Unlock 9 SaaS PPC Agency Secrets: Insider Tips To Maximize ROI

How Does A SaaS PPC Agency Differ From Traditional Marketing?

Have you ever searched on Google and noticed that the first results had a “Sponsored” tag? This is what PPC advertising looks like. You can target specific keywords that your target audience often uses for search queries so they see your business or product first. This way, you pay for every click you get, which is the exact opposite of winning customers organically. Building a software sales strategy is nothing like traditional marketing, though. Mass marketing approaches large audiences, not knowing whether anyone will actually like a product. On the other hand, a SaaS PPC agency enforces data to create relevant content and ads that appeal to a company’s target audience. But this isn’t the only difference. Traditional marketing pushes ads hoping they will make an impact, while SaaS marketing tries to receive feedback and communicate with prospects.

Let’s not forget that SaaS marketing focuses on tiered subscription models while mass marketing offers one-time purchases of products. Keep reading if you want to find out how a SaaS marketing agency can help you identify your ideal buyers, target them, and convert them into loyal customers.

5 Benefits Of Working With A SaaS PPC Agency

1. Saving Time

SaaS PPC is time-consuming, as you have to decide on the ideal campaign type, write engaging and alluring copy, create assets, and keep monitoring your performance. When you are a small business trying to grow, delegating these tasks to a professional SaaS PPC agency frees up important time so you can invest it in other tasks. They know the best SaaS copywriting tips and how to utilize them for SaaS lead gen.

2. Saving Money

Hiring a B2B PPC company will cost you money—that’s certain. However, hiring in-house personnel would cost you more money because you would have to pay them benefits, pensions, and holidays. An external agency will work hard to create the best SaaS marketing strategy for your needs and do their best to maximize your revenue. They don’t want to get your money and run away with it. They will strive to achieve a healthy return on ad spend (ROAS) so you keep doing business with them.

3. Knowing All The Trends

What does a PPC agency do apart from arranging your ad campaigns? They stay updated regarding trends. The PPC landscape keeps changing, and Google modifies the way it shows ads. A trustworthy SaaS PPC agency knows about every single change and development, so you don’t have to worry about that. Additionally, they implement new tactics into your SaaS growth strategy so your business leverages every new market trend.

4. Using Advanced Tools

SaaS startups probably feel lost, and they don’t know where to begin. Which tools and platforms are the best for your needs? There is so much information out there. A seasoned B2B SaaS SEO agency already uses the best tools the market has to offer and knows how to leverage them to your advantage. Therefore, you don’t have to buy the tools yourself.

5. Scaling

A SaaS PPC agency isn’t only needed when you want to build a one-off campaign to generate leads and build your subscribers list. As you keep growing, your requirements grow with you. Therefore, you need professional PPC consulting to scale effectively. This is also pivotal when you want to build a market penetration strategy to grow in other business areas.

How To Pick The Right Agency For Your Needs

1. Check If Your Values Align

Some may say that as long as a SaaS PPC agency does a great job, they don’t care what their values are. But how true is that? You don’t always appreciate a person just because they are good at what they do if their viewpoints are the opposite of yours. So, ensure your company values align with those of your SaaS lead generation company. When you believe in the same things, they understand your goals clearly and can work tirelessly to achieve them for you. If their online profiles are not clear, book a call with them and ask them directly. They will be more than happy to explain their values and mission.

2. Check If They Have SaaS Expertise

SaaS marketing isn’t the same as B2C or eCommerce. The sales cycle is longer, and clients require extended nurturing before converting. Apart from PPC campaign management, SaaS demand generation agencies must promote relevant content to prospects, showcasing why your product is the best option. For example, they must know when to send businesses case studies and when to offer them a free trial or discounted subscription. So, ensure they have extended expertise in the SaaS world before working with an agency. Maybe you can request case studies of previous success stories.

3. Check Customer Reviews

Many SaaS marketers claim to be the best in the field, and they try to present themselves in the most appealing way. However, you can’t trust their word. You have to search online to find genuine customer reviews. You can search on social media platforms, like Facebook, or websites like Trustpilot and Goodfirms. If an agency mentions some of the companies they’ve worked with, you can contact those directly and ask them about their experience.

