In this video, you will learn about paid ads and why they are an important part of a well rounded inbound marketing strategy.
WHY DO INBOUND MARKETERS USE PAY-PER-CLICK ADS?
Hi. It’s Joel from HubSpot Academy.
Welcome to the introduction to paid ad campaigns.
Let’s start with understanding the why. Why do inbound marketers use pay-per-click ads (also known as PPC)?
Before we dive in, let’s go over a couple of simple definitions to be sure we’re all on the same page.
What are PPC ads? Marketers use PPC ads to place ads on major search engines, social media networks, and relevant websites, usually advertising their business’s content or products. PPC stands for pay per click. In a ppc ad model, you as an advertiser only pay money when an internet user clicks on your ad and is sent to your landing page. No paying for maybes — you only pay if they click through.
There are four main types of pay-per-click ads we’ll be learning about: search ads, social ads, display ads, and retargeting ads.
Search ads are ads that appear in search engines when a user searches for relevant keywords. Search ads typically consist of a headline, a URL, and body copy with enhancements like sitelinks and touch to call. The example on the left shows Google search results for the keyword “Free CRM.” The first four results are tagged with the word “ad” — these are paid placements. Ad placement is based on a bid system, where advertisers pay what they’re willing to for their ad’s placement. Whoever is willing to pay the most gets the top spot on the search results page. Because of the bid system, each costs per click can vary widely by industry. Something with few people competing and bidding for ad space, like “Iguana Manicures,” might only cost a few cents per click, whereas a highly competitive industry like “divorce lawyer” might have costs per click as high as forty dollars.
Social ads are ads that appear in a user’s social networks based on their interests or previous visits to an advertiser’s site. Social ads operate on a similar bid system to search ads. For Facebook in particular, there are two main ad formats, which you can see on the left. News feed ads are placed in users’ news feeds and more closely match the native experience on Facebook. News feed ads also include likes, comments, and shares, which help humanize your outreach and add potential virality to a great ad. Sidebar ads are the other ad format that appears on the right side of the news feed, as you can see in the example. These are typically cheaper and don’t carry the same bells and whistles as a news feed ad. You’ll need to experiment a little to determine the right mix of news feed and sidebar ads.
Display ads are image-based ads that appear on relevant sites a user visits based on factors like site topic, previous site visits, and user personas. Display ads use the same bidding system as search ads. Display ads carry massive reach, delivering to nearly 90% of all internet users according to Google. Because of the massive reach and high impressions they make available, display ads tend to be cheaper than search and social ads. Display ads also typically have a lower clickthrough and conversion rate than search and social ads. Marketers usually measure the success of their display ads more broadly by weighing the value of audience impressions more heavily in their performance reports. This is because it’s a much more visual and branding-heavy format. In the example on the left, you can see display ads on the top and right side of this article.
And finally, retargeting ads are image or search ads shown on other websites based on a user having previously visited your website. Retargeting can be done via search ads, social ads, or display ads. All of these channels have the capability to display ads specifically written and designed for users who have interacted with a particular page on your website. Retargeting ads are a powerful way to re-engage your site visitors and move people down your marketing funnel. In the example on the left, you can see a retargeting ad from that showcases a product that a website visitor previously browsed on the site. People don’t always convert on their first visit to an offer, so retargeting ads can help close deals.
PPC ads can be used throughout the inbound methodology. At the top of your funnel, search and display ads are a great way to get your content or products in front of more strangers and convert them into visitors. In the convert stage, visitors who are not ready to convert into leads and leave your site can be reengaged with retargeting ads to help pull them back in and convert them. In the close stage, after someone has already become a lead, they may still not be ready to buy. Retargeting this group with ads based on their browsing or shopping history is often a good way to help seal the deal. And in the delight stage, you can use ads to target your existing customers with interesting content that delights them and continues to add value to their experience with your business.
Now that we know how to use PPC ads throughout the inbound methodology, what impact can they can have on your business when you use them?
PPC ads can grow your audience. It can take time to see results through organic traffic growth. Using paid ads to supplement your organic traffic with relevant new visitors can help kickstart the process of building your audience.
Take a look at this chart. The blue line represents total visitors to a site assuming a steady 10% month-over-month growth rate. Now, add just 100 monthly paid visitors to the site on top of that 10% growth rate and you can see how quickly the traffic accelerates over the pure organic play. Online marketing is a numbers game, and sometimes a shot of traffic is what you need.
