Our Best 12 SaaS Marketing Automation Tools For 2024
Nov 01, 2023
10 min read
Based on statistics, 51% of companies are currently employing Saas Marketing Platform automation, while 58% of B2B (business-to-business) enterprises intend to incorporate it into their operations soon.SaaS marketing automation tools are advanced software solutions developed to automate and optimize various facets of the marketing process within the SaaS market.
Personalized for the unique needs of SaaS marketers, these tools empower professionals to automate repetitive tasks, orchestrate seamless workflows, and enhance overall efficiency across the marketing lifecycle. They typically encompass functionalities like lead generation, email Saas Marketing Platform automation, customer segmentation, analytics, and campaign management.
By automating these key tasks, SaaS marketing software automation tools enable marketers to concentrate on strategic initiatives, personalize customer interactions, and efficiently nurture leads. This technology-driven approach fosters a more data-driven, streamlined, and scalable approach to SaaS marketing platform in the digital world.
Maintaining a strong online presence is no longer a choice but a necessity in the current business world. However, efficient marketing strategies must complement a well-designed online presence to excel in the digital age. You can enter the marketing world through marketing automation for SaaS, a game-changing approach that has completely redefined how businesses connect with their audiences.
This blog will open the gates of the universe of Software as a Service (SaaS) marketing automation tools and explore how these solutions can help your business reach new heights. Organizations worldwide are embracing the power of SaaS marketing automation to streamline their marketing efforts, save time, and enhance the overall customer experience. SaaS marketing in a startup becomes a task; hence, small companies also invest in these automation tools.
Marketing automation tools are the secret sauce behind successful modern marketing campaigns. Whether you are looking to nurture leads, deliver personalized content, opt for semantic SEO, or optimize email outreach, these tools offer a comprehensive suite of solutions to help you achieve your goals. This blog is your gateway to understanding the core concepts of marketing automation for SaaS and discovering how SaaS solutions can drive your business growth.
Throughout this blog, we will tell you about the top SaaS marketing automation tools and provide insights on how to select the right tool for your specific saas startup business needs. You also get to know the reasons why you need to hire SaaS marketing experts for your business. This will help you make informed decisions about integrating this marketing automation into your business strategy. So, let’s get started!
What is SaaS Marketing Automation?
B2B SaaS Marketing Strategy Automation is the strategic implementation of software tools designed to streamline and enhance marketing activities in the world of Software as a Service (SaaS). These MarTech tools empower product marketers to send highly targeted and contextual messages to users at the right moment, through the most suitable channels, and at scale. This approach, whether it involves sending emails or in-app messages, is pivotal for delivering an impeccable customer experience.
Consider this scenario: A user reaches a significant milestone within your SaaS platform, and, thanks to marketing automation, they receive a timely, personalized message. This not only improves crucial SaaS marketing metrics but also elevates user satisfaction. The result is a more engaged and satisfied customer base.
SaaS marketing Automation isn't limited to one-time interactions; it spans the entire customer lifecycle. From rescuing abandoned registrations to nurturing product adoption through timely nudges, the right automation tool allows you to maintain brand consistency across multiple touchpoints. In essence, it becomes your trusted ally in creating a seamless user experience, saving hours or even days of manual work for product marketers, which can be invested in more strategic opportunities.
Why is it Necessary?
Marketing automation in the realm of SaaS is not just a convenience; it's a necessity driven by several compelling factors:
Optimizing First Impressions:
Imagine a prospective customer landing on your site for the first time. Marketing automation allows you to send a well-timed message, increasing the likelihood of them registering for a demo or signing up. It's about making a lasting impression from the very beginning.
Personalized Onboarding:
Welcoming every new user with a personalized email, complete with quick resource links, significantly boosts user activation and product adoption. Marketing automation ensures these messages are sent consistently.
Effortless Onboarding:
Through onboarding messages and nudges, users can navigate your platform without the need for extensive customer support interactions. Automation guides them through the process seamlessly.
Staying Engaged:
Timely communication about updates and offers keeps your users captivated, leading to higher retention rates and increased customer lifetime value (LTV). Automation ensures that these communications are delivered precisely when they are most effective.
Efficiency and Time Savings: SaaS marketing automation significantly reduces the manual workload of marketing teams. Repetitive tasks, like sending out emails or tracking social media posts, can be automated, allowing your team to focus on strategic and creative aspects of marketing.
Consistency:
Automation ensures that marketing activities are consistently executed according to predefined strategies. This consistency helps in building a strong and reliable brand presence.
Data-Driven Decision Making:
Automation tools provide valuable data and insights into your marketing campaigns. This data can be used to make informed decisions, optimize strategies, and maximize the return on investment.
