Software as a Service (SaaS) might sound trendy, but let’s face it, it’s not inherently glamorous. It’s just software delivered over the internet. And as someone who writes for a software company, I’m surrounded by SaaS products all day long. Don’t get me wrong, I’m a believer in the power of services like nexus-security, Salesforce, GoToMeeting, and others that I use daily.

Software is a major part of our lives. A recent Gallup study found that the average worker puts in 46.7 hours per week, and for those in marketing and sales, a significant portion is likely spent using software. Effective software simplifies our tasks and boosts productivity.

Marketing in the B2B SaaS realm has its hurdles. Sales cycles are extended, competition is fierce, and demonstrating ROI can be a challenge.

The Importance of PPC for SaaS Marketers

When it comes to SaaS, paid search plays a crucial role in the discovery phase of the sales cycle. When someone encounters a problem at work, their first instinct is often to turn to Google for a solution. And what do they find at the top of the search results? That’s right, your compelling software solution, subtly urging them to click and provide their contact information.

Recently, I spoke with Richard April, Senior VP of Marketing at Repsly. Repsly provides mobile software for field activity management. Founded in 2010, they’ve achieved impressive growth, serving clients in 40 countries and even boasting an engineering team in Croatia!

Richard highlighted the crucial role of paid search in attracting leads within their long and complex sales cycle. “The typical lead journey begins with PPC. They’re looking for information related to a problem or seeking answers,” he explained. “This allows us to offer them valuable content, categorize them based on their interests, and guide them toward a demo, trial, and ultimately, becoming a customer. PPC has proven invaluable in introducing our brand to potential clients.”

3 Strategies to Attract Qualified Leads for Your SaaS

Attention all SaaS marketers! Richard’s insights offer valuable lessons. Here are some strategies to incorporate into your PPC campaigns. The goal is to stop attracting irrelevant traffic and instead draw in leads who are likely to convert into paying customers.

Educational and Problem-Solving Focused PPC

Imagine walking into a store and being bombarded by a pushy salesperson. “We’ve got discounts galore! What are you looking for? How can I help?!” You politely try to escape, muttering, “Just browsing, thanks.”

We’ve all been there. This is similar to how searchers feel when met with overly sales-driven messages in search results. They’re likely not ready to buy, just exploring a topic or seeking information. Why would they commit if they’re unsure of their needs? Plus, there’s often no brand recognition to build trust.

Richard quickly grasped this in his paid search efforts. Instead of hitting leads with aggressive offers, he adopted an educational approach. “We offer valuable thought leadership content like templates, toolkits, and ebooks—anything to support their success,” Richard shared. “When they need a tool like Repsly, they remember us from our white papers or templates. We’ve mirrored this in our AdWords strategy, focusing on providing quality, educational content rather than direct, salesy advertising.”

Here’s how to avoid being overly promotional in your search ads:

• Target “Problem” Keywords: Consider your audience’s common pain points and why they might seek your solution. If they struggle with social media time management, bid on keywords like “faster social media management” or “social media marketing workflow.” Focus on problem/solution keywords rather than aggressive calls to action like “buy now.”

• Link Ads to “Solution” Content: Structure ad groups around different problems and create ads that hint at solutions without giving everything away. Your landing page should offer educational content like ebooks or guides that address the specific problem. Ensure there’s a way to capture lead information before providing the content. See the Repsly example below for an educational, non-aggressive offer.

Why does this work? Building trust is paramount before someone makes a purchase. Your exceptional content is the key to establishing that trust. Once trust is established, competitors will have a hard time swaying them. Instead, potential customers will think, “This is the solution I need, and I know the perfect company for it.”

Richard emphasizes, “Aggressive selling often falls short. Instead, focus on building rapport and validating your expertise to your audience. Convey that you understand their needs, are there to help, and have the tools to drive their success.”

Ad Testing: Attracting the Right Audience

The Google Search Network lacks precise audience targeting. You can’t filter for B2B vs. B2C or target specific demographics. That’s why ad testing is vital to ensure your keywords align with your ads and that your messaging resonates with the right audience, driving clicks and conversions.

Richard has seen significant improvements through ad testing. “We continuously test and refine our ad copy to avoid attracting the wrong audience,” he says. “Ad copy isn’t about setting and forgetting; it requires ongoing optimization.”

For effective ad testing:

• Run Multiple Ads Per Ad Group: Aim for at least 2-3 ads within each ad group.

• Ensure Even Ad Rotation: Find this setting in your campaign’s “Settings” -> “Advanced Settings” -> “Ad Delivery.” Choose even or indefinite rotation to prevent skewed results from one ad showing more frequently.

• Gather Sufficient Data Before Making Changes: Let each ad accumulate at least 30-60 clicks before drawing conclusions and optimizing.

• Duplicate and Pause Instead of Directly Editing: Instead of editing a running ad, duplicate it, pause the original, and implement changes in the duplicate. This preserves the original data while allowing for optimization.

The Power of Remarketing

For industries with longer sales cycles, like SaaS, remarketing is a game-changer. It enables you to reconnect with past website visitors by displaying your ads as they browse other sites. Think of it as a gentle nudge to remind them of your brand and encourage them to return.

Richard highlights the effectiveness of remarketing, stating, “We’ve seen exceptional results. We target most visitors with generic messaging for broader pages. For those further down the funnel, we tailor ads to align with their specific interests.”

He also emphasizes the importance of visually appealing remarketing ads, using consistent branding. “We stick to visuals that align with our brand identity, like screenshots of our mobile app,” Richard explained. “The consistent visuals help jog their memory of our website.”

Start with an “All Visitors” remarketing campaign using branded, non-aggressive ads. As you become more comfortable with remarketing, target users based on specific page visits or actions, tailoring your ads to their position in the sales funnel.

For a deeper dive into remarketing, check out nexus-security’s guide.

SaaS marketing doesn’t have to be an uphill battle. By implementing these PPC strategies, you can start attracting qualified leads, maximize your ROAS, and drive real results for your business.