Ways To Make PPC Work For Your SaaS Business

1. Bid On High-Intent And Competitive Keywords

This is where you let your SaaS SEO consultant take things into their hands and turn your PPC ads into customer magnets. However, this is not as easy as it may sound. Expert SaaS PPC agencies do thorough research to identify high-intent keywords to bid on. High-intent keywords are not necessarily those with high volume. Long-tail keywords usually offer you more chances of converting clients, as people who are interested in buying use them more than those who are just browsing. Before even doing that, you may want to create a market intelligence report to identify the needs and requirements of your target audience.

Another thing that helps with keyword research is an SEO competitor analysis to identify the keywords competing businesses bid on. So, if your competitor uses the key phrase “the best learning management system for schools,” you may use something like, “Looking for an alternative to that company’s LMS?” You can even create a comparative landing page where you showcase all your benefits and social proof.

2. Qualify Your Leads

Gated content makes it quite easy and relatively affordable to generate qualified leads and put them in your customer relationship management (CRM) tool. However, this is not where the story ends but where it actually begins. Lead scoring is the next step to analyze your prospects and add them back into the campaigns that attracted them in the first place. Additionally, you should add them to ad groups, relevant keywords, and segments. But how do you even start scoring your leads? You have to rely on qualitative and quantitative data. The former scores leads based on low, medium, or high probability of purchase, while the latter scores them from 1 to 10 or 0 to 100.

Here are a few lead-scoring examples B2B PPC agencies may follow. Leads may receive +5 points for visiting the pricing page, another +5 for watching a webinar or downloading a free eBook, or +10 when they open a promotional email. On the other hand, they may receive -10 for visiting only the careers page, as they are likely looking for a job, not something to buy.

3. Retarget Leads

A paid traffic agency knows that B2B lead generation strategies don’t result in immediate purchases from the first visit. People may visit you once, check out your services, or even add something to their cart but leave without any additional actions. This is where remarketing comes into play. You should recapture their interest through targeted ads to remind them why they initially clicked on your ad. If your ad led them to your subscription page and they signed up, even better. Now, you have their emails to send them personalized content.

If you predominantly use Google Ads, you will notice that your campaigns are automatically set for 30 days. You may gather SaaS metrics that show how many weeks or months it takes for you to convert customers. Once you know this, you can set your campaign’s duration for longer. Keep in mind that it may even take three months until a SaaS buyer decides to choose your option. During that time, you should educate them as much as you humanly can. Send them whitepapers, free eBooks, demos, explainer videos, case studies, and any other resources you have available.

4. Use Customer Lifetime Value Correctly

Your SaaS PPC agency already knows how important customer lifetime value (CLV) is to your customer acquisition strategy. If you ask them why, they’ll probably say that you have to be aware of how much you pay for acquiring each prospect. This is because the SaaS sales cycle is lengthy, and you may use various display ads to recapture people’s interest. So, when a client makes a purchase, you have to analyze how much you spent to bring them in. To calculate customer value, multiply the average purchase value by the average number of purchases. Then, to calculate CLV, multiply customer value by the average customer lifespan.

Which type of CLV should you use, though? There is predictive and historical CLV. The former uses regression and Machine Learning to predict new and existing customer behavior, while the latter focuses on past data. However, your SaaS sales strategy may suffer if you use historical data. Why? Not all customers on your database will continue with you, and some may become inactive. As a result, your data may be unreliable.

5. Improve Cross-Channel Alignment

Most PPC management consultants and SaaS PPC agencies use various channels to promote your business to the online world. They leverage email marketing, build a solid social media strategy, come up with genius content marketing ideas, and incorporate paid ads. A problem they can help you with is aligning your brand’s voice across all channels. You may already have set all these channels, but creating dichotomies between them means you lack consistency. PPC consulting services offer you actionable tips on how to align the copy, CTAs, and other design elements on all platforms. Therefore, clients know it’s you whether they see a post on social media or visit your website directly from an ad. Landing page optimization should be at the top of your priorities if your SaaS marketers want to improve your consistency.

