Download HubSpot’s Official Paid Media Course – How to Create a Paid Media Strategy [FREE RESOURCE]
Discover the winning combination of paid advertising in inbound marketing and learn how to use it to supercharge growth and profitability! In this video, we’ll walk you through the process of planning, buying, and optimizing your paid media campaigns and break down the key benefits of manual/automated bidding, helping you determine your paid media budget and the strategies you can use when allocating your ad spend to achieve maximum ROI!
What You’ll Learn:
• The importance of paid advertising as part of your inbound marketing strategy
• Identifying which paid media channels to prioritize for your brand
• How to determine your paid media budget
• Crafting an effective media buying strategy
• Tips and best practices for budget allocation, bidding, and optimization
🛠 Resources:
• Ads Software
📔 Grow Your Career and Business with HubSpot Academy:
📔 Favorite Free Certification Courses:
• Digital Marketing Certification:
https://clickhubspot.com/od6
• Social Media Marketing Course:
https://clickhubspot.com/Social-Media-Certification
• SEO Training Course:
https://clickhubspot.com/SEO-Training-Course
• Inbound Course:
• Inbound Marketing Course:
https://clickhubspot.com/Inbound-Marketing-Certification
• Email Marketing Course:
https://clickhubspot.com/Email-Marketing-Certification
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https://clickhubspot.com/Inbound-Sales-Certification
• Taking your Business Online Course:
https://clickhubspot.com/Business-Online
About HubSpot:
HubSpot is a leading CRM platform that provides education, software, and support to help businesses grow better. The platform includes marketing, sales, service, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use HubSpot’s powerful and easy-to-use tools and integrations to attract, engage, and delight customers.
⚠ Disclaimer:
The videos on our YouTube channel are for informational purposes only, and are not intended as an endorsement for any of the products or services that we feature.
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Have you put time research and effort Into high quality content but no matter Which algorithm hack or SEO strategy you Follow you can't gain Traction in this Video I'll break down exactly how to Apply inbound principles to outbound Paid advertising along with actionable Tips and templates to create an Effective paid media plan to get the Most out of your budget and bidding Strategy let's get to it paid Advertising has long been a popular Customer Outreach method you pay a Publisher to display your content to a Targeted demographic in return you raise Awareness of your brand and Target Quality leads that convert into paying Customers nice accessible metrics give Fast results costs are easy to measure Roi is easy to track and campaigns are Adjustable and optimizable with Advanced Targeting like this paid ads are one of The best ways to increase Revenue Because it's easier to reach your ideal Customers and hit your business goals Faster but buyers want Solutions and Value so how can you seamlessly mix this Into your paid media strategy there are Three essential steps number one media Planning number two media buying number Three media optimization media planning Before you launch a paid media campaign You need to find your goals and key Performance indicators research your
Audience and choose the right platforms Everything starts with the people that Buy from you this has a direct impact on Where and when you show ads and your bid Strategy each platform has its own Benefits and drawbacks so do your buyer Persona research First Media buying is The next critical step in connecting the Right ads to the right audiences in the Right place at the right time right Right here's where you'll execute Strategies for maximizing your budget And purchasing paid media placements This includes setting bids and Automating purchases which I'll dive Deeper into in just a bit your main goal Is to align advertising content with Customer intent at each funnel stage Let's say you want to convert website Visitors into leads engaging with those Who opt in to your email newsletter you Could show your ads to people who've Already visited your website by mixing Facebook and Instagram ads with display Ads on third-party websites or maybe Your goal is to reach bottom of funnel Customers that haven't completed a Purchase addressing buyer depths you Could retarget Instagram followers with A promotion discount bonus or gift as a Friendly reminder of your offering when Your media buying is aligned to your Buyer's Journey you'll be able to Understand customer Behavior segment
