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Hur man bygger en SaaS PPC-kampanj som är byggd för att hålla


Hur man bygger en SaaS PPC-kampanj som är byggd för att hålla

What makes a great SaaS PPC campaign – or at the very least, what will make a SaaS PPC campaign just a little bit better?

In other words, what makes a SaaS PPC campaign built to last?

As I was thinking about this recently, it occurred to me that nearly all the client PPC spend that I was fortunate enough to manage in 2022 was SaaS related, and the answers to this question were right under my nose.

After analyzing my campaigns, there were a small handful of items that really seemed to stand out.

These are the most important principles and strategies that contributed to the SaaS PPC campaigns I manage, which I believe are built to last.

Conversion Window

I wanted to start by bringing attention to the conversion action conversion window because this can be an overlooked part of the setup for SaaS PPC accounts.

Screenshot from Google Ads, February 2023

(Find the conversion window for your conversion actions by going to Tools & Settings > Measurement > Conversion. Then click on a Conversion Action > Click Edit Settings.)

Many industries can go from ad click to paying customers in a few days, hours, or even minutes – but SaaS products can easily take 30 to 90 days or longer.

If you want to make sure your campaigns are receiving credit for every conversion that they earn, you will want to tweak the conversion window to make sure it is long enough to capture all conversions that result from your search and/or display campaigns, over the entirety of the average customer sales cycle.

While the default click conversion window for all new conversion actions in Google Ads is 30 days, you can manually set the attribution window for anywhere from 1 to 90 days.

You can also set the window for Engaged-view och view-through conversions as well.

Considering the average sales cycle for SaaS companies is 84 days, it’s important that you are not missing the opportunity to register all the conversions that your campaigns deserve.

Offline Conversion Tracking Setup

When discussing what can be done to improve PPC outcomes, conversion tracking is often at the top of the list.

While this is certainly true when it comes to B2B SaaS, there is one form of conversion tracking that could be the most important of all: offline conversion tracking (OCT).

Unless your SaaS business has a short, relatively simple sales cycle that is completed online from beginning to end, it’s highly likely that you will be unable to fully track a customer journey – from the first ad click to the moment they become a paying customer – without setting up OCT in your ad account.

Uploading data about all the conversions that were achieved offline (like the signing of a contract that turned a sales lead into an actual paying customer) allows Google Ads to complete the circle of the customer journey by appending the offline conversions to all the customer data that was gathered during the online portion of the sales cycle for that specific user.

As the algorithms in your account get more information about these offline conversions, your campaigns will become increasingly optimized, bid more effectively for high-value clicks, and produce more paying customers – and do this all with a lower cost per acquisition than you could have ever achieved without OCT.

There is a lot to know about setting up OCT, but if you would like to know more you can check out How To Track Offline Conversions From Your Google Ads by Tim Jensen.

Seasonality – Not Just The Weather

As SaaS companies are, by definition, selling software products, you may not consider seasonality a big factor. And when it comes to the physical changing of the weather, that might still hold true.

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However, I found that “seasonality” can be a lot more than just changing weather and holiday shopping.

If you research the industry your SaaS product serves and look at past campaign data with a macro lens, you are likely to find numerous times throughout the year that your campaign data will spike or fall on a fairly consistent basis.

Some common “seasonality” that may affect your campaigns in positive or negative ways are:

Fiscal Year Schedules

The vast majority of businesses have the first day of their fiscal year on October 1 or January 1.

Many companies will be looking for new SaaS options around this time as they develop department budgets for the upcoming year.

Not only will businesses likely have a renewed budget, but your competitors might be spending significantly more or less on their marketing efforts near the end of their own fiscal year.

This can make your marketing costs go up if your competitor is frantically trying to spend their full budget by the end of the year.

Or possibly even provide an opportunity for cheaper conversions if your biggest competitor pulls way back on marketing spend near the end of the year so they don’t overspend on their yearly marketing budget.

