5 B2B SaaS PPC Strategies to Try in 2024
April 3, 2024
Pay-per-click (PPC) advertising is a fantastic way to boost brand awareness and control the message you relay to prospective customers. However, it’s essential to keep on top of all the latest developments and updates, so your campaigns are always on point. Whether you’re making 2024 the year you try PPC for your SaaS business or want to implement B2B paid search best practices into your existing PPC strategy, here’s what’s on trend this year.
1. NO to third-party cookies, YES to first-party data
2024 is the year when we will finally say goodbye to third-party cookies, with Google Chrome getting rid of them later this year.
Will this impact how you use PPC for your SaaS business? In our opinion, the change will be negligible. It’s important to remember that browsers like Firefox and Safari have blocked third-party cookies for years, so the PPC platforms have had plenty of time to prepare.
However, the upcoming change highlights that investing in your first-party data is always a solid strategy. By first-party data, we mean the information you collect directly on your website.
One of the easiest ways to use first-party data in your PPC ad campaigns? Retargeting.
By targeting customers who have already interacted with your website or brand, you can encourage them to come back and convert. For example, through Google Display Ads or Facebook Retargeting Ads.
2. The rise of Reddit ads
In February 2024, Google reached a deal with the popular online forum Reddit. According to it, Google will get access to Reddit data, which it will use to improve search results and train its AI models. In return, Reddit will get increased visibility in the search engine results.
This is highly likely to mean more eyes on Reddit and, as a result, more eyes on Reddit Ads.
With over 850 million monthly active users, the key benefit of Reddit is that you can advertise in niche sub-Reddits. This means more interest and targeted clicks for your B2B/B2C SaaS business.
Is Reddit Ads ideal for every business? Not necessarily. But if you’re looking for a low-cost way to build brand awareness, it could be a great platform to consider in 2024.
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Get Started3. Raging against (or with) the machine
There’s no avoiding artificial intelligence (AI) in 2024, especially on PPC platforms!
Take Google Ads, for example. You can use AI to adjust your bids (Smart Bidding), create targeted ad copy, and optimise your campaigns in real-time.
Using AI can make managing your PPC ad campaigns easier, especially if you’re pushed for time or not 100% confident in your PPC skills.
Even we use AI at Aimers! For example, we use Adalysis to help us A/B test our ad copy so we can deliver the best possible results for our clients.
Of course, it’s still important to remember that AI is still in its infancy and isn’t 100% perfect yet. If you use AI in your B2B/B2C SaaS ad campaigns, we recommend checking in frequently to ensure your ads function as they should.
4. Do the STAG
Single keyword ad groups (SKAGS) used to be a popular PPC strategy a couple of years ago. By having one keyword per ad group, you could keep close control over your search engine presence.
The downside of SKAGs? They were hard to set up and even harder to manage. As a result, SKAGs have given way to STAGs in 2024.
STAGs, or single theme ad groups, make managing your ad groups far more efficient. By grouping closely related keywords together, you can gather data faster, manage your ad campaigns more efficiently, and make adjustments more easily.
Plus, like SKAGs, you can precisely target your ad copy to match the search intent of prospective customers.
How can you group keywords for your SaaS company using STAG principles? You can sort by product features, target audience, pain points… the possibilities are endless!
Just stick to between five and twenty keywords per STAG, and you’ll be on the right track.
5. Time for a spring clean
Some things never go out of style… a neat and tidy PPC account is one of them!
Tidying your PPC account, whether Google Ads, Microsoft Advertising, or Instagram, can help you manage your budget, increase your click-through rate, and ensure you drive the right traffic to your website.
Not sure if you need a PPC audit? Here are seven tell-tale signs that it’s time for a review!
Here’s what we recommend checking when you clean up your PPC account:
- Pausing low-performing keywords. This means more budget for better-performing words and phrases.
- Reviewing and tweaking your ad copy. Try different variations of your ads to see which ones your customers prefer.
- Looking at your current targeting settings. Are your adverts reaching the right customers?
- Adjusting your bids. Recommended bids can fluctuate over time, so it’s essential to make sure you’re paying the correct amount.
- Changing your landing pages. Even if your ads are perfect, you need to ensure that the landing pages on your website drive conversions. Relevant landing pages can mean you pay less for your ads as well.
(Not got the time to carry out a PPC audit for your SaaS business? An agency like Aimers can help!)
Takeaways
Need a little extra help?
Staying on top of PPC developments can take up a lot of your time.
With this in mind, why not use a B2B SaaS PPC agency that will do all the work for you? At Aimers, we have experience in all aspects of PPC, from search and display ads to paid social.
We can audit your existing PPC accounts, develop a thorough PPC strategy, build your campaigns, and manage them for optimal results.
Here’s a case study to inspire you. Our PPC experts restructured Orion Labs’ Google Ads campaigns and launched them on Microsoft Advertising, leading to an incredible 255.5% increase in conversions.
Just think what we can do for your business! Get in touch, and let’s implement B2B paid search best practices for your SaaS company.
Denis shares strategic expertise and forward-thinking approaches on driving brand growth and optimizing marketing efforts, leveraging his extensive experience.