Campaigns by user intent evaluate ad Performance adjust messaging identify Risks and gaps in your marketing funnel And predict costs of attracting new Buyers all important metrics to track Test measure and adjust in your ongoing Optimization process there's a lot you Can learn from that dollar and how it Performed which will determine what you Can afford to spend now when it comes to Your paid Media budget choosing the Right method will depend on several Things such as your business goals total Revenue and Industry businesses using a Revenue-based approach typically budget Around seven to eight percent of gross Revenue for paid media this percentage Will vary depending on your business Size and Industry a goal driven approach Router means choosing a budget best Suited to achieve business objectives And assigning a dollar amount to each And calculating that Roi will help you Understand how your campaign goals Impact your overall budget let's take a Look at how to do this using our free Paid media template open the template Click the January tab to set your goals In budget we'll choose increased sales To existing customers from the drop down Menu but you can customize based on your Needs if you're working with a small Budget or are new to paid media start Smoke then Scale based on what works and
What doesn't for Budget let's use five Hundred dollars next let's pick the ad Types and platforms that'll help achieve Your business goal in the type column Here you'll find a list of paid media to Choose from let's say you've got a new Product and want to launch two campaigns This month for the same offering a Google search ad and a Pinterest ad You've previously seen great performance On Pinterest and want to allocate 350 to Social you're also interested in how Searchouts perform and put a hundred and Fifty dollars towards that channel go to Type and select search for the date Let's enter gen 1 to Jan 31st for Platform enter Google in the description Field here we'll type search ad for new Product then type 150 in the spend field Now let's do the same for the Pinterest Ad the next step is to launch then Analyze campaign performance okay your Google ad got 175 clicks and the Pinterest had 225. not bad the cost per Click or CPC will Auto populate here With 86 cents for the search ad and 1.56 For social now first class it looks like The Google ad performed better with a Lower CPC but not so fast my friend Since your goal is to increase sales to Existing customers you want to check how Your ads impacted Revenue the search ad Generated 400 while the social ad made 1200. let's add this to the template in
The revenue column now let's look at the Return on ad spend or roas this is the Golden metric of Performance Marketing So you know you're maximizing every Dollar spent with real deal returns You'll see here that Ros is 2.67 for the Search ad well the social ad has a Return of 3.43 this may means the Pinterest ad was more efficient even Though the CPC is higher as you monitor Performance and optimize campaigns you Can use this data to make a case to Increase your paid Media budget to bring A higher return over time now that You've established your budget in most Profitable areas of opportunity what's The best way to divide that spend your Marketing funnel will help here one rule Of thumb is the 70 2010 split this Simplifies budget allocation across the Funnel and can be applied in a variety Of ways if you're just starting out you Could allocate 70 percent of your budget To the awareness stage twenty percent to Consideration and the remaining 10 to Decision this prioritizes channels that Generate leads needed to populate your Other audiences thank social ads like Facebook Instagram and Pinterest the Next 20 brings search ads and Remarketing into your mix with 10 for Testing ad formats that push price Points and promotions like Google Shopping and display ads for established
Businesses Implement a 70 2010 split With 70 unproven channels 20 on safe Bets and 10 on experimentation in this Foot your 70 bucket is all about Refining your success record of tried And tested media the next 20 is Media Which may be more costly or risky but Has a bigger potential new audience and The 10 is for testing new channels Ensuring campaigns don't get stale just Remember the 70 2010 approach isn't just A one and done success story it's a Framework for testing and adjusting Which efforts Drive the most engagement In Roi and we dive deeper into the Strategic allocation of those dollars in Our free paid media course now another Important decision that'll impact your Bottom line is your bidding strategy for This let's take a road trip there are Two ways you can bid on your ad Placements manually or automated manual Bidding lets you set your own maximum CPC for your ads and automated or smart Bidding on some platforms uses machine Learning algorithms to optimize your Conversions so manual bidding is your Rode Atlas while automated bidding is Your navigation app if you want deeper Insight into the experience manual Bidding lets you choose your preferred Route plus the slower Pace gives you Time to react and course correct the key Benefits being managing how aggressively
