TheDigi

talAdver
tis
ing
Perf
ormanceChecklis
t
IN TRO D U C TIO N

Peopl
edon’
that
eads
,theyhat
ebadads
.

Wit
houtafoundat
ionofdat
a,t
echnol
ogy,andremar
kabl
ecr
eat
ive,
bus
ines
sesstr
uggl
et or
eachandengageaudienc
es.

L
earnt
ol ev
erageadverti
si
ngasapartofyourmar
k et
ingmixt
o
r
ais
ebrandawarenes
s ,gener
atel
eads,andgrowyourbusi
nes
s.

UsetheDi gi
talAdver
tis
ingPerf
ormanc
eCheckl
is
ttocreat
e
advert
isementsthaty
ourbusinessi
spr
oudofandyourcust
omer
s
deserv
e.

2
CREATE YO U R A CCO U N TS
Whenes t
abli
shi
ngadigit
almarketi
ngs t
rategy,youwantt
or unadsacr
ossplat
formswher eyour
audiencespendsthei
rti
me.Onepl atf
orm willnotmeetal
ltheneedsofyourbusiness.
Havingamixof
adverti
sementsacr
ossGoogle,Fac
ebook, andLi nkedI
nwi
llall
owyoutobemos teff
ecti
veand
effic
ientwithyourmediabudget.

Cr
eat
eyourac
count
stodayanddet
er nehow muchbudgetyouwantt
mi oal
locat
etoeach.

Googl
eAdsAccount
Get
ti
ngstar
tedwit
haGoogleAdsac
counti
seas
y.Yous
impl
yneedanemai
laddr
essandwebs
ite
f
oryourbus
ines
stogets
tar
ted.

oads
Headovert .googl
e.com t
ogetc
reat
eyourac
count
.

FacebookAdsAccount
Reachoneofthewor
ld’
slarges
tcommunit
iesbys
ett
ingupaFac
ebookPageandcr
eat
inganad.
Allyouneedi
sanemailaddres
sandFac
ebookaccount(
Fac
ebook,
Ins
tagr
am,orMess
enger)
.

T
ogets
tar
t of
edheadt acebook.
com/
bus
ines
s.

Li
nkedI
nAdsAccount
Onceyoucreat
eaLinkedI
nprofileandaLinkedInPage,youc
anus
eadver
ti
si
ngt
oreac
hyour
cus
tomersontheworl
d’sl
arges
tprofes
sionalnet
work.

obus
Makeyourwayt ines
s.l
inkedi
n.com t
ost
artr
unni
ngads
.

ConnectYourAdAccount
stoYourHubSpotCRM
Fi
nal
ly
,onceyouradver
tis
ingac c
ount
saresetup,
connec
tthem t
oyourdat
abase.UseCRM and
webanal
ytic
sdatatoi
nform youradcampai
gnsandseeexact
lywhi
chadsaret
urningpr
ospect
s
i
ntol
oyalcustomer
s.

I
fyou’
reaHubSpotc
usomerconnectwi
t thyourCRM.

3
IN STA LL PIX ELS O N
YO U R W EBSITE
Nowt hatyouraccountsaresetup,andyourdat aisc
onnected,i
t’
sti
met obett
erunderst
andyour
audience.Advert
isi
ngpixelscanbeinstall
edonyourwebs i
tetoconnectyourdat
awi t
hthefirst
-par
ty
dataofeac hadvert
isi
ngplatf
orm,all
owi ngyoutogatheranonymousinsi
ghtsaboutpeoplewhovis
it
yourwebs i
teincl
udingdemogr aphicandi nt
eres
tinf
ormati
on.

Additi
onal
ly
,begi
nt ot
rackt
heper for
manceofyouradver
ti
sement
sandwhatac ti
onsuser
stakeon
yourwebsi
te.Gai
ningt
heseinsightsi
swhatenabl
esyoutobett
ert
argetyouradver
ti
sementsandsee
aretur
nonyouradvert
isi
nginvestments
.

Googl
eConver
sionTr
acki
ng
Byinstall
i
ngtheGooglePixelonyourbusi
nesswebs
ite,y
ouwillbeabl
eto
meas ureact
ionst
hatvi
si
torstak
e—whet hery
ouarelookingt
omeas ur
esi
te
conversi
ons,phonecal
ls,ormore.

