Mkt comm exam 2- Hubspot videos

Paid Media

External marketing efforts that you pay to place (e.g., display ads, search ads, sponsored content, promoted pins).

Examples of Paid Media

HGTV Urban Oasis Instagram Story Ad, TAP Air Portugal Retargeting, Google Maps Promoted Pins.

Three Phases of Paid Media Strategy

Media Planning, Media Buying, and Media Optimization.

Media Planning

Researching audience, setting goals, identifying media platforms.

Media Buying

Purchasing ad placements, setting bids, and automating purchases.

Media Optimization

Tracking performance, refining campaigns to increase ROI and lower spend.

Key Insight

Paid, Owned, and Earned Media work together for maximum impact.

Goal Alignment

Paid media goals should connect directly to overall business and marketing objectives.

Revenue Driven Approach

Start from top-level business goals (e.g., 26% YoY growth) and define paid media’s contribution using past data

Industry Example (Investment Products) 

Focus on customer acquisition and value

Industry Example (Cereal Brands)

Focus on brand awareness and loyalty.

Key Takeaway (Goals) 

Work backwards from revenue goals—use paid media to fill gaps between projections and targets.

Buyer’s Journey Stages

Awareness → Consideration → Decision.

Efficiency Approach (Melissa McKay) 

Bottom up focus on retargeting and current customers.

Growth Approach (Melissa McKay)

Full funnel strategy covering awareness, consideration, and conversion.

Channel Match (Costas Tsiappourdhi) –

Awareness: TV, Display, Video, Out-of-Home
Consideration: Paid Social, Influencers, Sponsored Content
Decision: Search Ads, Retargeting, Conversion Formats

Flywheel Principle 

Use customer data to continuously improve targeting and long term growth.

Budget Mindset 

Treat paid media like an investment game—seek scalable, profitable opportunities.

Tom Hammel’s Advice 

Start with available funds; increase gradually and strategically.

Kirk Williams’ Advice

Understand your cash flow and realistic profit margins.

Melissa McKay’s Advice 

Review quarterly and avoid daily reactionary changes.

Budget Re-Evaluation

Test new opportunities, measure ROI/ROAS, and scale proven results.

70/20/10 Budget Rule (Costas Tsiappourdhi) –

70% Core performance (proven channels)
20% Optimization (improving conversions/testing nearby platforms)
10% Experimental (new bold ideas or event-focused campaigns)

Key Takeaway (Budgeting)

Base spending on data, not guesses—grow only when justified by returns.

Allocating Budget

Divide total budget across campaigns/platforms based on performance and goals.

HubSpot Example –

Goal: Increase sales to existing customers; $10,000 total ($7,000 Facebook Ads, $3,000 Google Search).

Performance Insight

Facebook ROAS = 2.71 vs Google ROAS = 2.00 → Facebook more efficient despite higher CPC.

ROAS (Return on Ad Spend) 

Revenue ÷ Spend = ROAS.

Budget Visualization

Compare % Spend vs. % Revenue by Channel to find over/underperforming platforms.

Reallocation Metric 

Use ROAS, CTR, CPA data to guide budget adjustments.

Evaluation Frequency

Review quarterly for better trend insights.

Key Takeaway (Overall) 

Visualize and use performance data to justify reallocations and budget increases to stakeholders.