To bid on keywords bid revisions to Underperforming keywords to correct Performance drops and controlling Exactly when these changes are applied If efficiency is what you want then the Pros of automated are leveraging Real-time data so ads remain competitive And relevant maximizing clicks and Conversions based on objectives Optimizing targeting performance on Audiences driving the best CPA cost per Acquisition and rois return on admin and Reducing ad costs by finding optimal bid Amounts for campaign goals automated bid Strategies wall powerful aren't perfect Navigational tools you'll still need to Make informed choices for a smooth ride Use this when you have high volume Accounts or large advertising budget you Have enough historical data to optimize Your set goal and predict future bids You want to manage efficiencies and Don't have time to monitor a manual Campaign for new campaigns start with a Manual bidding strategy to keep tight Control of your keywords and CPC this Gives the algorithm the time and data it Needs to understand Target audiences use This for small campaigns with small Budgets if you have less than 30 days of Audience data and time to monitor Campaign results after you get enough Conversions using a manual strategy then Switch over to automated to drive that
Traffic both will require that you Monitor your campaigns to evaluate if The bid strategy will get you to your Destination for those of you who've Stuck around with me and thank you by The way here's an inspiring success Story to show what an optimized paid ad Campaign can do for your dollar wheel The World Is A Unique Travel company That provides accessible travel for People with disabilities to identify High intent leads they needed to Understand how to connect and earn the Trust of their customers during the lead To sale Journey with hubspot's help a Google ads campaign allowed them to Leverage buyer Persona data and identify The most effective marketing For their business this strategic Campaign led to a 65 increase in Bookings 23 growth in leads 64 decrease In cost per lead and change people's Lives by expanding access to travel Experiences that didn't previously exist Very impressive in all the buyer's Journey is a critical part of your paid Advertising strategy when you harness The targeting capabilities of paid ads With the nurturing power of inbound Marketing my friend you create a Customer-centric approach that drives Meaningful connections and supercharges Growth and profitability if this video Got you inspired to build a successful
Media strategy take our free Certification course you'll learn how to Plan buy and optimize ad campaigns Across various channels while gaining Valuable insights from industry experts To maximize Roi and as always make sure To like comment and subscribe to stay up To date on the latest tips and Strategies all across marketing now if You'll excuse me I'm gonna go put in a Bid For a little bit of nap time feeling a Little a little tired these days you Know until then I'll see you next time I can find this client info have you Heard of hub S so it shares its data across every Application every team can stay aligned No out of sync spreadsheets or dueling Databases HubSpot grow better [Music]
Internet Marketing Do’s And Don’ts For The Novice Or Pro
Internet marketing is one of the best ways to get your marketing skills seen by millions of people. It will help out the business that you are promoting as well as build you a wonderful portfolio. Use this article to gain tips into the inside world of internet marketing today.
Building a good reputation with customers is vital in internet marketing. The Internet is above all else a tool for people to communicate with each other. Customers satisfied with a particular website will mention it favorably all over the Internet. Conversely, dissatisfied customers will register their displeasure far and wide. A good internet marketing plan looks to maximize the former and minimize the latter.
Creating a FAQ section on your website will make running it a more satisfactory venture for you. It will also please your potential customers because they will be able to locate answers to their concerns quickly and easily. You will increase the likelihood that they will buy from your site because they will feel confidence in your ability to give them the information they need.
Share your website with close friends and family to help get the word out on your company. The people that love you the most and trust you the most are the best to spread a positive word, as they will promote the brand as credible and trustworthy. Your loved ones will help increase your bottom line in a great way.
You have just read a lot of advice about internet marketing, and may be feeling a little overwhelmed. That is perfectly normal, so don’t worry! Take your time to gain further knowledge on all of the advice here, and try and accomplish one tip a day. Keep this article available for future reference, and you can reread it anytime you need to.