I
nst
ruct
ionsf
orSet
-Up

Fac
ebookPi
xel
Cr
eat
eandi
nst
allt
heFac
ebookPi
xelony
ourwebs
itet
omeas
uret
he
ef
fect
ivenes
sofyouradvert
isi
ng.Ens
ureyouarereac
hingt
heaudiencesthatare
mostl
ikelyt
otak
eaction,l
earnaboutyouraudi
encedemographi
csandinteres
ts,
andmeas
urec
onv
ers
ionsac
ros
smobi
l
eanddes
ktopadv
ert
isi
ng.

I
nst
ruct
ionst
oIns
tal
l

Li
nkedI
nIns
ight
sTag
Powerconversi
ont racki
ng,unders
tandwebsi
teaudi
ences
,andwebsi
te
demographicsfory ourLi
nkedInadcampai
gns.I
t'
squic
kandeasytoi
nstal
l
.
Unloc
kingrobus tcampaignreporti
ngandinf
ormati
onabouty
ourwebsi
tevis
itor
s.

I
nst
ruct
ionsf
orGet
tingSt
art
ed

” Wegi
vey
ouauni
quet
rac
kingpi
xelt
haty
ouc
anputon
anyofy
ourwebs
ites
.Wes
ugges
tput
ti
ngi
tont
hegl
obal
f
oot
erofy
ourhomepage.
”

G A U RAV N IH A LA N I
Di
git
alMar
ket
ingManager
,Li
nkedI
n

4
ESTA BLISH YO U R
O BJECTIVES
Anygr eatadver
ti
sermusthaveaclearunder
standi
ngoft
heobj
ect
ivesofthei
rcampaigns
.Ar
eyou
tr
yingtoinc r
eas
et heawar
enessofyourbusi
nessorpr
oduct
?Ar
eyout r
yingtoinc
reas
ewebsit
e
vi
sitor
s?Ar eyoulooki
ngtoinc
reasesal
es?

Byi
dent
if
yingyourobj
ect
ives
,yourbus
ines
scani
mpl
ementaj
our
ney-
bas
edadver
ti
si
ngs
trat
egy
.

J
our ney-
bas
edadvert
isi
ngi
saconceptt
hatadver
tiser
susetoc
reat
eadver
ti
sement
sthatar
ehel
pful
,
r
elevant,
andtar
get
edateachs
tageofthebuyer’
sjourney
.

”I
t'
sinc
redi
blyi
mpor
tantt
ounder
standwhet
herGoogl
eads
ar
ewor
kingands
owe'
llof
tens
ay,
whati
syourmeas
ureof
s
ucc
ess
?Doy
ouc
areaboutphonec
all
s,f
oott
raf
fici
ntot
he
s
tor
e,orc
lic
ksandc
onv
ers
ionony
ourwebs
ite.
”

JA CO B M A H ER
Pr
oductMar
ket
ingManager
,Googl
e

Br
andAwar
enes
sObj
ect
ives
I
fyouar
eanewbusi
nes
s,orsi
mplywantt
or ai
seawar
enessforyourpr
oduct
sandservi
ces,
es t
abli
sh
br
andawar
enes
sobj
ect
ives
.Thes
eobject
ivesi
ncl
udereac
hingandengagingyouri
dealaudience.

Brandawarenessrepr
esentshowfamili
aryourtargetaudienceiswithyourbrandorproduct.
Brands
withhi
ghbrandawarenessaregeneral
lyrefer
redtoas“ popul
ar.
”Es t
abli
shingbrandawarenessis
extr
emelyval
uablewhenmar ket
ingandpr omotingyourc ompany,especial
lyi
ntheearl
ystagesof
yourbusi
ness
.Brandawarenesshelpsf
ostertrus
t,cr
eatesanassociat
ion,andbuildbr
andequi t
y.

Meas
urement
s:Reac
h,i
mpr
ess
ions
,andvi
ews
.

5
Acqui
sit
ionObj
ect
ives
Manyacqui
si
ti
onobj
ect
ivesar
ees t
abli
shedaroundleadgenerat
i Leadgener
on. at
ioni
sthepr
oces
s
ofat
tr
act
ingandc
onver
tingst
rangersi
ntoprospec
tsforyourbusi
ness.
It’
sawayofwar
mingup
pot
ent
ialc
ust
omer
sforyourbus
ines
s.

Acquis
iti
onobj
ecti
vesarees
tabl
is
hedbasedonaudienceacti
ons.Doyouwantyourpr
ospec
tst
ocal
l
you,vi
si
tyourwebsi
te,
takeanact
iononyourwebs
ite,orvi
si
tyourloc
ati
on?