PPC ads can help you retain your audience. For most sites, after users make their first visit, only a fraction of them will return. Use paid retargeting ads to keep the conversation going and bring back more of those one-time visitors. While this may not always be the case, for many sites, returning visitors outperform first-time visitors.
Take a look at this audience. The blue line represents total organic traffic for a site with 10% month-over-month growth. The red line is that same site where just 5% of the traffic from the previous month returns to the site each month via retargeting ads.
PPC ads can also help you drive leads. Sometimes you just need more traffic, simple as that. Using paid ads to increase the number of visitors to your site can be an effective way to increase your overall number of leads using the assets you already have.
Take, for example, a site with 2,000 monthly users who visit a landing page with a 3% conversion rate. This page can be expected to yield around 60 leads per month. Now, add 1,000 visitors from paid ads to that equation and we see the number of leads jump 50% to up to 90 leads per month.
The numbers don’t lie, but how do we make sure we’re staying inbound as we send out ads? It’s about being supportive, not disruptive. In a nutshell, we must remain helpful, human, and holistic.
Let’s look at some key differences between the inbound and outbound approach. While an outbound campaign is irrelevant to many of its recipients, an inbound campaign only serves ad content to people who are actively interested in the marketer's content. Outbound campaigns tend to be shared whenever possible, with the goal of maximizing the number of eyeballs on your product or content. In contrast, an inbound campaign will typically have a much smaller and more carefully targeted audience who have been carefully vetted for relevance. Outbound marketers tend toward campaigns that are focused on themselves and their business’s goals. On the other side, an inbound marketer always starts with the question, “Why would this be useful to my audience?” and only hits send when that answer makes sense. While an outbound campaign tends to be sales focused, with all decisions revolving around how to sell more products, the inbound marketer tends to center their campaigns around content and being helpful and human. Last but not least, outbound marketers are largely blind to the buyer’s journey, jumping straight to making a sale and giving a discount. The savvy inbound marketer, however, is more cognizant of the buyer’s journey and the buyer’s varying needs at each stage.
Now you know why inbound marketers use pay-per-click ads to help grow their businesses. PPC ads are an effective way to broaden your reach, grow your audience, and re-engage past visitors. Ready to get started building your own ad campaigns?
This is a quick knowledge check on what you learned in the previous video.
In this video you will learn how to plan a paid ad campaign. We'll cover each ad network supported in HubSpot and walk through a step-by-step example of building a campaign.
HOW DO YOU PLAN A SUCCESSFUL PAID AD CAMPAIGN?
Hi. It’s Joel from HubSpot Academy.
We’re going to discuss how you plan a successful paid ad campaign.
Let’s start with a refresh on the ad networks that integrate with HubSpot.
The four main ad networks are Google Adwords, Google Display Network, Facebook Ads and LinkedIn Ads.
Google Adwords ads appear in Google’s search engine result page when users search for relevant keywords like “Free CRM”.
Here are some of the strengths of Adwords. Adwords has huge reach. There are over 3.5 billion daily searches targetable by ads. Google owns 80% of global search volume, so if someone is online, there’s a good chance you can reach them here.
SEO takes time, no matter how good your content. Getting to the first page for a bigger keyword is a daunting task. With Adwords, you can pay to get your content in front of people more quickly to accelerate your traffic growth.
There’s also no wondering with Adwords. Since it functions on a pay per click model, you always know exactly how many new users you’ve paid for. Paired with Google Analytics, Adwords is also a data powerhouse. Deep traffic segmentation and analysis are surprisingly simple in their tools.
Ads in Adwords are customizable and flexible. As you get more skilled with Adwords, you can start experimenting with the time of day your ads display, bid adjustments per device and a lot more. Adwords is a platform with a high skill ceiling.
Lastly, Adwords gives access to highly targetable audiences. Somebody searching for “Cheap pizza in Chicago” is pretty unambiguous. When you bid on keywords like these, you are paying to be at the front of the line with an ad that provides exactly what that hungry searcher is looking for.
Google Display Network, or GDN for short, is the image based side of Google’s ad business. GDN shows ads on websites based on users interests and past web history.
There are a few big strengths that GDN has as an ad network.
GDN has massive reach, nearly all internet users are targetable with GDN.
On the branding side, GDN is a very visual medium and can do great things for driving a particular brand image or story. Text ads can only evoke so much, the artistic opportunities in image based ads can help round out a strategy.
GDN is also a really good platform for remarketing. When someone comes to your pricing page and does not convert. You can set up GDN to specifically show ads to those visitors to your site, on other sites around the net. Whether the viewer of the ad clicks it to come back to your site, or just reads it and understands your pricing better for a future decision, you’ve moved that relationship forward.
