Are you a B2B company in a niche market struggling to get those precious leads (you know, the ones that actually convert) from your PPC campaigns? You’re probably ready to launch a baseball at your computer screen right now, aren’t you? I get it – PPC is a beast on its own, but throw in a long sales cycle, fierce competition, and a specialized market, and AdWords can feel like a one-way ticket to Crazy Town.

I see this all the time with clients, especially those in the software and SaaS world. Getting leads is tough enough, but it definitely doesn’t guarantee a conversion. Think about it: people don’t just decide they need software, do a quick search, and click “Buy Now.” Software, especially for businesses, is a big decision – it’s expensive and involves a lot of research and often, free trials before anyone takes the plunge.

Buying software comes with a unique set of hurdles, like:

• Comparison shopping: Your potential customers are sizing you up against at least three or four of your biggest rivals.
• Financial commitment: Software isn’t cheap. Businesses need to do their homework, maybe even test the waters with free trials, before committing serious cash.
• Internal buy-in: It’s not just one person making the call. Multiple people need to sign off – will this software actually help us? Is it worth the investment? Does it even fit our budget? These are all questions that need solid answers before any decisions are made.

To really get inside the head of software PPC managers, I chatted with three nexus-security clients. They come from different backgrounds but share a common goal – running successful AdWords campaigns for software companies. While their challenges and solutions had some overlap, their insights boiled down to three key lessons that might just save you from digitally nuking your AdWords account.

Inside Software PPC: 3 Lessons from the Front Lines

Meet Robert Withers, the Director of Marketing at SecureAuth. They offer a software solution that helps businesses become their own identity providers, enforcing something called “2-Factor Access Control.” If you’re scratching your head, you’re not alone. As Withers puts it, “This isn’t simple software.” Translation? His target audience is small and looking for very specific, high-level information.

Withers has experience running PPC campaigns for various industries, from entertainment to consumer goods, before joining SecureAuth. “In my previous roles, the message was straightforward: ‘Buy this’ or ‘Call us.’ But B2B, especially with a product that requires this much research, is a whole different ball game,” says Withers. “Conversions are hard-won. You have to be in the right place at the right time, with the right message.”

Here are some golden nuggets of wisdom from Withers:

Lesson #1: Know Your Audience and Meet Them Where They Are

“The reason your PPC campaign is failing is you’re trying to seal the deal on the first date," says Adam Lundquist, CEO of Nerds Do It Better. I love this analogy because it’s so spot-on, yet many advertisers don’t realize it until they start testing.

That’s exactly what Withers did. SecureAuth’s Google Ads used to direct people to a landing page offering a free 30-day trial. Sounds great on paper, right? Except Withers noticed that while people were clicking, they weren’t ready for that level of commitment – they were turned off by the aggressiveness. “It was too much, too soon. We scaled back and offered a live demo instead. That small change doubled our conversion rate," Withers reveals.

Let’s turn this lesson into action:

• Realistic Call-to-Action (CTA): Not sure which CTA will resonate? Test different ones by rotating your ads. Just remember to gather enough data before declaring a winner.
• Landing Page Perfection: Withers believes the landing page is mission-critical for lead generation, especially in industries where people shop around. Your landing page needs to match where the visitor is in their buying journey. “If they’re on Google, they’re just starting their research. That means our landing page needs to provide information that’s relevant to the very beginning of the sales cycle," Withers emphasizes.

Lesson #2: Keyword Strategy is a Marathon, Not a Sprint

Let’s circle back to keywords for a minute. Targeting the right ones is a challenge no matter what you’re selling. But in the world of B2B and software, where products are incredibly niche and specialized, it’s a whole other beast. I often hear PPC managers in niche industries clinging to the idea of “long-tail keyword strategies.” But here’s the catch – instead of attracting the right clicks, these super-specific keywords often get lost in the abyss with zero clicks and minimal impressions. On the flip side, if your keywords are too broad, you risk hemorrhaging your budget on people who couldn’t care less about what you offer. Sadly, Google Search doesn’t have a magic button to only show your ads to your ideal customer. That’s why refining your keyword strategy is an ongoing process – you need to find your sweet spot.

