If you are responsible for the digital marketing for a software as a service (SaaS) company, using PPC can be a great way to drive clicks to your website.

Here are five tips for optimizing your PPC account and ensuring a great return on investment.

1. Test your ad copy regularly

On Google Ads, it's recommended that you have at least three different ads for each ad group, two extended and one responsive search ad. This will allow you to experiment with different ad copy to see which content resonates with your prospective customers more.

We recommend A/B testing your ads on a regular basis. Create your ads, let them run and see which have the best click-through rates and conversion rates. You can then replace the worst-performing ads with new copy and repeat the process.

You can also test your ad extensions to see which additional pieces of information are most popular with search engine visitors.

2. Use SKAGs to target your campaigns

SKAGs are Single Keyword Ad Groups, when you have variations of only one keyword in each ad group. For example, you can have [open source], open source and "open source" in one ad group. This will allow you to focus your ad copy and landing page on this specific keyword.

SKAGs can take a while to set up, but they are worth the effort. One agency saw a 28% increase in click-through rate by utilizing this technique!

3. Consider remarketing display ads

If people previously visited your website, remarketing is a great way to encourage them to come back.

With remarketing, you can serve a display ad to people who visited a particular page of your website. This advert will follow them across the web, reminding them to return and convert. All you need to do is set up a remarketing list and create your display ad.

4. Consider targeting your competitor's keywords

The software market can be extremely competitive, so bidding on competitors' keywords can be an excellent way to entice customers to come on board with you.

Word of warning, this can be an expensive strategy. Your competitors will have a high quality score for their own brand name, while you will have a low quality score by comparison. This means you will end up paying more for these keywords, but if one of these customers purchases your services, the return on investment will be worth it.

5. Don't forget your website UX and UI

When prospective customers click on your ad and go to your website, you need to make sure it is easy for them to convert. Look at the usability and interface of your website to make completing tasks as easy as possible.

For example:

·       Is your page copy clear and simple to understand?

·       Does your page load quickly?

·       Is your call to action easy to find and in a prominent as possible?

·       Is your page optimized for mobile and tablet?

Follow these tips and see conversion rates for your SaaS website grow!