Industry Trade Events & Publications

Do you run the marketing for a SaaS product that is popular among a specific industry that has a big, national conference every summer?

Maybe your product is popular among teachers, so you see a spike in searches every August and September as school districts assess their needs.

What about IT products? I personally know that every year, thousands of IT professionals put their searching and planning for new software on hold for the week or two that precede the annual release of the Gartner: Magic Quadrant report, which independently tests and rates IT security SaaS products.

Two weeks a year, I am struggling just to get clicks. But then, in the span of a one-day search, volume explodes with new prospects searching for the IT products at the top of the ratings.

Annual Product Releases

It has become trendy for the biggest players in each industry to put on huge conferences or product release events that get consumers excited about the releases planned for that year.

If your SaaS product serves one of these markets, you will likely see a spike in searches and clicks around these events, because people are excited and motivated by what they are seeing.

Or, you may see search volume fall, because all your potential customers aren’t concerned with anything except for the big event.

Either way, if you are in the B2B SaaS marketing game, you will likely find similar periods, every year, that end up being so predictable, they might as well be actual, “seasonal” events.

If you plan ahead for whatever market conditions are likely during these “seasons,” you will have a much easier time hitting your client’s goals on time and on budget.

Go Negative

Have you ever heard of the power of positive thinking?

Well, sometimes there is serious power in going negative!

When it comes to PPC for SaaS, going negative can save you buckets of money on irrelevant clicks, poor-quality leads, and a lot of downright fraud.

Not only that, but if your account is full of bad clicks and poor-quality “conversions,” then the algorithms that rule your campaigns will be fed with bad data.

Worst of all, the algorithms will then compound the problem by going out and finding you more of those horrible clicks – so it’s important to eliminate as much bad spend as possible.

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Here are some of the best ways to eliminate destructive spend in your SaaS campaigns:

Basic Search Campaign Maintenance

I know it’s boring, but you need to perform regular keyword maintenance on search campaigns and constantly add new negative keywords for terms that are not converting or are unrelated to your product.

Here’s a quick and easy process to find negative keyword candidates:

  • Choose a 7- to 30-day timeframe, and click Campaign > Keywords > Search Keywords.
  • Sort by Cost, highest to lowest.
  • Click to select the first one to five keywords, then in the blue bar at the top of the list click “Search terms.”
  • This will take you to the Search Terms section of the campaign, but it will automatically be filtered to only show the search terms that came from the search keywords you previously selected.
How To Build A SaaS PPC Campaign That’s Built To LastScreenshot from Google Ads, February 2023

Display Targeting & Placements Exclusions

This is one of the biggest culprits when it comes to bad spend and algorithm corruption.

The more money you spend on Display campaigns, the more necessary it is to consistently review the Placements Report.

When you see a placement that looks like a low-quality or spam site, add it as a Placement Exclusion to your Display campaigns.

How To Build A SaaS PPC Campaign That’s Built To LastScreenshot from Google Ads, February 2023

Question-Related Search Terms

Questions can be a big money drain when it comes to SaaS products.

Unless you have a robust website that is designed with plenty of great information around commonly asked questions related to your product, it will save a lot of money if you add interrogatives – or more commonly called “question words” – to your keyword negatives.

Doing this will keep you from paying expensive search campaign prices in order to answer a user’s questions.

The vast majority of the time, when a user searches with a question word, they are very high in the “funnel” and very unlikely to convert – so if your funds are limited, consider eliminating questions from the keywords that you target.

Here is my favorite list of interrogatives to add as negative keywords to campaigns:

  • if.
  • how.
  • what.
  • when.
  • does.
  • can.
  • why.
  • should.
  • do.
  • which.
  • will.
  • are.
  • did.
  • is.
  • has.

Competitor Campaigns

Bidding on the product names or company names of your direct competitors is not a practice exclusive to the SaaS industry.

