How to Use Google Ads For SaaS Business

Google Ads For SaaS


As a SaaS founder, chances are you know how hard it can be to find new customers and grow your business. 

But did you know that using Google Ads can help propel your SaaS forward? 

Through the use of Google’s powerful advertising platform, you have the ability to reach out further than ever before and capture many more potential customers for your SaaS business. In this post, we’ll take a deeper dive into how to best use Google Advertising for growing your SaaS business.


What are Google Ads? 


Google Ads is an online pay-per-click (PPC) advertising platform that allows businesses to display their ads and products on various Google platforms. Through these PPC campaigns, businesses can target specific audiences based on geographic location, interests, and demographic information. The platform offers various ad formats that are customizable to fit any company’s needs or budget. 

Most of the advantages of Google Ads comes from its vast global reach as well as its metrics systems which allow users to measure the performance of their PPC campaign in order to maximize effectiveness. 

With careful targeting, companies are able to acquire new customers quickly and efficiently while controlling their costs. It enables those businesses to create compelling campaigns that are highly visible on the search engine results page when someone searches for the products or services they provide.

Google Ads uses an auction system where advertisers bid on keywords related to their company and when their ads show in the search engine results, they only pay for it if somebody interacts with their advertisement by clicking on it. This way, businesses don’t waste money paying for views that weren’t actually interested in what they had to offer.

Google Ads is fast becoming one of the most popular ways for companies to reach potential customers quickly and effectively.


Types of Google Ads 


There are four main types of Google Ads. Depending on your business type and goals you’ll want to focus on one or more of these types.


Search Ads 


Search ads involve buying ad space on search engines, such as Google and Bing, so that your advertisement appears when users type relevant queries into the search engine. These targeted advertisements are an effective way to reach potential customers and drive more engagement on a company’s website or app.

Unlike other forms of advertising, search ads enable users to find what they’re looking for with relative ease. For example, when the user searches for a SaaS solution that your company provides, your ad will be presented among the search results. Additionally, modern algorithms allow SaaS companies to target specific audiences by geographical location or interests, making search ads even more powerful.


Display Ads 


Display Ads range from text-based ads to banner ads, video ads, and other multimedia formats, and are used by brands as an eye-catching way to increase visibility and drive traffic to their website or product.

Display Ads can be highly effective for certain types of companies, depending on the goal of the campaign. For instance, a SaaS company that specializes in email management may use display ads to generate leads through potential customers who have expressed interest in email solutions.

Additionally, targeted display ads featuring information about the benefits of your SaaS tool can be a perfect way to gain exposure when taking into account that many people go online before deciding which service provider or business solution to choose.


Video Ads


Video Ads, also known as video commercials, are short advertisements that can be easily customized for placement across YouTube and the Google Display Network.  With features like TrueView for Action – which only charges you when someone takes an action after viewing your video – video ads offer maximum impact at minimal cost. 

With video ads through Google Ads, you can target audiences based on geography, interests, age range and more to get the most out of your ad spend while increasing brand awareness and conversions.

Video Ads can help SaaS businesses to capture the attention of potential customers and draw them in with an engaging visual display. Furthermore, research has shown that video Ads are one of the most effective means of introducing SaaS products and services to their target market and making loyal customers out of them. It found that video can increase conversions by up to 80% because 85% of users want to see more video content on landing pages. Moreover, 97% of marketers claim that watching videos helps consumers understand their brands.


Shopping Ads 


Shopping Ads enable businesses to showcase their product features and let customers compare items and find the best price quickly. This kind of targeted advertising often provides more ROI than regular search ads.

With Shopping Ads, you can advertise specific products or services directly to relevant customers. They bring all relevant products into one place and make them easier to find and compare, saving SaaS customers time, money, and effort while they look for brands they know and trust.


Benefits of using Google Ads for SaaS Business


Google Ads is an invaluable tool for improving the visibility of any SaaS business, allowing it to reach customers who would otherwise not be aware of its services. Below are just a few of the benefits that this platform offers:


Quick Setup


By providing essential features in a fast and easy format, it enables you to quickly create, launch, and manage your Advertising campaigns for maximum efficiency. This is particularly beneficial for small firms or startups with limited resources that may not have the same budget or scheduling capabilities as larger corporations.

