This document summarizes a presentation given at a HubSpot User Group meeting. The presentation discussed how to make digital advertising more inbound-focused by using different ad types like search, display, and social media ads appropriately. It also covered best practices for keyword selection, ad copy, targeting methods, and measuring success. The presenter explained how HubSpot's tools can help with digital ads by integrating them into the CRM and allowing measurement of true ROI.
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Drab to Fab: Transform Inbound Marketing with Digital Ads
1. Drab to Fab:
Transform Inbound Marketing
with Digital Ads
#KnoxHUG knoxville.hubspotusergroups.com
2. •HUG Introductions
•HUG News
• Next meetup – save the date!
• HubSpot product and feature updates
•Speaker Introduction
•Presentation and Q&A
#KnoxHUG knoxville.hubspotusergroups.com
What We’ll Cover
4. Q4 HUG: Thursday, November 8th
#KnoxHUG knoxville.hubspotusergroups.com
Next HUG Meetup
5. HubSpot Product Update
Highlights
The New Growth Suite: New product bundle that gives access to all of
HubSpot’s marketing, sales, and customer service software — fully
integrated and discounted at 25% off standalone prices. Available in
Free, Starter, Professional, and Enterprise editions.
6. HubSpot Product Update
Highlights
New Products and Product Features Released
• Service Hub FREE: Ticketing, live chat, conversational bots, meeting
scheduling, customer service reporting, and more!
• Service Hub Starter: New entry level service package that helps
build a basic help desk. What’s in Free + conversation routing and
email sequences.
• Service Hub Enterprise: A new package of service tools for
sophisticated service teams. Includes all Pro features + new tools.
For details see: www.hubspot.com/new
7. HubSpot Product Update
Highlights
New HubSpot Enterprise-Level Features
Brand new lineup of features across the enterprise editions of HubSpot’s
marketing, sales, and customer service software.
For Marketing:
• New Facebook Messenger tools
• Email throttling (email send protection)
• Enhanced social permissions
• Custom event funnels, custom analytics filtering, advanced revenue
attribution reports, and more
8. HubSpot Product Update
Highlights
New HubSpot Enterprise-Level Features
For Sales:
• Automatic call transcription
• Integrated sales playbooks
• Tracking for recurring revenue
• Seamless quote creation and approvals with e-signatures (on quotes
and other documents)
• Accept payments with Stripe, and more
9. HubSpot Product Update
Highlights
New HubSpot Enterprise-Level Features
For Customer Service:
• Agent goals - for tracking things like average ticket response time
• Customer health scoring - to identify those at risk for leaving
• Centralized help desk tools
• Playbooks, and more
10. HubSpot Product Update
Highlights
• [Now Live] HubSpot Video: New native video
functionality woven throughout the HubSpot platform
(available to Pro and Enterprise users)
• [Now Live] Deal-based and Ticket-based Workflows:
• Deal workflows are available to all Sales Hub Professional users
• Ticket workflows are available to all Service Hub Professional
users
• [New] Standalone HubSpot CMS: Lots of smart content
options to fully personalize and customize user
experience
11. HubSpot Product Update
Highlights
• [Now Live] Advanced Website Audiences for Ads add-
on users:
• Target ads based on interactions with specific content, such as a blog
post
• Create a website audience within a flexible time period to customize
your targeting based on how recent a website interaction was
• Combine multiple rules using ‘OR’ logic
• All of these audiences can be created simultaneously across all
advertising accounts and networks you have connected to HubSpot
15. #KnoxHUG knoxville.hubspotusergroups.com
3 Must-Haves to Make a Digital Ad Inbound-y
1. The ad is shown to the right people, at the right time
2. The ad presents a direct solution to a search query
3. The ad moves the searcher further down the Buyer's Journey.
18. #KnoxHUG knoxville.hubspotusergroups.com
Different Ad Types
Display Image Ads
1. Targeting users that are not necessarily in “shopping mode”
2. Good for branding campaigns or if you have a lengthy sales process
3. Ideal for “sexy” products or video ad content
21. #KnoxHUG knoxville.hubspotusergroups.com
Different Ad Types
Social Media Ads
1. Targets users in a more personal setting
2. Great for content promotions, product coupons, and local businesses
3. Ideal for ecommerce and influencer branding
23. #KnoxHUG knoxville.hubspotusergroups.com
Keyword Selection & Ad Copy
Broad Match
Ads may show on searches that include misspellings, synonyms, related
searches, and other relevant variations. So, if your keyword is “women’s
hats,” someone searching for “buy ladies’ hats” might see your ad.
1. Use to get data on a new account
2. Use to reach a wide audience
3. Move away from Broad as you optimize
24. #KnoxHUG knoxville.hubspotusergroups.com
Keyword Selection & Ad Copy
Phrase Match
Ads may show on searches that match a phrase, or are close variations of that phrase,
with additional words before or after. Ads won't show, however, if a word is added to
the middle of the phrase, or if words in the phrase are reordered in any way.
