Promoting an AI Design Platform in the USA Using Google Ads
About the project:
An AI platform in the United States that employs artificial intelligence to create and optimize designs. The AI platform allows designers to define project criteria and then utilizes optimization algorithms to generate a range of design options that align with those criteria.
Project Analytics Prior to Collaboration:
Let’s take a look at the main features of promotion:
- High competition: The SaaS market is highly competitive, with exponential growth each year. This can lead to higher cost per click and difficulties in choosing effective keywords and advertising strategies.
- Ambiguity of the target query: Users can search for different terms that reflect a SaaS product, which makes it challenging to choose keywords and target advertising campaigns.
- Specific audience: The target audience for SaaS products can be quite specific and challenging to identify among users, which makes it difficult to select the most effective marketing messages and communication channels.
The complexity of these features makes it difficult to scale such projects in contextual advertising, which is why it is crucial to engage the expertise of professionals.
A successful advertising campaign for a SAAS project on Google Ads will require a meticulous approach, including careful research, strategic planning, and constant optimization, in order to achieve optimal results.
Team actions
The project commenced in October 2023. The client had already been utilizing Google Ads for over a year, launching the following types of advertising campaigns on Google Ads independently: Search Campaigns, Display Campaigns, and Video Campaigns.
Initially, the campaign optimization goal was to maximize the return on advertising investment. After a period of time, the client encountered difficulties in scaling the project. In addition to the project’s profitability, the task of rapid growth in its volume also became a concern.
Following the audit of the campaigns, the main mistakes were identified:
- Absence of Google Ads tags on the website: During our preliminary audit, we discovered that the website did not have Google Ads tags. Furthermore, conversions and audiences had been created using Google Analytics 4, and no Google Ads tracking had been implemented. At the moment, it is essential to utilize a diverse range of information sources, as the attribution models utilized by Google Analytics 4 and Google Ads’ built-in conversion tracking differ. Based on our experience, Google tag conversion tracking is more accurate for Google Ads.
- Standard settings for advertising campaigns: The majority of advertising campaigns used default settings and automatically applied Google Ads recommendations, which were not always beneficial to the project. It is therefore important to filter these recommendations. Furthermore, a significant number of expanded text ads lacked the majority of the available options for titles, descriptions, and objects, which negatively affected the quality of the ads. It was also noted that ad extensions were not used to their full potential.
- Semantic core: The account contained a significant number of key phrases that were informational in nature. These included phrases such as “how to,” “what is,” and “where can I find.” Such queries do not typically result in a high conversion rate for free trials or paid subscriptions. It is therefore important to identify key phrases with great accuracy and to create comprehensive, transparent lists of negative keywords.
Campaign optimization:
1. Our strategy was to focus on targeting keywords with a clear purchase intent, using the Phrase Match and Exact Match keyword types. Furthermore, we invested a significant amount of time and attention into identifying and selecting keywords that are relevant to our product.
2. Rather than utilizing automation, we structured each ad group. This is an important point in campaign management, because even if your keywords are meticulously selected and only exact or phrase match types are used, you still have to be very careful about setting up each ad group to optimize it for the highest quality conversions. In particular, the text of the advertisement must be directly related to the search query, and the landing page must directly correspond to the purpose of the search query. This three-level alignment (keyword → ad text → landing page) gives the system the most coherent experience and thus maximizes conversion potential.
3. During this process, we consistently optimized campaigns through manual adjustments, avoiding the use of automated strategies. At the outset, it was crucial to maintain control over each key, which led us to select the Manual Bidding Strategy. This approach helped to avoid the unnecessary spending of advertising funds. Following this initiative, we proceeded to implement automated strategies such as Target ROAS and Conversion Maximization.