Top SaaS Marketing Tools That You Must Know
After knowing the concept of automation tools in saas marketing mix and why they are necessary for SaaS business, you need to know what are the top SaaS marketing tools available in the market. So, here is the list of top SaaS marketing automation tools, in no particular order:
HubSpot:
HubSpot is a name synonymous with marketing automation. It's more than just a tool; it's a comprehensive platform that empowers businesses to manage their marketing efforts with precision. From website development and social media management to blog hosting and customer relationship management (CRM), HubSpot offers a comprehensive suite of tools.
It is also well-regarded for its role in search engine optimization (SEO) and Semantic SEO. What sets HubSpot apart is its accessibility. It offers a range of complimentary services, making it an ideal choice for fledgling marketers and startups with tight budgets. This resourceful tool allows users to create, manage, and analyze marketing campaigns with ease, making it a top choice for businesses aiming to enhance their online presence and user engagement.
HubSpot is a renowned marketing automation platform that goes beyond being a mere tool, offering a comprehensive suite of services for precise management of marketing efforts. It encompasses website development, social media management, blog hosting, and customer relationship management (CRM). HubSpot stands out for its accessibility, providing complimentary services ideal for fledgling marketers and startups with budget constraints. This versatile tool facilitates the creation, management, and analysis of marketing campaigns, making it a top choice for businesses aiming to enhance their online presence and user engagement. Some of its features are as follows:
- A comprehensive platform covering website development, social media management, blog hosting, and CRM.
- Notable role in SEO; offers complimentary services.
- Ideal for fledgling marketers and startups with tight budgets.
- Allows creation, management, and analysis of marketing campaigns.
- Enhances online presence and user engagement.
Keap:
Keap is an affordable all-in-one marketing automation platform designed for small service businesses and solopreneurs. It offers features like email marketing, calendar and appointment scheduling, task management, CRM, segmentation, online selling, checkout pages, recurring payments, forms, and lead scoring.
- Ideal for small service businesses managing various aspects since it is an all-in-one platform.
- This tool is cost-effective as the plans start at $79/month with discounts for the first three months.
Oracle Eloqua:
Oracle Eloqua, often considered the pioneer in marketing automation, boasts a rich history as the original player in the marketing automation product category. As an enterprise solution, Eloqua offers a robust feature set comparable to other all-in-one marketing automation platforms. It encompasses broadcast email marketing, campaign reporting, CRM integration, forms and landing page builders, lead management, segmentation, nurturing, lead scoring, and event-based email marketing. Some of the key features of this tool are as follows:
- Eloqua provides an extensive array of marketing features.
- Easily create targeted campaigns across multiple channels.
- Oracle Eloqua offers better sales and marketing alignment. It facilitates good alignment between sales and marketing.
Leadsquared Marketing Automation:
LeadSquared is a SaaS platform designed for sales execution and marketing automation, catering to over 2,000 customers across 40 countries. With a focus on constructing connected, empowered, and self-sufficient sales teams, LeadSquared supports sales execution, digital onboarding, and marketing processes. Its diverse customer base includes industries such as financial services, healthcare, education, automotive, travel, and real estate. Features of this tool are:
- LeadSquared offers a comprehensive sales technology stack.
- It offers business pipeline control that aims to provide support that enhances closure and overall efficiency.
Customer.io:
Customer.io is an omnichannel marketing automation platform that caters to a wide range of businesses, from startups to established SaaS companies. It empowers product marketers to create highly segmented user lists based on predetermined or behavioral triggers. With Customer.io, businesses can send automated emails, push notifications, and SMS messages, delivering a personalized user experience.
The platform also offers basic analytics and insights, simplifying the measurement of funnel and campaign performance. While it may have a steeper learning curve compared to some other options, Customer.io provides a high degree of customization for those who are willing to invest the effort. It's an excellent choice for businesses aiming to deliver highly targeted and personalized messaging to their user base. Customer.io is an omnichannel marketing automation platform catering to a diverse range of businesses, from startups to established SaaS companies.
It empowers product marketers to create highly segmented user lists based on predetermined or behavioral triggers. The platform facilitates sending automated emails, push notifications, and SMS messages, delivering a personalized user experience. While it may have a steeper learning curve, Customer.io provides a high degree of customization for businesses willing to invest effort, making it an excellent choice for delivering highly targeted and personalized messaging to their user base. Here are the key features of the tool:
- Omnichannel marketing automation platform for startups to established SaaS companies.
- Enables the creation of highly segmented user lists based on triggers.
- Sends automated emails, push notifications, and SMS messages.
- Provides basic analytics and insights for measuring funnel and campaign performance.
- Offers high customization for personalized messaging.
ActiveCampaign:
ActiveCampaign is a versatile email automation platform known for its extensive integrations and contact segmentation capabilities. It stands out with its targeted omnichannel messaging, making it a valuable asset for businesses looking to engage with customers across various channels. Beyond standard email automation, ActiveCampaign offers unique features such as 'Deals,' which allows businesses to manage contacts, schedule appointments, send direct messages, and more.
