Drab to Fab: Transform Inbound Marketing with Digital Ads

Drab to Fab:
Transform Inbound Marketing
with Digital Ads
#KnoxHUG knoxville.hubspotusergroups.com

•HUG Introductions
•HUG News
• Next meetup – save the date!
• HubSpot product and feature updates
•Speaker Introduction
•Presentation and Q&A
What We’ll Cover

Meet the Knoxville HUG Leader and Co-Leader
Holly Yalove
/hollyyalove
Mitch Transue
/mitchell-transue
www.vieodesign.com
• Agency Partner Certification
• Inbound Marketing Certification
• HubSpot Marketing Software Certification
• HubSpot Design Certification
• Contextual Marketing Certification
• Inbound Sales Certification
• Growth Driven Design Agency Certification
• Email Marketing Certification
• Content Marketing Certification
• Certified Google Partner
• Certified Yext Partner
• HubSpot Beta Testers
Agency Certifications:

Q4 HUG: Thursday, November 8th
Next HUG Meetup

HubSpot Product Update
Highlights
The New Growth Suite: New product bundle that gives access to all of
HubSpot’s marketing, sales, and customer service software — fully
integrated and discounted at 25% off standalone prices. Available in
Free, Starter, Professional, and Enterprise editions.

Highlights
New Products and Product Features Released
• Service Hub FREE: Ticketing, live chat, conversational bots, meeting
scheduling, customer service reporting, and more!
• Service Hub Starter: New entry level service package that helps
build a basic help desk. What’s in Free + conversation routing and
email sequences.
• Service Hub Enterprise: A new package of service tools for
sophisticated service teams. Includes all Pro features + new tools.
For details see: www.hubspot.com/new

Highlights
New HubSpot Enterprise-Level Features
Brand new lineup of features across the enterprise editions of HubSpot’s
marketing, sales, and customer service software.
For Marketing:
• New Facebook Messenger tools
• Email throttling (email send protection)
• Enhanced social permissions
• Custom event funnels, custom analytics filtering, advanced revenue
attribution reports, and more

Highlights
For Sales:
• Automatic call transcription
• Integrated sales playbooks
• Tracking for recurring revenue
• Seamless quote creation and approvals with e-signatures (on quotes
and other documents)
• Accept payments with Stripe, and more

Highlights
For Customer Service:
• Agent goals - for tracking things like average ticket response time
• Customer health scoring - to identify those at risk for leaving
• Centralized help desk tools
• Playbooks, and more

Highlights
• [Now Live] HubSpot Video: New native video
functionality woven throughout the HubSpot platform
(available to Pro and Enterprise users)
• [Now Live] Deal-based and Ticket-based Workflows:
• Deal workflows are available to all Sales Hub Professional users
• Ticket workflows are available to all Service Hub Professional
users
• [New] Standalone HubSpot CMS: Lots of smart content
options to fully personalize and customize user
experience

Highlights
• [Now Live] Advanced Website Audiences for Ads add-
on users:
• Target ads based on interactions with specific content, such as a blog
post
• Create a website audience within a flexible time period to customize
your targeting based on how recent a website interaction was
• Combine multiple rules using ‘OR’ logic
• All of these audiences can be created simultaneously across all
advertising accounts and networks you have connected to HubSpot

Meet Our Guest Speaker
Lindsay Elsten
Client Success Manager,
VIEO Design

By: Lindsay Elsten
Client Success Manager,
VIEO Design
Drab to Fab:
Transform Inbound Marketing
with Digital Ads

Google PPC Account Set Up
Account = Store
Campaign = Department
AdGroup = Type of Clothing
Keywords/Ads/LPs = Clothing Display

3 Must-Haves to Make a Digital Ad Inbound-y
1. The ad is shown to the right people, at the right time
2. The ad presents a direct solution to a search query
3. The ad moves the searcher further down the Buyer's Journey.

Makes Ads Inbound-y Through
1. Different ad types
2. Keyword selection & ad copy
3. The right targeting methods

Different Ad Types
Search/Text Ads
1. Targets an active searcher
2. Good for small budgets &
“emergency” products
3. Ideal for mobile campaigns
Drab/Fab Search Ad

Different Ad Types
Display Image Ads
1. Targeting users that are not necessarily in “shopping mode”
2. Good for branding campaigns or if you have a lengthy sales process
3. Ideal for “sexy” products or video ad content

Drab/Fab Display Ad
ETOnline Targeted vs Non-Targeted
Targeted aka “FAB”:

Drab/Fab Display Ad
Non-Targeted
aka “DRAB”
(incognito
browser mode):
ETOnline Targeted vs Non-Targeted

Different Ad Types
Social Media Ads
1. Targets users in a more personal setting
2. Great for content promotions, product coupons, and local businesses
3. Ideal for ecommerce and influencer branding

