When a SaaS business is ramping up customer acquisition for the first time, they almost always try Adwords first. And with good reason. Search is still the #1 place where people go to get shit done and Google still dominates the primary intent-based advertising channel on the internet.
But quickly, most SaaS marketers building out a set of pay-per-click (PPC) campaigns will realize that they can’t live on AdWords alone. Why? There simply isn’t enough search volume to grow most businesses on. Most people don’t know that products like yours exist, so how could they possibly be searching for one?
If you’re like most SaaS businesses, you need to generate demand, not just capture it. You need to educate your market that:
- It has a problem
- Your product is the solution
This is when content marketing comes into play. Webinars, blog posts, drip email courses, and videos are great ways to help customers solve their problems while building awareness for your product.
To execute this strategy, you’ll need to move beyond Adwords and start pursuing the long tail. You’ll want to utilize a broader variety of channels: Linkedin, Facebook, Twitter, Google Display, and many more. Each one of these channels lets you target visitors by demographic traits: job titles, interests, group membership, etc. Your goal is to identify people who should care about the problem you solve and then get in front of them with an educational, content-based CTA. Educate them on the need, nurture the long-term relationship, and they’ll buy from you when they’re ready.
This is a great strategy, and I can tell you from personal experience that it works really damn well. I’ve managed digital marketing for three SaaS companies over the past 5 years, with ad budgets ranging from $4k to $200k per month. But it’s hard to get the measurement right. You have to look at data from every ad network you use and link it with data in your marketing automation platform, your CRM, and your app.
In fact, in order to spend your money effectively, you’ll need 26 reports, updated regularly, consolidating results from 7 or more platforms. And you need to build the reports yourself. No ad platform can give you the reporting you need, because you’re the only one with all the data.
In this post, I’ll show you how to construct the ultimate dashboard for PPC campaign measurement. I’ll show you how to consolidate the data you need into a single place, what reports you need, and how to act on them.
Stop reading now if you’re not ready to get your hands dirty. This stuff is hard work. But if you want to learn everything you need to measure your PPC funnel and build a scalable marketing machine, let’s get started.
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