Most B2B tech buyers research online before engaging with sales. Pay-per-click (PPC) advertising has become a critical component in marketing strategy for SaaS products to help brands reach prospects early in the customer journey.
B2B PPC advertising can effectively promote your SaaS solution and reach often hard-to-find decision-makers. Yet, it can also be intimidating because of fast-evolving ad tech and shifting buyer behaviors. Additionally, you must leverage healthcare advertising to support other elements in your marketing strategy for SaaS products to maximize your ROI.
Let’s explore what healthcare advertising entails and how it can support a holistic marketing strategy for SaaS products.
PPC advertising uses paid advertisements to target specific audience segments. The advertiser pays a fee each time someone clicks on their ad. You may run PPC ads on search engines (e.g., Google Ads), social media (e.g., LinkedIn sponsored posts), and display networks.
B2B PPC advertising helps generate leads, increase brand visibility, and drive traffic to specific landing pages. You may measure its effectiveness with metrics like cost-per-lead (CPL), click-through rate (CTR), and return on investment (ROI).
Brands must understand the two types of traffic in search engine marketing (SEM) — organic and paid — to maximize their investment in healthcare advertising.
Paid search traffic occurs when users navigate to a website after clicking on a link from a paid advertisement (e.g., a PPC ad). The ad's sponsor pays for it to appear at the top of search results to earn more visitors and conversions.
Organic search results appear below sponsored ads on search engine results pages (SERPs) such as Google and Bing. They are listed based on the quality of the page's content and its relevance to the user's search query.
Organic traffic vs. paid traffic: Which one is better?
An effective marketing strategy for SaaS products combines organic and paid traffic to achieve quick wins, maximize reach, and support sustainable growth.
Paid traffic provides immediate exposure, while organic traffic builds long-term visibility through search engine optimization (SEO) and content marketing. B2B PPC advertising attracts clicks, while organic listings reinforce trust and credibility.
Paid ads require ongoing investment but yield immediate results, while organic traffic has a lower long-term cost. After organic traffic gains traction, you may reduce your ad spend without sacrificing traffic volume.
Spot On combined paid healthcare advertising with a robust content marketing and public relations strategy to help Prevounce boost its ranking and prominence — rising to the first page of organic search results and achieving a 1,600% increase in deals.
Let’s explore how to incorporate B2B PPC advertising into your marketing strategy for SaaS products to gain top rankings on relevant search results, reach hard-to-find healthcare B2B audiences, drive high-quality traffic to landing pages, and identify top-performing keywords to incorporate in your website content.
Content marketing is key to driving organic traffic. Yet, getting started is often a catch-22 situation: You must show Google that people enjoy your content, but how do you do so if you don’t show up at the top of relevant SERPs to attract visitors?
Backlinko found that the #1 result in Google gets 27.6% of all clicks. Effective B2B PPC advertising is often the fastest way to propel your content to that coveted position, giving your organic search effort a powerful head start.
To support content marketing with healthcare advertising, ensure your keywords and ad copy are relevant and align with the target audience’s persona and customer lifecycle stages. Also, leverage retargeting capabilities to offer next-step content, like signing up for a webinar, downloading a detailed guide or requesting a demo.
Aside from ranking for quality keywords related to your products and services, you may use healthcare advertising to rank for competitor brand names. When users search for a competitor’s solution, your website will appear at the top of the SERP.
Why is this tactic so effective? It pretty much guarantees that you’ll reach a highly qualified audience seeking a healthcare SaaS vendor who sells a product like yours, addressing similar pain points and challenges. Moreover, earning prospects' clicks means fewer conversions for your competitor.
Social media marketing should be part of your marketing strategy for SaaS products, and PPC ads help you gain exposure to new audiences on these channels. LinkedIn is a particularly effective advertising tool for reaching niche B2B audiences, with 82% of B2B marketers saying they realize most success with the platform.
LinkedIn is effective for B2B lead generation because it offers robust targeting capabilities that allow SaaS marketing teams to reach specific buyer personas by selecting criteria such as industry, job title, job function, seniority, company size, and more. You may also target users who have already shown interest in your solution.
You may also build relationships with customers or prospects through B2B PPC advertising. Most advertising platforms allow you to upload information (e.g., from your CRM) to target your ads at those who have shown an interest in your solution.
The process involves uploading a list containing identifiers like emails, phone numbers, and mailing addresses to an ad platform. The software matches the information with users' profiles, enabling you to advertise to customers or prospects on various networks such as Google and Facebook.
Include as much identifying information as possible to help the advertising platform match you with the right users. You may also segment your list and craft targeted messaging for each audience (e.g., based on company, job title, etc.)
Most marketers understand the importance of keyword research for B2B PPC advertising. However, some neglect to apply the same rigor to their content marketing strategy to improve performance.
Your PPC data offers a treasure trove of insights on which search terms are working well and which ones are driving little or poor-quality traffic — helping you identify high-performing keywords to incorporate into blog posts, product pages, and other website content.
Using these high-performing keywords in your content will give you a greater chance of ranking twice on the first page of Google for both paid and organic search results. The higher visibility will, in turn, increase brand recognition, build trust, and drive conversions.
Allocating a sufficient budget for healthcare advertising is essential, but that’s just one piece of the puzzle. You also need a holistic marketing strategy for SaaS products to connect your B2B PPC advertising tactics with other channels to maximize ROI.
At Spot On, we build a solid foundation for effective healthcare advertising by gaining an in-depth view of your audience and crafting on-brand messaging. We also ensure all the pieces of your marketing strategy are in place to not only draw in the right prospects but also progress them down the customer journey.
Schedule a chat to see how we attract prospects and nurture relationships with effective healthcare advertising.
Spot On co-founder and partner Susie Kelley is dedicated to leveraging technology to advance innovative solutions in highly regulated industries. Driven by the opportunity to elevate brands, she co-founded Spot On in 2012 after having spent 15 years honing her marketing skills in an agency. Susie leads business development with a personal touch, focusing on building lasting relationships with clients to meet — and exceed — their goals for business growth.
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