Many advertisers hope viewers will click their ad -- but that's not always the main goal. Maybe you just want a lot of people to see your ad. In that case, bidding by cost-per-thousand viewable impressions (vCPM) is a good way to go. With vCPM bidding, you bid for your ad based on how often it appears in a viewable position on the Google Display Network. You set the max amount you want to pay for viewable ads, whether they're clicked or not.
Facebook ads are another important network to use.
People give up a TON of information to Facebook. What that means for you as a marketer is that your ad targeting on Facebook is going to be very granular and very effective. There are many, many ways to find the right people for your message.
One benefit of ads on Facebook that Google just can’t compete with, is the potential for liking, sharing and commenting on your paid media, which gives additional reach to the platform. Your friends share and comment on ads for things that are super interesting. That company didn’t target you, but your friends’ interactions with the ad got the content in front of you at no cost to that company.
If you’re in a competitive market, targeting facebook users who have liked or engaged with your competitors, can be a great way to find a new audience who may not have you on their radar quite yet. If someone likes and engages with your closest competitor, you’ve got an opportunity to give them another choice.
While Google has the most flexible and customizable conversion tracking, Facebook is the easiest to implement and use.
LinkedIn ads are another targeted way to use pay-per-click ads in your strategy. This professional networking site is a great place to find the right audiences for B2B ad campaigns.
LinkedIn makes it easier to target highly specialized customers. For a very specific B2B company, the job title “Head of engineering acquisition” may be the only person who’s really going to be interested in what you offer. LinkedIn gives you the ability to target that specialized job title directly and no one else. This is super helpful when you’ve got a very limited number of relevant buyers for your services.
The primarily B2B audience on LinkedIn means that for a B2B marketer, there’s much less risk of advertising to people who are not in the B2B space and don’t want to see B2B ads on their social feeds.
Your ads are only as strong as the funnel they support. Here are a few best practices and an example of a solid funnel that applies these best practices.
Keep these five things in mind as you build your campaign.
Write ads that compliment your search terms. If you are bidding on the keyword “Free white paper on Agile adoption” make sure that your ads mirror the intent. For example, your headline might read “Free Whitepaper, State of Agile 2017”. This compliments the search term well to create a consistent experience for your advertising audience.
In text ads, be evocative and pull attention. You’re paying good money for that ad spot, make sure the copy you write inspires action and teases outcomes. There are a ton of resources out there on writing good ad copy, make sure to do some research.
If you’re using Facebook, Google Display or LinkedIn for image ads, try to design for your format to design something that stands out and inspires action. For example, the Facebook newsfeed is a primarily light color scheme, so you can test running ads with a dark color scheme and bold colors to create contrast with the newsfeed to help draw attention.
Always have a landing page that delivers on your ad. If your ad says someone can learn something or get something, they had better learn it or get it when they visit your landing page. Internet users are fickle and will turn on you quickly if they feel you’re bait and switching with your landing page.
You should always be sure to set up remarketing and retargeting lists for your main landing pages. Google & Facebook can track lists of people who have visited specific pages on your site. You can then use these lists to target ads to past visitors. Even if you aren’t immediately going to send any retargeting campaigns, you’ll thank yourself later when you’ve got a sizable retargeting list built over time.
Let’s take a look at an example. This is a retargeting ad for HubSpot’s free CRM. This ad is shown based on someone having visited the web pages on hubspot.com for the CRM.I like this ad because it starts with an evocative question, “Where did he learn to sell like that?”. Let’s find out. The ad has a big colorful image with a friendly looking millennial which hints at the use case for the tool. The headline of the ad sells the dream, the body copy covers some specifics. You can really see the strengths of FB as a social ad platform in this example if you look at the bottom of the ad. This paid retargeting ad has one thousand five hundred comments and two and a half thousand shares. That’s crazy organic reach for a paid placement. Let’s click through and see what lies on the other side.
Here on the left is the landing page for that ad for the HubSpot CRM. Notice the page has no navigation header, which helps keep users focused and in the funnel. The page’s headline delivers on the promise of the ads to change the way you work and expands on the idea. The calls-to-action on the page are nice and simple giving users a chance to get started, or the user can watch a quick video for more detail before making a decision. If users need more information, they can scroll down the page for a longer form explainer of the tools and how the tools can benefit their sales process. What happens when you click “Get started”? Let’s find out.
After clicking get started, users are brought to a simple sign up page to get started. Since it’s a free tool, there is a quick note at the bottom of the form explaining what free means in context of the CRM.