This makes it particularly appealing for those interested in Account-Based Marketing (ABM). Additionally, the 'Conversations' feature provides flexibility in sending messages through email, SMS, notifications, and on-site messaging. With an extensive library of modern, responsive templates, ActiveCampaign is accessible to users with varying levels of technical expertise, making it a compelling choice for businesses looking to create and launch effective marketing campaigns. ActiveCampaign is a versatile email automation platform known for its extensive integrations and contact segmentation capabilities.
It stands out with its targeted omnichannel messaging, making it valuable for businesses looking to engage with customers across various channels. Beyond standard email automation, ActiveCampaign offers unique features such as 'Deals,' allowing businesses to manage contacts, schedule appointments, send direct messages, and more. With the 'Conversations' feature providing flexibility in sending messages through email, SMS, notifications, and on-site messaging, ActiveCampaign is accessible to users with varying levels of technical expertise. Some of the features of this tool are as follows:
- Versatile email automation platform with extensive integrations.
- Known for targeted omnichannel messaging and contact segmentation.
- 'Deals' feature for managing contacts, appointments, and direct messages.
- 'Conversations' feature for flexibility in messaging channels.
- Extensive library of modern, responsive templates for effective campaigns.
Constant Contact:
Constant Contact is a basic email service provider with limited marketing automation features. Lacking advanced automation capabilities, it primarily serves as an affordable option for basic autoresponders. While it may not offer sophisticated automation, its advantages include a low starting price, eCommerce integrations with WooCommerce and Shopify, and features like pop-ups and landing pages. Some of the key features of this tool are:
- Constant Contact offers an affordable pricing model for all types of companies.
- eCommerce Integrations helps companies to work with WooCommerce and Shopify.
- Provides additional features for user engagement.
Klaviyo:
Klaviyo stands out for creating sophisticated eCommerce flows effortlessly. It allows users to create personalized segments, such as customers who viewed a specific product page but didn't make a purchase. Klaviyo supports custom audience syncing to Facebook, enhancing targeted advertising efforts. With plans starting at $20 per month, Klaviyo is a robust tool for personalized eCommerce marketing. Features of Klaviyo are:
- Create advanced eCommerce flows with minimal effort.
- Sync custom audiences to Facebook for targeted advertising.
Salesforce Marketing Cloud:
Salesforce Marketing Cloud offers integrated marketing tools to deepen customer relationships across various touchpoints. Key products include Datorama for comprehensive data insights, Interaction Studio for real-time customer experience management, and Advertising Studio for targeted 1-to-1 advertising using CRM data. Key features of this tool are as follows:
- Datorama: Comprehensive platform for investments, KPIs, and marketing data.
- Interaction Studio: Real-time tracking and visualization of customer experiences.
- Advertising Studio: Targeted 1-to-1 advertising leveraging CRM data.
Mailchimp:
Mailchimp is a renowned marketing automation tool that places a strong emphasis on email marketing. As a comprehensive platform, Mailchimp allows users to harness the power of artificial intelligence for crafting entire email sequences. This includes tailored sequences for welcoming new users, addressing cart abandonment, and promoting specific products. Additionally, Mailchimp's segmentation capabilities enable users to create detailed and accurate user segments efficiently.
- Utilize artificial intelligence to generate entire email sequences.
- Add rules and conditions for detailed, accurate, and quick user segment building.
Act-On:
Act-On is a comprehensive all-in-one marketing automation platform available at a starting price of $900 per month. It encompasses drip campaigns, event-triggered emails, split testing, auto-responders, customer surveys, dynamic content, landing pages, reporting/analytics, subscriber management, adaptive lead nurturing, scoring, and website tracking.
- Act-On provides a wide range of marketing automation features.
- Pricing based on active contacts only, ensuring cost-effectiveness.
Marketo:
Marketo, integrated into Adobe Experience Cloud, stands out as a complex yet powerful platform, particularly for account-based marketing and lead generation. It effectively bridges the gap between sales and marketing, ensuring a seamless customer experience across all stages of the buyer journey and channels.
- Marketo excels in account-based marketing and lead generation.
- Implementing Marketo improves lead generation and provides access to comprehensive marketing metrics and ROI information.
To Conclude
The arsenal of SaaS marketing automation tools has proven to be a game-changer for businesses seeking efficiency and efficacy. Each tool, whether it's Hubspot 's harmonious integration, or Mailchimp's dedicated customer success approach, add a unique dimension to your marketing strategies. By investing in these tools, you can fully utilize your SaaS marketing budget efficiently to improve your saas marketing customer journey.
These tools streamline operations, enhance user experiences, and forge lasting customer relationships. Whether your aim is to automate repetitive tasks, nurture leads, or deliver personalized content, the versatility of these SaaS marketing automation solutions empowers you to meet your business goals.
Using SaaS marketing automation tools isn't just a choice; it's a strategic necessity. As technology continues to advance, these tools will remain at the forefront of helping businesses adapt, innovate, and thrive in an ever-competitive market. So, take the time to explore these options, integrate them into your marketing strategy, and chart a path toward marketing automation excellence.
