Paid Search Advice for Software & Tech Businesses
The computing and software industries are notorious for their competitiveness, fundamentally due to the fact that there are so many people and companies competing for supremacy in a landscape which demands technical prowess. This actuality makes it extremely difficult for marketers within the tech and software sector to use paid-search advertising (PPC) to promote and bolster their revenue levels, with this notion augmented by the fact that the only people such parties would be advertising their product/services to, would be people who are already well-versed in technological matters and internet marketing. This undoubtedly means higher costing clicks, and undermines the value of using PPC in the aforementioned industries in order to attract new business.
However, this is not to say that it is impossible for a tech or software company to successfully use PPC in order to make money; in contrast it is more than possible to do so by sophisticating the way you run your campaign and tailoring its composition so that it is optimised to bring in business from tech-interested individuals.
In this article, we’ll look at some of the techniques you can apply to your own PPC campaign to earn big in the tech and software industry, so that you acquire that cutting-edge to take your business to new heights.
Don’t be conventional; target your landing page
The importance of landing pages is universally (I hope) recognised by those who run PPC campaigns. The significance of shaping such pages solely for its audience however, is not.
In industries such as the software and IT sectors, having a landing page which exhibits expertise in these areas is an extremely important requisite to address when deciding on the aesthetics and composition of your PPC campaign. This is because as previously mentioned, the people who you will be targeting and are most likely to engage with your ad are those who are vastly experienced in analysing and judging web pages, making it harder to convince them to use your service or buy your product.
This is why your landing page should try and convey your technical prowess and software expertise; so you can build trust with your industry contemporaries who are interested in your business, but are sceptical over your technical skill. People who work in tech and IT are often looking for new information and guidance to improve their own skills, and this furthers the importance of applying jargon and elaborating on it within your landing page.
You should also wait to put your landing page up until you are confident that it is optimised to look professional, and be convincing, otherwise you’ll fail to use your average window of 8 seconds to attract new business. Instead, you’ll more likely deter them and undermine your reputation through the production of an inadequate for purpose page.
Make it pitch perfect
Alongside the information and visuals on your landing page, the manner in which you conduct you pitch is vital to your PPC campaigns success.
When formulating how to go about shaping your pitch, it might be worth considering Eugene Schwartz’s 5 Levels of Awareness:
The term ‘aware’ here describes how familiar a consumer demographic is with your product, with the below text describing the optimal approach to take in order to attract such viewers.
Using the display network could be useful or using keywords with contextual significance. A good approach for people who are not aware of your product might also be to entice them through the promotion of a story about how someone benefitted from your service. For example: “Jim’s hair loss was halted after using this product. Here’s how he did it and how you can as well”.
Use conventional keywords, both long-tail and short, in order to attract such readers. People such as these will be aware of the problem that your product or service seeks to provide the solution for, but not aware of your brand. Schwartz advises that for people in this bracket, you promote the benefits of your product, to solving the problem it seeks to address. For example: Phil suffers from anxiety about getting wrinkles, and then promote a tangible figure such as 60% to denote how many less wrinkles he has after using your product.
Schwartz recommends only using keywords that are relevant to your industry and service/product, for target audiences such as these.
Utilise keywords specific to your brand and use the keywords your rivals are using to convert and attract business. Schwartz suggests that audiences such as these will be more responsive to placing discounts and promotional offers on your landing page, though this might not be the best route to take if you had already utilised this technique when your audience was unaware of your brand. In cases such as these, you might want to use the methodology suggested by Schwartz for audiences who are fully aware of your business.
For people who are familiar with your brand, having your product information and brand name should be an effective way to convert. As Schwartz points out, it’s all about the pricing and promotion of a product; think Apple and just how many people queue up to purchase their new products every time they are released. Thus, if your brand has been established, focusing on promoting your product, release date and its pricing is the key to acquiring higher amounts of revenue and drawing in large levels of business.
If you fail, try and try again
If you fail to convert someone who has visited your landing page, then don’t give up -recycle your ad again. Many prospective clients will conduct an industry analysis of different providers in your niche, and you will often have to patient with them in order for them to make their final decision about which business to use.
Take a look at the chart below; whilst most conversions are made within the first 24 hours of a consumer viewing an ad, this figure creeps back up after 12 days, signifying that is still possible to attain business from re-marketing over and over.
Focus on the nature of your leads
It’s not all about the quantity of your leads, if anything, it’s far more important to focus on the quality of your leads. You don’t want to be throwing money away on poor and untrained leads. You want to be attracting people with purchase intent, who are willing to pay more for a higher level of product or service, rather than loosely relevant client who don’t stand to make you much money. Try and attain access to their CRM, so you can get confirmation that the type of traffic you are getting is the right kind of traffic for attaining profit.
In an area of business as tough as the tech and IT industries, it can be hugely difficult to run a profitable PPC campaign. This is because there is such little leeway for ineptitude and poor quality; the technical expertise demanded of every member of the sector means that they will be far more judgemental and critical of the standard of your page, and will not be fooled by cheap sales tricks and appealing aesthetics. Simply put, you have to be at the top of your game to attract people in IT and tech, comprehensively conveying your adeptness in your field and tailoring your adverts in accordance with awareness of your brand. By achieving these virtues, you will put your landing page a step above your competitors; setting you up to take your majority share in the market and send your revenue levels to new heights.