Today’s software-as-a-service (SAAS) industry is highly competitive.
Having an awesome product is no longer enough.
You need a solid customer acquisition strategy to make sure your SAAS app gets in the hands of your target customers and converts them into loyal users.
Enter Google Ads, the paid advertising behemoth you can leverage to help you generate traffic,leads and customers for your SAAS app rather quickily.
In this article I’ll give you a few tips so you can leverage the power of Google Ads and generate a ton of customers for your SAAS app.
Lets get started…
Understanding the SAAS Customer Journey with Google Ads
Before diving into campaign specifics, it’s important to understand the decision-making process of SAAS customers.
Unlike most types of product purchases, SAAS involves an ongoing commitment.
Prospects will meticulously evaluate benefits, features, pricing, and value propositions of your SAAS application before signing up and becoming customers.
Google Ads plays a vital role in each stage of the customer journey:
- Awareness (Top of the Funnel): This part of the funnel is where you create brand awareness,generate leads and educate your prospects about problems they have.
- Consideration (Middle of the Funnel): Educate potential customers about your SAAS solution and its unique benefits. Target prospects with middle of the funnel keywords related to specific features and pain points.
- Decision (Bottom of the Funnel): This part of the funnel is where you are focused on sales conversions. Create Google Ads with keywords that have high commercial intent (free shipping,buy,discount,coupon)
Crafting a Winning Google Ads Strategy for Your SAAS App
Now that you understand the customer journey, let’s talk about a Google Ads strategy specifically tailored for customer acquisition.
1. Keyword Research: The Foundation of Your Google Ads Campaign
Performing proper keyword research is vital if you want to run a successful Google Ads campaign.
Here are a few keyword research tips:
- Identify Seed Keywords: Start with broad terms that represent your core offering. Use keyword research tools like Ahrefs and Semrush to do competitor analysis and find relevant keywords.
- Figure Out User Intent: Analyze search queries to understand the intent behind each keyword. Target keywords with informational intent for top-of-the-funnel awareness and keywords with transactional intent for bottom-of-the-funnel conversions.
- Prioritize Long-Tail Keywords: Long-tail keywords (more specific phrases) tend to have lower competition and higher conversion rates. Focus on keywords that precisely reflect the problems your SAAS app solves.
- Refine Your Keyword List: Continuously monitor your campaign performance and refine your keyword list. Add new high-performing keywords and eliminate irrelevant ones to optimize your targeting. Double down on the keywords that are generating high conversions.
2. Campaign Structure Optimization for SAAS Lead Generation
Campaign Types:
- Google Search Ads: Use this campaign type to target users actively searching for solutions related to your SAAS offering. Leverage ad extensions like sitelink extensions and call extensions to provide users with additional information and easy conversion options.
- Display Network for Brand Awareness: Expand your reach beyond search with display network campaigns. Target relevant websites and placements frequented by your ideal customer to increase brand awareness and consideration.
Campaign Structure:
- Structure by Funnel Stage: Organize your campaigns based on the customer journey stage (awareness, consideration, decision). This allows for focused targeting and the right messaging at each stage.
- Segment by Product/Service: If you have various products and services, create separate campaigns for each one to cater to specific needs and target the appropriate audience.
3. Create Compelling Ad Copy that Converts
Your ad copy is the first impression potential customers have of your SAAS solution. Here are some tips to craft compelling ad copy:
- Focus on Benefits, Not Features: Highlight the value proposition of your SAAS and how it solves customer problems.
- Use Strong Calls to Action (CTAs): Tell users what you want them to do, whether it’s visiting your website, signing up for a free trial, or scheduling a demo.
- Test Different Variations: Experiment with different headlines, descriptions, and CTAs to identify the most effective combinations through A/B split testing.
- Urgency & Scarcity: Create a sense of urgency or scarcity to encourage immediate action (e.g., “Limited-Time-Offer: Get 20% off your first month”).
4. Landing Page Optimization: The All-Important Conversion Point
Once a user clicks your ad, a well-designed landing page is crucial to convert them into a customer or lead. Here’s how to optimize your landing pages for conversions:
- Congruency of Ad Copy to Landing Page: Make sure the copy on your landing page is congruent with what you said in your ad.
- Clear Value Proposition: Reiterate the value proposition of your SAAS and how it solves the user’s problems.
- Create a Compelling Call to Action : Create CTAs that stand out and encourage users to take the desired action, such as signing up for a free trial or requesting a demo.
I hope this blog post has given you some actionable tips for acquiring customers for your SAAS app leveraging the power of Google Ads!
Remember,customer acquisition is a journey, not a destination.
What are your biggest challenges when it comes to acquiring customers for your SAAS app?
Share your thoughts in the comments below!