Picture this: You work for a company that sells gym equipment. This product requires a salesperson and an individualized quote to fit your customer's need.
You're a content marketer in charge of running lead generation ad campaigns on Google to find potential leads for your sales staff. You've been doing this for the last couple of months, and you've seen some success getting some leads.
But the truth is, your leads have fallen on a bit of a spectrum. Any given week, you're generating some marketing qualified, some sales qualified, and some customers. But there are also some unqualified leads slipping through.
Your manager has tasked you to figure out how to get more qualified leads, and less unqualified leads, so you can generate a better ROI on your ad spend.
You recently took an Academy lesson explaining that Smart Bidding on Google was one of the best ways to get a better advertising ROI.
After doing some research, you find that the best way to ensure this is to send a signal back to Google when a visitor becomes a customer. This signal could tell Google how much they're worth to your company to best inform their Smart Bidding optimization.
But there's a catch.
Looking at Google documentation, you find that the only way to inform Google of which clicks ended up turning into customers is to:
have a developer build a link into the API to send this data into Google or,
remember to manually upload data into Google.
Neither option is viable for you. Your company's small and doesn’t employ a developer. You also don't have the bandwidth: you manage more than just the lead generation on Google for your company, and in the long run, it doesn't really seem like a scalable solution.
So what do you do?
Luckily, you're a HubSpot customer and can use Ads Optimization events to solve this problem.
With a few clicks of a button, you can create an Event that, an on hourly basis, will send Google all the customers that have come via your Google ads.
What does this mean?
As you acquire more and more customers, HubSpot and Google continue to work together behind the scenes to improve your advertising ROI by leveraging lead quality and customer purchase data — talk about a match made in advertising heaven.
Note: While this example uses Google to demonstrate the concept of ads optimization events, this feature can sync your CRM data to both Google and Facebook.
Ads Optimization Events in Practice
After you've connected your Google Ads accountor Facebook ad account, you can create events that will sync your CRM lifecycle stage changes to your ad account. This will allow the ad network to optimize the delivery of your ads.
To create an Ads Optimization Event in your HubSpot Ads tool, you'll select Create Event.
From there, you'll customize your event trigger, such as the lifecycle stage, and the value you'll send to the ad network. Check out this article for details on how to create Ads Optimization Events in HubSpot.
After you've created an event, it will appear under the Events tab on your Ads dashboard.
Both Google and Facebook will use the CRM lifecycle data from your HubSpot account to help optimize the delivery of your ads on their networks. You'll also be able to report on the value of your CRM lifecycle event changes from within your Google Ads account and Facebook Ads Manager.
Technical Details to Keep in Mind
Both Facebook and Google will use the event for optimization so long as the contact property change occurred less than 90 days after the ad click.
You do not need to do anything in Facebook for the offline events to work. Any offline lifecycle change events sent into Facebook from HubSpot will automatically be sent as a signal to lead ad campaigns.
HubSpot only starts sending events from the point the event was created in HubSpot.
In order to use events in Google, you must use Conversions as the Bidding Mechanisms and select either use the account-level "Include in Conversions" settings (all events sent from HubSpot) or choose individual events.
Why not get started today? Go over and read this article to find out more.
Originally published Oct 29, 2020 11:00:00 AM, updated October 29 2020