Question

Topic: SEO/SEM

How Is Paid Search Different For Software?

Posted by judsonbonneville97 on 1/10/2020 at 4:54 PM ET 100 Points
Can anyone answer, in detail or just in basic points, how paid search (or IF paid search) is different for software versus for products? I know that Google ads show up just the same for related tangible products or for related software products, but I was wondering if there is a little more finesse to the question than their appears to be at face value. Any kind of help would be appreciated. Thanks!
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RESPONSES

  • Posted by Gary Bloomer on 1/10/2020 at 5:48 PM Accepted
    Looking at SaaS in general, paid search for software as a product is probably no different to any other product: lead with value, extoll the benefits, find a pain, exacerbate it, salve it. Solve the problem. Lead traffic to a thematically-related website. Keep the pitch to a minimum. Split test varying offers and calls to action. Kill the under-performers, ramp up the winners.
  • Posted by Jay Hamilton-Roth on 1/10/2020 at 6:16 PM Accepted
    Is there a context to your question? Is there a specific product you're thinking about? Are you asking the difference between tangible and intangible product/service marketing?
  • Posted by judsonbonneville97 on 1/10/2020 at 6:39 PM Author
    I'd say the context of the question is the difference between tangible/intangible product marketing; like if there is really any difference to the process itself and how it works.
  • Posted by chiron34 on 1/11/2020 at 12:11 AM Accepted
    Your question is too broad for a definitive answer. You need to be more specific as to the situation that prompted your question. While the process of marketing products or services is essentially the same, it is the differences, overt and subtle, between the products or services under consideration that are the key to your question. That is why you need to give some actual context to your question.
  • Posted by Peter (henna gaijin) on 1/11/2020 at 12:16 PM Accepted
    There would be an advantage to tracking and reporting if the software is downloadable. Most products, we can report clicks but have problems tracking beyond that. But if it is a product they can buy online, as some software is, it makes the tracking of results easier.
  • Posted by mgoodman on 1/12/2020 at 8:05 PM Accepted
    I don't see any difference. Of course the cost of goods to *make* the product is considerably less for software than for most tangible products, so you can afford to pay more per click ... but that doesn't change the overall view that marketing tangible and intangible products (through search) is essentially the same.
  • Posted by Shelley Ryan on 2/4/2020 at 10:19 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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