For businesses seeking a comprehensive saas marketing strategy, Saffron Edge is a name worth noting. As a leading SaaS marketing agency in the industry, we coax you to hire SaaS marketing experts designed to optimize and enhance your marketing efforts. With a focus on driving growth, improving efficiency, implementing a saas marketing mix, and delivering exceptional customer experiences, our solutions are tailored to your unique business needs. Whether you are a startup, a mid-sized company, or an enterprise-level organization, we provide the expertise and technology to elevate your marketing strategies to the next level. With a commitment to staying at the forefront of marketing technology, Saffron Edge is a trusted partner for businesses looking to achieve marketing automation excellence. So, get in touch with us today!
SMX East 2018: Here’s What You Need To Know
Even if you have a fleeting interest in SEO, you’d already know what ‘Search Marketing Expo (SMX)’ is. If you live under a rock and don’t exactly know what it is, don’t worry we’ll give you a brief before diving deep into what this special event had in store. So, what exactly is ‘SMX’? SMX is the brainchild of the most authoritative and respected voices in the SEO & SEM industry - Search Engine LandMarketing Land (which is just Search Engine Land themselves but focusing entirely on SEM). We all know how dynamic the SEO industry is and how confusing it can be for marketers to figure out, with little to no direction from Google, the exact strategies that will land them on the top of search engine results. ‘The SMX Conference’ was created to change all that in 2007. It is an year-long series of events held at different venues with an aim to bring the best of the best in SEO & SEM together and share their views about the future of this dynamic industry with deep insights you’ll not be able to see or hear anywhere else. It is undoubtedly the best place to go for some fresh search engine marketing wisdom to tackle the search engine challenges you face every day in your business life. We just loved it! And we dig SMX! Our co-founder and Business Head, Gaurav Sabharwal, recently went to attend the ‘SMX East’ event in Manhattan, New York at ‘Jacob K. Javits Convention Center’ (23rd October to 25th October) and came back a lot wiser when it comes to understanding the latest in SEO & SEM and the whole marketing industry in general. Here’s what he had to say about it - ‘“It was my 2nd time going to an SMX event and it just gets better with each passing year! The industry insights I got to hear, the expos I attended, the industry leaders I personally met and the overall networking experience there doesn’t even come close to other SEO events and conferences and every bit of information I soaked in at the SMX East will definitely help us serve our clients a lot better in the time to come” Top Highlights Out of a bunch of industry leading keynotes, here are a few top highlights of the event that you should definitely have a look at as they will greatly help you plan your SEO strategy for 2019 - Bing is going to be more important than ever for SEO Microsoft’s search engine, Bing, had organized two opening keynotes on 24th October about their future plans for SEO (featuring Christi Olson & Frederic Dubut) SEM (featuring David Pann, general manager of global search business at Microsoft). Source: Search Engine Land Talking about the SEO-related keynote first, the search experience Bing is striving to provide us is intelligent, personalized, pervasive, predictive and conversational. And the primary interface they are focusing on is voice. With the help of their digital assistant Cortana, they plan on increasing their search engine capabilities marginally and help searchers in new ways that no one has ever tried before, not even Google. You can read more about this keynote here. Source: Search Engine Land On the other hand, the SEM related keynote which was presented by David Pann was huge. With Microsoft’s recent acquisition of Linkedin, they are trying to make use of the massive social professional networking platform by letting marketers target three attributes from Linkedin in their Bing search Ad campaigns. The three attributes being company, job function & industry. Considering the fact that the user base of Linkedin in 550+ million strong, this new roll-out will put the 26.2 billion acquisition to good use and give a lot of advertising and targeting advantage to bing marketers. Also, Bing is actively working on an AI-driven solution called Bing Advisor designed specifically to give valuable insights to marketers that would help them greatly in planning their marketing campaigns. You can read more about this keynote here. Source: Search Engine Land The opening keynote on 25th October was of the other search engine - Google, presented by Jon Diorio, group product manager for Google Ads. In the keynote, Jon Diorio talked about a lot of upcoming updates that would make advertising via Google Ads a lot easier but impactful for advertisers. The updates are as follows - Click-to-message Ads updates Texts that users send from click-to-message ads can now be delivered directly to advertisers via email. This would kill the need for advertisers to provide their phone number in order to use message extensions. Advertisers can now set up automatic replies to respond to users immediately with preset messages. Store Visits in Google Analytics out of beta To enable marketers to track the offline impact of their marketing efforts on other digital channels beyond Google Ads, Store Visits data will be rolling out in Google Analytics in a coming few weeks to all eligible advertisers. Along with that, Google is also releasing a few store visits tools with the help of Data-driven attribution and Smart Bidding that would help them greatly in determining what is bringing them the most foot traffic. For more information, you can read the keynote here. Source: Search Engine Land No SEO event is complete without talking about probably the most important ranking factor for Google - Backlinks. The next highlight is all about that and a lot more. In a keynote presented by a panel of experts including Ali Brenner (Senior SEO Manager, Sapient Razorfish), Lisa Baron (CMO, Overit) and Paddy Morgan (Co-founder, Aira), they talked about writing the type of content that attracts links and each one of them had their own 2 cents to share. Here are the types of content that people love to link to, according to Ali and Lisa - Evergreen Content Content with exclusive data Content with engaging videos, images or comparison Content that has a story behind it Content with actionable insights Content with simple words & catchy structure with hooks To know more about what they had to say about link-building, you can read the story here. For Gaurav, ‘SMX East’ was truly a remarkable and refreshing experience and we would suggest you to go attend it once if you are dead serious about learning something meaningful in the SEO & SEM industry, you’ll get to know stuff that actually works and not just noise! If you can not make such type of commitment, we would suggest you follow their Youtube channel because there’s a lot that is yet to come. Interested to know more about what happened at the ‘SMX East’ event? You can have a look at their agenda to know exactly what happened when and who made it happen. ...