4. Connection of remarketing campaigns and video campaign updates. To achieve the maximum number of conversions, it is essential to connect several points of contact. It is therefore crucial to implement remarketing strategies to periodically offer users new offers and to reconnect with the audience that was already present on the website but for one reason or another did not activate our service. Video campaigns are an important element in promoting SAAS, but their success depends on a number of factors, including the target audience, the quality of the content, and the campaign settings. The use of videos allowed us to effectively demonstrate the product’s features and benefits, which made the product more understandable and attractive to potential users. Additionally, the videos created an emotional connection with the audience and drew attention to the brand.
As a result of reassembling and optimizing campaigns, as well as using remarketing and videos, we managed to increase the number of leads (subscription purchases) by almost 4 times. This resulted in a significant increase in revenue, from $134,000 to $384,000 per month.
Project growth dynamics:
Let’s also take a look at how Google Ads campaigns performed before and after working with RegisTeam.
Results Before working with RegisTeam:
Conversions (leads) received -12,340;
Revenue – $134 000;
Expenses – $40 080.
Results After:
Conversions (leads) received – 43,589;
Revenue – $384 000;
Expenses – $76,784.
A screenshot of the project results:
Results in comparison:
Summary
Let’s summarize the main points that, in our opinion, should be taken into account when promoting a SAAS project in Google Ads:
1. Conduct a comprehensive industry research: Prior to launching an advertising campaign, it is essential to conduct comprehensive research on your industry, including audience, trend, and competitor analysis. This will help you gain a deeper understanding of your market and develop an effective advertising strategy.
2. Start with manual bidding strategies: This will allow you to accurately manage costs and maximize the effectiveness of your campaign. Once the initial results have been achieved, you can then implement automatic strategies.
3. Make the most of ad extensions: Use ad extensions, such as images, phone numbers, or customer reviews, to make your ads more attractive and informative to users.
4. Implement remarketing campaigns: Use remarketing campaigns to re-engage users who have already interacted with your website or product.
5. Use video campaigns: The production of high-quality video content can be time-consuming and require additional production costs. However, it allows businesses to effectively demonstrate the features and benefits of their products, which helps to increase their clarity and attractiveness to potential users.
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About the project:
An AI platform in the United States that employs artificial intelligence to create and optimize designs. The AI platform allows designers to define project criteria and then utilizes optimization algorithms to generate a range of design options that align with those criteria.
Project Analytics Prior to Collaboration:
Let’s take a look at the main features of promotion:
- High competition: The SaaS market is highly competitive, with exponential growth each year. This can lead to higher cost per click and difficulties in choosing effective keywords and advertising strategies.
- Ambiguity of the target query: Users can search for different terms that reflect a SaaS product, which makes it challenging to choose keywords and target advertising campaigns.
- Specific audience: The target audience for SaaS products can be quite specific and challenging to identify among users, which makes it difficult to select the most effective marketing messages and communication channels.
The complexity of these features makes it difficult to scale such projects in contextual advertising, which is why it is crucial to engage the expertise of professionals.
A successful advertising campaign for a SAAS project on Google Ads will require a meticulous approach, including careful research, strategic planning, and constant optimization, in order to achieve optimal results.
Team actions
The project commenced in October 2023. The client had already been utilizing Google Ads for over a year, launching the following types of advertising campaigns on Google Ads independently: Search Campaigns, Display Campaigns, and Video Campaigns.
Initially, the campaign optimization goal was to maximize the return on advertising investment. After a period of time, the client encountered difficulties in scaling the project. In addition to the project’s profitability, the task of rapid growth in its volume also became a concern.
Following the audit of the campaigns, the main mistakes were identified:
- Absence of Google Ads tags on the website: During our preliminary audit, we discovered that the website did not have Google Ads tags. Furthermore, conversions and audiences had been created using Google Analytics 4, and no Google Ads tracking had been implemented. At the moment, it is essential to utilize a diverse range of information sources, as the attribution models utilized by Google Analytics 4 and Google Ads’ built-in conversion tracking differ. Based on our experience, Google tag conversion tracking is more accurate for Google Ads.