Drab/Fab Social Media Ads

Keyword Selection & Ad Copy
Broad Match
Ads may show on searches that include misspellings, synonyms, related
searches, and other relevant variations. So, if your keyword is “women’s
hats,” someone searching for “buy ladies’ hats” might see your ad.
1. Use to get data on a new account
2. Use to reach a wide audience
3. Move away from Broad as you optimize

Phrase Match
Ads may show on searches that match a phrase, or are close variations of that phrase,
with additional words before or after. Ads won't show, however, if a word is added to
the middle of the phrase, or if words in the phrase are reordered in any way.
1. Use to further optimize your ads, without limiting quality impressions
2. Ideal for middle of the funnel targeting & moving people through the funnel

Exact Match
Ads may show on searches that match the exact term or are close variations of that
exact term. Designated with brackets, the keyword [women's hats] could show when
someone searches on Google for “hats for women.”
1. Use when you know your customer well
2. Good when you have a specific product or offer to showcase

Examples:
See how my results changed based on the specifics in my query.

Targeting Methods
Behavioral Targeting — The practice of targeting and serving ads to groups of people who exhibit
similarities in how they act and react online. This involves tracking and targeting specific subjects,
content, and shopping categories.
Geo-targeting — Geo-targeting allows the advertiser to specify where ads will or won’t be shown
based on the searcher’s location, enabling more localized and personalized results.
Lookalike Audience — Users who are similar to your existing target audience. This will help
increase awareness, consideration, and conversion.
Retargeting — This allows marketers to target users who have already been to your site and have
experience with your brand or service and lead them back to your site.

Measuring Success
Common Mistakes
• Not creating AdGroup-specific ad extensions
• Setting up automatic bidding too early
• Setting up conversions incorrectly
• Not utilizing negative keywords
• Making too many changes
• Follow Google’s Self Promotion Opportunities tab:
What Google is trying to solve for you is a lack of clicks, not a lack of
conversions or revenues and profits for your business. They do this by:
• Encouraging you to increase budget
• Encouraging you to bid more
• Encouraging you to add keywords”

Measuring Success
Best Practices
• Use shared budgets
• Use a variety of ad types
• Create specific AdGroups
• A/B test (use Google ad experiments, ad copy, etc.)
• Use RLSAs – combine display remarketing with active searchers

Measuring Success
Quality over Quantity
• Click-Through Rate (CTR) — A metric that measures the number of clicks an ad gets per number of impressions.
Clicks / Impressions = CTR. For example, if 10,000 people see your ad and 20 people click your ad, your CTR is
0.2%.
• Conversion— An action that’s counted when someone interacts with your ad (clicks, video views) and then takes
an action that you’ve defined as valuable to your business. This includes online purchases or a calls to your
business from a mobile phone.
• Cost-Per-Acquisition (CPA) — The measurement of the cost of acquiring a customer who clicks on a website link
or completes any action — in other words, the return on marketing investment. Cost / Acquisitions = CPA.
• Quality Score — A search engine’s rating of the relevance and quality of keywords used in Search Engine
Marketing campaigns. It is largely determined by the expected CTR, the relevance of ad copy, landing page
quality and relevance, and other factors.

Drab vs. Fab KPI Analysis

SEO & Digital Ads: Better Together
1. Visibility in SERPs & social media (especially on mobile)
2. Shared keyword data - Search Terms Report
3. Ad copy to influence content strategy & vice versa
4. SEO takes longer to work
• Digital ads can build up traffic to the site to help boost traffic
while you work on SEO

SEO & Digital Ads: Better Together

How Can HubSpot Help?
• HubSpot’s Ads Tool (add-on)
• HubSpot’s Facebook Lead Ads (free and paid versions)
See details at: www.hubspot.com/products/marketing/ads

HubSpot’s Ads Tool (for Facebook, Instagram, AdWords, LinkedIn) will:
1. Measure True ROI
HubSpot’s ads tool goes beyond traditional ad metrics like impressions, clicks,
and cost-per-click to report on actual leads and ROI generated by every
Facebook and Google ad. You’ll be able to combine deal data with ad data
and know exactly how your paid advertising contributes to the bottom line.

HubSpot’s Ads Tool (for Facebook, Instagram, AdWords, LinkedIn) will:
2. Use Smart Lists as Ad Audiences
Form a bond between any HubSpot list and Facebook or Google ad audience.
Go a step further by building lookalike audiences in Facebook from smart lists
and reach more potential customers who are like your current buyers.

3. Manage & Optimize Campaigns Within HubSpot

4. HubSpot’s Facebook Lead Ads
• Available in HubSpot CRM accounts (free)
• Extended functionality when you have
the Ads add-on
Facebook lead ads allow potential
customers to sign up for your offers right on
Facebook and give you accurate contact
information for follow up.

Drab to Fab: Transform Inbound Marketing with Digital Ads

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