In this example there are a few best practices in play. The ads are simple, direct and evocative while staying well aligned with audience expectations. The landing pages are snappy and expand on the story in the ads while minimizing options and giving just enough information to make a choice. Post landing page, this example wastes no time in getting someone what they came for, a free CRM.
Let’s dig in to a few tips on what mix of ads works for your promotion. Remember, every business is different and these are just starting points, as you get more experienced in PPC, you’ll find your own mix that works well for your business & audience.
Say you’re promoting some new content, maybe an e-book. You can use Google Adwords for relevant long-tail keywords to promote your ebook on Google search to bring new users to your ebook’s landing page.
As a refresher, long-tail keywords are keyword searches with a longer tail of words at the end. Think “Marketing Tips” vs. “Marketing Tips for Mortgage Lenders”. The second keyword is long tail, the first is short.
Use Google Display Ads to target your persona on other relevant websites. For example, within the ad you could showcase a shocking stat from your ebook..
Round out the campaign with Facebook Retargeting ads for people who’ve already been to your site, but have not seen the new content yet. Reengaging past audience with new content can be an effective way to bring users back and convert them.
Next campaign, let’s talk about growing your audience. In this example, you just want to get more eyes on your site and content. I recommend a mix of Adwords, Facebook and LinkedIn. The precise balance of these campaigns is going to depend heavily on your audience and where they want to be reached. Take this as a starting suggestion and make it your own.
First you will create a similar audience in Google ads targeting internet users who are similar to your current site visitors and serve them PPC ads to your landing page.
Quick refresh on similar or lookalike audiences. On Google remarketing & Facebook ads these audiences are built automatically from strangers who are similar to people who already come to your site. Google & Facebook use the info they have on your current site visitors to extrapolate out to other web users in their network who share similar traits and may also be interested in your product or service. Google & Facebook automatically create these lists once they have enough information on your site’s visitors.
Next to grow your audience, try targeting people on Facebook who like and engage with your close competitors who solve similar problems.
Finally, target relevant professionals on LinkedIn who fit your persona if you’re a B2B company. You can do this via job title or industry.
Okay, what if you want to reengage your audience? You can serve retargeting ads using Facebook and Google Display to previous visitors to your site who have not returned in the last 15 days. You can use a new offer or re-present an offer they did not take last time.
Sometimes you just want to get more leads. In this case, target Facebook users who fit your persona with news feed and sidebar ads that bring them to a lead gen focused landing page.
Target high intent keywords on Google to drive users to your landing pages. High intent means keywords that show a high conversion intent. Think “Winter tires with next day shipping” vs “How to weatherproof your car”.
Also target LinkedIn users who fit your buyer persona to the same conversion focused landing pages.
Now you’re probably thinking, great, let’s make a campaign. Well we’re going to help you out and run through an example of building a campaign. We’ll be using Salted Stone Inc., a HubSpot partner agency.
To build a simple campaign, use this process. Determine your campaign structure, build out campaigns, determine ad groups & keywords, choose a landing page, determine your retargeting ads, review the funnel & launch.
Determine your campaign structure.
This diagram shows the basic structure of an ad account. At the top level is your account. Under your account you’ll have several campaigns. These can be by product, by service, by use case, it depends on your business. Under each campaign will be several ad groups, think of these as themes. So if you’re selling apples in one of your campaigns, your first ad group might be granny smith, and your second may be red delicious. Under each ad group are the keywords that will trigger the ads. Think “cheap granny smith”, “green apples”, “where to buy granny smith”.
Let’s build a campaign around Salted Stone’s services. We’ll start by categorizing their offerings.
Two of their services are creative work and video marketing work. These will work well for campaigns. On the left in the green boxes, you can see how they break down each of these services into several categories. For example, video marketing is broken down into animated explainers, commercials etc. You can use these sub categories as ad groups.
Once you’ve figured out how to structure your campaign, now you want to actually build out the account.
For this example we’ll use two of Salted Stone’s services for the campaigns. Creative and Video Marketing. In each of these campaigns, we’ll have an ad group for each of their sub-services. For example. In the creative campaign, we’ll have ad groups for branding, collateral, illustration ad layouts and video.
Let’s zoom in to the video marketing campaign. Remember using the sub categories for ad groups? Well here are a few of those ad groups with keywords added below.
Zooming back out, here’s a view of the full campaign structure. This will be a little different for each of your businesses, but take this as a general example.
