Software-as-a-Service (SaaS) production has increased exponentially over the last few years. SaaS is everywhere and will continue to be so. This is a dream come true for SaaS founders and marketers.
Paid search has become a critical component of the sales cycle when it comes to the discovery of a SaaS system for a potential buyer and providing quick results, growth and ROI (compared to a long term strategy like SEO)
But SaaS PPC can be very different to traditional PPC for e-commerce or local businesses.
How to market your SaaS software with PPC
What is SaaS PPC & Why is it hard to scale up SaaS marketing?
Used correctly, it’s one of the most powerful marketing tools and plays a large role in the growth of any SaaS company. However, a lot of SaaS companies never seem to get their campaigns off the ground.
Reasons Why SaaS PPC Campaigns Underperform and How you can optimize it:
Preparation is Everything. We have observed that many SaaS companies change their PPC campaigns too quickly, without ever setting a baseline to measure performance.
- They will wait for a while, sometimes for a whole day or even a few hours, and then say that it isn’t working because they aren’t getting enough clicks or the clicks cost too much, or they don’t know the right people.
- They will then pause, reduce, increase, or stop the campaign.
- They will alter their carefully planned plans to optimize, but this is not optimization. It’s reacting rather than responding.
We have worked with more than 40 SaaS companies and found a few reasons why this is possible.
They don’t have a system for setting a baseline against which to compare changes. A baseline was assumed or implied, but it was never requested.