Focus on these 5 Ad Metrics When Using HubSpot’s Ads Add-On
HubSpot is at it again.
As we all know by now, HubSpot uses its annual INBOUND experience not only to help educate and entertain the attendees but to announce new product launches that make inbound marketing easier and more effective.
One of the 2015 launches we’re most excited about is a product called the “HubSpot Ads Add-On”, which is designed to allow HubSpot customers to create, measure and leverage ads for inbound marketing campaigns directly from their portal. This will allow users to surface the number of leads, customers and resulting ROI down to the keyword for your ad campaigns.
Although we’ve only gotten a small taste, in typical HubSpot fashion we can already tell that the Ads Ad-On is incredibly intuitive and has done an amazing job simplifying what used to be a complicated process.
Sneak Peak: screen shot of Ads creation page for LinkedIn
If you’re a HubSpot customer that isn’t using an agency and you would consider using the Ads Add-On to manage your Ad campaigns internally, we’ve developed a list of basic KPIs that you want to keep an eye on to make sure your campaigns are heading in the right direction.
- Impressions: Measure how many times your ad has appeared to perspective customers/leads. Each impression generated means that your ad has populated within the search engines based off of a customer’s search query. This is a key metric in calculating the performance of your program in conjunction with the amount of clicks your ad is driving.
- Clicks: Measure how many customers have engaged or clicked on your ad within the search engines, and subsequently landed on your website. Clicks are the key metric that drive the cost associated with your campaign since AdWords is priced on a cost-per-click (CPC) basis.
- Click through rate: Click through rate is a formula that will measure if your brand or messaging is reaching your target audience. Total number of impressions / total number of clicks = click through rate. A campaign with a low click through rate could mean that your messaging or brand is not resonating with your target audience and optimizations should be made.
- Cost: This may seem obvious, but it is critical to continually monitor the cost associated with your campaign. Each click generated will yield a corresponding cost and every brand has an allocated budget for each marketing campaign. If a program’s budget is not properly managed, your campaign could run through or over budget fairly quickly.
- Conversions and Conversion Rate: Another potential obvious metric, but it’s important to keep your eye on the total number of conversions/leads your campaign is generating. Monitoring your conversion rate is important as well. There are a lot of factors that could contribute to a campaign’s success from a conversion perspective. For instance, if you’re getting a low conversion rate then there is some disconnect between the people clicking on your ads and the action you want them to take once they reach your site. You may be targeting the wrong audience or your offer may not be enticing enough. It could also be an indication that your landing page copy isn’t doing the job you need it to, which is driving people towards the desired action.
Sneak Peak: screen shot of Ads AdWords optimization panel which includes conversions and ROI percentage
As a certified Google Ad-Words partner and a Gold Certified Hubspot Marketing Agency, 190west is very excited to see what else the Ads Add-On is capable of and we can’t wait to hear about the other launches being announced at Inbound (including HubSpot’s pricing and availability on the Ads Add-On).