Once you’ve figured out how you're going to structure your campaign, you need to choose or create a landing page to support it and send your ad traffic toward.
For Salted Stone, their primary conversion is somebody requesting a consultation. Once users come to this landing page, add in a second retargeting ad step based on whether or not they converted.
Determine retargeting ads based on whether or not your visitors converted.
For this example, if someone did not fill in the consultation form you can serve them retargeting ads via Facebook & Google Display to reinforce the benefits and share additional content on video marketing leading to another chance to convert.
If they did fill the form, serve retargeting ads to these new leads that prime them for the conversation they will be having with your sales team. You can serve ads to a case study for a video project for example, to help acclimate them to the process and the benefits. It’s all about setting and meeting expectations.
Once you’ve built your campaigns, chosen a landing page and determined your step two, it’s time to review your funnel and launch.
Here’s a visualization of this campaign for someone who does not convert on the first landing page. First a user is searching for something around contracting out their video marketing. The user sees a compelling text ad on Google and thinks “Why not!” and clicks. The ad brings users to a video marketing focused landing page. This visitor does not quite manage to convert for one reason or another. That’s okay. The user is now retargeted with ads for video content on Google Display Network and Facebook. User sees an ad they like and clicks through. They come to a new video content landing page. This time they are ready and convert. With a two step ad campaign, this user is now a lead.
Now you know how to plan and build your own ad campaign alongside HubSpot. Go build a campaign for yourself and start attracting and converting new visitors!
This quiz is a quick knowledge check on how to plan and execute paid ad campaigns.
Need a well designed and ready to go landing page template? Grab one for free here at the HubSpot marketplace.
Use this keyword planner directly from Google to get ideas for your ad groups and keywords as well as cost estimates. Great for planning out your campaigns.
This HubSpot resource can help you get a feel for your campaign ROI based on several variables. Useful for planning a campaign when you have an idea of keyword costs.
In this video follow along a step by step walk through of using the dashboard in HubSpot ads.
Tool Walkthrough: Ads Dashboard in HubSpot
Let’s get to know the ads dashboard. You can access the ads dashboard from your HubSpot marketing account by clicking reports in the top navigation and selecting ads from the dropdown menu.
The ads dashboard is where you can report on and manage all your paid ad campaigns in HubSpot. Think of it as the one central place to review the ads you’re running, analyze their return on investment for your business, and see how they’re performing alongside the rest of your inbound efforts — from your campaigns all the way down to the performance of each individual keyword.
Let’s dig into how to effectively use the dashboard and what you can learn from it.
When you enter the ads dashboard, you’ll arrive at the manage tab where you can see an overview of all of your ad campaigns and their performance. Let’s take a look at the features.
You can filter your data by custom time period. Want to see performance for the last week? Or quarter? Do it here.
You can also manually set a date range if you want results for a specific range of days.
Want to filter the data to see only one ad network? Click this dropdown.
You can also filter by campaign status to see only your enabled, paused, or removed campaigns. You can select any combination for your filter in this drop down.
This number shows the total spend for all of your ad campaigns. If you haven’t selected any filters, this spend will display the total amount across all of your ads and networks.
Next to you spend is your ROI. Return on investment is the amount of money your ads have brought in divided by the cost of your ads. As you manage your ad campaigns, try to shoot for 100% return on your investment or higher. Explore your segments using the filters to find higher ROI campaigns to support.
In the second row, we see impressions across all your ad networks. This field will show many people viewed your ads filtered across each different network.
How many of those viewers clicked on you ads? See it here with clicks.
Of those people who clicked, how many came to your pages and became leads? See it under leads.
Lastly, out of all those new leads, how many converted into deals with real dollars? The deals tracker shows how many deals were created along with the average value of each one.
Notice the % between each of these metrics? This is the conversion rate. For example, if 2 of the 9 leads on this dashboard convert, that’s a 59% conversion rate. The higher you can get this number the better.
In this top row header, you’ll see the columns that appear in the table below. You can click these to sort your table by Campaign name, whether or not it’s tracked properly in HubSpot, the total spend on the campaign, the total leads driven by the campaign and the total ROI of the campaign. Try looking at your data from a variety of perspectives when making decisions.
In the filter on the right here, you can filter by campaign by typing in something like “webinar.” Be mindful of how you name your campaigns. If you can stay consistent, this search field will be much more useful.
You can click on an individual campaign in this table to get more detail.
When you click in to an individual campaign you’ll be brought to the campaign view. In this view, much of the data you see will be the same as the main dashboard, but on a per campaign, ad group, and keyword level. Use this view for a deeper dive into the performance of individual campaigns, ad groups, and keywords.
