INS IDE THE ADS MACHINEW I L L D E K R E Y & J O S H C H A N G
#INBOUND19
Meet the Speakers
Will Dekrey
Sr. Product Manager, Ads
Josh Chang
Sr. Marketing Manager, Paid Acquisition
Components of Journey Based Advertising
Focusing on metrics that
illuminate ROI.
MEASUREMENT
Delivering a consistent,
contextualized experience.
ALIGNED EXPERIENCE
Getting the “who”
and “when” right.
TARGETING
Experimentation & Optimization
Targeting &
Retargeting
Areas of Focus for
HubSpot’s Paid Efforts
● Distribute great content to a highly targeted
audience.
● Drive adoption of the free CRM and our
other free tools.
● Amplify organic social efforts.
● Accelerate international growth.
1. Prospecting2. Convert
3. Nurture
Your Targeting Journey
4. Customer-targeting
Targeting Methods
Pixel Targeting List Targeting Lookalike
Targeting
Interest-Based
Targeting
Prospecting1. Prospecting
2. Convert
3. Nurture
4. Customer-targeting
Convert Audiences Into Leads1. Prospecting
2. Convert
3. Nurture
4. Customer-targeting
Nurturing Strategy1. Prospecting
2. Convert
3. Nurture
4. Customer-targeting
Customer retargeting1. Prospecting
2. Convert
3. Nurture
4. Customer-targeting
What about exclusions?
Audience 1: Net new interest audience
Exclude: Pricing page visitors + customers
Audience 2: Blog visitors
Exclude: Pricing page visitors + customers
Audience 3: Pricing page visitor
Exclude: Customers + blog visitors
Want to come to
INBOUND 2020??
1. Prospecting2. Convert
3. Nurture
4. Customer-targeting
Audience Targeting
Create audiences based
on specific behavior from
your site visitors
WEBSITE AUDIENCES
Personalize your advertising
based on contact properties or
lifecycle stages
CONTACT LIST AUDIENCES
Find leads that resemble
your visitors, leads and/or
customers
LOOKALIKES
Reach people based on
their past actions,
interests & demographics
BEHAVIOR / INTERESTS
List Segmentation for Ad Targeting
Build lists and workflows based on
interactions with specific campaigns, ads, or
even keywords.
Some Examples From HubSpot
• Lead score list segments
• Customer lists by product
• Lead list retargeting
Advanced Pixel Strategies
Google Tag Manager
Tag & Event Management
Experimentation &
Optimization
Landing Pages
A/B Testing
Conversion
Measurement
Experiment design Campaign buildReporting
& debrief
• Landing pages
• Creative
• Audience/Settings
• Devices
What is your hypothesis and what variable
are you testing?
What CPA, conversion rate, or other
metric do we have to hit for this test to
be considered a success?
Experiment design Campaign buildReporting
& debrief
What is the best way to isolate the
variables we’re testing?
• Rotate ads evenly (Google)
• Optimize redirect tests
• Facebook A/B Test Tool
• HubSpot A/B testing tool for LPs
Make sure the only difference
between variants are your variables!
Otherwise its not a clean test.
Experiment design Campaign buildReporting
& debrief
Measurement
The Big Question
What reporting platform does your business rely on to gauge success?
YOUR BUSINESS
METRICS
The Big Question
What reporting platform does your business rely on to gauge success?
YOUR BUSINESS
METRICS
Closed-Loop Reporting
Flexible Attribution
Understand your ads’ impact at every
stage of the buyer’s journey.
Auto-tracking
HubSpot will automatically apply a
standard set of tracking parameters.
Reporting Structure & Techniques
● Make sure your UTM structures play nice across all your systems.
● Leverage dynamic parameters & auto tracking to make your life easier.
● Naming conventions + parameters to slice and dice.
Things to have sorted before you spend a ton of money
Slice & Dice
Channel
- Google Ads
- Google Display
- Bing
- Other Channels
Audience &
Targeting
- Retargeting
- Prospecting
- Keywords
- Lookalike Audiences
- Similar Audiences
Device
- Desktop
- Mobile
- Tablet
Region
- North America
- UK & I
- EMEA
- APAC
- LATAM
Automation Techniques
Where does your data
come from?
Aggregate & automate
(UTMs)
Visualize
Budget Pacing
Out of channel lift
¯\_(ツ)_/¯
How do spend & conversions on Channel A correlate with total conversions for your business?
Components of Journey Based Advertising
Focusing on metrics that
illuminate ROI.
MEASUREMENT
Delivering a consistent,
contextualized experience.
ALIGNED EXPERIENCE
Getting the “who”
and “when” right.
TARGETING
Experimentation & Optimization
Thank you