Paid Social Ads Made Easy - Budget Tips & Tricks (Free Template)
Summary
TLDRThis video script outlines a strategic approach to paid advertising, emphasizing the integration of inbound principles with outbound strategies. It highlights the importance of media planning, buying, and optimization, offering actionable tips and a template for an effective paid media plan. The script discusses targeting the right audience, aligning ads with customer intent, and tracking key metrics like ROAS for maximum ROI. It also touches on budget allocation using the 70/20/10 rule and the choice between manual and automated bidding strategies, ultimately aiming to create a customer-centric marketing approach that drives growth and profitability.
Takeaways
- 📈 Paid advertising is an effective method for customer outreach, allowing you to target a specific demographic and increase brand awareness.
- 🎯 The key to a successful paid media strategy is understanding your audience and aligning your ads with their intent at each stage of the buyer's journey.
- 📊 Measurable metrics and easy-to-track ROI make paid advertising an attractive option for businesses looking to increase revenue and reach their ideal customers faster.
- 🚀 Media planning, media buying, and media optimization are the three essential steps to a successful paid media campaign.
- 🎯 Start with media planning by setting clear goals, identifying key performance indicators, and researching your audience to choose the right platforms.
- 🛍️ Media buying involves executing strategies to maximize your budget and purchasing paid media placements, including setting bids and automating purchases.
- 📈 Align your media buying with the buyer's journey to understand customer behavior, segment campaigns, and predict costs of attracting new buyers.
- 💰 A revenue-based approach to budgeting for paid media typically involves allocating 7-8% of gross revenue, while a goal-driven approach focuses on achieving specific objectives.
- 📊 Use a free paid media template to set goals, budget, and track the performance of different ad types and platforms.
- 🔄 The 70/20/10 rule is a guideline for budget allocation across the marketing funnel, prioritizing channels that generate leads and allowing for experimentation.
- 🚦 Choose between manual and automated bidding strategies based on your campaign size, historical data, and the level of control you desire over your ad placements.
- 🏆 An optimized paid ad campaign can significantly improve key performance metrics, as demonstrated by the success story of Wheel the World.
Q & A
What is the main focus of the video?
-The main focus of the video is to explain how to apply inbound principles to outbound paid advertising and provide actionable tips and templates for creating an effective paid media plan.
What are the benefits of paid advertising?
-Paid advertising benefits include raising brand awareness, targeting quality leads, fast results through accessible metrics, easy measurement of costs and ROI, and the ability to adjust and optimize campaigns.
What are the three essential steps in a paid media strategy?
-The three essential steps are media planning, media buying, and media optimization.
How does media planning help in a paid media campaign?
-Media planning helps by setting goals and key performance indicators, researching the audience, and choosing the right platforms based on buyer personas, which directly impacts ad placement and bid strategy.
What is the purpose of media buying?
-Media buying connects the right ads to the right audiences at the right times and places, executing strategies to maximize budget and purchasing paid media placements, aligning advertising content with customer intent at each funnel stage.
How does media optimization contribute to the success of a paid media campaign?
-Media optimization involves understanding customer behavior, segmenting campaigns by user intent, evaluating ad performance, adjusting messaging, identifying risks and gaps in the marketing funnel, and predicting costs of attracting new buyers.
What is the recommended budgeting approach for paid media?
-Businesses typically budget around 7% to 8% of gross revenue for paid media. A goal-driven approach involves choosing a budget to achieve specific business objectives and calculating ROI to understand campaign goals' impact on the overall budget.
How does the 70/20/10 budget split rule work in paid media?
-The 70/20/10 rule simplifies budget allocation across the marketing funnel: 70% for awareness stage, 20% for consideration, and 10% for decision. It prioritizes channels that generate leads and brings in search ads and remarketing, as well as testing ad formats.
What are the advantages of manual bidding in paid advertising?
-Manual bidding allows for control over maximum CPC, management of bidding aggressiveness, bid revisions for underperforming keywords, and the ability to apply changes at specific times.
What benefits does automated bidding offer in comparison to manual bidding?
-Automated bidding leverages real-time data for competitive and relevant ads, maximizes clicks and conversions based on objectives, optimizes targeting performance, and reduces ad costs by finding optimal bid amounts for campaign goals.
What was the impact of an optimized paid ad campaign for Wheel the World?
-The optimized paid ad campaign for Wheel the World led to a 65% increase in bookings, 23% growth in leads, a 64% decrease in cost per lead, and expanded access to travel experiences for people with disabilities.
What is HubSpot's role in the success story of Wheel the World?
-HubSpot's CRM platform helped Wheel the World by providing data across applications, keeping teams aligned, and leveraging buyer persona data to identify the most effective marketing channels for their business.
Outlines
🚀 Inbound Principles for Outbound Advertising
This paragraph introduces the concept of applying inbound marketing principles to outbound paid advertising. It emphasizes the importance of creating a paid media plan that maximizes budget and bidding strategy. The speaker explains that paid advertising is a popular method for customer outreach, offering benefits such as fast results, measurable costs, and easy ROI tracking. The paragraph outlines three essential steps in paid media: media planning, media buying, and media optimization. It stresses the need for understanding the audience and choosing the right platforms, setting goals and KPIs, and aligning advertising content with customer intent at each stage of the funnel.
📊 Budgeting and ROI in Paid Media
The second paragraph delves into the intricacies of budgeting for paid media and understanding the return on investment (ROI). It discusses the revenue-based approach and goal-driven approach to budgeting, providing a practical example of how to use a paid media template to set goals and allocate a budget. The paragraph highlights the importance of tracking key metrics such as cost per click (CPC), revenue generated, and return on ad spend (ROAS) to evaluate ad performance and make informed decisions about budget allocation. It also introduces the 70/20/10 rule for budget distribution across the marketing funnel, offering insights for both beginners and established businesses.
