Search intent matters throughout the funnel
Optimizing SaaS marketing accurately is hard, which is why almost no-one is able to do it right. Let me make a guess and see if this applies to you, shall we?
You’re calculating average values of signups and subscriptions, and use the same average for all marketing campaigns.
Imagine the following different SEM campaigns targeting low value and high value intents.
| Product | High volume, low value | Low volume, high value |
|---|---|---|
| Music streaming | “Play music online” | “Lossless music streaming” |
| Code version control | “Version control repository” | “CD/CI cloud pipeline” |
| Freemium guitar learning app | “Learn to play guitar free” | “Learn Metallica on guitar” |
| Customer success platform | “Support ticket software” | “Multi-language help centre” |
| Workforce management | “Shift scheduling tool” | “On-demand pay software” |
| Online developer courses | “Python for beginners” | “AWS Certificate course” |
Signups from the high value list are bound to be more profitable in the long run, but typical marketing tools will only be able to track to a conversion, not the actual customer lifetime value.
With ilvao Return, you’ll know exactly the best profitability level for each of your campaigns.