INBOUND AMPLIFIED: USING ADS TO DRIVE MORE LEADS

Transcription

1 INBOUND AMPLIFIED: USING ADS TO DRIVE MORE LEADS We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 Mark #InboundLearning

3 Marcus #InboundLearning

4 AGENDA 1 Why ads? 2 Ads and inbound strategy 3 Measurement and optimization 4 HubSpot Ads 5 Examples and data 6 Next steps and resources

5 1 WHY ADS?

6 Ads and inbound together? Why we decided to add Ads into the inbound methodology and HubSpot 53% Of HubSpot customers used Ads in Successfully using ads to amplify the effect of great inbound marketing campaigns.

7 Combining Ads & Inbound We used to think if you bought an ad you were irritating your customers Traditional Cold Calling SPAM s Interruptive Ads Marketer - Centric vs Inbound SEO and Content Blogging Attraction Customer - Centric

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

9 LinkedIn Sponsored Updates 1. Appear in LinkedIn Stream just like content 2. Ability to reach the right audience based on professional targeting signals 3. Self managed with only a $10 minimum 4. Amplify the effect of great content driving more leads from existing offers 5. Integrate into existing HubSpot campaigns through the Ads Add-On

10 Google - AdWords Search Ads 1. Answer a search query 2. Provide helpful information to users looking for what you have to offer 3. Compliment SEO and content marketing 4. Self managed and works with budgets of all sizes 5. Integrate into existing HubSpot campaigns through the Ads Add-On

11 2 ADS AND INBOUND STRATEGY

12 Your Strategy for ads + inbound Lets explore the different use cases and best practices Use inbound to build awareness and nurture your audience. Search & Social Ads Turn people interested in your industry or offering into leads and customers with ads.

13 LinkedIn Sponsored Updates For most inbound marketers the majority of their leads come from only a few offers or pieces of gated content. Use social ads like Sponsored Updates to bring those ads to a new audience and drive the most leads from a piece of content.

14 Google - AdWords Search Ads A good place to start with search ads is bottom of the funnel keywords. This is an easy way to start generating conversions and understand how people are searching for you and where there is competition in the auction.

15 Your Strategy for ads + inbound Lets explore the different use cases and best practices Use Case : SEO Kick start Search Ads It can take a while for SEO and content to start driving leads. Consider Search Ads as a way to drive traffic while content is warming up. This isn t super sustainable so make sure to use a combination of SEM and SEO.

16 Your Strategy for ads + inbound Lets explore the different use cases and best practices Use Case : Amplify TOFU Content Search & Social Ads Inbound marketers find relatively few pieces of content or offers that drive the majority of leads. When you have a great offer, use ads like gas on the fire, to drive more leads from a new audience.

17 Your Strategy for ads + inbound Lets explore the different use cases and best practices Campaign A - BAD! Campaign B - GOOD! BoFu Search Ad ToFu Search Ad The ad is general 1. No offer 2. No details 3. Not unique VS Ad is content or offer 1. Answers search 2. Stands out 3. Very relevant Ad drives targeted traffic to your homepage. Ad drives targeted, qualified traffic to a customized landing page. Users click around, then leave. User clicks, fills out form and is tracked as a conversion.

18 3 MEASUREMENT AND OPTIMIZATION

19 Measurement & Optimization Ads are about doing more of what works and less of what doesn t

20 Measurement & Optimization Ads are about doing more of what works and less of what doesn t Measuring Click and Conversions I know ad C is the best! A B C CPC = $5.67 CTR = 2.3% CPC = $9.50 CTR =.78% CPC = $6.50 CTR = 1.8% Has the right data to optimize with! A B C 5 Conversions Cost per lead = $113 3 Conversions Cost per lead = $ Conversions! Cost per lead = $41

21 Measurement & Optimization Ads are about doing more of what works and less of what doesn t Just Measuring Clicks Ad A looks great? A B C CPC = $5.67 CTR = 2.3% CPC = $9.50 CTR =.78% CPC = $6.50 CTR = 1.8% These ads generated 24 leads But which ads drove which conversions? Missing Key Information

22 Measurement & Optimization Ads are about doing more of what works and less of what doesn t

23 4 HUBSPOT ADS

24 HubSpot Ads Add-On Inbound Amplified 1. Your Ads, Inside HubSpot Google AdWords (now live) LinkedIn Sponsored updates 2. Conversions over Clicks Closed loop reporting through combination of HubSpot Data 3. Get More from Inbound Rank faster on search terms Drive more leads from best content

25 HubSpot Ads Add-On Campaign Creation 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.

26 HubSpot Ads Add-On 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..

27 HubSpot Ads Add-On Optimizing Ads Based on 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.

28 5 EXAMPLES AND DATA

29 Combining Ads & Inbound We re seeing our customers successfully use ads to amplify inbound Gary McDonald CEO, EHS Insight SMB - Software Houston, TX HubSpot customer for 12-months. Have used the Ads Add-on for 4- months to optimize search and social ads inside HubSpot. EHS Insight increase ad conversions 90% with HubSpot Ads Add-On Inbound and paid campaigns absolutely must be in harmony to maximize the value for us. HubSpot Ads makes it much easier to keep an eye on both and to correlate the results of campaigns across channels. We can make better decisions in less time. 225% More Visits 90% More Conversions 211% More Contacts 70% More MQLs

30 Combining Ads & Inbound We re seeing our customers successful us ads to amplify inbound

31 6 NEXT STEPS AND RESOURCES

32 NEXT STEPS Start a 14-Day free trial of the Ads Add-On Connect your ads accounts to HubSpot Launch a new ads campaign to support an offer Wait for data to roll in, start to review and optimize your ad campaigns through HubSpot

33 RESOURCES New to Search Advertising? Here's How to Avoid 7 Common Mistakes [SlideShare] Generate Leads with LinkedIn [HubSpot Academy Project] Google Adwords And HubSpot Integration [Customer Example]

34 HubSpot Ads Add-On Inbound Amplified Start a 100% free 14-day Trial Here is how to start a free trial of the HubSpot Ads Add-On Connect Your Ads Accounts Connect your LinkedIn and AdWords accounts to HubSpot Grab your free $250 LinkedIn Credit First time LinkedIn advertisers can receive a free ads credit.

35 THANK YOU.