With Google Ads’ quick setup, you can get up and running quickly to help drive revenue faster by leveraging the vast visibility potential of online advertising. Furthermore, the ability to easily modify campaigns based on results offers valuable insight so that you can better adjust and fine tune your strategies over time


Highly Targeted Advertising


Google Ads provides you with the ability to tailor your advertisements so they will appear in front of the exact audience you are looking for. This tailoring can be done by setting parameters such as location, demographics and even user behavior.

Highly targeted ads not only extend reach but also result in higher conversation rates compared to broader-based targeting which wastes time and money.


Improved Visibility


Google Ads makes it easier than ever to reach potential customers by displaying ads whenever someone searches for similar services or keywords connected to the business. That way, even when customers don’t know about a SaaS business, they can easily find a provider that fulfills their needs.

Furthermore, with Google Ads, SaaS businesses can also take advantage of audience targeting, allowing them to tailor their ad campaign to a select range of users, ensuring they’re reaching people who are in need of the services they offer.


Improved ROI


Google Ads offers SaaS businesses the opportunity to quickly reach a large number of potential customers with targeted ads. This is especially valuable for SaaS businesses, since it can help them increase their ROI by optimizing the delivery of their ads to ensure that they are being seen by individuals who are actually likely to be interested in the service they provide. 

Google Ads also allows SaaS businesses to monitor and adjust their campaigns according to their performance, so that they can allocate more funds towards successful ads while minimizing costs on less effective ones. 

In addition, Google Ads’ machine-learning algorithms allow SaaS businesses to automatically tweak and optimize their campaigns over time in order to maximize ROI. 

Ultimately, by utilizing Google Ads’ powerful platform, SaaS businesses can achieve exponential growth and greater returns on their ad investments.


How to Use Google Ads


Creating a successful Google Ads campaign involves five key steps: creating an account for your business; defining a winning goal; choosing keyword themes and target audience; crafting effective ad copy tailored to your target market’s needs, and optimizing your campaign. Let’s break each step down further:


1. Create a Google Account for Your Business


The first step in setting up your campaign is creating an account on the Google AdWords platform. This will give you access to all the tools you need in order to begin building out your campaign from scratch.

Setting one up requires verifying the domain name that your website will use, followed by creating user accounts. To authenticate the domain, simply create a TXT record with your hosting provider and enter it in Google’s verification form. Once completed, you’ll have access to many of Google’s productivity tools and marketing services such as Gmail and Google Ads.

Click this link to create an account. Click the Get Started button to begin the process.

You will also need to set up billing information before you can start running any ads.  You will be prompted to fill out a form where you will be required to enter promo codes, billing information, payment methods, etc.  Once completed, you will be ready to submit your application and begin running ads.


2. Define A Winning Goal


Before launching any ads, it is important that you define what success looks like for your business—whether it be increased website traffic or higher conversions—so that you can measure the effectiveness of your campaigns moving forward.

Once you are directed to you’re dashboard, click on +New Campaign. Next, you’ll be asked to select a goal for your campaign. This can range from increasing website visits or mobile app installs to obtaining more leads or increasing sales.


3. Choose Keyword Themes & Target Audience


After defining your goals, it’s time to choose relevant keyword themes and decide who should see your ad(s). This requires researching keywords related to particular topics that are likely being searched by people interested in what you have to offer—and then tailoring those keywords specifically towards your target audience demographic (i.e., age range, gender identity etc.).

To help you get started, utilize Google Keyword Planner (a keyword research tool) to generate a list of related terms and phrases that people might use when searching for what your business offers.

You can find Google Keyword Planner in your dashboard under Tools & Settings. Use “Discover New Keyword” to begin generating ideas; this will give you a list of related terms, as well as potential volumes and competition levels.


4. Craft An Effective Ad With Captivating Copy


Once all of the above steps have been completed, it’s time to craft an effective ad with captivating copy tailored specifically towards the needs of those who are likely interested in what you have to offer (i.e., benefits of using/buying etc.).

Google Ads’ Ad Preview function allows you to preview how your ads will appear on different platforms, such as desktop and mobile. This way, you can ensure that your ad copy is both aesthetically pleasing and catchy enough to draw in potential customers.

To help you with your ad writing,  Google will also offer tips and samples of best practices.

Make sure to only use positive language within ads such as “free,” “instant,” or “guarantee” as these words can grab viewers’ attention and increase click-through rates (CTRs).