In this table, you’ll be able to see your data for each individual keyword you’re bidding on.
After giving all keywords time to gather impressions and after reallocating budget to your high ROI winners, consider turning off any low-performing keywords.
At the bottom of the table, you can see totals, which shows the total data for each column
You can also turn off and on the whole campaign here.
Click Ads above the table to see your results per ad.
When you click on the ads tab of the campaign report, you can view the same data on a per ad basis. Use this information to decide which of your ads is a winner, and once you’ve determined that, close the losing ad and create a new variation based on your winning ad.
Click the Optimize tab to see recommendations on how to improve your campaign.
Click back to paid campaigns to return to your dashboard.
From your ads dashboard, click Analyze in the top navigation bar to enter the analysis section of your dashboard.
In the analyze section, you can dig a little deeper into the results and contacts your paid ad campaigns have generated. As with the other sections of the ads tool, you can filter these results by time period and ad network.
In this chart, you can see performance over time for your ad campaigns. This is useful for learning more about how your campaigns are performing on a daily or weekly basis. Do your campaigns convert 100% better on Mondays and Tuesdays? Learn that here.
In the bar above the chart, you can filter the chart by impressions, clicks, leads, and customers. (Filter to leads so that the leads list appears on right side.
To the right of the chart, you can see a list of all leads or contacts who were created by your paid campaigns. Pro-tip, you can actually export a list of all contacts a campaign created directly from this section. These lists are useful to make sure you’re properly engaging at the top of your funnel.
In this table, you can see your performance by network.
And at the bottom of the page you’ll see two charts: your top-performing campaigns and your underperforming campaigns. Consider cutting budget from underperforming campaigns and allocating it to your top campaigns.
Click settings at the top to leave the analyze tab and check your ad settings.
Here in the settings tab you can manage your integrations with Adwords, Linkedin, and Facebook.
In the ROI calculation settings you can set up how the Ads tools reports on your return on investment. There are two ways to do this, either manually or automatically from Deals in the CRM. If possible, it’s more informative and accurate to pull your deals in from your HubSpot CRM than to estimate these numbers yourself.
If you manually calculate your ROI, you’ll need to provide an average sales price for a purchase on your site. This should be the average dollars and cents value a new customer brings to your business.
In the second field, you’ll enter an average conversion rate from lead to customer. If 3 in 100 of your leads typically become customers, enter 3% here. This number will vary by business.
Once you have these two numbers entered, you can press update to apply this calculation to your campaign reporting.
The second option is to use Deals to report on your ROI. Deals can be pulled directly from your HubSpot CRM so that there’s no uncertainty around ROI. This is the most accurate method of tracking ROI on your ads, but it requires you to track deals and revenue in your HubSpot CRM.
As with all tabs in the ads tool, you can create a new campaign by clicking the “Create Ad Campaign” button in the top right-hand corner.
Go ahead and click manage to return to the home page in the ads dashboard.
There you have it! You now know how to use the ads dashboard to report on and manage your ad campaigns. Use this tool to monitor, measure, and improve the performance of your paid ad campaigns in order to drive more leads and contacts to your business. Remember, always be sure to review and report on your campaign data from a variety of angles — you never know where the next profitable insight may come from.
In this video follow along a step by step walk through of using the Facebook integration in HubSpot ads.
Tool Walkthrough: Facebook Ads in HubSpot
To get started using Facebook Ads in Hubspot, go to the reports drop down menu and choose ads. If you don’t see ads in your dropdown menu, it’s because you don’t yet have the ads add-on unlocked for your portal. You can learn how to do this at hubspot.com/products/marketing/ads.
When you click on ads, you’ll arrive at the ads home page where in one quick look you can see an overview of your connected ad accounts and campaigns.
First let’s make sure your Facebook account is connected. Click settings in the top navigation.
In the settings menu, click on Facebook and confirm your account is connected. If it’s not, click connect account. The simple two-step process will ask you to sign in to Facebook giving permission to HubSpot to import your ad data and help you manage your ads directly through HubSpot
Now head back to the manage tab in the top navigation.
Currently, creating Facebook ads is not supported in HubSpot due to API limitations, and so you’ll need to create your ads directly in your Facebook account.
But, once you have a Facebook campaign up and running, you can report on its results directly in HubSpot.
