The cool thing about Google advertising for SAAS is this: SEO and PPC not only play off each other – they COMPOUND each other:
SEO data/insights fuels PPC adjustments
PPC data/insights fuels SEO adjustments
SEO & PPC data/insight fuels adjustments to all other marketing/advertising channels
All other marketing/advertising channels fuel SEO & PPC adjustments
Best of all, both SEO and PPC provide key pieces of data that act as catalysts for all other advertising and marketing channels: information about which headlines, descriptions, offers, and benefits are in highest demand (as voted by impressions, #clicks, # email list sign ups, # purchases, etc).
In essence, each channel is linked to all others in parallel in a data-driven insight loop.
More practically, here is some concrete proof that even simple SEO can work:
Here are SEO query statistics for saastimes.com for the past year:
The above images show that SEO and other traffic generation efforts compound over time. I haven’t done any PPC marketing for saastimes.com itself, but I have done plenty for other products, and I know it works when done properly.
Do me a favour and purchase the book: “Ultimate Guide to Adwords” by Perry Marshall and Bryan Todd. (full disclosure – no affiliate links, so the recommendation is pure).
I’m reading it right now, and the book has proven to me that starting a company or launching a product is largely an exercise in MARKETING. Not coding, not prototyping, but PURE MARKETING. Doing proper research before sinking 1.5 years and $30,000 into a product idea.
On another note, I love this formula:
Spend $1 – earn $3 – generate $2.
That’s a 200% ROI per week/month/year (or whatever time period you’re analyzing).
It’s a formula I could get used to, and it’s fueled by the power of compounding.
If as an astute SaaS marketer you run your SEO and PPC campaigns properly you will ALWAYS be running experiments, and trying to better the top performer. You’ll only select an alternative if it performs better. If it doesn’t improve performance, you try another choice until you find one that does. By definition you cannot go backwards in performance (barring any major changes by Google or other key SaaS advertising channels. You can ONLY compound performance. Ideally, this also leads to compounding profits.
Unlock the SaaS code and you win. High margin recurring revenue is truly a beautiful thing to behold!
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