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7 Ways to Ace Your SEO in 2019
The way search engines like Google rank websites changes everyday. Yes, you heard that right! Apart from the big algorithm changes that Google announces once in a while, certain little tweaks and optimizations are made to their algorithms everyday to provide better results to searchers which you don’t even know about. And 2019 is going to be no different! With a few new algorithms introduced this year, Google will give more importance to those websites that adhere to those algorithms for sure in some time to come. Also, Google is focusing more on providing the best search experience to their searchers and if your website doesn’t, you will lose a few rankings on the SERPs for sure in the year to come. So, what should you do exactly to stay in the good books of Google and ace your Search Engine Optimization in 2019? This post is all about that and a lot more. So, let’s dive right in - Rankbrain is going to be more prominent than ever Rankbrain is one of the most prominent algorithms Google has released in recent years. But what exactly is it? It is a Google indexing algorithm backed up with AI which promotes/demotes websites on SERPs based on a certain set of factors. It is designed in a way to make sure that the best results come first for searchers searching for a specific query. Since it’s a machine learning algorithm, it automatically adjusts websites on the SERPs and doesn’t require human intervention at all and can make changes to SERP almost instantly. But what’s it based on? The algorithm was implemented to make sure users get the best search engine experience and the websites that they click on do that as well. So, websites that focused more on providing the best UX to visitors were rewarded by gaining Google’s top real estate, which gets the most clicks. Doing all of that is handled by Rankbrain now. So, you’ll have to keep Rankbrain in mind and optimize the UX of your entire website to provide a better experience to the people who stumble on your website after searching on Google. Doing this is going to be extremely important in 2019! But to ace Rankbrain, you need to know the exact factors on the basis of which it grades websites on the SERPs, which are - 1. Dwell Time Dwell time is the time a visitor spends on your website. Obviously, a visitor won’t stay on your web page or blog if the content is irrelevant to them or is of bad quality. So, providing quality content that aligns with searchers intent is of utmost importance to excel in the Rankbrain era. 2. Click-Through-Rate Rankbrain is designed to look closely at the CTR of each and every web page on the internet to give an appropriate ranking to them. For example, if a search engine result on the 6th position is getting a higher number of clicks than a result on the 3rd position for the same query, Rankbrain would notice and bump up the rankings of the result on the 6th position. But since dwell time is a factor as well, just getting a higher number of clicks on your web pages will not be enough, you will have to provide the kind of content that makes users stay as well to improve your search engine rankings. Take care of these two factors for all your webpages & blogs and Rankbrain would do the rest. Go Mobile or go obsolete Google cares about their searchers. And apparently, a majority of them search for queries from their mobile devices. Mobile searchers have long surpassed desktop searchers and Google wants to provide them with the best user experience. For the same, Google rolled out the Mobile-first indexing algorithm in March this year which changed how the algorithm accessed websites forever. Under this new algorithm, Google crawlers would prefer a mobile website first for indexation and ranking to primarily provide better results to their mobile searchers. So, having a mobile website that properly supports your desktop website is not something you can procrastinate anymore, it has become an absolute necessity under this new algorithm. Google prefers having a mobile responsive website over other methods of going mobile because of its ease. But having a mobile website is not enough, you’ll have to provide a great user experience on your mobile website as well (remember, Rankbrain) to make an impact in 2019. Focus on working on the speed of your website According to a study performed by Google themselves, a website’s speed is the greatest factor that determines if a website’s UX is satisfactory or not. And since, Google has been lately focusing so much on providing a great user experience to all their users, they rolled out an update that ranked websites based on this sole factor. They called it the ‘Speed Update’. While the factor is not the heaviest, focusing on optimizing the speed of your website will certainly give you a advantage and it would greatly improve the UX of your website, which is always a nice thing to do under the watch of Rankbrain. To make your site load faster, you can get rid of heavy elements on your website or minify or combine scripts. Or else, you can use Google’s own tool to check and optimize the speed on your desktop and mobile website - PageSpeed Insights. This tool will tell you everything there is you can do to make your website load faster and perform better in SERPs. The increasing relevance of unlinked Brand mentions Google has long been solely dependant on backlinks for determining the authority of websites over the web. The general idea is, the more backlinks a website has, higher will be it’s authority in the eyes of Google, and higher it will be placed in SERPs. And it has been like this since the inception of Google. But all of this is going to change. The way your brand is mentioned over the web on social media conversations, blog posts, forums and any other