Apart from using organic methods, paid marketing channels are also proven platforms for lead generation. SaaS companies spend a lot of money on paid advertising. Companies like Google highly depend on their Ad revenue (Google Ads). It’s reported that more than 70% of Google’s annual revenue comes from Ads. Digital marketers tend to strategize and pay a lot of money to boost traffic to their web pages, for lead generation.

 

Google’s ad revenue from 2001 to 2017 (in billion U.S. dollars) — Statista

Let’s get to know some of the popular paid marketing channels.

Pay-Per-Click (PPC) Advertising:

Most companies drive high traffic to their webpages within a short period of time using PPC advertising. The number of quality clicks you receive purely depends on your ad quality and the budget you’re willing to spend. SaaS Marketers need to be clear about their Customer Acquisition Cost (CAC) before going all out on PPC campaigns.

 

An example of text ads.

Google Ads and Bing Ads are the most common Ad auction platforms used by companies today. They allow you to bid for keywords, set daily budgets, and help you analyze your ad campaigns on a regular basis.

There are certification courses available for both Google Ads and Bing Ads.

Display Ads

Creatively designed display ads nudge the viewers to click. Display ads can be designed in various dimensions and placed at multiple positions in a webpage. The visual cue in the display ads helps you with brand recall. Ensure that you impart design guidelines, poor designs can screw up your brand image.

 

An example of display ads.

How do you know which works best for you?? Honestly, you need to test the waters. It varies for each business. Give both a try, measure results, and come up with the inferences.

Social Media Ads

Social media is a high growth yielding internet platform where millions of users interact with each other on a daily basis. Extremely targeted ad campaigns can be run on social media platforms.

An example of social media ads (Facebook)

You’re provided with the freedom to target users of any demographics and interests. In fact, social media companies too acquire a huge amount of their revenue from Ads. It’s one of the modern paid marketing channels which has evolved tremendously in the past few years. The ad platforms will definitely mature in the upcoming years.

 

Social network advertising revenue from 2014 to 2017 (in billion U.S. dollars) — Statista

Other than these, SaaS companies leverage multiple paid sources for lead generation.

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