live webinar: amplifying the effect of great inbound marketing

Can Ads be Inbound?#InboundyAds

Inbound, LinkedIn and the HubSpot Ads Add-On

Marcus Andrews@Marcus_AndrewsPMM - HubSpot Ads

Want to Follow Along?Resources to Review Along the Way

HubSpot Customer?

app.hubspot.com/L/products

New to LinkedIn Advertising? Trial today and get a free $100 LinkedIn Credit


Not a HubSpot Customer?

HubSpot.com/Products/Ads


Already Running LinkedIn Ads?

LinkedIn.com/ads

Can Ads Be Inbound? #InboundyAds

We Used to Think

TraditionalCold Calling SPAM EmailsInterruptive AdsMarketer - Centric

InboundSEO and ContentBloggingAttractionCustomer - Centric

vs

If you bought an ad, you were irritating your customer

But we’ve decided to take another lookAnd were blown away by what we saw

Of HubSpot customers have used ads this year.Successfully using ads to amplify the effect of great inbound marketing campaigns.

53%

Inbound and AdsAmplifying success all the way down the funnel

Some Ads Amplify Inbound Ads that satisfy intent and extend the reach of great content work with inbound

Some Ads Amplify Inbound Ads that satisfy intent and extend the reach of great content

LinkedIn Sponsored Updates

1. Appear in LinkedIn Stream just like content and powered by content

2. Ability to reach the right audience based on professional targeting signals

3. Gets the content into the hands of a new audience who can benefit from it.

4. Amplify the effect of great content - more leads from existing offers

5. Integrates seamlessly into existing marketing campaigns

Ads Can Be Inbound! OK but, how do I get good at ads?

1. Find the right Ads for You

There are lots of places to advertise online

All with unique value.

LinkedIn and Google are leaders in search and social when it comes to B2B marketing.

1 in 3 professionals on the planet are on LinkedIn.

LinkedIn Sponsored Updates amplify content to the professional audience you’re targeting.

71% of B2B researchers start their research with a generic search.

Google’s search ads give B2B marketers access to the top of search results.

LinkedIn Marketing Solutions - ThinkwithGoogle

2. Don’t put Ads First Campaign A - Put Ads First

Average display ad

The ad is an ad1. Text2. Image3. CTA

Ad drives targeted traffic to your homepage.

User clicks around, then leaves.

Campaign B - Built Ads into Campaign

LinkedIn Sponsored Update

Ad is content 1. Fits into stream2. Remarkable content3. Adds value

Ad drives targeted, qualified traffic to a customized landing page.

User clicks, fills out form and is tracked as a conversion.

VS

3. Spend the Time on Targeting

Example Buyer Persona:Marketing Mary

Professional marketer (VP, Director) ● Mid-sized B2B (25-200 employees)● Arizona, Las Vegas, San Francisco/Bay Area● Finance Industry ● Small marketing team (1-5 people)● Comm (BU), MBA (Babson)● Skills: Social Media

Goals:● Support sales with collateral and leads● Manage company communications

Example LinkedIn TargetingBest Practice: Keep your target audience between 60,000 and 250,000 members.

Location- N. America- Arizona, Las Vegas, San Francisco/Bay Area

Companies (Category)- Financial Services, Accounting

Job Title (by Job Title) - VP, Director

Skills- Social Media

4. Measure what Matters Click Metrics Good to know but less important

ImpressionsEach time your ad appears to a user, it's counted as an impression.

Clicks and Click-Through Rate (CTR)The number of users who click your ad. CTR tells you how many people who’ve seen your ad end up clicking on it.

Cost-per-Click How much you pay for every click your ad receives. A common way to pay for ads.

Conversion Metrics Metrics you should focus on to evaluate campaigns

Conversions Number of leads or form fills an ad has generated

Cost-per-Acquisition (conversion)For ads that generate conversions, the average cost it takes to deliver one conversion.

MQLs / Customers Which conversions become MQLs and customers.

ROI (Return on Ad Spend) The total value of the customers/conversions an ad generates after the cost of the ad or campaign.

4. Measure what Matters What are currently able to measure?

Beginner

Expert

TrafficSuccess = visits to my site

CPC/CTRSuccess = low cost and high click-through Conversions

Success = Leads and a strong conversion rate

ROISuccess = Strongest return on my ad spend and lowest cost-per-acquisition

Click Focused:Only measuring what happens with ad.

Conversion Focused:Measuring the actions ads drive

5. Test and Optimize Do more or what works and less of what doesn’t

A/B TEST 1 A/B TEST 2 A/B TEST 3

Offer A

Offer B

Test ads/keywords to different offers with different creative. See which drives more conversions.

VS. 2 Conversions

4 Conversions

Optimize ads by building on what was working and pausing ineffective ads.

3 Conversions$12.89 avg





Focus on ROI and Conversions and increase budget towards best performing ads. Continue process to drive best results.

The HubSpot Ads Add-OnThe Easiest way to Build, Measure and Optimize Ads

Campaign CreationBuild ad campaigns faster and easier - right inside of HubSpot

Creating Campaigns

● We’ve streamlined campaign creation by integrating your landing pages and social posts into ads.

● Build targeted ads that reach your buyer personas and help more prospects find your content.

● Pause, update and tweak ads right inside HubSpot to optimize for success.

Campaign MeasurementTo master ads you need to know how many leads and customers an ad generates.

Measuring Success

● When you build campaigns in the Ads Add-On we automatically start tracking conversions and ROI. Never deal with tracking codes again.

● Get a complete view of your ads across networks and campaigns in one place. Alongside your other marketing data.

● Go beyond clicks with conversions and ROI data for every ad and keyword. Allowing you to know exactly what's working and what’s not..

Campaign OptimizationWe’ve built knowledge right into the tool. Empowering you to become the ads expert.

Optimize Ads with Conversions

● There can be some bumps along the way with ads. We removed common areas of trouble and allow you to review progress at each step.

● We’ll help you set the right bid based on your goal and what you set as a profitable conversion.

● Test and optimize ads based on the best data available surfaced through the Ads Add-On.

HubSpot Customer?

app.hubspot.com/L/products

Get Started with AdsResources to Get Going

Not a HubSpot Customer?

HubSpot.com/Products/Ads



Already Running LinkedIn Ads?

LinkedIn.com/ads