Which To Use: Buy Leads, Adwords or SEO

Let me tell you how how SaaS companies can get qualified leads with Google AdWords at a lower price, using four main strategies.

Approach 1

Let’s take a look at one real-life example. Let’s enter the word “toggl” in Google. Toggl is a company that offers time-management solutions.

This is the result we see:

With this approach, you can use your competitor’s brand to give your own some cheap advertising.

Here’s how to do it:

1) Make a list of your competitors

You can do this manually. Just use Google to find competitors. Enter the name of your company and the word “competitors.”

But I suggest using a more precise technological approach:

Go to Capterra, an aggregator of various software solutions, and enter your industry in the search line.

Open the list of competitors.

Save the list using Data Miner

Data Miner is a plugin that allows you to extract data from web pages and translate it into different formats.

After installing the plugin in your browser, open the Capterra page with a list of competitors. Run the plugin and click the “Public” button:

Open one of these lists, for example “Capterra new”:

Download this list in the Excel format. Then open the downloaded file. Now, you have to work a little with this file.

Names of competing companies may be words that don’t exactly scream ” brand name.”

For example, “Tick.”

A company name like that, alone, won’t be a suitable keyword, because such a query is very broad. People who Google such requests may not be looking for your competitors.

That’s what will happen if you enter the word “tick” in Google:

No any connection with time tracking.

This keyword needs to be modified.

As an option, we could add a phrase like “time tracking” to the name of a company:

Now it looks more like a brand search query.

Let’s verify this keyword in Google.

As we can see, this query is relevant:

2) Check the traffic volume of your competitors’ brands using Google Keyword Planner

After putting company names into the Excel file (and added the phrase “time tracking” to those that needed modification), copy and paste them into Google Keyword Planner like this:

Then you got a list of keywords and their volume:

Scroll down, and you will find relevant keywords with low CPCs.

Let’s check a “rescue time” keyword:

We should search it on Google.

Then we look at the result:

Yes, such a company exists.

3) Select keywords with the largest amount of traffic from the list

After you have a list of keywords, review each of them using Google Keyword Planner.

Make sure the keywords that you plan to use get enough traffic.

4) Add keywords related to the competing company in your AdWords campaigns

After you have received a list of popular keywords, include them in your advertising campaign.

Thus, by hitching a ride on a competitor’s brand, you’ll be running ads with low CPCs.

This is one way. 

Our suggestion is letting us the experts focus on marketing and you focus on growing you life insurance business.