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7 Common Search Advertising Mistakes (And How-to Prevent Them)

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7 Common Search Advertising Mistakes (And Tips From HubSpotters to Help You Avoid Them)


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Marketers use search in two ways, SEO and paid. SEO and great content help raise your organic results. Search Query Search Ad Organic Results Marcus Andrews Product Marketing


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Search ads put your message next to relevant search queries. Combining SEO, search ads, and the right strategy can be really powerful! Search Query Search Ad Organic Results Marcus Andrews Product Marketing


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That's right, Marcus. Search can have a huge impact: 93% of B2B buyers start with a Google search. 219 million Americans use Google Search Sources: eMarketer, Statista, eCoast U.S. ad clicks totaled $23.3 billion in ‘15 60% of B2B Marketers use search ads Dharmesh Shah CTO and Founder


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But a lot of marketers fail at search ads. We’ve isolated 7 common mistakes to help. Let’s dive in! 7 Common Search Ads Mistakes #1 #2 #3 #4 #5 #6 #8 Lauren Mattos Marketing Manager Lack of education/experience. Too much focus on ads. Not using optimized landing page. Poor targeting and creative. Poor keywords and quality score. Measuring the wrong metrics. Not using data to optimize.


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#1 Lack of AdWords education or experience. HubSpot Tip: Take the time to learn basic AdWords features and strategy before getting started. AdWords Case Study Bids and Budgets The Language of AdWords Optimization AdWords Options AdWords Help Center Lars Osterberg Product Manager


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Go ahead and click on these videos! We’ll wait for you here until you finish. Click to watch! AdWords Case Study Bids and Budgets The Language of AdWords Optimization AdWords Options AdWords Help Center Lars Osterberg Product Manager


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#2 Too much focus on ads. HubSpot Tip: Start with a great piece of content that you know is working and build out your campaign from there. Here's a recent example from HubSpot: Click to get this offer!


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#3 Not using an optimized landing page. HubSpot Tip: Build a mobile optimized landing page for your offer. Make sure to Use keywords that align with your ad copy.


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#4 Poor targeting and creative. HubSpot Tip: Build marketing personas to help define who you want to target. Create a clear path of action with a compelling CTA. Example of HubSpot’s Buyer Personal Marketing Mary - Professional marketer (VP, Director, Manager) - Boston, Chicago and San Francisco - Technology software and consulting


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#5 Poor keywords and quality score. HubSpot Tip: Brainstorm a list of search queries and keywords. Use AdWords keyword planner for help. Click the Pic!


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#6 Measuring the wrong metrics. HubSpot Tip: Focus on what happens after a click on your ad. Use this curve to guide your focus. Expert Click Focused: Only measuring what happens with ad. CPC/CTR Success = low cost and high clickthrough Traffic Success = visits to my site Beginner ROI Success = Strongest return on my ad spend and lowest cost-per-acquisition Conversions Success = Leads and a strong conversion rate Conversion Focused: Measuring the actions ads drive


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#7 Not using data to optimize your ads. HubSpot Tip: Always test and optimize! Use conversions data to do more of what works and less of what doesn’t. Test 1 3 Conversions $12.89 avg 5 Conversions $7.56 avg Test 2 12 Conversions $7.56 avg Optimize 10 Conversions $6.99 avg


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To make it easy to create, measure, and optimize search ads, we’ve built them right into HubSpot. Click the image To get a demo.


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Thanks!


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