From Campaign Planning To Execution, Seamlessly

Questions About Paid Ads

• What Are The Goals Of Digital Advertising

  While Demand Generation goals are driving MQL and SQL, digital advertising goals focus more on driving awareness, conversions, and increasing lead scores rather than revenue.

  If you want to build a revenue-generating engine, we recommend discussing our Fractional CMO services as they focus on the entire journey and not specific moments.

• How Do Search Advertisements Work

  To begin, we start by carefully selecting a curated list of research-backed and optimized keywords. These keywords are strategically chosen to align with what users typically search for related to your SaaS Platform on search engines like Google.

  Once we have identified these keywords, our team works on developing and crafting compelling advertising creative. This creative is specifically designed to effectively market your SaaS Platform, ensuring that your advertisement appears when users search for relevant terms.

  Under the payment model known as Cost per Click (CPC), you will be charged each time a user clicks on your advertisement and is directed to your website. The specific amount you will pay for each click is determined by a preset "maximum bid" that you set based on your budgetary preferences.

  It's important to note that the CPC can be influenced by various factors. These factors include the quality of your advertising account structure, the effectiveness of your advertising creative, and the relevance of your advertisements to the keywords being targeted. Taking these factors into consideration can help optimize your CPC and maximize the value of your advertising investment.

• How Do Social Media Advertisements Work

  Paid social media advertising and paid search advertising share a common feature in that they are often charged on a pay-per-click (PPC) basis, meaning that you only pay for the traffic that clicks through to your website from the ad. However, there are two key differences between the two types of advertising:

  Firstly, paid social media advertising targets potential buyers at different stages of their buyer's journey, including awareness, consideration, and decision-making, while paid search advertising mostly focuses on people in the consideration and decision stages.

  Secondly, paid social media advertising is considered "passive" because the ad is delivered to people who match specific audience criteria, while paid search advertising is considered "active" because the ad is delivered to people based on their keyword searches on platforms like Google and YouTube.

• How Do Display Advertisements Work

  Display advertising encompasses banner ads that can be either static, featuring text and images, or interactive, incorporating rich media elements. The effectiveness of these ads relies on their creativity, as more imaginative and engaging ads tend to leave a lasting impression and contribute to increased awareness among your intended audience. While display ads can vary in design, they all share a common objective: to prompt viewers to take action by clicking and exploring your brand's offerings online.

• How Do Video Advertisements Work

  Utilizing visual storytelling in your marketing strategy through video advertising can foster a deeper personal bond between consumers and your brand. By incorporating video ads alongside other advertising formats, you can expand your audience, enhance product recognition, and elevate the overall performance metrics of your marketing campaigns.

• How Do Audio Advertisements Work

  Audio advertising presents marketers with a unique chance to engage with audiences as they indulge in their favorite content across a range of audio platforms, such as audiobooks, podcasts, and streaming playlists.

• When Will I Start Seeing Results

  Typically, within 1-3 weeks following the kick-off call, you can expect to have a revamped set of advertisements prepared for launch. Afterward, we will diligently work on revising and optimizing your advertisements to ensure they align with your goals and deliver optimal results.

• Do You Offer Programmatic Advertising Services

  We can manage programmatic advertising for your SaaS platform HubSpot audiences based on your CRM data to change the type of ads your contacts see automatically based on how they have engaged with your brand in the past.

• How Do You Measure Campaign Attribution

  Each step in the marketing strategy will have a touchpoint campaign in your CRM, from there we will pull the first and last touch onto each contact but you will also be able to view each touchpoint to understand what contact has engaged with so your sales teams are equipped on how to handle leads when they come into the system.

• Do I Need To Create The Content For Advertising

  Contineofy doesn't create any marketing and sales collateral on your behalf, we organize and execute the distribution of it using Hubspot and advertising platforms. However, we can project manage, the creation of collateral, with third parties if you'd like.

