4 min read
From ads on a website to billboards on the road, advertising encompasses everything that puts a service or product in the consumer's mind. It's clear to you. Like most people, the real problem arises when it is necessary to determine how to do it correctly in our company. An ad will help you, among other things, to create awareness and conversions at different stages of the buyer's journey. Plus, you will complement the strategy with relevant and uninterrupted content if you do it right.
One of the main obstacles you face as a marketing specialist is that, although there is more virtual space to advertise, there is also more noise and buyers have infinite options that display quickly and straightforwardly. In the end, the one who captures the most attention is the one who is aware of that buyer's journey and their needs, and of course, more personalization captures attention and leads to better results.
And, of course, it's hard. Scaling personalization is challenging. Imagine consolidating data across multiple platforms, keeping up with optimizing campaigns at every stage of the lifecycle, and allocating budgets to each ad, it would be time-consuming, and you would need a large department. The latest additions to Hubspot's Ads tool create value for these marketers.
Hubspot ads are data-driven advertising, meaning that they can use data to create personalized and targeted ads without you having to manually import and export data. But let's take a closer look at achieving this with this guide.
You might be interested in Key strategies for investing in ads in times of crisis.
What we can find in the Hubspot Ads tool:
1. Ad optimization events
Developing optimization events in HubSpot will allow Facebook to produce your lead generation ad campaigns effectively.
You can track offline purchases such as those made over the phone or in the office with events. Offline conversion event data can help you target and optimize your campaigns to improve lead quality and increase revenue.
When these offline events are imported into Google, the measurement of clicks or calls to your business is more effective; this helps to have a 360 view of keywords and criteria such as geography or time of day to make the most profitable conversions. And thanks to this synchronization, the Smart Bidding algorithm is activated. With this tool, Google uses your offline data to make bid adjustments in real-time and prioritize high-quality leads, which generates a higher return on advertising investment.
Knowing which users have become paying customers will help you optimize your campaigns, which will generate a higher ROI on your overall marketing campaigns.
2. Ad sequences
Buyer journey-based advertising is one of our cornerstones, so we make sure that all content created is relevant and in a suitable format. If you are looking for more ROI on your advertising campaigns, it's time to base your advertising on the buyer's needs with journey-based advertising. One way to do this is through Ad Sequences.
This tool allows you to create an end-to-end generation sequence in the buyer's journey. Plus, because it's automated, it takes the guesswork out of targeting and will enable you to concentrate on composing the most relevant ad messages to attract the right leads.
3. Custom and hidden fields
When creating a form ad, customization is a great ally. Custom fields will help you make the message unique directly from your contact information within the CRM.
This aspect means you can capture the information that will be most useful to your business without entering it manually. Therefore, the more data you have on your leads, the easier it will be to nurture them more effectively through the funnel.
On the other hand, Hidden fields help you report on campaigns more efficiently and quickly organize your data without making your forms clumsy. You will enter properties into the contact without manually tracking and entering source information for each campaign.
For example, you could capture lead source, media, and ad content data and quickly turn it into the reports you need.
4. Advanced campaign management
Hubspot Ads can edit names, budgets, start and end dates, and times for Facebook, LinkedIn, and Google ad campaigns. It makes it easy to manage campaigns without having to toggle between tabs.
For example, if you review metrics and discover that a campaign has attracted ten leads and that's brought in $5000 in revenue. Then maybe it's time to extend that campaign and add a budget to continue getting qualified leads without leaving HubSpot.
In addition to extending a campaign, you could also:
5. Extended announcement reports
Knowing the reach and outcome of efforts is essential for any marketer, and if it's in real-time, even better, it will help make quick and accurate decisions. Hubspot Ads can view cost per MQL, cost per SQL, cost per deal, cost per lead, cost per opportunity, and cost per session. These metrics will make ad reports more actionable to quickly see which ads are performing well and which ones need adjustments.
6. Targeting by company list
While Hubspot Ads can help you with B2C contacts, you shouldn't forget the leads in your Account-Based Marketing methodology. It would be best if you also thought about targeting ads based on company lists rather than user lists, as they often target many different people in a company.
Targeting by company list in HubSpot is particularly powerful for ABM customers because HubSpot dynamically syncs company lists. Therefore, the moment a company is no longer a targeted account, it will automatically be removed from Matched Audience on LinkedIn.
With this, ABM campaigns are automatically optimized to target the most valuable prospects for your business at any given time.
You could also read about: How and why you should leverage Account-Based Marketing on LinkedIn?
7. Web traffic campaigns on Facebook, LinkedIn, and Google.
With HubSpot's Ads tool, you can create a Facebook or LinkedIn ad campaign in HubSpot that links directly to a landing page. With Google search ad campaign creation, you can create ad campaigns for all three ad networks now from HubSpot easily using the assets you already created in HubSpot for your search campaign.
8. Integrated workflows
One of HubSpot's most potent tools is automation. An omnichannel and timely response can make a huge difference. With this tool, you can automate all lead tracking at scale.
When you create lead generation or website traffic campaigns in HubSpot, you can create workflows of the leads you acquired directly from the campaign creation tool.
Using a workflow to automate creating a new lead in HubSpot will help reduce administrative processes for you and your team.
More on automation in: How to automate your business processes with HubSpot CRM.
It's time to take advantage of everything Hubspot offers and create more personalized and effective advertising campaigns. And remember, the most important thing is to give value to your consumers. Knowing your Buyer Persona and their buyer journey is paramount to achieving a good Inbound Marketing strategy.
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