Ads can be an effective way of driving traffic to your site and building trust with your users to skyrocketing sales. HubSpot Ad Sequences offer your business the unique chance for top tier journey-based advertising. Here we explore how you can go about setting up your Ad Sequences for Facebook (or hire us to help).
What are HubSpot’s Ad Sequences?
HubSpot Ad Sequences work specifically for Facebook and allow you to create a set of three ads with the goal of attracting customers, converting them and, finally, closing. These are highly targeted ads that can be used in specific campaigns. And they are designed according to where users are in the buyer journey. Social media specialists will create the ads directly through the HubSpot Ads tool using imagery, ad copy, landing page URL and audience demographics.
1.Set up ad creative
2. Specify targeting
3. Enter budget and schedule
Stages in the Ad Sequence
Stage 1: Attract
The goal of the first ad is to attract the right people. HubSpot suggests boosting an existing Facebook post (ideally a video one) to get more engagement (likes, comments, views) to help with the second stage. HubSpot will automatically exclude contacts in the customer lifecycle stage as the intention is to attract new visitors. Your first ad will also leave out Facebook users who converted on your second or third ads in the sequence since they have already expressed interest in your business.
In this stage, you’ll also be able to set your budget and schedule. There are a few options for “end date” where you can select a certain day or when you get a certain number of engagements to end your ad. Alternatively, you can leave it running indefinitely to potentially get more leads.
Stage 2: Convert
After the first ad, you’ll need a second one to convert users. HubSpot’s goal here is to gather contact information through Facebook. This creates a seamless, non-disruptive ad experience where users won’t have to leave the social platform to convert. When users click on the call-to-action button on your ad, Facebook will then prompt them to fill out a form to provide additional information.
Here we see the power of the Ad Sequencing tool in action. This second ad will automatically target prospects that interacted with your fist ad. For example, if they watched your video or like or commented on your first ad, they will be shown the second. Since you know they are interested, showing them another ad will be well-timed and contextual to avoid the otherwise intrusive nature of traditional advertising. And it’s done automatically through HubSpot!
For this stage, you will also need to set start and end dates. The start date can be configured to run when there is a certain number of engagements on the Attract ad or at another suitable time. The end date can be set for when the Convert ad reaches a certain number of engagements or after a specified number of days.
Stage 3: Close
Once you’ve created the Attract and Convert ads, it’s time to close the deal. Here, HubSpot intends to retarget those that filled out the form but haven’t gone from Facebook to the landing page. For this, a website traffic ad or another lead generation ad is needed. This should entice contacts from your second ad to make a purchase. It’s advisable to show some type of social proof such as customer reviews or case studies.
Ad Sequences does the retargeting for you by reaching out to prospects from your Convert stage. Set up your budget, start and end dates and that’s it!
The benefit of journey-based advertising
Through Ad Sequences, you’re able to deliver appropriate ads to your customers. And not only will they not annoy them, you’ll also help customers find the information they’re looking for. This leads to more conversions for your ads and more closed deals for your sales team. This is all while ensuring your marketing is delivered under budget and on-schedule.
“I recommend using the ad sequences functionality in HubSpot when you need to create a series of targeted, personalised ads. You can guide your audience through the buyer’s journey, ensuring each interaction builds upon the last. This functionality is especially helpful when you need to elevate engagement, nurture leads, and drive conversions with precision and ease. It’s a great tool to have in your marketing arsenal.”
– Lauren Espach, Social and Content Team Manager
We can set up your Ad Sequences
As a HubSpot Partner, we have the expertise to set up your Ad Sequences and carry out effective journey-based campaigns. Not only this, we will also monitor them and provide detailed reports to inform your marketing strategy.
Get in touch by giving us a call on 01992 582 824 to find out more.
