Ads that convert companies is not the same. One moment last week you were rejoicing because you enjoyed an exceptional cost per acquisition, the next moment you’re puzzled as to why your conversion rates plummeted. I have been there and done that, and believe me, having a 3rd party specialized agency on your side can make all the difference.
Think about it. Yeah, most marketing agencies have a good handle on the Google Ads market but SaaS? That’s another biscuit altogether. Not a ton of conversion paths that would make your head spin, not a lot of decision makers, and not a ton of sales cycles. This stuff is in a dedicated SaaS Google Ads agency’s DNA.
Let’s cut through the noise. The idea that these agencies are going to throw spaghetti at the wall and see what sticks, that’s not how it works. They know the beat of SaaS. They target bottom-of-funnel keywords as best they can for their free trial signups, they craft ad copy that is speaking directly to their ideal customer profile—these people are playing chess while everyone else is playing checkers.
Which is interesting… The top SaaS Google Ads agencies do not dwell in the realm of vanity metrics solely. Click through rates are nice, but what about your customer acquisition rates? What about lifetime value? These are agencies that get into the nitty gritty of your data, linking your ad spend to your actual revenue impact. Basically, a machine of number crunching ninjas who have this ninja skill of turning data into dollars.
Let’s talk automation features, because those things are sweet. A top notch agency owes its ability to scale your campaigns without bleeding money, to latest tools. They’ll establish smart bidding strategies that would make your competition weep and put in place tracking systems so they can capture every micro conversion possible.
I have a crazy idea; your Google Ad strategy shouldn’t live in a bubble. An agency that does paid search rightly integrates it in with the overall marketing funnel. Your content marketing, email sequences, retargeting campaigns, and the rest will sync up. Creating the symphony of conversions is like conducting an orchestra, but instead of music it’s the music of conversions.
Do you wish to know what distinguishes the wheat from the chaff? Find agencies that are using their own dog food. How can they nail their own business with Google Ads if they aren’t using it successfully for their own? They will display their battle scars and success stories with actual numbers and actual results.
Money talks, right? A stellar SaaS Google Ads agency will not only assist you in spending your budget, they will assist you in multiplying that budget. We’re talking about making the most out of your ad spend, sniffing out those golden keywords that your competitors didn’t catch, and converting your Google Ads account into a lean mean lead generating machine.
But remember this: in the SaaS world there is no standing still – you fall behind. Your Google Ads agency should be constantly delivering on new tests, being on top of emerging opportunities, and keeping you ahead of the curve. In the end, this is not about following best practices, this is about setting them.