How SaaS PPC marketing is different

For SaaS companies, PPC marketing presents some unique challenges. That’s because SaaS funnels are longer and more complex than for most non-SaaS businesses. This means it’s harder to track conversions – and calculate the return you’re getting on your PPC marketing. Common mistakes SaaS companies …

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“Who the hell still does this?”

There are some professions where the more experience you have, the more confident you are. Conversion rate optimisation is not one of them. In fact, a few days ago, I told a client, “I’ve run too many split-tests to ever predict what will or won’t …

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CPA bidding v ROAS

I saw a question on a SaaS forum recently. It was: “I’ve been advised by a google rep to test Target ROAS. I don’t want to mess up my current Target CPA campaign. What should I do?”  Here’s what I replied: “#1: Google ‘reps’ aren’t …

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