google ads for saas 101

find bottom of funnel keywords related to the product

cluster similar keywords into ad sets

now make conversion event for the user action that you want

that can be a sign up, a free trial start, a paid conversion, a demo book, whatever

how to actually set up these events

push a custom event to the data layer

then use Google Tag Manager to listen for that event

pass the event back to Google Ads

then you create a conversion campaign that's targeting those keywords

let the campaign run

now you need to analyze the search terms that are actually creating the user actions you want

use graphed .com for this

you can just ask it

"which search terms are creating {event}? Where should I allocate my budget based on my performance data?"

it will do the analysis for you and tell you

these winning search terms put that into its own campaign with its own dedicated budget

so now you have two campaigns, one for testing, one for winners

repeat this cycle indefinitely

pro tip

when you find winning search terms, send them to landing pages that are aligned

so the person searches the term, they see the ad with the term, they land on the landing page where the H1 is the term

will increase your conversion rate dramatically

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