and ad formats can often be rewarding.

Using the right tracking infrastructure to properly measure trial / demonstration registrations, upgrades, and recurring orders is also crucial to communicate your long-term strategy when looking at what tactics are likely to yield long-term customers.

So make sure you can correctly define the results you get from each platform and campaign, and start testing new tactics!

More resources:

Image credits

All screenshots taken by the author, July 2021


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