Once your ad is live, you can review its performance from the analyze tab. Go back to the ads home page and click on the analyze tab in the navigation to see your ad’s performance by impressions, clicks, leads, and customers. One useful tool here is the “create a list of all contacts” feature, where you can create a list directly in your HubSpot account of all the new leads your ads have generated. You can also see your top campaigns and any underperforming campaigns you may have.
There you have it, this is a walk-through of basic Facebook ads set up in HubSpot.
For a more detailed walkthrough of Facebook's ad tools, check out this getting started guide created and maintained by Facebook.
This article will walk you through how to integrate HubSpot Ads and Facebook Lead Ads, and how they work with one another once you've done so.
In this video follow along a step by step walk through of using the Google Ads integration in HubSpot ads.
To get started using Google Ads in Hubspot, go to the reports dropdown menu and choose ads. If you don’t see “ads” in your dropdown menu, it’s because you don’t yet have the ads add-on unlocked for your portal. You can learn how to do this at hubspot.com/products/marketing/ads.
When you click on ads, you’ll arrive at the ads home page where in one quick look you can see an overview of your connected ad accounts and campaigns.
First let’s make sure our AdWords account is connected. Click settings in the top navigation.
In the settings menu, click on Adwords and confirm your account is connected. If it’s not, click connect account and a simple 1 click form will appear, press allow.
Now head back to the manage tab in the top navigation.
To create a new Adwords campaign, click the “Create Ad Campaign” button in the top righthand corner to get started.
If you have more than one ad network connected to your HubSpot account, you’ll be prompted to choose between Adwords and Linkedin. Select Adwords. If you only have Adwords connected so far, you’ll go directly to the campaign builder.
You’ll now find yourself in the campaign builder.
The first thing you’re going to do is go ahead and choose a landing page from the dropdown. Select the landing page you want to direct people to from the ad. You can also manually enter a page URL if you’d like to send your visitors to a page that isn’t on your HubSpot hosted site.
Once you’ve chosen your landing page, you’ll be prompted to choose the HubSpot campaign associated with this page. You’ll also be asked to name the new paid ad campaign and choose a name for the first ad group you will create here. You can also enable Google’s search partners network to expand the reach of your ad onto other sites beyond Google search. Many advertisers start with just Google’s search network and wait to include search partners until they start to have trouble finding enough search volume to spend their full budget.
Once you’ve selected and set up your landing page, you’ll be prompted to create your first ad. The final URL for your landing page should be auto-filled, but if it’s not, be sure to enter your landing page’s existing URL.
Next enter your first and second headline. These are the two main lines of copy your audience will see in the search engine results page when your ad is served. You can see a preview of your ad on the right hand column under “Preview” as you write. Often advertisers will write their headline 1 in title case and headline two in sentence case. Try to keep your headlines simple, evocative and tightly aligned with what users will find on your landing page. Creating a consistent experience is key.
You can add a custom display URL in the path field, which will appear below the headline on your ad. You can see what it will look like in the preview on the right. Try to write something short and descriptive of your landing page’s offer in this field. This does not need to be the same URL as the landing page.
Lastly, you’ll want to add the description copy in the description field. This is the longer form copy that will appear below your headlines and URL. This is your chance to be a little more descriptive, as the character limits in this field are longer than the headline. Take a chance to color in the idea you pitched in your headline. If you want to add a second ad to this ad group, click create additional ad. This additional ad will be part of the same ad group and will rotate behind the scenes with the first ad you created until a winner is found.
Now you’ve set up the creative for your ad!.
In the keywords section, you’ll add keywords to the ad group you just created. HubSpot will populate some suggested keywords to use, or you can add the keywords you’ve already identified as good prospects to advertise to. You can choose broad, phrase, or exact matching. It’s advised to start with broad match keywords to get a feel for what works, and then narrow down to phrase and exact match later. Broad match keywords will show your ad for a wide variety of searches related to your keyword. Phrase match keywords will only show your ads to simple variations of the keyword you added, think “Car Dealership” vs “Car Dealerships”. Exact match is as advertised — it will only display your ads when users enter the exact keyword you added, with no variation.
Choose the location where you want your campaign to run in the geographic targeting section. You can also add a bid adjustment to bid less or more per location.
In the bid section, go ahead and set your maximum cost per click and your daily budget for this ad. Google provides a few effective tools to help you predict the costs associated with a click to your keywords. We recommend checking out the Google Keyword Planner under tools in your Adwords Account.
Lastly, you’ll reach the review and create screen, where you can review all the information, copy, budget, and settings you’ve created for this ad. When you’re ready, hit done to launch your ad.
