Digital Advertising: How To Do Programmatic Retargeting With HubSpot Workflows

Retargeting Fatigue & Diminishing Returns

Retargeting is the golden goose, we hear that a lot because most people aren't ready to buy now but they did show some sort of interest so why not stay in front of them? Where this strategy goes wrong is when you keep sharing the same ads 100x.

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The Typical Retargeting Scenario

How do you normally set up your advertising retargeting? Someone visits your website, maybe even visits the pricing page, and then you add them to a retargeting list that blasts them with the same handful of banners on Google Display 100x but wonder why they never click.

So what do you do next?

Typically, you add more channels... maybe you just aren't getting their attention, so you add Instagram and LinkedIn.

And while retargeting is typically less expensive than Search or other ad mediums on social media, the reality is, that sharing the same handful of banners over and over isn't very effective and you're most likely seeing low conversion rates.

Programmatic Advertising

But in the last few years, we've seen this new trend of programmatic advertising.

The problem, is it was pretty expensive, so only the big brands could utilize it properly using platforms like StackAdapt.

But if you're a HubSpot Professional+ Platform user, you can now power all your programmatic advertising right from the platform so that over time you can share different banner ads that match what your potential buyer is doing, the moment they click one banner you share them another, and if a delay of time passes but they never click, you change the outreach altogether and introduce them to something new but related to what they engaged with you prior.

Pairing Your Ads & Email Nurtures

If you want to put this on steroids, match the ads to the email nurtures you are sending out so if they aren't clicking the emails, you share the banners, and then if/when they click the email or banner or a delay of time passes, you move them to next touch in nurture series.

Register for the webinar, to learn how this works practically plus some ideas to get your creative juices running and thinking about how you can use this for your own SaaS brand.

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