Software as a Service (SaaS) Keywords

This is a portion of Paid Search Podcast episode 302 titled "Amazing Google Ads Q&A Episode". In this clip, Chris and Jason answer this question: 

I am a Google Ads freelancer with a couple of clients and I wanted to see if you would be interested in covering SaaS products a little more specifically. There are situations where I am targeting keywords that 100% target the services a client offers. I'll spend months trying to get it to work. They have a bunch of people reach the “book now” page and for the most part, they drop off.  I just can't fathom why the keywords I have selected wouldn't work at all.
    
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