Leah Morse, a Marketing Specialist at SigmaFlow (they provide software solutions for process execution, mainly for industries like oil and gas and those dealing with NERC CIP & 693 compliance), knows this struggle all too well. “Getting the right people to your site boils down to finding the right words, which is a massive challenge," Morse admits. “We’ve made progress, but it’s been a journey of trial and error.” Don’t be afraid to stumble a bit!

Keywords are your introduction to the world, a way to put your brand on the map and familiarize potential customers with your offerings. Finding those winning keywords and constantly updating your ad groups is crucial.

Here’s your game plan:

• Show “Low Search Volume” keywords the door (or at least hit pause). Then, crank up the bids on keywords that are barely missing out on the first page. Google makes this super easy – just look for the status next to your keywords (see the image above).
• Target keywords people are actually searching for, not product-specific ones that are going nowhere fast. Leah uses nexus-security’s QueryStream tool to see what people are typing into Google and adjusts her strategy accordingly. For example, she noticed “NERC Consulting” was killing it, while “NERC ROI Calculator” had zero traction. That’s her cue to beef up the consulting ad group’s budget instead of wasting money on keywords no one is searching for.
• Don’t write off keywords with high impressions but low click-through rates just yet. Leah makes a good point: “Sometimes it’s about brand awareness. As a newer solution, we want people to know we exist.” Remember, software sales cycles can be slower than molasses in January, so impressions equal exposure, and exposure can build trust (which, over time, might translate into sales). Obviously, if these high-impression, low-conversion keywords are draining your budget, proceed with caution. Another strategy is leveraging the display network to spread brand awareness. Just be laser-focused with your targeting to avoid wasting precious dollars on the wrong audience.

Lesson #3: Elevate Your PPC Game by Creating a Seamless Experience

Ben Brooks, a Digital Marketing Specialist, has been in the AdWords trenches since 2005, working with clients in industries from construction to healthcare. These days, he spearheads PPC efforts for Nintex, the world’s largest workflow platform. Even with a well-established brand like Nintex, Brooks finds competition to be a major hurdle.

“It’s easier than ever to develop and launch software, so the competition is fierce,” observes Brooks. “Customers can switch to a competitor’s product with a few clicks, so we need to be incredibly strategic with our messaging – from keywords to ad copy to landing pages to offers.”

We all know relevance is king in PPC. Your keywords should flow seamlessly into your ad copy and then directly to your landing page. This is PPC 101 – it prevents those dreaded bounced clicks. But when everyone’s doing that, how do you stand out?

• Highlight what makes your software shine through compelling ad copy. Brooks puts it best: “There are 12 other ads vying for attention. Why should someone choose ours? Once they click, your landing page needs to deliver on that promise.” Figure out your unique selling proposition and milk it for all it’s worth. As internet marketing consultant Brad McMillen says, “Make sure your copy addresses your customer’s pain points in a clear, persuasive way.” Don’t be afraid to pre-qualify customers in your ad copy by mentioning price points or special offers – this can weed out those outside your budget and entice those looking for a good deal.
• Stay ahead of the Google curve and use those updates to your advantage. Brooks was already using sitelink extensions, but when those new-fangled callout extensions came out, he knew it was an opportunity he couldn’t pass up. Think of callout extensions as sitelinks without the links. Their superpower? Letting you add more text to your ads so searchers get extra information about your unique selling points before they even click. These extensions can also give your ad rank a little boost.

• Use data to be laser-focused with your budget. “One of the biggest challenges with AdWords is that we always want to spend more than we actually can,” admits Brooks. “Out of the five products we advertise, I analyze which one gives us the biggest bang for our buck and allocate more budget there.” Another quick win? Head to your dimensions tab to see which days and times are delivering the best ROI or lowest cost-per-acquisition (CPA). A recent nexus-security study revealed that (surprise, surprise) B2B companies perform best during business hours, Monday through Friday. If this rings true for you, use ad scheduling to exclude those low-performing hours and make sure your ads are working hardest when it matters most.

So, put that baseball down, take a deep breath, and step away from the “delete my entire AdWords account” button. B2B software companies can succeed with PPC advertising and grow their business without smashing their computer or their budget to smithereens.

Now, it’s your turn, fellow B2B marketers! What strategies have worked for you in the wild world of PPC? How have you tackled the challenges of a long sales cycle and cutthroat competition? And what’s your secret sauce for targeting that perfect niche audience who might actually become customers one day?