How to Do PPC Keyword Research for B2B SaaS
December 19, 2024
Doing keyword research for B2B SaaS businesses is a complex and tedious process. Obviously, SaaS companies should build their SEO strategies around their brand name and their product category (i.e., “appointment scheduling software”, “CRM software”, etc.).
However, Google processes around 255,600 various search queries per second. Therefore, if your keyword list is tied only to the name of your brand and product, you may be in trouble! For a successful PPC campaign, you need a great variety of keywords and know which ones to focus on. So the question is, how to generate more ideas for keywords?
Keyword Pyramid Method for PPC
This is where the keyword pyramid comes in. It encompasses all keywords that your prospects may use while searching for your SaaS on the Internet and puts them into several categories.
Here’s how the pyramid looks like.
These keyword groups are also aligned with the stages of the SaaS sales funnel (TOFU, MOFU, BOFU), where leads have different intent.
- At the top of the pyramid are the terms with the lowest search volume and the highest purchase intent.
- The terms with a lower position on the pyramid have higher volume but low intent.
How to Work with Keyword Pyramid for B2B SaaS
With the keyword pyramid, you can ideate keywords and find out which terms at various sales funnel stages can help you attract more leads. Here’s how to do it.
1. Make a list of potential keywords for each category
Define potential keywords in each category of the pyramid. For example, if you work on the keyword research strategy for a CRM software, your list of potential terms may look like this:
- Solution terms: CRM software, Customer Relationship Management, Mobile CRM, CRM for Restaurants, etc.
- Integration terms: a typical integration term formula is: [solution term] for [integration name], for example: CRM for Outlook, CRM for LinkedIn Sales Navigator, etc.
- Problem terms: Accurate sales forecasting for an IT company, real-time reports for law firms, etc.
- General terms: Automate sending follow-ups to my clients, manage my client intake pipeline.
Keep this list of terms organized and updated in a spreadsheet, in order to track and add metrics like monthly searches, competitiveness, etc.
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Get In Touch2. Choose a keyword research tool
Keyword research tools help to identify the most profitable segments for your business, as well as build and target the right audience. For instance, if you use such a tool as Ubersuggest, add to your spreadsheet the information like:
- Volume: the number of searches your keyword has per month.
- CPC: the price for the click.
- SEO Difficulty: estimated competition in organic search. The higher the number, the more competitive your keyword is.
- Paid Difficulty: estimated competition in paid search. The higher the number, the more competitive your keyword is.
Here’s how it’ll look like in your Ubersugest analysis board.
Pro tip: while you’re analyzing your keywords in Ubersuggest, it’s also worth looking at the device types from which users performed searches. Additionally, you can record other useful information like keywords and content ideas.
3. Identify your keyword focus
Once you’ve built your list of keywords and recorded metrics that describe them, you can determine where you should focus your efforts in building your SaaS keyword strategy.
- Define the terms for various stages of your sales funnel and estimate the value of traffic those keywords may bring.
- Then, create a spreadsheet to model expected search volume, CTR, visits, sign-ups, customers, annual recurring revenue, etc. for each category of your keyword pyramid.
You should get a chart that looks like this.
Now, you have an overview of search terms categories and what value they can bring to your business. Moreover, you can return to step 1 and easily generate more keywords ideas, since you have a pyramid framework to help you.
As your SaaS business grows and market trends evolve, continuously look for new keywords to add to your list. Consider seasonal trends, emerging technologies, and changes in user behavior. Engaging with your customer support team can also provide valuable insights into common questions and challenges your users face, leading to new keyword opportunities. Periodically revisit your keyword pyramid and refine your categories to ensure your campaigns remain relevant and effective.
By utilizing the keyword pyramid method, organizing your keywords into categories, and continuously updating them, you are contributing to a robust PPC strategy that aligns with your SaaS business goals.
Takeaways
We hope you enjoyed reading this blog! Do you want our team to perform keyword research and create a winning strategy for your B2B SaaS? Contact us, and we will get back to you shortly with a personalized offer.
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.