medium is closely looked over by Google. It takes into account the tone, intent and context of each brand mention over the web to ascertain if it’s positive or negative and the way people talk about you over the web will certainly affect your ranking in 2019. ‘Unlinked brand mentions’ over the web are gaining relevance each day and it calls for social listening. You’ll have to jump on each and every conversation happening about your brand over the web and make sure it’s in positive light to maintain your brand reputation in the eyes of Google. Google’s Gary Illyes mentioned it himself. So, if you’re not actively monitoring your brand mentions over the web and making sure they add to the overall reputation of your brand, you will struggle to increase your search engine rankings is some time to come. To monitor your brand mentions over the web, you can make use of tools like ‘Awario’ and ‘Brand Mentions’ that would help you do just that with ease! Searchers are consuming more video content than ever People preferring to consume video content over any other type of content is nothing new and has long been a trend that’s still going strong. If you are looking to gain a lot of engagement from your audience on your website, social media or blogs, then video is certainly your best bet because people simply prefer video over anything else. Obviously, quickly watching a video about something is always easier than reading a ton of content and that’s why video is still so popular. In this world, where every brand is throwing up a lot of content on the web and is seeking attention from their audience, people have found a better way to consume content on a daily basis that quickly gives them the facts and is engaging to consume. So, if you’re not making use of Video, you're definitely missing out on a lot of engagement and additional SEO benefits. I would suggest you quickly start creating some video content for your brand and publish it on Youtube. Since, Youtube is owned by Google, you can also enjoy some obvious search engine benefits in the time to come. Target people searching for answers on Google Assistant Optimizing your content for voice searchers is currently a hot topic. And it has all the reasons to be. Voice searches globally are on a tremendous rise and you’ll be missing out if you don’t write content that targets those users head-on. But how do you target them? Here are 3 ways that would help Google Assistant pick your content over others when it comes to answering voice search queries put up by searchers - You need to be on the top 3 results for Google Assistant to even consider picking up your content. If your content appears in the featured snippet, your chances to get picked up by the Google Assistant increases by folds. Here’s how you can get featured in the featured snippet. Answer your own questions in your content. Usually, most of the voice queries start with a question and to answer that question, Google Assistant usually picks up the content that revolves around that exact question. So, try answering the most basic questions people might have around your focused keyword. To know more about what else you can do to target those voice searchers, Forbes compiled a list of best advices from 15 members of the Forbes Communications Council… do have a look at it. Quality content and backlinks are still important While the above suggested ways are vital to ace your SEO in 2019, don’t forget that content and backlinks are still the top ranking factors that matter the most to Google. With Google placing more importance on the user experience that each search engine result provides to users (Rankbrain), I think creating quality content should be your top priority for acing SEO In 2019. If your content provides real value to your target audience, they will be inclined more to read it all. And when they dwell more on your content, Google will notice via Rankbrain that you have a knack of providing quality content to all your users. Which I think is the point of SEO in general. Link building and providing quality content goes hand-in-hand as only when people love your content, they’ll want to share that content on their own blogs and within their own social circles, expanding the reach of your content and building some valuable backlinks along the way. If you continue to provide awesome content to your audience, the biggies in your industry will notice and would want to link to you too. That’s the essence of natural link building right there, and it’s not going to lose value in 2019 and beyond! If you are looking to approach your SEO in 2019 with a bang, the above mentioned ways are the perfect way to do it. But before you start implementing them, keep this in mind, Rankbrain ranks website keeping in mind the response of your audience to your content. If they bounce even before your site loads completely, Rankbrain would not even let you reach the first page of Google, let alone acing it. It’s a machine learning algorithm that does it all for Google and looks at the UX signals of your website really closely to award rankings. And it’s not easy to game Rankbrain because of it’s self-learning mechanism. You’ll have to provide quality content to your audience to get your SEO ball rolling in 2019 and there’s no escaping it now! Having said that, I hope the above mentioned ways will help you greatly in improving your website’s overall SEO potential! Being a SEO agency ourselves, we’ll rely greatly on these tactics as well to provide the best services to all our clients. If you think there are other ways (I know there are) that have helped you greatly in achieving SEO success lately and you're confident that they’ll be of equal importance in 2019 when it comes to increasing a website’s search engine rankings, do let us know about them in the comments. ...
