The answer will not be a big surprise – it depends. From what? First of all, the industry in which we operate, the promotional budget and the target group we want to reach. Of course, we also have to consider what exactly we want to achieve through advertising. We have a lot of possibilities to conduct campaigns on the Internet. Below, we briefly present the most popular of them.

Google Ads – not just advertising on the search network

One of the effective ways to promote your brand on the Internet is a Google Ads campaign. The giant from Mountain View offers users a system with which you can advertise not only in Google products, but also on many websites of its advertising partners. Examples of such formats as:

Text ads in the search network – this type of promotion is also known as sponsored links. They appear at the top or bottom of the search results page and are labeled “ad”. In addition to headings and descriptions, you can put various types of extensions in them, e.g. links to other subpages of your website, explanations, location or information about promotions. As a result, the link to our website not only appears on the first page with results, but also occupies a large area, so it attracts the attention of the audience.

Advertising on the Google advertising network – this type of advertising campaign on the Internet has a graphic form and is displayed on the partner websites of the giant from Mountain View. It is a very broad network, ranging from small to huge portals, industry sites, blogs, local sites and many other sites on a variety of topics. Ads can take the form of banners appearing between paragraphs of articles or on the side of the page, in the background (behind the main content), full-screen or pop-ups. The advertising network can also provide dynamic ads, the elements of which are automatically selected depending on the user’s preferences (based on his previous behavior on the Internet).

YouTube Ads – Video campaigns may or may not be skipped and may appear before, after, or during your videos. Bumper Ads, i.e. six-second ads that are highly effective, especially on mobile devices, are also very popular.

Product ads – they contain a photo of a specific product, its name and price and lead directly to the subpage where you can buy it. They appear on the search results page and in Google Shopping. To create this type of campaign, you must have an account in Google Merchant Center and implement the so-called Product feed, i.e. a file with data about the products we offer. The ad data is automatically drawn from the feed. This is an excellent format for online stores, as the user immediately has the key information when making purchasing decisions.

Why is it worth using Google Ads?

Google Ads is a system that gives advertisers a wide range of promotion opportunities that are not provided by traditional advertising on radio or television. The most frequently mentioned advantages of the system include:

Advanced targeting options – with our message we can reach a strictly defined group of recipients, which gives us the best chance for conversion. We can set a group, taking into account the interests of users, their place of residence, age, life situation (family, children, renovation, buying a house, etc.), reach people who have contacted our website or simply place advertisements on websites about specific topic. We can also freely set the ad schedule and territorial range or modify the rates depending on various parameters (e.g. device type).

Payment for the effect – in the case of campaigns in Google Ads, we do not have to pay for the mere display of the ad. The budget will be used only when we achieve the assumed goal, i.e. when someone clicks our ad or watches a promotional video (depending on the selected billing model).

Full control over the budget – at any time of the campaign, we can check how much we spent and increase or decrease the expenses.

Quickly visible results – an ad in Google Ads can be launched at any time without leaving home and it becomes visible almost immediately on the web (you have to wait for verification, but it usually doesn’t take long). Thanks to this, the effects can be seen much faster than, for example, in positioning.

Constant access to statistics – we can check which of our ads have the best results, identify keywords generating the most conversions, etc.

Raising brand awareness – our advertisement is displayed on the first page of search results or on the websites of Google partners, so even if the user goes to our website, he may remember the company name, logo or special offer.

Google Ads – who is this online advertising campaign for?

Google Ads advertising is a good way to promote almost all brands. It works well for both online stores and service businesses. However, you need to know that such campaigns, in order to bring profits, should be regularly optimized, and optimization is not a simple task for a layman. Therefore, when choosing this type of campaign, it is worth learning more about Google Ads or using the help of a specialist.

Facebook Ads and Instagram Ads – when is it worth it?

Facebook’s advertising system has a tremendous amount of information about social media users – especially when it comes to their interests and preferences. It is on FB or Instagram that we follow fanpages, talk about our hobbies, participate in discussions, inform about relationships and their ending, baby births, new animals, we even mark where and what we eat. That is why the Facebook advertising platform gives a good chance to reach those recipients we care about. In this system, we can advertise both the post itself (it will appear on the users’ board, even if they are not fans of our profile) and the entire fanpage, or direct traffic directly to the website. We currently have the following ad formats on Facebook:

– image – graphic advertisement in which we can present our products, logo, information about the offer, photos from the headquarters, etc.
– video – this format allows you to promote short movies or slide shows.
– carousel – this is a type of advertisement in which we can present a maximum of 10 images or videos – each with its own link. This allows, for example, to show several products covered by the promotion or new products on offer within one advertisement.
– instant material – a format designed for mobile devices. If a user clicks on our ad, a full-screen environment appears in which you can show images, videos, products or place a form.
– collection – an advertisement that opens as an instant material, used to show many products. As part of the advertisement, recipients can conveniently browse products on mobile devices and make purchases.

In the case of Instagram Ads, we can also use the graphic, video and carousel format, and additionally choose whether we want to display the ad in News or Insta Stories.