Once your ad is live, you can review its performance from the analyze tab. Go back to the ads home page and click on the analyze tab in the navigation to see your ad’s performance.
From the analyze screen, you can review your ad’s performance by impressions, clicks, leads, and customers. One useful tool here is the “create a list of all contacts” feature, where you can create a list directly in your HubSpot account of all the new leads your ads have generated. You can also see your top campaigns and any underperforming campaigns you may have.
There you have it, you now know how to create and launch a Google Ad in HubSpot.
For a more detailed walkthrough of Google's ad tools, check out this getting started guide created and maintained by Google.
To create a new Google AdWords campaign in HubSpot's Ads tool, follow these instructions.
In this video follow along a step by step walk through of using the LinkedIn integration in HubSpot ads.
Tool Walkthrough: LinkedIn Ads in HubSpot
To get started using Linkedin Ads in Hubspot, go to the reports dropdown menu and choose ads. If you don’t see ads in your dropdown menu, it’s because you don’t yet have the ads add-on unlocked for your portal. You can learn how to do this at hubspot.com/products/marketing/ads.
When you click on ads you’ll arrive at the ads home page where in one quick look you can see an overview of your connected ad accounts and campaigns.
First let’s make sure our Linkedin account is connected. Click settings in the top navigation.
In the settings menu click on Linkedin and confirm your account is connected. If it’s not, connect it now. You’ll be prompted to allow the connection by Linkedin. This connection lets you to create and manage your ads directly from your HubSpot portal.
Now head back to the manage tab in the top navigation.
To create a new Linkedin ad campaign, click the “Create Ad Campaign” button in the top righthand corner to get started.
If you have more than one ad network connected to your HubSpot account, you’ll be prompted to choose between Adwords and Linkedin. If you only have Linkedin connected so far, you’ll go directly to the campaign builder.
You’ll now find yourself in the campaign builder.
First, name your campaign. We’ll call this one “Webinar: Big Data Algorithms”. Next, choose the HubSpot campaign you want to associate this ad with. Choose a “company page” aka landing page for your ad. This should be the landing page on your site you want to direct people to when they click on your ad. Choose the HubSpot account you’ll use for this ad and the language the ad will be displayed in.
You have two choices here. You can either choose an already-existing company update from your Linkedin feed to promote, or you can directly sponsor content. Think of company updates like boosting a post on Facebook — you’re promoting content you already have and you’re putting some paid budget behind it to expand its reach. Alternatively, direct sponsored content allows you to forgo the need to already have this content on your company page, and is only visible to your advertising audience. Check the box next to the content you’d like to include in your campaign.
In the audience section, you can set up granular targeting for who your ads will be displayed to. You can set things like location, companies, and job title. The only required setting is location. It’s recommended to start broad when setting your audience, with something like location and company category, and then narrow your targeting as you learn what works and what doesn’t.
Once you choose a location, you’ll get an estimated audience size and cost per click on the right hand side.
This is the budget section. Here you can choose whether you want to pay per click or pay per 1000 impressions. Advertisers often use pay per click when leads or sales are the goal, and pay per impression when branding and awareness are the goal. You can set your bid, your daily budget and your total budget for the duration of the campaign here. When deciding your daily budget, consider the estimated cost per click displayed on the right. If your cost per click is 1 dollar and your budget is 100 dollars and your average conversion rate is 2%, then you can expect 2 leads in return for your 100 dollar ad spend. You can also choose whether you want your campaign to run during a predetermined time frame, or if you want to run it indefinitely until total budget is exhausted. A defined duration is good when you have something like a webinar with a defined date. Running indefinitely until budget is exhausted is usually best when there’s no defined end date for your promotion.
Once you’ve selected your payment and budget, click Next.
The final screen you’ll reach before the ad goes live is the review and create section. Here you’ll see a one-page summary of the ad campaign you’ve built and options to make any last-minute changes. When you’re ready, click done to push your ad live!
Once your ad is live, you can review its performance from the analyze tab.
Go back to the ads home page and click on the analyze tab in the navigation to see your ad’s performance by impressions, clicks, leads, and customers. One useful tool here is the “create a list of all contacts” feature, where you can create a list directly in your HubSpot account of all the new leads your ads have generated. You can also see your top campaigns and any underperforming campaigns you may have.There you have it, you now know how to create and launch a Linkedin ad campaign with HubSpot.
For a more detailed walkthrough of Linkedin's ad tools, check out this getting started guide created and maintained by Linkedin.
Follow the instructions here to create a new LinkedIn campaign in HubSpot’s Ads tool.