However, I have never seen the type of direct competitor warfare, level of spending, time allocation, and grandstanding that you get with SaaS companies and their competitors.

Maybe it’s because there are often dozens of SaaS companies doing the same thing, but there is only room for a few big players.

Maybe it’s because a lot of SaaS companies are in Silicon Valley and there are big egos, with lots of money involved.

Whatever the reason, competitor campaigns are a different beast when it comes to SaaS, and they need to be approached differently than you may approach them in any other industry.

Here are the main takeaways I have found when it comes to targeting SaaS competitors with PPC.


A mentor of mine once said, “Do or do not.  There is no try.” That mentor was Yoda in “Star Wars: The Empire Strikes Back.” And Yoda could not be more right.

The biggest decision you have to make when it comes to competitor campaigns is whether or not you will even decide to launch one.

You certainly don’t have to, and there are some good reasons to avoid it altogether – like, among other things, putting that money towards other campaigns that will be more efficient and profitable overall.

However, if you decide to create a competitor campaign, where you directly bid on branded, competitor keywords, you need to really understand why you are doing it and what benefit it will give you, and then really commit to providing the resources necessary to achieve the goals you choose.

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Break Competitors Into Tiers

In the SaaS industry, going after every competitor you have is a sure way to fail.

It’s usually best to break out one to two competitors that you consider your main competition into a Tier 1 competitor campaign.

Create another campaign for Tier 2 competitors and fill it with three to six other competitors that, while not as big a threat as Tier 1, are still formidable.

Doing this will allow you to adjust how much budget you allot between competitors, and it will allow you more control over the targeting, ad copy, bid strategy, etc., for your two distinct tiers of competitors.

Plan Accordingly

If you decide to join the competitor battle, a little planning can go a long way.

Obviously, you need to first decide how much of your budget you are going to allot to this endeavor.

I generally recommend allotting enough budget to obtain 10-25% of Search Impression Share, or up to 20% of your overall PPC budget – whichever is smaller.

Doing this will give you enough funds to be seen and show your competitors that you are in the fight, but not take too much away from more profitable campaigns.

You will need to plan for a higher cost per action (CPA), lower conversion rate (CVR), and lower keyword quality scores than other campaigns, so adjust your conversion and ROI expectations accordingly.

Be Clever With Ad Copy

While you actually can use competitor names in your search campaign ad copy, those ads will likely end up not being shown as much compared with ads that do not use competitor names.

So, it’s best if you can find a way to refer to your competitor without actually using their company or product name.

Challenge yourself to find a way to allude to your competitor or use well-known competitor brand language instead of directly stating their name.

Is Microsoft one of your main competitors? You can write an ad description line that says, “There’s nothing micro or soft about our solution to cloud database management.”

Not only will this stand out to your potential customers, but it will also drive your competitors crazy!

Always Run A Brand Campaign

While it’s definitely a topic that’s up for debate, I believe you should probably have a paid campaign, of some sort, that targets your own brand terms.

However, if you are going to be targeting your competitors’ brand terms with a campaign, it’s essential that you have a robust brand campaign for your own brand terms.

There are two main reasons for this.

First, you don’t want to leave your own brand vulnerable if you are seen targeting your biggest competitors.

They can, and likely will, create a competitor campaign of their own that targets your brand terms, and you don’t want to make it easy or cheap for them to run that campaign.

Second, a brand campaign is the easiest type of campaign to earn high-quality scores and get the cheapest possible clicks.

In turn, this makes it very difficult for your competitors to get more than a three or four quality score for your brand terms, thus making the clicks they receive quite expensive.


When it comes to PPC, especially PPC for SaaS, there is likely never a perfect solution or perfect decision when you are building and optimizing campaigns.

However, I would encourage you to test at least a few of the ideas mentioned above and find out for yourself if they can help to make your PPC SaaS account built to last.