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Best Guide for Google Ads Campaign Structure
Unlocking the full potential of your Google Ads campaign requires a comprehensive understanding of the Google Ads account structure. By mastering the intricacies of this structure, you can efficiently manage your campaigns, optimize your budget allocation, and keep your costs low. The Google Ads campaign structure consists of various key components and levels, each playing a crucial role in the success of your advertising efforts. Understanding the campaign structure is essential for keeping your ads relevant and maintaining a high Quality Score. Within the ads’ structure, you'll find features and settings that allow you to fine-tune your ads and target the right audience. By organizing your ads within these guidelines, you can effectively manage your campaigns, monitor their performance, and make data-driven decisions to enhance your results. With this A-to-Z visual guide to Google Ad structure, you'll gain a comprehensive understanding of how to optimize your campaigns. By following the tips and insights provided, you can make informed decisions, increase your ad relevance, and achieve the best possible outcomes for your advertising budget. So, let's dive into this guide and unlock the true potential of the Google Ads account structure for your ads! Why Do You Need to Structure Your Google Ads Campaign? Campaign structure within Google Ads refers to its components' systematic organization and arrangement, including campaigns, ad groups, keywords, and ads. This meticulous structuring empowers advertisers to exert precise control over the triggering, placement, and visibility of their advertisements. Similar to a flawlessly engineered vehicle, a well-structured account ensures a smooth and efficient advertising journey, mitigating the risk of unwanted mishaps and maximizing performance. A meticulous Google search campaign structure yields several key advantages: Relevance and Precision: A well-structured account ensures that your ads are precisely triggered by highly relevant searches to your target audience. By strategically aligning campaigns, ad groups, and keywords, you optimize the likelihood of your ads appearing in front of the right audience, at the right time, and in the right context. Enhanced Quality Scores: Quality Score, the measure of your alignment with Google's preferences, assumes paramount importance. A well-structured account with relevant ad groups and targeted keywords cultivates a favorable Quality Score, signifying Google's endorsement of your ads. A higher Quality Score translates into improved performance and more cost-effective advertising. Organizational Efficiency and Optimization: An intricately organized account empowers advertisers with the ability to navigate seamlessly through their campaigns, ad groups, and ads. This fosters an environment conducive to optimizing performance, making data-driven decisions, and adapting swiftly to changing market dynamics. A well-structured account serves as a compass, guiding advertisers toward continuous improvement and enhanced results. Key Components of a Google Ads Campaign The Google Ads hierarchy comprises several levels that form a structured framework for organizing and managing your advertising campaigns. Let's explore the hierarchical structure from top to bottom: Account: At the pinnacle of the hierarchy is the Google Ads account, which serves as the foundational level. It represents your overarching entity and contains all the information related to your business and payment details. Campaigns: Within the account, you create individual campaigns, each with a specific goal or objective. Campaigns are designed to focus on a particular advertising strategy, targeting method, or budget allocation. For instance, you may create separate campaigns for different product lines or geographic locations. Ad Groups: Underneath each campaign, you create ad groups. Ad groups act as containers for organizing your ads and related keywords. They typically have a common theme or relevance, allowing you to structure and target your advertising efforts more effectively. Keywords: Within each ad group, you define a set of keywords that are relevant to your products or services. These keywords determine when your ads will be triggered to appear on the search engine results page (SERP) when users search for specific terms. Well-chosen keywords play a crucial role in reaching your target audience. Ads: At the lowest level of the hierarchy are the individual ads. Within each ad group, you create compelling ad copy and visuals that entice users to click on your ads. Ads can take various formats, including text, images, videos, or responsive ads, depending on the advertising network and campaign type. Steps to Creating the Best Google Ads Campaign Structure Here is a quick step-by-step procedure on how to structure Google ads campaigns. Select an Optimal Account Structure Developing an effective account structure demands careful consideration. There is no singular formula for success, as different strategies can yield positive outcomes. Several proven approaches include: Website Structure Alignment: Analyze your website's organization, considering tabs or pages dedicated to distinct products or offerings. By mirroring this structure in your Google Ads account, you ensure coherence and relevance. Product/Service-based Structure: Reflect your website's product/service categorization in your account. For instance, if you sell tennis gear, create campaigns dedicated to tennis rackets, balls, clothing, etc. Establish ad groups based on brands or specific racket attributes within the tennis rackets campaign. Prioritize valuable offerings by allocating appropriate budget distribution. Location-based Structure: If location targeting is crucial, structure your account accordingly. For example, create campaigns targeting specific regions or cities where your business operates, such as a London campaign aimed at users within a defined radius of the city. While other tactics exist, meticulous planning is essential to ensure an easily manageable, trackable, and optimizable account structure. Visualize your campaigns