About this process

  • Department: Marketing
  • Responsible: Consultant/Assistant
  • Accountable: Strategist
  • Consult: Marketing
  • Inform: Marketing
  • Date created: 15/08/19
  • Date last updated: 15/08/19

Step 1: Set up ads on HubSpot

By doing this step first, this enables you to align the HubSpot portal with the ads campaigns on any social media platform.

To get started, go to settings > Marketing > Ads > Connect Accounts

Facebook

Log into your Facebook Ads account and click OK. Once in the dialogue box, select the Facebook account to connect to HubSpot, then click Connect.

LinkedIn

Log into your LinkedIn account ensuring you’re an admin on the campaign manager for their ads. Connect it to HubSpot, choose the campaign you want to connect to HubSpot, and click connect.

Step 2(a): LinkedIn Ad Set-up and Management

Set-Up

Prior to the set-up of ads, ensure you understand what the goals of the campaign are. This will vary the type of ad you’re creating. 

In the LinkedIn Campaign manager, to create a new campaign, head over to the ‘Campaign’ tab and press ‘Create Campaign’.

You can pick between the following:

  • Website Visits
  • Engagement
  • Video Views
  • Lead Generation

For vanity metric responses, choose one of the consideration objectives (website visits, engagement, video views). For lead generation, choose the conversions objectives (lead generation).

Agree prior to creation what the audience parameters will be. You will need to agree audience:

  • Location (and locations to be excluded)
  • Audience attributes (job role, seniority, interests)
  • Matched Audiences (remarketing purposes).

Post this, select the ad format. Choose this carefully and ensure you pick the correct format as you can’t change this further on in the process. For better results, research suggests the best three ad formats are a text ad, video ad or a carousel ad. Agree with client beforehand.

Similarly, agree the budget they want for the ad in advance. 

The next step is to create the ad. Go the the top right and press ‘Create Ad’. From here you can edit the introductory text, creative and CTA text. Before saving and publishing, ensure the messaging and creative has been agreed with the client or relevant POC.

Once all is completed, set both the ad and campaign to ‘Active’. To ensure the management of the ads is efficient and accurate, leave said ad up for at least 2 weeks before changing the creative and text UNLESS it definitely isn’t working in accordance to the goals.

Management

Prior to your weekly call with the client in question, ensure you’re tracking the KPIs of the campaign to produce in the call. This will allow the client to help you decide on next steps.

Best practice would usually be to variate the audience and creative or change the campaign to a different goal if need be. Follow the set-up part of this process again if they want to set a different goal for their ads.

To turn off the ads, ensure the ad and campaign are set to ‘Paused’ in each tab to ensure the client isn’t overspending on fatiguing ads.

Step 2(b): Facebook Ads

Set-Up

Prior to the set-up of ads, ensure you understand what the goals of the campaign are. This will vary the type of ad you’re creating. 

In the Facebook Campaign manager, to create a new campaign, head over to the ‘Campaign’ tab (left hand side) and press ‘Create Campaign’. From here, you’ll create a Campaign Name, followed by the campaign details including the buying type and objectives. Choose the objectives in accordance with the agreed goals of the campaign are.

From here, you’ll have to select the ‘Campaign budget optimisation’ settings. You’ll need to agree a daily budget with a client for the daily budget section. Best practice is to also select ‘Automatic Bid’ as it’s less work for the individual managing the ads, and also Facebook will then optimise your bid so you get the most bang for your buck.

Post this, you’ll need to set up your ad set. This includes setting up a:

  • Ad Timeline - Start date and end date (can set for a 'no end date' schedule)
  • Audience - Confirm Specifics with client prior
  • Placement - Best practice for ‘Automatic Placement’ as Facebook will optimise it for you.

Once this is completed, you can begin setting up your ad.

In the ad set-up tab, included are:

  • Identity - You can choose the page you want to advertise with and whether you want to connect an Instagram account to promote using that too
  • Format - Whether you want a single creative, or a carousel (agree with client prior)
  • Media - Choose the creative you want to use. For an optimised creative, best practice is to use the aspect ratios provided by Facebook for your creative
  • Primary Text - Main body of the text
  • Headline - The CTA text prior to someone clicking through to either a form or web page dependent on the objectives of the campaign
  • Description and Displayed Link - Optional
  • CTA - Facebook’s button text. They provide options such as ‘Learn More’, ‘Download Now’ etc. Choose the one which is most appropriate
  • Instant Form - Choose the lead gen form you created (Only in Lead Gen ads).

Once this is created, publish the ad. This should set live the campaign, ad set, and the ad.

Management

Prior to your weekly call with the client in question, ensure you’re tracking the KPIs of the campaign to produce in the call. This will allow the client to help you decide on next steps.

Best practice would usually be to vary the audience and creative or change the campaign to a different goal if need be. Follow the set-up part of this process again if they want to set a different goal for their ads.

To turn off the ads, ensure the ad and campaign are set to ‘Paused’ in each tab to ensure the client isn’t overspending on fatiguing ads.

Topics: Marketing Services Processes