Fler resurser:

Featured Image: TierneyMJ/Shutterstock


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Bli en bättre varumärkesberättare [Podcast]


Bli en bättre varumärkesberättare [Podcast]

Learn To Communicate Your Brand Effectively

In the world of SEO, search marketing, and content marketing, it’s becoming clear that getting a solid grip on the customer’s needs, desires, and lifestyle is equally essential to building your brand’s unique persona and story.

Ryan Kutscher, the creative force and founder behind CIRCUS MAXIMUS, joined me on the SEJShow to talk about how his team creates compelling brand narratives. We covered their use of Ikigai, a profound Japanese concept that translates to “a reason for being.”

This concept is a remarkable tool in their storytelling arsenal, providing a fresh perspective that introduces depth and purpose to their narratives. In this episode, we’ll gain invaluable insights into how Ikigai can be utilized to create more meaningful, impactful stories, ultimately adding a rich layer of authenticity to your brand narrative.

​​We take a step back for brands to think more narratively about what the story they’re trying to tell is. And then think about how they’re applying that to the customer journey rather than tactics first, which just makes your head explode these days. –Ryan Kutscher, 04:38

Sometimes as a business owner or an executive, you assume that the entire company gets the mission and what you said is a human mission. So, one of the things lacking in the workplace, so that’s been lacking in the workplace for the past 20-30 years, is purpose. What gets you up in the morning? –Loren Baker, 07:22

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[00:00] – About Ryan
[02:43] – How they craft memorable brand narratives and characters
[08:50] – How human mission & passion comes in.
[11:57] – The Mark Cuban example.
[16:05] – How to get started with the voice of the customer.
[17:48] – How do companies earn revenue from pinpointing passion & mission?
[19:39] – Uber & Lyft example.
[24:46] – The In & Out Burger example.
[28:36] – Brands Ryan worked with applying Ikigai.
[32:11] – Other ways listeners can use the Ikigai concept.
[34:56] – How important are videos?

Resources mentioned:
Circus Maximus – https://www.circusmaximus.com/

The first question that we ask is why? Why is your brand doing what it’s doing? What is the brand’s purpose? That answer is not to make money or increase revenue by a quarter. It’s not a business goal. It’s a human mission. If everyone can kind of answer those questions the same way, or at least have an understanding of how the brand wants to answer those questions, they start to work for that idea or that narrative, and then that helps them do their job better and hopefully helps them tell their story better, tell the story better. There’s an internal role of answering these questions and having this shared narrative, and there’s an external role. So that’s where it starts, with purpose. –Ryan Kutscher, 05:32

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People like Mark Cuban, who are successful entrepreneurs, understand that you start with the mission and then build the company around it. You don’t start with the company and then build a mission backward. And when you have a mission clearly defined, the people you need to help you build that company come to you because they’re attracted to the mission. And some of those people are customers. So that’s the power of the mission. –Ryan Kutscher, 13:32

För mer innehåll som detta, prenumerera på vår YouTube-kanal: https://www.youtube.com/user/searchenginejournal

Connect With Ryan Kutscher:

Ryan Kutscher stands at the helm of Circus Maximus, an innovative agency transforming the advertising landscape. With a unique model that blends branding, content, and media, Ryan, founder and CEO, has propelled brands onto global platforms, partnering with industry giants and burgeoning start-ups.

Beyond his leadership role, Ryan is recognized for his creative approach to life. He champions entrepreneurship within his team, urging them to infuse creativity into their daily lives. And amidst all these, he finds joy in the companionship of his Australian Shepherd, Rudder.

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryan-kutscher-a282605/

Få kontakt med Loren Baker, grundare av Search Engine Journal:

Följ honom på Twitter: https://www.twitter.com/lorenbaker
Ta kontakt med honom på LinkedIn: https://www.linkedin.com/in/lorenbaker

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Skicka foton, ta emot AI-genererade bilder


Skicka foton, ta emot AI-genererade bilder

Snapchat My AI Snaps allows users to send photos to the My AI chatbot and receive AI-generated images in return, demonstrating its AI image processing abilities powered by ChatGPT and GPT-4.