Advantages of advertising on Facebook and Instagram

An online advertising campaign conducted with the help of Facebook has similar advantages as in the case of Google Ads. It is a relatively cheap advertisement in which we pay for the effects, enabling precise selection of the target group and remarketing. This system also gives access to a large number of statistics and allows you to control expenses at every stage of the campaign.

What is particularly worth paying attention to when using the Facebook advertising platform is the option to select the target group Lookalike Audience. Thanks to it, we do not have to choose what features the users who will see the ad should have. The system will do it for us, selecting recipients as similar to our current customers as possible. So if we already have a certain group of recipients, it is a simple way to get more.

Who are the ads on Facebook and Instagram for?

Such an advertising campaign on the Internet is also very common and for good reason – it can give great results in many industries. However, it should not be forgotten that users enter these platforms mainly for entertainment. So it is a place where advertisements for cosmetics, clothes, cafes, hotels or an aquapark can be great, but not necessarily funeral services. The same applies to all industries that provide emergency services – such as roadside assistance, locksmith, plumber, electrician, etc. – there is little chance that users will be looking for them on social media. In these cases, a text ad on the Google Ads Search Network with a dial-in extension will perform much better.

Internet advertising campaign – LinkedIn Ads

LinkedIn is the only platform with a lot of data on the education and career of Internet users. Thanks to this, it is an ideal place to establish B2B contacts, look for employees, partners and create a professional image of the company. We can choose from such formats as:

– advertising with a single photo – a format in which we can insert a photo and a description into it. It appears in the news,
– carousel advertising – allows you to place several images with assigned links,
– video advertisement – type of advertisement in which we present the video material on the news board,
– event advertisements – within this format, you can promote the event we organize, e.g. a webinar, in the news,
– text ads – contain a headline, description and image. They may appear in different places, for example at the top of the page or on the right side of the screen,
– sponsored messages – this type of ads appears directly in users’ inboxes – just like messages from their contacts,
– Follower ads – they encourage you to follow a given profile on LinkedIn. They are dynamic – this means that in addition to the logo and name of our company, they also include a photo and the name of the user to whom the advertisement is displayed,
– Spotlight ads – they direct you to our website or any other landing page. They are also dynamic and adapt to a specific recipient,
– job advertisements – another dynamic format, but thanks to it you can promote offers by reaching potential candidates.

Who is LinkedIn Ads for?

Ads on LinkedIn work well in very specific cases, when we want to target the message to people with specific professional experience, from a specific industry or in specific positions. Despite the fact that the platform is becoming more and more popular, there are still representatives of only some industries, in particular from the IT and marketing industries.

Or maybe website positioning?

Positioning of websites is probably the most commonly known method of promotion on the Internet. Despite the excellent recognition of the term itself, there are really few customers who know what it actually means. Positioning of pages are activities aimed at raising our website in organic results for a given phrase. It includes a number of activities – optimization of the website itself to be robot and user-friendly, as well as the issue of linking or delivering high-quality texts to it. However, the most important thing in positioning is the fact that it must be treated as an investment. While Google or Facebook Ads offer quick and repeatable results, positioning will start to bring results only after a few months. In the long term, it is the cheapest method of acquiring customers and building a reputation.

Other advertising channels on the Internet

Of course, this list does not include all the channels in which we can promote ourselves among network users. Online stores can also use, for example, Amazon Ads, with which you can increase the visibility of your offer on these platforms. There is also more and more talk about ads on TikTok or Pinterest, which are an alternative to more popular advertising channels. Is it worth taking advantage of these opportunities? This should be determined by the analysis of where our target group spends their time.

In this post, we present all the features and tools that are available on Hubspot. So if your company is considering implementing automation to its marketing activities – read on.

HubSpot – what is it?

HubSpot is a system for automating the activities of sales and customer service departments with marketing activities, thanks to which your company can closely monitor the impact of one on another and optimize specific processes.

In addition to these possibilities, HubSpot is primarily a huge database of contacts and companies. Anyone who interacts with your business can be saved as a contact on HubSpot. Examples of contacts are visitors who converted on the form, visitors who contact your team, or potential customers your team met at events. A good database of contacts will allow your team to easily record and retrieve information about them, keeping everyone up-to-date.

What modules does Hubspot consist of?

The system consists of 4 main modules:
– marketing – helping to increase traffic, the number of conversions resulting from a larger number of visitors and effectively lead and monitor the effects of marketing campaigns,
– sales – helps to automate sales tasks (sending e-mails to potential customers, call register),
– service – thanks to which you will introduce order and improve customer service processes (notes, detailed data, reports),
– CMS – used to manage content, create newsletters and landing pages.

Each of the modules is a separate tool and can be used separately, however, for comprehensive sales and marketing support, it is worth using the potential of all of them. And about the potential in them below.

Marketing Hub in Hubspot

The marketing module allows you to manage all marketing processes in your company: automate activities related to publishing content, combine various advertising channels and analyze their effectiveness. What features will you find in the marketing module and what are the benefits?