🛣️ Bidding Strategies for Ad Placements
This paragraph discusses the two primary bidding strategies for ad placements: manual and automated. It uses the analogy of a road trip to explain the differences, with manual bidding being the road atlas that allows for personal control and course corrections, and automated bidding being the navigation system that uses machine learning for optimization. The paragraph outlines the benefits of each method, such as manual bidding's ability to manage aggression and bid revisions, and automated bidding's use of real-time data for maximizing conversions and optimizing costs. It advises on when to use each strategy, suggesting manual bidding for new campaigns and automated for high-volume accounts with sufficient historical data.
🌟 Success Story: Wheel the World
The final paragraph concludes the video script with an inspiring success story of Wheel the World, a travel company catering to people with disabilities. It illustrates the impact of an optimized paid ad campaign by sharing the company's achievements: a 65% increase in bookings, 23% growth in leads, and a 64% decrease in cost per lead. The story emphasizes the power of leveraging buyer persona data and identifying effective marketing channels, as facilitated by HubSpot's CRM platform. The paragraph ends with a call to action, encouraging viewers to take a free certification course for planning, buying, and optimizing ad campaigns, and to engage with the content by liking, commenting, and subscribing.
Mindmap
Keywords
💡Inbound Principles
💡Paid Advertising
💡Media Planning
💡Media Buying
💡Media Optimization
💡Budgeting
💡Bidding Strategy
💡Marketing Funnel
💡Return on Ad Spend (ROAS)
💡HubSpot
Highlights
Applying inbound principles to outbound paid advertising can enhance the effectiveness of your media plan and budget strategy.
Paid advertising is a popular method for customer outreach, offering fast results and easy-to-measure costs.
Advanced targeting in paid ads helps increase revenue by reaching ideal customers more effectively.
Three essential steps for a successful paid media strategy are media planning, media buying, and media optimization.
Media planning involves setting goals, researching your audience, and choosing the right platforms for ad placement.
Media buying connects the right ads to the right audiences at the right time and place, maximizing budget efficiency.
Aligning media buying with the buyer's journey helps understand customer behavior and optimize marketing funnel.
A revenue-based approach for paid media budgeting typically uses 7% to 8% of gross revenue.
The goal-driven approach to budgeting assigns a dollar amount to each objective and calculates ROI to understand campaign impact.
The free paid media template helps set goals, budget, and track campaign performance for better optimization.
A 70/20/10 budget split rule of thumb can be applied across the marketing funnel for efficient spend allocation.
Manual bidding allows for control over maximum CPC and the ability to make bid revisions for underperforming keywords.
Automated bidding uses machine learning algorithms to optimize conversions and target performance.
For new campaigns, starting with manual bidding helps the algorithm understand target audiences before switching to automated.
Wheel the World used a strategic Google Ads campaign with HubSpot's help, leading to significant growth in bookings and leads, and a decrease in cost per lead.
Harnessing the power of paid ads and inbound marketing creates a customer-centric approach that drives meaningful connections and profitability.
HubSpot's CRM platform provides a synchronized data environment for teams, enhancing collaboration and alignment.
Transcripts
- 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
'cause 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 times, 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 wanna 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 (indistinct).
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 7% to 8%
of gross revenue for paid media.
This percentage will vary depending
on your business size and industry.
A goal-driven approach however,
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 generate tab
to set your goals and budget.
We'll choose increased sales
to existing customers from the dropdown menu
but you can customize base on your needs.
If you're working with a small budget
or are new to paid media, start small,
then scale based on what works and what doesn't.
For budget, let's use $500.
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 wanna allocate $350 to social.
You're also interested in how search ads perform
and put $150 towards that channel.
Go to type and select search.
For the date let's enter Jan one 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 ad 225, not bad.
The cost per click or CPC will auto-populate here
with 86 cents for the search ad
and a $1.56 for social.
Now, at first glance, 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 wanna 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 ROAS is
$2.67 cents for the search ad.
While the social ad has a return of $3.43 cents.
This 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 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 70/20/10 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% of your budget
to the awareness stage.
20% to consideration,
and the remaining 10% to decision.
This prioritizes channels that generate leads
needed to populate your other audiences.
Think 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 70/20/10 split,
with 70% on proven channels,
20% on safe bets and 10% on experimentation.
In this split, 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 70/20/10 approach,
isn't just a one and done success story.
It's a framework for testing
and adjusting which efforts
drive the most engagement and 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 road atlas.
Well, automated bidding is your navigation ad.
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 ROAS, return on ad spend.
And reducing ad costs by finding
optimal bid amounts for campaign goals.
Automated bid strategies, while 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 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 successful 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 channels,
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.
It all, the buyer's journey is a critical part
of your paid advertising strategy,
and 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 excuse me, I'm gonna go put in a bid
for a little bit of nap time.
Feeling 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 HubSpot?
HubSpot is a CRM platform
so it shares its data across every application.
Every team can stay aligned.
No outta sync spreadsheets or dueling databases.
HubSpot, grow better.
(upbeat music)
Посмотреть больше похожих видео
Watch This First: How To Launch An E-Commerce Business
How Inbound Marketing Is Rapidly Changing
Facebook Ads: Easiest Way to Scale and Generate More Revenue
Digital Marketing for Beginners: 7 Strategies That Work
Principais métricas de trafego
Marketing Analytics 101 (A Beginner’s Guide To Marketing Metrics)
5.0 / 5 (0 votes)