Will DeKrey and Alex Girard of HubSpot spoke at the Manchester NH HUG in June 2018 about journey based advertising, and the 4 M's to remember when creating your digital ads strategy.

1. The “Four Ms” of Journey
Based Advertising
Manchester HUG - June 2018

2. Will Dekrey
Product Manager, Ads
Alex Girard
Product Marketer, Marketing Hub

3. What we’ll cover
● Journey Based Advertising
● The “Four Ms” of Journey Based Advertising
● Search vs Social
● Folding all of this into your Ads Strategy in HubSpot

4. What is Journey Based Advertising?

5. In the old world...Advertising was viewed as a top of the funnel strategy.

6. Advertising timeline
2004 2018
Ads were…
• Intrusive
• Not targeted
• Not helpful

7. Facebook Flyers
When Facebook first started allowing
advertisement in 2004, this was the only option
marketers had to advertise on their site.

8. Advertising timeline
2004 2018
Ads were…
• Intrusive
• Not targeted
• Not helpful
Ads are…
• Non-Interruptive
• Extremely
targeted
• Engaging

9. Journey Based Advertising
Advertising to your audience at every stage of their
buyer’s journey, and changing your strategy to meet
the unique needs of your audience at each stage.

11. #PARTNERDAY18
The “4 Ms” of Journey
Based Advertising

12. stage in buyer’s journey
Medium
network + format
message + action + reward
result + ROI

13. Moment
stage in buyer’s journey
Medium
network + format
message + action + reward
result + ROI

14. Moment
stage in buyer’s journey
Medium
network + format
Momentum message + action + reward
result + ROI

15. Moment
stage in buyer’s journey
Medium
network + format
Momentum message + action + reward
Measurement result + ROI

16. #PARTNERDAY18
Medium

17. What type of ad should I run at each stage
of the buyer’s journey?

19. IntentInterests

20. FLICKR USER DON BURKETT
FLICKR USER DON BURKETT
Interests

21. FLICKR USER DON BURKETT
Intent

24. Ad Placement

25. Mediums to consider at each stage of the Buyer’s Journey
Search Ads
Instant Articles
Feed Ads

26. Mediums to consider at each stage of the Buyer’s Journey
Search Ads
Instant Articles
Feed Ads
Facebook Lead Ads
Carousel Ads

27. Facebook Lead Ads

28. Facebook Lead Ads

29. Mediums to consider at each stage of the Buyer’s Journey
Demo Video Ads
Shopping Ads
Instant Articles
Feed Ads
Facebook Lead Ads
Carousel Ads
Search Ads

30. #PARTNERDAY18
Moment

31. What audience should you use at each
stage of your Buyer’s Journey?

32. Audiences to consider at each stage of the Buyer’s Journey
Pixel + Lookalike Audiences

34. Lookalike Audiences

35. Lookalike Audiences

36. Audiences to consider at each stage of the Buyer’s Journey
Pixel + Lookalike Audiences Retargeting
Custom Audiences

37. Retargeting
Create audiences based on specific
behavior from your site visitors

38. Audiences to consider at each stage of the Buyer’s Journey
Pixel + Lookalike Audiences Custom AudiencesRetargeting
Custom Audiences

39. Custom Audiences
Zero in on the best leads who are
ready to convert

40. Keywords to consider at each stage of the Buyer’s Journey
“How to get started with
advertising?”
“What is the best tool to use
for journey based
advertising?”
“What are different
approaches to advertising?”

41. #PARTNERDAY18
Momentum

42. How can I move people from one stage of
the buyer’s journey to the next?

43. Campaign Objective
Tell the networks what to optimize
your ads for.

44. BUYER’S JOURNEY CONTENT / OFFER
Awareness
Consideration
Decision
Recommended Blog
Post
eBook
Product demo video
EXCLUDE!
AUDIENCE
Lookalike of All Website
Visitors
All Blog Post Visitors
All Content
Downloaders
Current Customers

46. Automate your lead ads
Generate new audiences, or enroll
contacts in workflows off your ads.

47. #PARTNERDAY18
Measurement

48. THE GOAL OF ANY
ADVERTISING CAMPAIGN
IS TO HAVE A POSITIVE
RETURN ON INVESTMENT.

49. Measuring success at each stage of the Buyer’s Journey
Clicks on your ads Customers generatedForm submissions

50. Average Form Conversion Rate = Look at Landing Page Data
Average Lead to Customer Rate = Look at Sales Data
Customer Lifetime Value = Avg. Yearly Revenue X Avg. Customer Lifespan
Calculating ROI

51. Average Form Conversion Rate = 7%
Average Lead to Customer Rate = 10%
Customer Lifetime Value = $2700
Calculating ROI
Goal: Determine how much you can pay for a click on
your ad to generate one new customer at positive ROI

52. Average Lead to Customer Rate
One New Customer
10%
1
= = 10 Conversions needed
Calculating ROI

53. Average Form Conversion Rate
Conversions Needed
7%
10
= = 143 Clicks
Calculating ROI

54. Average Form Conversion Rate
Conversions Needed
7%
10
= = 143 Clicks
143 Clicks on your
Ad
1 New Customer
Calculating ROI

55. Clicks Needed
Customer Lifetime Value
143
$2700
= = $19 per click
Calculating ROI

56. How much should I spend on Ads?
https://www.hubspot.com/ads-calculator

57. Measuring success at each stage of the Buyer’s Journey

58. Influence Metrics
Understand your ads impact at every
stage of the buyer’s journey.

59. Moment
stage in buyer’s journey
Medium
network + format
Momentum message + action + reward
Measurement result + ROI

60. #PARTNERDAY18
Want to learn more?

61. Crystal King, Social Media Professor

62. Sig t e t i h e:
h p ://ac y.hu p .co /co s/so -me

63. THANK YOU