6. Don’t Rely Solely On Google Ads

Yes, Google is the largest platform hosting most advertisers’ campaigns, but it should not be your only choice. Microsoft’s Bing is another good option, and the platform allows you to export your Google ads and import them into theirs. Microsoft Advertising will probably have a much lower cost per click (CPC), and you may end up generating more SaaS leads with a lower budget. So, before you sign that contract with your B2B paid search agency, ask them which ad platforms they use and whether they leverage others, not only Google.

If you are in a niche industry, you may also think about advertising on credible PPC directory listings. Let’s say you have created employee onboarding software for eLearning and HR organizations. Adding your service to relevant directories with deep knowledge in the field expands your reach to targeted audiences. But should you go for a free or paid PPC listing? Placing an ad puts you at the top of the page, surpassing your competitors and increasing your conversion chances.

5 SaaS PPC Agencies That Are At The Top Of The Game

1. Flying V Group

This B2B PPC company is ideal for businesses in the accounting, environmental, financial, medical, insurance, law, and real estate sectors. They start by providing an SEO audit and an analysis of all other B2B marketing strategies you already have in place. Then, they offer you a customized plan to reach your goals, monitoring results. Additionally, they enforce a pay-for-performance model, meaning they get paid when you get leads or by sharing revenue. They may not do the entire scope of work themselves, but they offer expert guidance.

2. Simple Tiger

If you prefer a SaaS PPC agency that leverages the benefits of AI in marketing, Simple Tiger should be at the top of your list. Their expert strategists use AI-powered keyword research, paid search account creation, and an array of proven tactics and strategies. They believe in the 80/20 model, meaning 20% of actions that drive 80% of your results. They have worked with SaaS companies specializing in see-through displays, operational risks, volunteering, and conversation analytics.

3. Seven Atoms

This one could easily be perceived as a B2B LinkedIn Ads agency since one of their focuses is advertising on social media platforms, including Facebook and LinkedIn. With a heavy focus on eCommerce marketing, they offer a plethora of services, including SaaS content marketing, demand generation, landing page design, and SEM. They have worked in companies in the recruitment, energy, packaging, boating, and motorcycle industries.

4. Refine Labs

This company focuses on using the best demand generation practices to create interest and convert clients. They help their customers create and promote bite-sized content to attract their audience’s initial attention. They concentrate on pipeline development, offering insights on what is ineffective and what can and should be repeated. Their buyer-centric approach tries to accelerate SaaS companies’ revenue with an emphasis on pipeline velocity.

5. eLearning Industry

While all the B2B PPC agencies we mentioned above are great, they lack one thing: niche specialization. They don’t focus on a specific industry. On the other hand, eLearning Industry has deep expertise in the eLearning and HR fields, with years of proven strategies. You can feature your company in our eLearning or HR directories, depending on your niche. Also, we offer targeted display ads, including RoS banners and popup banner ads. Why should you work with us if you are in these two sectors? Well, we have seasoned managers, leaders, and decision-makers who can identify your business’s dark spots and turn them into blooming valleys through SEO, link-building, lead generation, content marketing, and PPC advertising.

Key Takeaway

Promoting your SaaS product online takes time and patience, as the long sales cycle and competitive landscape make your efforts hard. That’s why you don’t have to be alone on this journey and trust your marketing needs to a SaaS PPC agency. They know how to implement the right PPC strategies for businesses by doing keyword research and bidding on the best options. They also qualify your leads and monitor your campaigns in case they need to make modifications. Additionally, they check all your channels to see if they are aligned and what you need to improve to create a consistent brand voice.

But how do you even find the best suitor who does more than just create SaaS display ads? Start by analyzing their values, expertise in your industry, and customer reviews. You may also ask them what software they use to monitor campaigns. Don’t collaborate with just anyone. Ensure they are experts in your niche and ask for proof like case studies and testimonials.

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