Snapchat first released the new My AI Snaps feature to Snapchat+ subscribers to encourage feedback and make improvements before releasing it to all users. For reference, Snapchat launched My AI for Snapchat+ users on March 6, releasing it to all users on April 19.

Continue reading to learn how to use My AI Snaps and the potential My AI conversations hold for advertisers targeting younger audiences.

How To Send Photos To My AI And Receive My AI Snaps

Snapchat+ users with access to My AI can send a photo Snap to the chatbot using the same process as sending Snaps to friends.

Snapchat will notify you when My AI replies to your Snap based on your notification settings.

Screenshot from Snapchat, June 2023

Depending on its analysis of your Snap, My AI will send a Snap in response.

snapchat min ai snapsScreenshot from Snapchat, June 2023

These examples of My AI Snaps show that it has great potential but still has a way to go with image interpretation.

snapchat min ai snapsScreenshot from Snapchat, June 2023

You can save Snaps My AI sends in the chat or take a screenshot of it.

snapchat min ai spara i chattenScreenshot from Snapchat, June 2023

My AI doesn’t always send a Snap in response. Sometimes, it only offers a text-based reply to your Snap.

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At the time of testing, My AI could not understand Snaps sent from photos in my Cameral Roll. But that will likely change in the not-too-distant future.

snapchat my ai förstår inte kamerarulle-snapScreenshot from Snapchat, June 2023

Snapchat My AI Ads & New Advertising Opportunities

In addition to sending and receiving Snaps, My AI displays ads in select conversations. Ad relevancy can be hit or miss in relation to the discussion at hand.

snapchat min ai annons exempelScreenshot from Snapchat, June 2023

Ads within My AI conversations offer advertisers a chance to reach a growing ad audience via generative AI that includes:

  • 13 to 17-year-old users: 125.6 million – 19.9% of the total ad audience.
  • 18 to 24-year-old users: 243.5 million – 38.6% of the total ad audience.
  • 25 till 34-åriga användare: 145,9 miljoner – 23,2% av den totala annonspubliken.

Du kan se potentialen för annonsering i Snaps from My AI. Min AI skulle kunna rekommendera mode, restauranger, recept och andra relevanta produkter eller tjänster i Snap-konversationer.

snapchat mina ai snap exempelScreenshot from Snapchat, June 2023

Även om annonser inte visas i bildsnaps, visas de i Mina AI-konversationer efter att ha skickat och tagit emot snaps.

snapchat mina ai-annonserScreenshot from Snapchat, June 2023

Med tanke på att användare kan bjuda in My AI till gruppchattar, är det bara en tidsfråga innan de flesta snapchatters blir bekanta med AI-drivna konversationer.

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Snapchat webbgränssnitt med min AI

Även om Snapchat är tillgängligt via ett webbgränssnitt på stationära webbläsare, är många Mina AI-funktioner endast tillgängliga på iOS eller Android app.

I stället för annonser som visas av Snapchat My AI är följande meddelande:

Stöds inte på webben
Kolla från din telefon för att se vad som skickades!

När My AI skickar ett snap visar det följande meddelande:

Ny Snap
Öppna mobilappen för att se

snapchat my ai på webbgränssnittetScreenshot from Snapchat, June 2023

Du kan dock se Min AI-profil på en stationär webbläsare och lägg till den till dina vänner.

snapchat min ai-profilScreenshot from Snapchat, June 2023

Framtiden för Snapchat Mina AI Snaps & Ads

Integrationen av Mina AI Snaps är ett kraftfullt steg framåt, som blandar rikena av social interaktion med avancerade AI-förmågor.

Även om det finns områden för förbättring av bildtolkning och övergripande säkerhet, är plattformens potential enorm, särskilt när det gäller att tillhandahålla nya reklammöjligheter för att nå yngre publik.