1. Use to further optimize your ads, without limiting quality impressions
2. Ideal for middle of the funnel targeting & moving people through the funnel
25. #KnoxHUG knoxville.hubspotusergroups.com
Keyword Selection & Ad Copy
Exact Match
Ads may show on searches that match the exact term or are close variations of that
exact term. Designated with brackets, the keyword [women's hats] could show when
someone searches on Google for “hats for women.”
1. Use when you know your customer well
2. Good when you have a specific product or offer to showcase
27. #KnoxHUG knoxville.hubspotusergroups.com
Targeting Methods
Behavioral Targeting — The practice of targeting and serving ads to groups of people who exhibit
similarities in how they act and react online. This involves tracking and targeting specific subjects,
content, and shopping categories.
Geo-targeting — Geo-targeting allows the advertiser to specify where ads will or won’t be shown
based on the searcher’s location, enabling more localized and personalized results.
Lookalike Audience — Users who are similar to your existing target audience. This will help
increase awareness, consideration, and conversion.
Retargeting — This allows marketers to target users who have already been to your site and have
experience with your brand or service and lead them back to your site.
28. #KnoxHUG knoxville.hubspotusergroups.com
Measuring Success
Common Mistakes
• Not creating AdGroup-specific ad extensions
• Setting up automatic bidding too early
• Setting up conversions incorrectly
• Not utilizing negative keywords
• Making too many changes
• Follow Google’s Self Promotion Opportunities tab:
What Google is trying to solve for you is a lack of clicks, not a lack of
conversions or revenues and profits for your business. They do this by:
• Encouraging you to increase budget
• Encouraging you to bid more
• Encouraging you to add keywords”
29. #KnoxHUG knoxville.hubspotusergroups.com
Measuring Success
Best Practices
• Use shared budgets
• Use a variety of ad types
• Create specific AdGroups
• A/B test (use Google ad experiments, ad copy, etc.)
• Use RLSAs – combine display remarketing with active searchers
30. #KnoxHUG knoxville.hubspotusergroups.com
Measuring Success
Quality over Quantity
• Click-Through Rate (CTR) — A metric that measures the number of clicks an ad gets per number of impressions.
Clicks / Impressions = CTR. For example, if 10,000 people see your ad and 20 people click your ad, your CTR is
0.2%.
• Conversion— An action that’s counted when someone interacts with your ad (clicks, video views) and then takes
an action that you’ve defined as valuable to your business. This includes online purchases or a calls to your
business from a mobile phone.
• Cost-Per-Acquisition (CPA) — The measurement of the cost of acquiring a customer who clicks on a website link
or completes any action — in other words, the return on marketing investment. Cost / Acquisitions = CPA.
• Quality Score — A search engine’s rating of the relevance and quality of keywords used in Search Engine
Marketing campaigns. It is largely determined by the expected CTR, the relevance of ad copy, landing page
quality and relevance, and other factors.
32. #KnoxHUG knoxville.hubspotusergroups.com
SEO & Digital Ads: Better Together
1. Visibility in SERPs & social media (especially on mobile)
2. Shared keyword data - Search Terms Report
3. Ad copy to influence content strategy & vice versa
4. SEO takes longer to work
• Digital ads can build up traffic to the site to help boost traffic
while you work on SEO
34. #KnoxHUG knoxville.hubspotusergroups.com
How Can HubSpot Help?
• HubSpot’s Ads Tool (add-on)
• HubSpot’s Facebook Lead Ads (free and paid versions)
See details at: www.hubspot.com/products/marketing/ads
35. #KnoxHUG knoxville.hubspotusergroups.com
How Can HubSpot Help?
HubSpot’s Ads Tool (for Facebook, Instagram, AdWords, LinkedIn) will:
1. Measure True ROI
HubSpot’s ads tool goes beyond traditional ad metrics like impressions, clicks,
and cost-per-click to report on actual leads and ROI generated by every
Facebook and Google ad. You’ll be able to combine deal data with ad data
and know exactly how your paid advertising contributes to the bottom line.
36. #KnoxHUG knoxville.hubspotusergroups.com
How Can HubSpot Help?
HubSpot’s Ads Tool (for Facebook, Instagram, AdWords, LinkedIn) will:
2. Use Smart Lists as Ad Audiences
Form a bond between any HubSpot list and Facebook or Google ad audience.
Go a step further by building lookalike audiences in Facebook from smart lists
and reach more potential customers who are like your current buyers.
38. #KnoxHUG knoxville.hubspotusergroups.com
How Can HubSpot Help?
4. HubSpot’s Facebook Lead Ads
• Available in HubSpot CRM accounts (free)
• Extended functionality when you have
the Ads add-on
Facebook lead ads allow potential
customers to sign up for your offers right on
Facebook and give you accurate contact
information for follow up.