First time at HUG?
We’re so glad you’re here! We meet once a month to
share inbound marketing best practices and get to
know other marketers in Austin.
11:30-11:50am- sign in/network/fill out lunch order card
12:00pm-12:45 pm- Parker Short, “Facebook ads: your
inbound program’s secret weapon”
12:45pm- Wrap up
Upcoming HUG Events:
May 18: “How to recruit, hire, and develop top inbound
talent” with Brad Voeller of Digital Creative Institute
June 22: Building your email list with Jenna Fortunato of
Amazon Dot contest
We’re giving away an Amazon Dot for some of our most
You’ll be entered once for every meeting you attend
between the April, May, and June HUG meetings. We’ll
draw a name after the June meeting.
Austin HUG Slack channel
If you attended the March meeting, you should have been emailed an
invitation to join the HUG Slack channel. We’ll send out invitations again
to anyone here today who missed last meeting.
On May 11, we’ll have a chat to follow up from today’s presentation.
On May 25, Justin Champion from HubSpot Academy will join us again
to answer any questions about creating pillar content (if you missed his
event last week, you’ll want to participate in this!)
We’ll be sending out a survey after the meeting to get
your feedback. Please let us know if you have any
questions or suggestions.
We want to hear from you!
(yes, that’s a real thing)
• Why inbound ads?
• Use Facebook ads to:
How can ads be inbound?
There’s a difference between interruptive ads and
Look at the format that ads take. Are they
integrated with the platform, or are they pop-ups?
If you’re on Facebook, you’re going to see ads.
Facebook works hard to make sure their ads are
They ﬁt into the platform, they’re non-interruptive,
and they’re very effective.
What this presentation is and isn’t
There are hundreds of ways to use Facebook ads.
I’m going to highlight some common use cases
for supporting an inbound program.
This is just a starting point.
We’ll have a follow-up session on Slack where
we’ll go deeper.
Where do Facebook ads ﬁt in
the Inbound methodology?
What are you typically doing to attract new visitors
to your website?
• Social promotion
• Guest posting
With Facebook ads, you can:
• use your existing persona research to build out
your exact target audience
• target an audience based on demographics,
location, interests, and much more
• test out different audiences to see who’s most
receptive to your ads
1. Build out your audience
2. Put together ad units
3. Test out multiple variations- you can run
several ads concurrently to see which ones are
4. See what converts
The Facebook pixel is a lot like the HS tracking
It tracks conversions and audiences of people
who visit your site.
You can build out custom audiences to target
people who visit speciﬁc pages.
That means you can target people who visit
landing pages but don’t convert
You don’t have to have any information on them
to target them like this- Facebook knows who they
You can use this to build out very speciﬁc and
small audiences (as small as 20 people)
This can help you ﬁx a leaky funnel.
If your conversion rates aren’t what they should
be, you can retarget them with a different offer
We talk about this a lot, but don’t really focus on it
You can promote your best-performing content
out to lookalike audiences, or promote your
content to friends of friends (shows social proof,
HubSpot’s Ad Integration
• Pulls your Facebook campaign information into
• Buckets trafﬁc and leads into the paid social category
• Automatically tracks leads you’ve generated and
whether they close into customers
• If you’re using the CRM, it can calculate the ROI of
your ad spending