Google Ads for Software as a Service (SaaS) businesses is one of the most proven ways to advertise effectively online. Through a pay per click (PPC) platform like Google Ads, you’re able to reach your audiences online as they search for your software solution.
And one of the main benefits is you can easily control how much you spend each day and month in your account, while driving quality sales or leads for your business. So, you have complete control over your spend and also the type of customer that you get, by the keywords you select.
In this blog post, I’ll be sharing some Google Ads set up tips for an SaaS business. And this should help you to create a highly effective campaign.
1. Campaign Objective
More and more businesses are promoting their products and services in Google Ads. And that’s because of the capabilities of this platform and the marketing tools and channels it provides. And SaaS businesses are seeing these benefits too and you can easily implement your campaigns and start advertising.
But first you need to decide what your objectives are. This will determine everything else that relates to your campaign including budgets, bid strategy and more.
Fortunately, the Google Ads system helps you with the selection of your objective. So, if you want to track free trials, registrations, sales and leads and so on, you can do so. And for a SaaS business, the Leads objective is one of the most relevant to implement.
2. Campaign Type
After picking your objective, you’ll now pick your campaign type. The type you select should align with your objective and help you achieve your goals.
Google Ads has a good selection of campaign types to pick from. But some may not be relevant for you and may not meet your needs. However, Google Ads for SaaS should start with a Search campaign type, to target people who are searching with queries that relate to your solutions.
Later, you can test other campaign types like Display and Video, when you’re looking to raise awareness and have a larger marketing budget.
3. Campaign Budget
Next, you’ll set a campaign budget, which is the maximum amount you want to spend each day as you advertise your SaaS business. And you can adjust this easily and increase or decrease it as you try to achieve your objectives.
A good Google Ads budget for SaaS will start from about $500 per month and then you can increase this as performance improves.
However, you can start with keyword and competitor research, and based on the findings, you can set your budget.
4. Bidding Strategy
One of the main features you’ll need to update is the bidding strategy. This feature helps you to set your bids manually or automatically and that determines where your ads will rank in the search results for the keywords you are targeting.
There are multiple bidding strategy options to pick from. And you can select an automated bid strategy like Maximize Conversions to drive as many leads as possible for your budget.
This is a Smart bid strategy, and you’ll need to set up conversion tracking for this to work successfully.
5. Keyword Selection
Keyword research is one of the first things you should consider doing when setting up a campaign Google Ads for your SaaS business. And that’s because it helps you to find the right keywords to bid on to reach your audiences to help you drive quality leads and registrations.
To get started with keyword research, visit ads.google.com and login to your account or register a new one if you don’t have one.
Then head over to the Tools section to access the free Keyword Planner tool. You’ll be able to use this tool to conduct your research, and easily add the keywords you find in your campaign and ad groups.
6. Text Ads
Next, you’ll need to create some text ads to advertise your business. Because you’ll be running a Search campaign, you’ll create at least one responsive search ad in each ad group that you create. And you’ll have 15 headlines and four description lines in each ad so you can promote your SaaS business.
In each ad, aim to have targeted benefits and features that highlight key points about your business. And make sure you include a call to action like what actions you want your visitors to take when they reach your website.
7. Ad Scheduling
Ad scheduling is a feature in your campaign settings that’s also known as Day parting. So, this helps you to set precisely when you would like to activate your ads and turn them off.
The default setting allows the ads to run on all days and hours but you can adjust this easily and update it to your requirements.
For a SaaS business, it’s usually a good idea to run the ads on all days and hours. And then you should assess the performance and adjust accordingly.
Conclusion
Setting up an effective Google Ads campaign for an SaaS business is now much easier than ever. Google provides great features that you can easily change to your requirements and get launched quickly
Contact me to find out how I can help you set up a targeted campaign. I’m a Google Ads specialist with over 15 years’ experience in the industry.
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