and ad groups by mapping them out on paper or using spreadsheet tools. Conduct Thorough Keyword Research Randomly selecting keywords or relying on intuition is inadequate for building effective ad groups. Thorough keyword research is vital to identify relevant, non-competitive terms with optimal search volume and Quality Scores. Create an organized Excel document to record keywords for each ad group. Utilize tools like Google's Keyword Planner or WordStream's Keyword Tool to generate a list of relevant keywords. Start with a moderate number of keywords per ad group (around 10-20) to avoid overcrowding. Implement various match types and adjust bids accordingly. Structure Your First Campaign With your account structure and keyword list established, it's time to construct your initial campaign. Start with the highest-priority campaign and progressively work downwards. During this process, review and fine-tune campaign settings. Pay close attention to the following: Type: Opt for "Search Network Only" to focus solely on search ads, separate from display ads. Locations & Languages: Ensure accurate targeting settings aligned with your campaign's objectives. Bid Strategy: Manual bidding provides granular budget control compared to relying on Google Ads' automated bidding options. Default Bid & Budget: Set a comfortable maximum cost-per-click (CPC) for each keyword and determine a suitable daily budget aligned with your overall marketing budget. Create Ad Groups and Text Ads To activate your campaign effectively, compelling ads are essential. Begin by creating new ad groups, adhering to the structure defined earlier. Then, craft persuasive ad text using the following guidelines: Character Limit: Adhere to Google's character limits for headlines and descriptions. Customize the display URL path, while the final URL is automatically extracted. Relevance: Align your ad text with targeted keywords and landing page content to ensure consistency and appeal to your audience. Best Practices: Employ proven ad text strategies, such as incorporating numbers, utilizing periods to maximize headline visibility, capitalizing effectively, and more. Research industry best practices to enhance your ads' performance. Ad Approval Guidelines: Familiarize yourself with Google's ad disapproval reasons to avoid potential setbacks. Adhere to their guidelines for a seamless approval process. Landing Page Relevance: Ideally, create landing pages specific to each ad group to ensure alignment between ad text and the destination. Irrelevant landing pages can lead to high bounce rates and diminished results. Use Relevant Keywords To add relevant keywords to your ad group: In the ad group creation screen, locate the "Keywords" box. Add a short list of 10-20 keywords that are highly relevant to your ad text and landing page. By default, keywords are added with broad match. Use punctuation to specify match types: Use quotations for "phrase keywords." Enclose exact match keywords in brackets, like [exact match]. Use plus signs for modified broad match, like +specify +modified +broad. Broad keywords can be added as they are. To add more keywords later, go to the ad group's "Keywords" tab and click the red "+Keyword" button. Remember to save and continue to billing once you've finished creating your first ad group, ad text, and keyword list. Additional Ads and Settings Adjustments To optimize your ad group performance: To compare their performance, create one or two more ads in the same ad group. Make slight variations in wording or call-to-action to differentiate the ads. To create a new ad: Go to the "Campaigns" section of your Google Ads account. Select the ad group from the left sidebar. Navigate to the "Ads" tab and click "+Ad" to create a new text ad. Adjust ad settings: Go to campaign settings by selecting the campaign and clicking "Settings." Choose "Standard delivery" for the "Delivery method" to manage your budget effectively. Select indefinite rotation for "Ad delivery" to compare ad performance evenly. Google Ads Campaign Structure Examples Google search ad structures are multiple so as to suit different advertising goals and strategies. Here are a few examples of common Google ads structure examples: 1. Single Campaign with Multiple Ad Groups: Campaign: Overall campaign targeting a specific theme or product. Ad Groups: Different groups within the campaign targeting specific keywords or audiences. Example: Campaign: "Digital Marketing Services" with Ad Groups: "SEO Services," "PPC Services," "Social Media Marketing," etc. 2. Multiple Campaigns with Single Ad Group: Campaigns: Separate campaigns for different products, services, or target markets. Ad Group: Single ad group within each campaign targeting relevant keywords or audiences. Example: Campaign 1: "Product A" with Ad Group: "Product A Ad Group," Campaign 2: "Product B" with Ad Group: "Product B Ad Group." 3. Branding Campaign with Search and Display Ad Groups: Campaign: Branding-focused campaign to increase brand visibility. Search Ad Group: Targets specific brand-related keywords for text ads on search results pages. Display Ad Group: Targets relevant websites and placements with visual banner ads. Example: Campaign: "Brand Awareness" with Ad Group: "Brand Search" and "Brand Display." 4. Remarketing Campaign with Multiple Ad Groups: Campaign: Targets previous website visitors or specific customer segments. Ad Groups: Segmented groups targeting different audience segments or product interests. Example: Campaign: "Remarketing" with Ad Groups: "Abandoned Cart," "Past Customers," "Product X Interested." Location-based Campaign with Multiple Ad Groups: Campaign: Geographically targets specific locations. Ad Groups: Tailored ad groups for each targeted location. Example: Campaign: "Local Services" with Ad Groups: "City A," "City B," "City C." In Conclusion Having a well-organized Google Ads campaign structure is crucial for achieving optimal results in your advertising efforts. If you're looking for professional assistance in setting up and optimizing your Google Ads account structure, consider partnering with Saffron Edge. Get started today and unlock your full potential. 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