När tekniken utvecklas kan vi förvänta oss att Snapchat My AI kommer att förändra hur användare interagerar med generativ AI, vilket erbjuder en personlig upplevelse av sociala medier och ett nytt utbud av reklammöjligheter.

Utvald bild: Ink Drop/Shutterstock


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Är innehåll kungen i modern SEO?


Är innehåll kungen i modern SEO?

Med den ständigt utvecklande SEO-branschen och nya trender, är innehåll fortfarande nyckeln till en framgångsrik strategi?

Hur säkerställer du att ditt innehåll uppfyller de senaste sökstandarderna?

Den 25 maj modererade jag ett webbseminarium med Carlos Meza, VD och koncernchef för Crowd Content.

Meza delade vad som krävs för att forma en effektiv innehållsstrategi samtidigt som den hänger med i modern tid.

När vi spenderar cirka 473 minuter (en tredjedel av våra dagar, nästan åtta timmar, eller åtminstone 50% av våra vakna timmar) på att konsumera innehåll eller media, är innehållet fortfarande kung?

Här är en sammanfattning av webbinariet. För att komma åt hela presentationen, Fyll i formuläret.

Är innehåll kung i modern SEO?

[Ta reda på det nu] Får direkt tillgång till on-demand-webinariet →

Låt oss först gå ner i minnesfältet för att förstå var vi kommer ifrån och vart vi är på väg så att vi kan förstå vart modern SEO är på väg.

Innehåll i det förflutna

Att skapa innehåll tidigare såg ut så här:

  • Skriva för sökmotorer/keyword stuffing.
  • Att använda volym var en konkurrensfördel.
  • Efterliknar konkurrenter.

Eftersom dessa taktiker inte ger det bästa värdet för dina kunder, har SEO-tekniker förändrats.

[Hämta nyckeln till en framgångsrik SEO-strategi] Får direkt tillgång till on-demand-webinariet →

Innehåll i nuet

Intelligenta SEO-proffs har utvecklats mycket väl och är nu:

  • Skriva baserat på persona.
  • Att vara avsiktsstyrd.
  • Använder ämnesklustring.
  • Använd expertis för att bli mer auktoritativ.
  • Blir hjälpsam.
  • Att lägga vikt vid volym.
  • Skapa tillgångar först före meddelandet.
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[Utforska var och en mer detaljerat] Få direkt tillgång till on-demand-webinariet →

Med tanke på dessa nuvarande strategier, hur kan du älska dina kunder ännu mer? Låt oss titta på framtiden för innehåll.

Innehåll i framtiden

Här är delarna av det framtida innehållet. Vad är viktigt och vad är viktigt?

  • Att bli människocentrerad och använda patologisk empati genom:
    • Relatabilitet.
    • Sårbarhet & autenticitet.
  • Att sticka ut med varumärke, röst och ton.
  • Bli hyperpersonlig med mikropublik.
  • Att använda flera tillgångar för att vara mer interaktiv och skapa förtroende genom:
    • Erfarenhet.
    • Expertis.
    • Ansträngning.
  • Utnyttja AI, ML och teknik.
  • Fokuserar mer på kvalitet framför kvantitet.

[Se några fantastiska exempel i aktion] Får direkt tillgång till on-demand-webinariet →

I slutändan handlar det om att hjälpa publiken och bry sig.

Bild skapad av Crowd Content, maj 2023

[Slides] Är innehåll kungen i modern SEO?

Här är presentationen:

Gå med oss på vårt nästa webinar!

Hur man ökar produktsidans rankningar med en tratt av innehåll och länkar

Gå med Cory Collins och Nick Katseanes, från Page One Power, när de delar innovativa sätt att kombinera länkbyggande och innehållsskapande för starkare SEO-kampanjer.


Utvald bild: Paulo Bobita/Search Engine Journal


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