How to fix SaaS keywords that are not getting enough search volume on AdWords
Are you stuck wondering why not many people are seeing your Google ads?
Are you wondering whether you have a problem with your ads, or if there just isn’t enough search volume for your SaaS to scale using AdWords?
If your SaaS product is targeting a relatively small niche and your finding that your “software” keywords on Google AdWords are not getting enough search volume here is what you can do to fix it:
1) Check Search Impression Share
First you need to look at the campaign or keyword where you think your having problems and modify your columns. You want to add “Search Impr. share”, “Search Lost IS (rank)” and “Search Lost IS (budget)” to your columns as pictured below:
2) Identify Where You Are Losing Search Volume
Once you’ve added those columns you will now be able to see what % of search impressions you are getting and where exactly you are losing search impressions.
There are only 2 reasons why you could be losing search impression share.
- Your Ad Rank is too low
- Your Daily Budget is too low
Here is a screenshot showing one of my old campaigns that was getting 82.16% search impression share:
3) Fix “Search Lost IS (rank)”
I was losing 13.88% of search impressions because my ad was eligible to show on the Search Network but didn’t because its Ad Rank was too low.
If you’re seeing a high Search Lost IS (rank), try increasing your bid or improving your Quality Score.
4) Fix “Search Lost IS (budget)”
I was losing 3.96% of search impressions because my ad was eligible to show on the Search Network but didn’t because its Daily Budget was too low.
If you’re seeing a high Search Lost IS (budget), try raising your daily budget.
5) Check Again After 30 Days
After you make those changes, check your search impression stats again after 30 days. You can see from the screenshot below that I boosted my search impression share up to 99.51%.
If you use modified broad match keywords in your campaign like me you will never get 100% of the impressions (because there will be a few keywords that broad match to keywords with low Ad Ranks).
However you can get to 99%.
This is how you squeeze all the search volume out of your Google AdWords account so you can maximise your free trial signups and demo leads for every keyword.
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If you’d like to see more SaaS growth strategies, download this growth hacks spreadsheet