• Where Can I See Marketing Performance

  Your Demand Generation Strategist will create a live dashboard that will share the performance of the marketing strategies executed on your behalf.

• How Will You Measure The Performance Of Digital Advertising

  We utilize a range of metrics to evaluate the effectiveness of digital advertisements. These metrics include reach, engagement, click-through rates (CTR), conversions, cost per lead (CPL), return on ad spend (ROAS), and overall campaign performance. By closely monitoring these key performance indicators (KPIs), we are able to assess the performance of your advertisements and make informed decisions to enhance your outcomes based on data analysis.

  The main metric measured is conversions. Are prospects taking the actions designed to move them down the buyer's journey?

• What Is Your Team Expertise And Experience In Marketing

  Our team is composed of the best individuals in their field, respectfully, with a minimum of 5 years of experience mastering their craft. Each of our specialists is professionally certified and is tested quarterly to ensure they are up to date on best practices, platform changes, and trends.

• How Do You Drive Conversion Rate Optimization

  Conversion rate optimization is the number one problem most SaaS platforms face, for a few $1,000 you can gain people's attention and drive traffic to your website, converting that traffic into qualified leads and customers, is where the main dropoff occurs.

  When optimizing accounts, we measure data points at every stage to understand where these dropoff points occur and then determine whether something is missing, we need to run A/B tests to present better messaging, or need additional steps in the buyer's journey to ensure leads continue to flow without taking to big of jumps.

• What Software Platforms Do You Work With

  We are capable of using many different software platforms to create the best experience for your prospects and drive higher conversion rates and lower CAC, targeting the right people to hopefully deliver lower churn rates and higher customer lifetime value (LTV).

  The only requirement we have for the clients we work with is that they are HubSpot Platform Users.

• How Much Involvement Do You Need From Me

  Our onboarding process will engage your company's point of contact and subject matter experts. After we have all the information needed, we'll start running two-week sprints and have a weekly standup to showcase completed work and get approvals.

  When working with Contineofy, work requests are delegated and communicated on 5 Levels Of Engagement depending on how comfortable you are.

• Will You Really Tell Me If Something Doesn't Work

  At Contineofy, one of our leading values is Radical Transparency, so if we execute a marketing strategy and it's not working effectively, we aren't going to manipulate the data to paint a picture of how it is working, we'll share where things fell flat and how we are going to pivot.

• What Is Your Onboarding Process

  As soon as you choose your subscription plan, if you're comfortable, you can submit your first work request immediately. Within a week of purchase, we'll schedule a meeting to understand where your brand is, wants to go, and setting realistic OKRs to steer the ship in the right direction.

  Once we have access to the platforms you're using for marketing and sales, we'll do a deep-dive evaluation to understand everything you've been doing in the last year to understand what's working and what needs to be updated.

  Once outcomes are decided, we'll continue to execute marketing campaigns, optimize, and report on the findings with your point of contact.

• How Will I Receive Updates About Our Partnership

  We operate on two-week sprints and do weekly standups with the SaaS platforms we work with. You can also contact your specialist via email or Slack, depending on your subscription tier.

• How Do You Measure The Results Of Your Marketing Efforts

  Most agencies get hung up on CPL, CTR, and other lead measurements, at Contineofy, we tend to focus on CAC, ROAS, LTV, and other lagging measurements, most importantly revenue generation.

  Performance reviews will be weekly and visual dashboards will be presented where you'll see all the lead measurements and how they impact your bottom line.

• How Much Should I Budget On Marketing

  Typically, at a minimum, brands should spend at least 10% of their revenue on marketing and sales. SaaS presents a unique situation, considering it offers predictable recurring revenue, so leverage is in your favor.

  In the first 1-5 years of a SaaS platform, you'll see high-growth platforms spending anywhere from 40-60% of revenue on marketing and sales, as they become positioned in the market, they'll reduce that percentage and switch to development and then teeter back and forth between the two departments as the platform is developed.