– Option to post the content your audience is looking for to make them easier to find in search engines, social media and more. And by adding call to action buttons, encourage them to convert.
– Positioning the website thanks to SEO tools that help you plan your strategy and optimize your content as you write it.
– Manage your Facebook, Instagram, LinkedIn and Google ads directly in the HubSpot system. The ability to track which ads turn leads into customers.
– Planning social media publications, managing, analyzing and monitoring posts and prioritizing them to increase the chance of reaching customers.
– Function to insert and manage files directly in HubSpot and easily embed them on social media, websites and blog posts.
– Live chat function, thanks to which you can chat with your website visitors in real time. Use bots to qualify leads and scale your efforts to focus on the conversations that matter most.
– Option to design and launch a landing page without the help of programmers or IT specialists. Access an extensive library of mobile optimized templates that convert, or build pages from scratch.
– Create forms with a simple drag and drop editor. Add them to your website to turn anonymous visitors into leads that will automatically be added to your contact database.
– Automate repetitive company processes, plan large-scale mailing campaigns, streamline cross-functional operations, bulk data management, and more.
– Create mobile-optimized email campaigns that look professional. Ability to personalize content for each audience and run A / B testing to improve click-through rates.
– A complete picture of each potential customer in one integrated database. Thanks to the segmentation of contacts based on the collected data and automation, you can evaluate the potential of leads and assign them to a specific person from your sales team.
– Advanced, custom reports and built-in analytics.
– Flexibility to store and customize any type of data in HubSpot. Ability to prepare reports With custom data and create dashboards to share insights with your team.

Sales Hub in Hubspot

The sales module combines all tools and data on one easy-to-use, efficient platform. Thanks to it, you gain constant control over acquiring leads and converting them into customers by sales departments. What exactly does it have?

– Ability to create email templates from the most effective emails that can be shared with your team.
– Monitoring the time a prospect opens emails, so you can respond to them in a timely manner and close the deal faster.
– Library of useful sales materials for the entire team, the ability to share documents directly from the inbox.
– Making and recording calls directly from the browser and automatic registration of them in the CRM system, thanks to which you will discover what is behind the team’s results.
– Share a link that allows potential customers to choose an appointment that suits everyone – it will be automatically synced with your calendar.
– Set up a series of personalized emails and follow-up tasks to keep the entire sales process in mind.
– Ability to contact potential customers when they are actively using your website. Direct your chat conversations to the right team members to build better relationships and close more deals.
– Knowledge base full of the right tools, chat scripts, marketing guides, and more.
– Full insight into the sales process to be able to effectively forecast and achieve even better results.
– Mobile application to manage your contacts, offers and tasks from any place and device.
– One-click contract adding, task assignments and progress tracking on your dashboards.
– and more!

Service Hub in Hubspot

Today, customers expect a problem to be resolved within minutes and personalized service 24/7 through a variety of channels. However, most customer service teams struggle to meet these growing demands because their tools and data reside in multiple sources or tools.

The service module collects all customer service data and channels in one place and helps you scale support through automation and self-service. What do you gain from this? More time for proactive service that retains and expands your customer base. Here are the features that can make it easier for you:

– Ability to add routing and automation to tickets, so the help desk will prioritize critical issues.
– Possibility to transform the FAQ database – frequently asked questions into a library of articles, videos and documentation that will help to solve them.
– Combine team email, live chat, Facebook Messenger, and more into one universal inbox so your entire team can see conversations and respond in one place.
– Ensure that each user has access to the appropriate resources. Ability to quickly view and manage permissions, statuses and availability across the team.
– Create custom surveys to collect customer and contractor feedback.
– Reports and custom funnels to monitor the health of your business and improve the efficiency of your customer service teams.

CMS module (CMS Hub)

The CMS module is the content management system needed to easily create and personalize websites for each visitor – optimized for conversion on any device. Thanks to it, you will create websites with the tools you prefer and your marketing team will be able to update themselves thanks to flexible themes. Additionally, in the module you will get access to the resources and ideas of the HubSpot developer community. What do you gain with the functions available in CMS Hub?

– You can improve your site and take action in one place using SEO recommendations.
– Pre-made themes with the option to create custom themes that will help you build a consistent site without worrying about mismatched designs, logos or navigation.
– Managing multiple language domains and optimizing each of them for SEO. Users will be able to switch between languages.
– Ability to update and build the page without the help of a developer or custom code.
– A / B tests – a function that allows you to select up to five different page variations, which HubSpot will monitor and display the most effective option.
– Analyze the types of content, sources and campaigns that attract the most potential customers.
– Tools like GitHub to handle version control and make changes to web resources.
– Add interactive elements such as event registrations, guest books and calculators without setting up an external server, SSL certificate or data transfer processes.
– Create a site-wide content editing environment that allows the marketing team to manage and update the user interface.
– Access to extensive documentation and an active developer community to get started immediately, as well as get answers and ideas.
– Website security thanks to automatic and manual checks for attacks, potential abuse or other anomalies.

Which HubSpot Modules are Best for Your Business?

If you are considering introducing sales and marketing automation in your company, the HubSpot system will definitely have most of the functions you need. So if you have questions about the system’s capabilities and how to implement it in your company – contact us.