When creating a SaaS PPC strategy, there’s much to consider. For one thing, you need to be clear on the type of marketing campaign you’re going to create, your target audience, and then, of course, an airtight strategy for executing the campaign.
As a software as a solution brand, you can harness potentially lucrative clients by partnering with a SaaS ppc agency and creating a remarketing campaign.. But first, you will need to create a strategy to understand the true value of remarketing campaigns. Once you do this, creating your ads will be a piece of cake.
SaaS Remarketing Explained
We’ve all been there: browsing the web for a product we want to get our hands on, and then suddenly for weeks afterwards, ads for that product seem to be popping up left, right, and centre.
That’s remarketing working its magic.
In the digital marketing sphere, remarketing is otherwise known as ‘retargeting’, because it retargets web users (such as yourself) who have expressed interest (via internet data) in an online product or service – but not actually purchased it -, so a remarketing campaign serves to remind them that the product is still there ready and waiting to be purchased.
These ads are both relevant and personalised to the user/lead, which increases the likelihood of conversion, as they are already considered potential customers based on their web browsing behaviour – and it targets them by reminding them of the product they had their eye on – irrespective of what the lead is browsing on the web at any given time.
For web users browsing SaaS products, this keeps your item in their peripheral, and entices them to click on it and convert.
How SaaS Remarketing Works
If you’re wondering how the ins and outs of a remarketing campaign works – it’s simple. As we mentioned earlier, it relies on a user’s web data, which it does via a tracking pixel, which you place within the coding of your website.
This provides you with the data of every web visitor, allowing you to target them in future. This happens when the user agrees to the website’s cookie policy; the cookie is then placed within the user’s hard drive, allowing you to track them.
The cookie provides you – the marketer – with the user’s visitor activity data, meaning you can set your ads to them via whichever retargeting platform you’re using (such as LinkedIn or Facebook), so that the next time the user logs onto that platform, it will detect the cookie within the user’s hard drive and your ad will be displayed.
Segmenting Your Remarketing Audience
If all of this sounds like the ideal SaaS remarketing strategy for you, let’s get you started with creating your first campaign. First things first, you need to segment your audiences in order to deliver personalised, tailored content to them.
Understanding the Importance of Segmenting
Once you’ve created your segments (which will go into detail on how shortly) you will then be able to create tailored content to each segment. There’s a good chance you will be building your audience via Google Analytics, so let’s start there.
You can create your segments using your website data and basing them on how audiences are behaving once they click onto your website. An example:
- Visitors who have read (but not engaged with) a blog post.
- Visitors who have both read and engaged with a blog post.
- Visitors who have read a case study/clicked on your testimonial page.
- Visitors who have browsed your products page.
And so on. Once you’ve done this, you have better knowledge as to where your audience is within each individual buying journey (and what their pain points are), which allows you to create tailored content specific to that area of the funnel.
Because what you’re about to create is a remarketing campaign aimed at web users who have already shown interest in your resources, creating tailored content is the organic next step to encouraging them to convert.
What a user does on your website generally indicates where they are in the buying journey. For example, those browsing blogs or testimonials are usually within the middle of the funnel; whereas those browsing price plans or even product pages are closer to being near the end of the buying journey. This knowledge is crucial for you to know so that the ad content you create is centred around that part of the funnel.
If there’s one thing you take away from this article it’s that the secret to your success lies within the data. Your data provides information on your buyer and their needs and how close they are to converting, which means you can create an ad that nurtures that. For example: if a first-time visitor lands on your site and all they do is browse the homepage, you can create an ad that guides them towards a resource page (such as a blog), so that they can better understand your brand and how you can help them.
Conversely, if you are dealing with a user who has visited multiple times and has checked out various pages on your site, you can then hit them with an ad that offers a free demo/trial. And so on.
Segmenting is vital for campaign success. Failure to do so means you are creating a generic “one-size-fits-all” ad that targets an audience which is built up of different users with different needs and who are in different areas of the funnel, meaning the content you create has less chance of hitting home because it’ll be too vague – or irrelevant.
Remarketing Platforms & Finding the Right One for You
Next up, we look at omnichannel remarketing and how it will elevate your ads. Because your brand is a SaaS company, the buying journey of your customers is typically longer than it is with other B2B industries.
Because of this, coupled with the fact that your budding campaign is to be a remarketing one, it’s important that you look at as many channels as possible to amplify your ads. Doing this will broaden the outreach of your ad to people who have already engaged with your brand before – even if it’s only browsing your website.
This is called omnichannel remarketing. It allows you to use both search engine advertising (such as Google), as well as social media.
Tracking Pixels
We touched up the fundamental role tracking pixels play in your remarketing ads earlier, but let’s dive deeper.
As we said before, this is a piece of code that goes into the back-end of your website and it can be done based on your target audience, meaning you can place pixels on different pages, therefore a pixel on your products page or price plan page will track audiences who are close to converting.
And so on.
Creating Your Ads
Once you’re all set up with your tracking pixels, you’re ready to start building your remarketing campaign. You will need to factor in the channels you plan on using (again, aiming for the omnichannel approach), as well as your target audience.
Each platform has a different range of ad types for you to work with and the ones you choose depend on your target audience and the type of content you wish to create for them.
Value Measuring
As with all digital marketing, value measuring is crucial for you to see how the campaign is performing and if any optimising is required.
You can use standard query string parameters to tag your site traffic via your ad. If you do this you can make data-driven decisions on how to manage your traffic and elevate/amend your campaign.
In short, any robust SaaS remarketing campaign should have a robust analytic unit in place.
Best SaaS Remarketing Tips
Now that you have a working knowledge of how Saas remarketing campaigns work, let’s look at adding the cherry on top of your ads for ultimate conversion success.
Don’t Aim For The Stars (Just Yet)
This means starting small and testing the waters before you go in for the kill. This means starting with a small budget, and once you start seeing results, you can gradually increase it.
Create Varied Content
As in, a variety of different content per segment. It’s also wise to test these different ad types as well to see which one creates the best engagement. As we mentioned earlier, ad type should be based on each segment and where in the funnel each one is.
This allows you to be creative and provide tailored valuable content per segment.
Don’t Lose Sight of the Customer Journey
The most successful ads are the ones where the customer’s pain point is never forsaken as well as the different stages of the sales funnel. This helps you create content that is aimed at each stage.
Once you understand the core value at each stage, your content will come easily and organically.
Device vs Person
Finally, while pixel placing is a fine solution for retargeting a device (the hard drive), it is important not to forget that you are actually retargeting the person behind the device.
Also, with B2B SaaS targeting, you’re often honing in on a group account (or a brand where there’s often more than one purchasing decision-maker), which then goes into ABM marketing territory, in which case, you may wish to look into ABM tools for visitor identification purposes.
Conclusion
Leveraging the tools that come with having a website and keeping a firm eye on who is visiting your website and how they’re interacting can provide crucial information to then create a killer remarketing campaign to target audience members at all stages of the buying journey.
If you’d like to learn more about how we help B2B SaaS and Tech companies grow their MRR through paid advertising, contact us online or send us an email today at info@getuplead.com to speak with someone on our team.
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