Also, be sure to incorporate visuals into ads like videos or images that illustrate product benefits as this will help build trust with potential customers when they land on your page after clicking through from an ad!


5. Optimizing your campaigns with analytics and insights


Once your campaigns are running, you’ll want to track the performance and continually optimize for success. To maximize the effectiveness of your Google Ads campaign, try using the metrics and insights available to you in Adwords. 

Explore things like Impression Share metrics, auction insights reports, and search term reports – all of these will help guide your decisions on budget allocations, keyword targeting and more! 

By understanding what’s working and what isn’t in terms of your campaigns performance, you can optimize your budget and reach the most valuable customers through the most effective channels.


Best Practices For Using Google Ads


The following are some of the best practices that can help ensure you get the most out of your Google Ads campaigns:


Research Your Target Audience


To create effective campaigns, it’s important to understand who you’re targeting. By leveraging data from Google Analytics, surveys, and insights from customers, businesses can assess demographics, interests, behaviors and preferences about their prospective buyers. With this information in hand, it’s possible to craft campaigns with more effective messaging and offers that are designed to create efficient conversions.

Additionally, understanding your target audience in more detail allows businesses to experiment with testing different ad copy and media formats, as well as different locations for ads within search engine results pages (SERPs).

Get creative with targeting approaches if desired – using remarketing lists or conducting A/B tests – as well as refining bids based on dayparting or device types. All of these tactics will ultimately enhance a company’s overall performance by optimizing key consumer engagement metrics like clicks and impressions at strategic times throughout their user journey.


Optimize for Mobile


Given that the majority of searches now happen on mobile devices, it’s important to optimize your campaigns for mobile. According to recent data, 63% of visits from organic searches come from mobile devices. This means ensuring that your landing pages work well on mobile devices and that you have shorter headlines and descriptions in order to capture attention quickly.

To ensure success on mobile, begin by writing headlines and descriptions that capture attention, use relevant keywords in all text-based ads, and adjust bids for the best performance possible. Explore specific settings such as ‘mobile devices with full browser’ to further optimize campaigns.

Finally, make sure you’re utilizing mobile-friendly ad formats such as click-to-call and app-install ads, which can help increase engagement and visibility on mobile devices.


Focus On Quality


Google rewards quality over quantity when it comes to Ads so focus on creating campaigns that are high quality and well-targeted. This will help ensure you get the most out of your budget.

To ensure that quality is given utmost priority, it is important to focus on crafting concise and meaningful ad copy that truly conveys what the product or service being offered is. Doing so not only helps build trust in its audience but also ensures that only those interested in what is being advertised click on it.

Additionally, choosing images and videos which represent what is being sold should also be carefully considered since they play an important role in capturing potential customers’ attention.

It is also important to thoroughly review your ads before launch and make sure they are compliant with all agency guidelines. Keeping an eye open for typos, competitor mentions, errors in punctuation and capitalization can help ensure your ads stand out as professional and error-free. 

Furthermore, it’s wise to be sure of ad targeting parameters, keeping content relevant and targeted to the right audiences.


Monitor and Analyze Performance


During the setup process, you need to select carefully which Campaigns, Ad Groups, Keywords, Ads and other criteria you wish to test. By setting up Goals and trackable Metrics on a regular basis, you’ll be able to measure and assess how effective your campaigns are while they are running.

Gathering enough data on a given campaign allows you to make informed decisions going forward such as whether or not to further optimize a campaign with higher budget or redirected focus. 


Final Thoughts


Investing in Google Ads can be a great way to reach your SaaS business goals – but it takes commitment and finesse. Test different approaches over time and adjust as needed to see what works best for you. Monitor performance closely, do careful research, define objectives, stay up-to-date with industry trends, be sure to allocate enough budget for each ad, and don’t forget about A/B testing. Doing these things should help you get ahead on Google Ads and yield the best results for your SaaS business.

Also remember that it isn’t always about the money — relationships with customers are just as important. Engage frequently with users via newsletters, social media accounts and blogs to ensure good relationships remain strong. Doing so will help cultivate solid customer loyalty that is invaluable in any successful SaaS venture. If you follow these tips and keep learning more about how to use Google Ads for SaaS businesses, you’ll be well on your way to success! 

Visit our blog for more tips on growing your SaaS business and make sure to save some of your budget for testing new strategies.


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Ken Moo