All the slides from the first Manchester HUG of 2017, hosted by Digital 22.

1. www.digital22.com
Welcome to the
Manchester HUG

2. Agenda
● Introductions
● Aligning the inbound
methodology with the paid
Google suite
● An open discussion on social
media ads
● Q&A - your questions
answered

3. The aim of the Manchester HUG is for like minded people to share their
experiences and tactics so everyone can improve their inbound results.
Each session will focus on a particular aspect of inbound marketing so that
you can leave a better marketer.
#ManchesterHUG

4. www.digital22.com
Introductions

5. www.digital22.com
The Inbound
Methodology and The
Paid Google Network

6. Agenda
● Why Adwords?
● What’s changed?
● Today’s choices
● How they align with inbound
○ Methodology
○ Inbound-y ads
● Tips with Adwords success

7. Benefits of
Adwords
● Market share - 90% of internet users worldwide
(1 billion users every month)
● Targeting - the right people, in the right place, at
the right time
● Control costs - choose how much you spend per
month, per day, and per ad. There’s no minimum.
● Tracking - how many people see your ads, what
percentage of them click, even how many click
to call you and actual leads / sales
● Testing inbound - landing pages conversion
rates, workflow performance etc
● Quick wins - inbound is long term so can
supplement
● 53% of HubSpot customers use ads...

8. www.digital22.com
What’s changed?

9. Not so long ago
Google looked
something like this...

10. =

11. Now...

12. =

13. But...

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Today’s choices

16. Search Display

17. Search Ads

18. Display Ads

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How they align
with inbound

21. The different stages of the customer journey
Awareness
“I want to know...”
Google Display Network
YouTube

22. YouTube
Search
Google Display Network
Awareness
“I want to know...”
Consideration
“I want to choose...”
The different stages of the customer journey

23. Decision
“I want to buy...”
YouTube
Search
Gmail
Google Display Network
Awareness
“I want to know...”
Consideration
“I want to choose...”
The different stages of the customer journey

24. What are the campaign objectives?
Awareness
“How do I find more
customers?”
Search
Google
Display
Network
YouTube
Gmail
“How do I stand out in a
busy marketplace?”
“How do I drive sales and
grow my business?”
“How do I engage
my customers?”
Consideration Purchase Loyalty

25. Budget strategy for your goals

26. ‘Rules’ of
inbound-y ads

28. PPC + Inbound = Inbound-y Ads!
We've determined the following criteria for classifying inbound-y ads:
● The ad is shown to the right people, at the right time
● The ad presents a direct solution to a search query
● The ad moves the searcher further down the Buyer's Journey
At least two of the above must be true for the ad to be considered 'inbound-y'.
What is an inbound-y ad?

29. What is an inbound-y ad?
Interruptive, unexpected ads are certainly not inbound-y
v Right time, helpful and aligns with buyer's journey
Right person and moves down the buyer's journey
✓
✓
x

30. www.digital22.com
Tips for
Adwords success

31. Understand
Quality Score
● The AdWords system is setup to identify and reward quality
ads, it calls this Quality Score
● With 1 being the worst and 10 being the best
● Quality Score for each keyword in your account
● Quality Score has a huge impact on your Ad Rank
○ What position you show
○ How much you pay

32. Quality Score factors

33. Understand
Ad Rank
● Ad Rank is a value that's used to determine:
○ Your ad position (where ads appear on a page)
○ Whether your ads will show at all
● Ads with the highest Ad Rank get the most desirable
placements on the page

34. Ad Rank in action

35. Use Ad Extensions
● Effects Ad Rank
● Opportunity to stand out
● Increase click through rate (Influences
Quality Score)
● Drive the right conversions

36. Select the
right campaign
sub-type
Simple
All features
✓
x

37. Highlight what
makes you unique
Use a call to action Include sales terms Match ads to
keywords
Match ads to your
landing page
Creative effective ads

38. Know your match types

39. www.digital22.com
Any questions?

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Social Media Ads:
An open discussion

41. ● The case for social ads
● Linkedin
● Facebook
● Twitter
Agenda

42. The case for
social ads
● Who uses social ads?
● Why do you use them?

43. The case for
social ads
Our reasons for using them:
● Quick results
● Testing your assets
● Filling the top of the funnel
● Drive leads through the buyer's
journey

45. Cons:
- High cost per click
- Expensive to test with
- No retargeting options (yet)
Click Through
Rate
Average Cost Per
Click
Cost per 1000
Impressions
Cost per Lead
0.35% £3.49 £12.16 £33.80
What we’ve found...
Pros:
- Great targeting options
- Lead quality usually high
- % lead to sales
- Can be created in Hubspot
(Ads Add-On)

47. Click Through
Rate
Average Cost Per
Click
Cost per 1000
Impressions
Cost per Lead
0.19% £2.35 £3.21 £35.95
Pros:
- Good value for high volume
awareness
- Innovative targeting (hashtags,
competitor followers etc)
- Can use tracking pixels for
audience creation
- Can run retargeting campaigns
Cons:
- Lead quality not as consistent
as other platforms
- Untraditional targeting options -
harder to get persona
- High volume platform - less
buyer intent, more casual
- Lots of competitor interaction
- Can’t create in Hubspot Ads
Add on
What we’ve found...

49. Click Through
Rate
Average Cost Per
Click
Cost per 1000
Impressions
Cost per Lead
0.34% £0.96 £4.56 £40.50
Pros:
- Best for targeting (roles,
company's, interests, locations
and more)
- Biggest user base
- Lowest cost per click
- Not just for B2C...
- Can use tracking pixels for
audience creation
- Can run retargeting campaigns
- Can be created in Hubspot
(Ads Add-On)
Cons:
- Ad Manager not easiest for
beginners (Manager, Power
Editor, Boosting Posts etc)
- Job Role data not as
concrete as Linkedin but
getting better.
What we’ve found...

50. www.digital22.com
Any other points
to discuss?

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HUG Q&A

52. Save the date
(Plus testing new time)
● 10th May
○ Inbound marketing and
sales alignment
● 12th July
○ Going beyond words
(podcasting, video and
interactive content)
● 18th October
○ Key learnings from
INBOUND17
○ Growth Driven Design

53. www.digital22.com
Home time!