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Drab to Fab: Transform Inbound Marketing with Digital Ads


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In our Q3 Knoxville HubSpot User Group (HUG) meetup, Lindsay Elsten, a client success manager at VIEO Design, presented "Drab to Fab: Transform Inbound Marketing with Digital Ads" where our HUG members learned how to leverage digital advertising in their inbound marketing strategies and get better ROI with "inboundy" ads.

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Drab to Fab: Transform Inbound Marketing with Digital Ads

  1. 1. Drab to Fab: Transform Inbound Marketing with Digital Ads #KnoxHUG
  2. 2. •HUG Introductions •HUG News • Next meetup – save the date! • HubSpot product and feature updates •Speaker Introduction •Presentation and Q&A #KnoxHUG What We’ll Cover
  3. 3. Meet the Knoxville HUG Leader and Co-Leader Holly Yalove /hollyyalove Mitch Transue /mitchell-transue • Agency Partner Certification • Inbound Marketing Certification • HubSpot Marketing Software Certification • HubSpot Design Certification • Contextual Marketing Certification • Inbound Sales Certification • Growth Driven Design Agency Certification • Email Marketing Certification • Content Marketing Certification • Certified Google Partner • Certified Yext Partner • HubSpot Beta Testers Agency Certifications:
  4. 4. Q4 HUG: Thursday, November 8th #KnoxHUG Next HUG Meetup
  5. 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. 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:
  7. 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. 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. 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. 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. 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
  12. 12. Meet Our Guest Speaker Lindsay Elsten Client Success Manager, VIEO Design #KnoxHUG
  13. 13. By: Lindsay Elsten Client Success Manager, VIEO Design #KnoxHUG Drab to Fab: Transform Inbound Marketing with Digital Ads
  14. 14. #KnoxHUG Google PPC Account Set Up Account = Store Campaign = Department AdGroup = Type of Clothing Keywords/Ads/LPs = Clothing Display
  15. 15. #KnoxHUG 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.
  16. 16. #KnoxHUG Makes Ads Inbound-y Through 1. Different ad types 2. Keyword selection & ad copy 3. The right targeting methods
  17. 17. #KnoxHUG Different Ad Types Search/Text Ads 1. Targets an active searcher 2. Good for small budgets & “emergency” products 3. Ideal for mobile campaigns Drab/Fab Search Ad
  18. 18. #KnoxHUG 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
  19. 19. #KnoxHUG Drab/Fab Display Ad ETOnline Targeted vs Non-Targeted Targeted aka “FAB”:
  20. 20. #KnoxHUG Drab/Fab Display Ad Non-Targeted aka “DRAB” (incognito browser mode): ETOnline Targeted vs Non-Targeted
  21. 21. #KnoxHUG 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
  22. 22. #KnoxHUG Drab/Fab Social Media Ads
  23. 23. #KnoxHUG 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. 24. #KnoxHUG 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. 25. #KnoxHUG 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
  26. 26. #KnoxHUG Examples: See how my results changed based on the specifics in my query.
  27. 27. #KnoxHUG 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. 28. #KnoxHUG 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. 29. #KnoxHUG 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. 30. #KnoxHUG 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.
  31. 31. #KnoxHUG Drab vs. Fab KPI Analysis
  32. 32. #KnoxHUG 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
  33. 33. #KnoxHUG SEO & Digital Ads: Better Together
  34. 34. #KnoxHUG How Can HubSpot Help? • HubSpot’s Ads Tool (add-on) • HubSpot’s Facebook Lead Ads (free and paid versions) See details at:
  35. 35. #KnoxHUG 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. 36. #KnoxHUG 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.
  37. 37. #KnoxHUG How Can HubSpot Help? 3. Manage & Optimize Campaigns Within HubSpot
  38. 38. #KnoxHUG 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.