Meas
urement
s:Cal
ls
,webs
itevi
si
ts,
conver
sions
,webs
itepur
chas
es,
leads
,andi
n-s
tor
evi
si
ts.

” Whatwegener
all
yseei
sthataheal
thybal
anc
eis60%
t
opoft
hef
unnel(
brand)
,40% l
owerf
unnel(
acqui
si
ti
on)”

JU STIN SH RIBER
VPofMar
ket
ing,Li
nkedI
n

6
ESTA BLISH YO U R
A U D IEN CES
Onceyourtechnol
ogyisi
nplac
eandyourgoal sareest
abl
ished,st
arttobuil
dyourtar
get
audi
encewithi
neachadsacc
ount .
Ins
teadofbeinghyper-
focused,consi
deralar
geraudi
enc
e
segment
.Thiswil
lal
lowyout
or eachalar
geraudiencet
hatcanbef ocusedoverti
me.

Forex
ampl
e,y
oumaywantt
oreac
hpeopl
ewhoar
eint
eres
tedi
nvi
si
ti
ngy
ours
tor
e.
Y
ouknowtheyli
vei
na50-mi
leradiusofyourst
ore,
theyar
ebet
weent
heagesof25-
35,
t
heyar
eint
eres
tedi
npr
ofess
ionalbasket
ball
.

Thes
etar
get
ingi
nput
sar
etoonar
rowf
ory
out
oreac
hther
ightc
ust
omer
.Br
oadeny
our
tar
geti
ngbyrunni
ngadsi
na250mi
ler
adi
usofy
ourbus
ines
s,t
oany
onei
nter
est
edi
n
basket
bal
l.

Thi
stacticwi
llall
owy outoreachapot entialaudienc
ey ou’dbemissi
ngoutonwi t
h
hyper
-target
ing.Eachadverti
si
ngnet workwi llbeablet
omak eupdat
estoy our
adver
ti
s ementsbasedont heperformanc eofy ourads.
Allowtheadvert
isi
ngnetworkt
o
findyouraudi encef
ory ouands pendy ourmoneyef ficientl
y.

DefineYourAudi
enceSegment
T
obui l
dyouraudiencesi
nyourGoogl
e,Facebook,andLinkedI
nAdsac count
s,t
hinkaboutthe
char
acter
ist
icst
hatdefinethem,
li
keage,gender
,inter
est
s,jobti
tl
e,et
c.,
andwhatkeywor dstheymay
sear
chfor.Usethi
sres
our
cet
oseeal
lthewaysyouc
andefineyouraudi
enc
eonFac
ebook,
Googl
e,
andLinkedIn.

” Whatar
eyou,
theadv
ert
iser
,tel
li
ngusabouty
our
c
ust
omerbas
e?Y
ouc
ans
har
eyourowns
etofdat
awi
th
us
,bei
tthr
oughc
ust
om audi
enc
esorapi
xel
.Thats
ignal
r
eal
lyhel
psusfindt
her
ightc
ohor
tofpeopl
ethatwi
ll
l
ikel
yres
pondt
othi
sadv
ert
isi
ngf
rom y
ourbus
ines
s.”

RO B PEN W ELL
Pr
oductMar
ket
ingManagerFacebook

7
BU ILD YO U R
A D VERTISIN G CREATIVE
Advert
isi
ngc r
eati
veshouldbethoughtf
ulandc us
tomer-
focus
ed.Botht
hemessagi
ngandi magery
shoul
dhelps ol
veproblemsforcust
omers.Speaktoyourcust
omersandpr
ospect
s,under
standthei
r
probl
ems ,andprovi
des ol
uti
onsthr
oughyouradverti
si
ng.

Establ
ihacampai
s gnbriefthatout
li
nest hegoalofyourcampaign,theacti
onyouwantyour
audiencet
otake,andthecreati
vedirec
tionthatbestr
epresentsyourbrand.Yourc
ampai
gnbriefi
s
thedocumentthatinf
ormsyourentir
eteam ofyouradverti
singstr
ategy.

DefineYourMes
sagi
ng
Mess
agingshoul
dbepersonal
iz
edforyourprospects
.Its
houldbewri
tt
enint hesecondpers
on,usi
ng
pr
onounssuchasyouandyour
,andconnectwit
ht heaudienc
eandtheindi
vidualreadi
ngthead.

