Rumor has it that HubSpot’s got something for anything that ails you. And if paid ad return on investment (ROI) is what you’re after, the HubSpot Paid Ads tool is just the ticket. This tool is available for Google, Facebook, and LinkedIn campaigns. It helps advertisers create ads and optimize performance all within the comfort of HubSpot.
The Paid Ads tool displays fundamental campaign performance and a big picture view of leads and profit. Between lifecycle reporting and putting the power of multichannel at your fingertips, the Paid Ads tool is your new secret weapon for better results.
The Paid Ads tool’s features are growing and here are five ways to get the most from its functionality.
1. Determine ROI, Not Just Return on Ad Spend (ROAS)
Return on ad spend, or ROAS, is a useful metric to optimize paid advertising campaigns, but ROI is really what matters. You could have a positive ROAS but still be losing money on your ad campaigns. There’s nothing like knowing the impact on the bottom line to tell you whether you should double down on a paid ads campaign or go back to the strategic drawing board.
The HubSpot Paid Ads tool helps you do just that. The lifecycle reporting feature tracks users from the time they become a subscriber until they’re an Evangelist.
Because you’re tracking this information in HubSpot, you can marry lifecycle reporting with your pay-per-click (PPC) strategy. At any given time, you can see where buyers are in their lifecycle and how your PPC campaigns pull them through the buyer’s journey more quickly. That means you can see how your investment pays off in terms of long-term buyer relationships.
2. Conduct a Day-to-Day Paid Campaign Analysis
While there’s no replacement for checking in on your Facebook, LinkedIn, and Google campaigns, the HubSpot Paid Ads tool is great for day-to-day paid campaign analysis. This tool isn’t designed for in the weeds campaign management, but it gives a great snapshot of your key performance indicators (KPIs).
You’ll know when it’s time to dig a little deeper or pat yourself on the back for a job well-done in a minute or two of review.
If you want a quick check-in on your ad management without logging into 3+ separate ad platforms, the HubSpot tool gets the job done. You can make sure everything is working the way it should without the time-consuming task of checking multiple platforms.
3. Generate Leads Through Facebook or LinkedIn
Traditional lead gen efforts are full of friction and user dropoffs. Thankfully, you can use HubSpot’s Paid Ads tool to integrate with Facebook’s Lead Ads and LinkedIn’s Lead Generation ad formats, creating ads quickly while minimizing friction.
These pre-filled forms let people tap once to send over their information, opting into your offer without ever leaving the social media channel. On your end, their information populates in HubSpot, logging each lead’s touchpoint as you guide them through the buyer’s journey.
By reducing friction in the conversion process, expect to generate more leads at a lower cost per lead. A word of caution, though: lead quality sometimes suffers. Be careful to monitor new contacts in HubSpot and adjust your campaign targeting as necessary to better align with your buyer persona.
Create a lead gen campaign in HubSpot to:
Invite users to join a waitlist for a new product.
Send users a free download in exchange for their email.
Offer a coupon to new email list subscribers.
Invite them to a webinar.
With the webinar, check your MarTech stack and HubSpot Connect partners for options to automate your registration and reminder processes. They can also power your webinar at the same time.
You can switch up call-to-actions (CTAs) to customize your campaign, too. Best of all, everything happens inside HubSpot, so you don’t have to leave your dashboard to connect with more buyers.
4. Create Targeted Retargeting Lists
You spend a lot of time and budget dollars on your ad campaigns. You can get more results for the money when you add retargeting to your PPC mix. This Paid Ads tool feature is best for the leads in the consideration and decision phases of the buyer’s journey. Expect high quality, low cost leads from retargeting but the overall number of conversions will be low compared to other ad campaigns.
Retargeting is key for reaching out to people who have engaged with your brand before. When you tack this approach to your ad campaigns, you can sell 50% more. That means you reconnect with interested buyers in less time, building trust and reengaging with buyers as they go through your funnel.
The best retargeting campaigns use audience segmentation, if you have the traffic volume, and tracking. Know who you’re targeting with the HubSpot Paid Ad tool. HubSpot tracks these contacts in lists or using a connected pixel and shows you a birds-eye view of campaign performance. You can now see which touchpoints every customer has helping you understand the buyer lifecycle and overall ad efficacy.
5. Run Buyer Persona Targeting
You can use Facebook’s look-alike audiences inside HubSpot to expand your ads’ reach even more. This feature finds people on Facebook who “look like” your ideal buyer persona.
You can create look-alike audience based on lists of leads or of people who fit your buyer persona in HubSpot. This is a quick and easy way to get started with look-alike audiences. Use the Facebook ads manager for more sophisticated look-alike features.
Look-alikes are an effective means of broadening your paid reach while also staying hyper-focused on tight targeting and your buyer personas.
The Bottom Line
The Paid Ads tool in HubSpot is growing and the ways that you can use it to grow are growing. Put this tool to work to understand your buyers, collect holistic data, and target your buyer personas. You’ll not only save time, but boost conversions and create an audience of happy customers along the way.
Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.
Originally published Dec 9, 2019 9:00:00 AM, updated December 09 2019