- Standard settings for advertising campaigns: The majority of advertising campaigns used default settings and automatically applied Google Ads recommendations, which were not always beneficial to the project. It is therefore important to filter these recommendations. Furthermore, a significant number of expanded text ads lacked the majority of the available options for titles, descriptions, and objects, which negatively affected the quality of the ads. It was also noted that ad extensions were not used to their full potential.
- Semantic core: The account contained a significant number of key phrases that were informational in nature. These included phrases such as “how to,” “what is,” and “where can I find.” Such queries do not typically result in a high conversion rate for free trials or paid subscriptions. It is therefore important to identify key phrases with great accuracy and to create comprehensive, transparent lists of negative keywords.
Campaign optimization:
1. Our strategy was to focus on targeting keywords with a clear purchase intent, using the Phrase Match and Exact Match keyword types. Furthermore, we invested a significant amount of time and attention into identifying and selecting keywords that are relevant to our product.
2. Rather than utilizing automation, we structured each ad group. This is an important point in campaign management, because even if your keywords are meticulously selected and only exact or phrase match types are used, you still have to be very careful about setting up each ad group to optimize it for the highest quality conversions. In particular, the text of the advertisement must be directly related to the search query, and the landing page must directly correspond to the purpose of the search query. This three-level alignment (keyword → ad text → landing page) gives the system the most coherent experience and thus maximizes conversion potential.
3. During this process, we consistently optimized campaigns through manual adjustments, avoiding the use of automated strategies. At the outset, it was crucial to maintain control over each key, which led us to select the Manual Bidding Strategy. This approach helped to avoid the unnecessary spending of advertising funds. Following this initiative, we proceeded to implement automated strategies such as Target ROAS and Conversion Maximization.
4. Connection of remarketing campaigns and video campaign updates. To achieve the maximum number of conversions, it is essential to connect several points of contact. It is therefore crucial to implement remarketing strategies to periodically offer users new offers and to reconnect with the audience that was already present on the website but for one reason or another did not activate our service. Video campaigns are an important element in promoting SAAS, but their success depends on a number of factors, including the target audience, the quality of the content, and the campaign settings. The use of videos allowed us to effectively demonstrate the product’s features and benefits, which made the product more understandable and attractive to potential users. Additionally, the videos created an emotional connection with the audience and drew attention to the brand.
As a result of reassembling and optimizing campaigns, as well as using remarketing and videos, we managed to increase the number of leads (subscription purchases) by almost 4 times. This resulted in a significant increase in revenue, from $134,000 to $384,000 per month.
Project growth dynamics:
Let’s also take a look at how Google Ads campaigns performed before and after working with RegisTeam.
Results Before working with RegisTeam:
Conversions (leads) received -12,340;
Revenue – $134 000;
Expenses – $40 080.
Results After:
Conversions (leads) received – 43,589;
Revenue – $384 000;
Expenses – $76,784.
A screenshot of the project results:
Results in comparison:
Summary
Let’s summarize the main points that, in our opinion, should be taken into account when promoting a SAAS project in Google Ads:
1. Conduct a comprehensive industry research: Prior to launching an advertising campaign, it is essential to conduct comprehensive research on your industry, including audience, trend, and competitor analysis. This will help you gain a deeper understanding of your market and develop an effective advertising strategy.
2. Start with manual bidding strategies: This will allow you to accurately manage costs and maximize the effectiveness of your campaign. Once the initial results have been achieved, you can then implement automatic strategies.
3. Make the most of ad extensions: Use ad extensions, such as images, phone numbers, or customer reviews, to make your ads more attractive and informative to users.
4. Implement remarketing campaigns: Use remarketing campaigns to re-engage users who have already interacted with your website or product.
5. Use video campaigns: The production of high-quality video content can be time-consuming and require additional production costs. However, it allows businesses to effectively demonstrate the features and benefits of their products, which helps to increase their clarity and attractiveness to potential users.
We’ll be happy to get the same result for your project, and even better!