Forexample,i
fyouarerunni
nganadv
ert
isementt
oreac
handat
tr
actmar
ket
ers
,whatar
e
thechal
lengestheyf
ace?

Pr
oblem St
atement:Ineedtodriv
emor el
eadsf
ormybus
ines
s
Copy:Peopledon’
that
eads ,
theyhat
ebadads.
Headli
ne:AvoidAdver
ti
singMediocr
it
y
Des
cri
pti
on:Lear
nt odri
vemor el
eadst
hroughfory
ourbusi
ness
I
mage:As mi
li
ng,approachabl
eprof
ess
ionalus
ingmar
keti
ngsoft
war
e.

”Adv
ert
isi
ngs
houl
dbeabouts
olv
ingpr
obl
emsf
or
r
ealc
ust
omer
s.Remov
ingbar
ri
ersi
nthei
rres
ear
ch
andpur
chas
epat
h.That
'swhats
epar
atesgood
adv
ert
isi
ngf
rom bad.
”

M EG H A N K EA N EY-A N D ERSO N
VPofMar
ket
ingHubSpot

8
Cr
eat
eYourI
mager
yorVi
deo
I
mageryandvideocanvar
ybybus
ines
sandaudi
enc
etype.
Tes
tvar
iousf
ormsofi
mager
yinc
ludi
ng
phot
ography
,graphi
cs,
andvi
deo.

Bytesti
ngvar i
ousformsofmedia,
youwi l
lbeabletoi
dentif
ywhi chimager
yresonat
eswit
hyour
audiencethemos tbymeasuri
ngwhi c
helici
tsmoreac
tions
.LinkedInandFacebookhaveshar
edt
hat
vi
deoi sthetop-perf
ormi
ngformatforbusi
nesses
.

Youmaynothaveanagenc
yorgraphi
cdes
igneravai
labl
e,butt
her
ear
epl yofr
ent esour
cest
olear
n
abouti
mageus ageandcr
eat
ion.

”Thi
nkt
oyour
sel
f,woul
dthi
sad,
woul
dthi
svi
deo,
woul
dthi
spi
ctur
e,woul
dthi
simager
esonat
ewi
th
myc
ust
omer
s?”

JILLIA N RICCIA RD ELLI

Di
git
alMar
ket
ingManager
,HubSpot

9
O PTIM IZE, O PTIM IZE,
O PTIM IZE
Wit
hmanyot hercampaignsrunni
nginyourmarketi
ngst
rat
egy,i
tcanbehardtomaketimet
o
makeadjust
mentstoyourtacti
csf
requent
ly.
That
’swhyGoogle,
Facebook,andLi
nkedI
nhave
pr
ovidedthetool
stoadverti
serst
onotonlyruncampai
gnsbutimprovet
hem.

Meas
ureYourRes
ult
s
Eachmorni
ng,l
ogint oyouradvert
isi
ngaccount
sandviewtheperfor
manc eofyourads
.Bas
edon
thegoal
sandobjec
tivesyouestabl
ished,
areyouradsef
fec
tiveandeffic
ient?

syouraver
Whati ager
each,cl
ick-
thr
oughr
ate,andconver
sionr
ate?

Onc eyoubecomefamili
arwi
ththes
eKPIs,
determi
newhichadvert
isement
sar
eperf
ormi
ngabove
youraverageandwhic
hadverti
sement
sareperf
ormingbel
owaverage.Onceyouar
eabl
etomake
thatdeter
minat
ion,
youcanmakeadjust
mentstoopti
mizeyours
pend.

Opt
imi
zeAdver
tis
ingPer
for
mance
Auni
quebenefitofdigi
taladver
ti
si
ngisyourabi
lit
ytomakeadj
ustment
sal
ongtheway.
Digi
talads
ar
enotaset
-i
t-
and-f
orget-i
tmarket
ingt
acti
c.Unl
ikeout
doororpri
ntads
,di
git
aladsc
anbeadjust
ed
atanyt
ime.

Onceyouareabl
e ac
learunder
standi
ngofhowyouradsar
eper
for
mingc
ons
idervar
ious
opt
imi
zati
ons.

Opti
mizeFacebookAds :Whenoptimizi
ngyourFacebookads,cons
ideradj
ust
ingyourcampai
gn
obj
ecti
ve,r
evis
ingyourbi
dstr
ategy
,changingyourt
arget
ing,
orupdat
ingthecampai
gnlandingpage
onyoursi
te.

