Paid search can be a critical component of a marketing plan designed to drive high-growth quickly. In our history of engaging with recently acquired companies, we see have seen paid search in a wide variety of statuses. Some companies have done almost no paid search, while others spend a significant portion of their marketing budget on paid search. The benefit of little spend means that there is little paid search waste. What we have found is that in the world of B2B SaaS, it is easy for companies to chase leads and waste money in that pursuit. Alternatively, other companies can be too conservative because the CPLs can get quite high.
Here are a few tips to fix the most common items we find across companies:
- Move to an automated bidding strategy
- Remove 18 – 24 age groups
- Add jobs, login and glassdoor as negative keywords
- Optimize responsive search ads
- Rather than using responsive search ads on brand campaigns, find the best performing ad
- Add responsive display ads to remarketing campaigns
- Use remarketing campaigns for lower-funnel conversions
- Buy competitors brand terms but using an in-market modifier (like pricing or reviews)
- Test all components of the campaign to maximize performance
- Implement SKAGs
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