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

- Facebook

- Google Ads

- Google Display

- LinkedIn

- 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