Optimi
zeGoogleAds:Googleof
fer
svar
iousr
esourc
estoopt
imizeyouradvert
isi
ngper
formanc
e.
Whenmakingoptimi
zati
onsconsi
dert
hekeywordsyouar
etarget
ing,youradcopy,
yourad
ext
ensi
ons
,andbidmodifier
s.

OptimizeLinkedInAds:Whetheryouareget t
ingstart
edoranadvertis
ingexper
t,vi
sitLinkedIn
Market
ingSoluti
onsforali
brar
yofr esourcestoi
mpr oveyourcampaignperf
ormance. Consider
makingadjust
ment sdai
lyt
oensurethatyourads,t
argeti
ng,andlandi
ngpagearerelevantand

10
A D VA N CE YO U R SK ILLS
Theinter
viewseri
es,Advert
isi
ng,aLookBehi ndt heScreens,sharesmanys t
rat
egiesandtact
ics
toimproveyournextadver
tis
ingcampaign.Throughouttheintervi
ews,expert
sfrom Googl
e,
Facebook,andLinkedI
nsharevari
ousadvancedtac t
ics
,dis
cussinghowt oall
ocateyourmarket
ing
spend,howt obuil
dageo-specificad,
andhowt ogetbuyer st
os hopdirect
lyfr
om yourads.

Formarket
erswhoaremor eadvancedi
nadver
ti
s i
ngstr
ategyandt
act
ics
,belowares
ome
res
ourc
esfrom ourexper
tstoi
mpr ovet
heef
fec
tivenes
sofyourcampai
gnstoday:

Lever
agi
ngYourCRM t
oImpr
ovePai
dMedi
a
ReadhowHubSpot’
sheadofpai
dmedi
alever
agest
heHubSpotCRM t
oimpr
oveadper
for
manc
eto
growthebusi
nes
s.
ReadMor e

Expl
oreAdvancedGoogl
eAdFeat
ures
Disc
overvar
iousc
ampai
gnt
ypes
,lear
nmor
eabouteac
htool
,andr
eadaboutc
ust
omers
ucc
ess
st
ories
.
ReadMor e

Gui
desf
orAdvancedAdver
tis
ersonFacebook
Whetheryou’r
eacqui
ri
ngnewcust
omersf
oramobil
eapp,
adver
ti
si
ngyourin-
stor
eproduc
ts,
or
usi
nglook-a-
li
keaudi
encest
oopt
imiz
eyourbi
ds,
readt
hes
eadvancedgui
desforFac
ebook
adver
ti
sers
.
ReadMor
e

YourGui
det
oAdvancedT
arget
ingandOpt
imi
zat
iononLi
nkedI
n
Li
nkedI
n’st
argeti
ngcapabil
it
iesremainsoneofthediff
erenti
ator
soft
heiradver
ti
singsol
uti
ons;
Armedwithadvancedtar
getingandopt i
mizat
ionbestpracti
ces,
youcanmor eef
fect
ivel
yreac
h
deci
si
on-makersontheworld’sl
arges
tprofess
ionalnet
wor k.
ReadMor e

11
Asamarket
er,digi
taladver
ti
si
ngshoul
dbeac ri
ti
calpar
tofyour
mar
ket
ingmi x,
helpingyoureachandengagequali
fiedaudi
ences.

NicolasHolland,theGeneralManagerofHubSpotMar ket
ingHub,
publishedhi sperspect
iveondi git
aladvert
isi
ng, sharingthat
,
“adverti
singissouniquelysui
tedforinboundmar keters—tobe
succes s
fulwi t
hadst oday,yous t
il
lneeds mart,targeted,
qualitycontent .
”

Byputtingthecust
omeratthec ent
erofyouradvert
isi
ngs t
rat
egy,
youwillbeabletocreat
ehigh-perf
ormi
ngadver t
isi
ngc ampaigns
thatar
eef f
ecti
veandeffici
ent.

12
 St
artRunni
ngAdsT
oday
G RO W YO U R BU SIN ESS
UseCRM andwebanal
yti
csdatatoi
nform youradcampai
gnsand
s
eeexac
tlywhi
chadsaretur
ningpr
os pec
tsintol
oyalc
ust
omers.

Meas
uret
heROIofever
yadc
ampai
gn.

ManageyourGoogl
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