HubSpot Ad Retargeting Features Guide

Retargeting provides a valuable opportunity to recapture potential leads or customers who leave your site without converting or meeting a specific marketing goal. Alongside its powerful CRM platform, HubSpot includes ad retargeting as a key feature in its marketing suite. Seamless integration with the platform’s CRM allows businesses to deliver highly relevant ads tailored to user behavior. Moreover, HubSpot’s ad retargeting works in sync with its email marketing, social media, and SEO tools, offering a unified platform for efficiently managing every stage of the customer journey. Here’s a close look at how HubSpot’s ad retargeting can boost your marketing strategy. 

What is Ad Retargeting? 

Ad retargeting is a strategy that serves personalized ads to users who have interacted with a brand’s website or content but didn’t complete a desired action, like making a purchase. Its goal is to keep the brand top-of-mind and encourage users to return and engage further. This strategy leverages past user behavior to deliver ads tailored to their specific interests, resulting in increased brand visibility, higher conversion rates, and improved ROI for ad spend. 

How Ad Retargeting Works 

Ad retargeting identifies users who engage with your site and shows targeted ads as they browse elsewhere. There are two main methods: 

1. Pixel-Based Retargeting: When visitors arrive, a small piece of code (a "pixel") on your site drops a browser cookie, tracking their activity. You can then show relevant ads as they browse other sites, encouraging them to return and complete actions, like purchasing a product they viewed.
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1. List-Based Retargeting: This method uses collected customer data, such as email addresses, which are uploaded to ad platforms like Facebook, Google, or HubSpot. The platform matches the data with its users, showing retargeted ads to specific segments, like inactive customers or newsletter subscribers. 

How HubSpot Facilitates Ad Retargeting 

HubSpot’s ad retargeting features simplify the creation, management, and optimization of retargeting campaigns. Here’s how HubSpot can help you manage your retargeting campaigns better: 

1. 1. Native Integration with Major Ad Platforms
2. HubSpot connects directly with Google Ads, Facebook, and LinkedIn, allowing users to manage and track ad campaigns within the HubSpot platform. This integration makes it easy to set up retargeting campaigns, sync CRM data for precise targeting, and track performance metrics all in one place. 

1. 2. CRM-Powered Retargeting
2. HubSpot’s CRM lets you use detailed customer data to create highly personalized retargeting ads. For example, if someone visits your pricing page but doesn’t buy, you can show them tailored ads to encourage a purchase. Leveraging HubSpot CRM data helps boost conversion rates by making ads more relevant to each contact’s stage in the buying process. 

1. 3. Smart Lists & Contact-Based Retargeting
2. HubSpot’s smart and contact lists automatically update based on user behavior, like filling out a form or visiting a specific page. You can:

• Retarget users based on their engagement. 
• Show ads to contacts that match specific criteria, like location or industry.
• Create lookalike audiences to reach new potential customers similar to your contacts. This makes ad spending more efficient, focusing on leads most likely to convert. 

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2. 4. Tracking & Analytics
   
   
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   HubSpot offers built-in tracking for metrics like click-through rates, conversions, cost per click, and return on ad spend (ROAS). You can monitor real-time performance, run A/B tests, and optimize campaigns for better results. HubSpot’s closed-loop reporting ties ad performance back to CRM data, giving you a clear view of how retargeting impacts leads and revenue. 

Benefits of Using HubSpot for Ad Retargeting 

HubSpot’s ad retargeting features help businesses streamline marketing efforts and improve campaign performance, offering the following key benefits: 

1. 1. Personalized Targeting
2. HubSpot's CRM offers detailed customer data, letting you create personalized ad campaigns based on behaviors, interests, and lifecycle stages. Instead of generic ads, you can serve tailored content that speaks directly to users' needs, boosting engagement and conversion rates. 

1. 2. Centralized Platform
2. HubSpot allows you to manage all your marketing, sales, and service activities from one platform. This makes it easy to align retargeting with email marketing, social media, and other efforts while maintaining consistent messaging across all channels. 

1. 3. Cross-Channel Retargeting
2. HubSpot integrates with Google Ads, Facebook Ads, and LinkedIn Ads, making it easier to run retargeting campaigns across multiple channels. This cross-channel approach maximizes exposure and reaches users wherever they are, whether on social media or Google search. 

1. 4. Dynamic Audience Segmentation
2. HubSpot automatically updates retargeting audiences based on customer behavior or CRM changes. As users move through different stages (e.g., from "lead" to "opportunity"), your ads update to stay relevant. 

Creating Effective Retargeting Campaigns with HubSpot 

HubSpot's integrated platform simplifies retargeting while providing a seamless experience for setting up, managing, and optimizing retargeting campaigns. Here's a step-by-step guide on how to build successful retargeting campaigns using HubSpot. 

Step 1: Set Up Your Audience 

Use HubSpot's CRM to create audience segments based on behavior. Retarget users who visited specific pages or submitted a form but didn't complete the next step. Moreover, segment based on content engagement (e.g., blog readers). Smart lists automatically update based on user actions to keep your audience relevant. 

Step 2: Define Campaign Goals 

Set clear objectives for your campaign. Is it lead generation, conversion, or increasing brand recognition? Identifying these goals guides your ad design and performance tracking. 

Step 3: Design Your Retargeting Ads 

Create engaging ads using compelling visuals related to the user's prior interactions. Write personalized ad copy (e.g., reminding cart abandoners) and include a clear call-to-action (CTA) like "Complete Your Purchase." Also, leverage A/B testing variations to find the best-performing ads. 

Step 4: Launch and Monitor 

After launching your campaign, track key metrics, including CTR, conversion rate, frequency, and CPC/CPA. Use HubSpot’s tools to optimize campaigns based on performance, adjusting targeting, ad creatives, or budget as needed. 

Ad Retargeting Strategies with HubSpot 

Understanding how retargeting works requires extra effort and setup, but it's worth it. HubSpot's ad retargeting features can significantly increase engagement and conversions when used strategically. Here are four key HubSpot retargeting strategies to help drive results: 

Re-engage users who left items in their cart without completing the purchase. Use pixel-based tracking to show ads reminding users of their abandoned items, offering incentives like discounts or free shipping. 

Best practices: Use clear CTAs like “Complete Your Purchase” and create urgency with limited-time offers. 

Target users who have engaged with your content but have yet to convert. Retarget users based on their visited pages (e.g., blogs or pricing pages), guiding them to the next step, such as signing up for a demo. 

Best practices: Match ads to the user's journey—educational content for early stages and product comparisons for those further along. 

Use segmented email lists to retarget contacts who’ve interacted with your brand but have yet to convert. Upload email lists to ad platforms and serve relevant ads based on user actions, such as opening an email but not completing a purchase. 

• Best practices: Align ad creatives with email content and offer exclusive promotions. 
  
  

Expand your reach by targeting users who resemble your top customers. Sync data from HubSpot to create lookalike audiences on platforms like Facebook, targeting new users with similar interests and behaviors. 

• Best practices: Focus on high-converting contacts to create your lookalike audience, and offer educational content or trials to attract new leads.
   

Optimizing Retargeting Campaigns with HubSpot 

Continuous optimization is critical to getting the most out of your retargeting efforts. Thankfully, HubSpot provides various tools and strategies that allow you to fine-tune your campaigns for maximum performance. Here are some best practices for optimizing retargeting campaigns using HubSpot:

1. A/B Testing

A/B testing, or split testing, is essential for determining what elements of your ads resonate best with your audience. Test with various ad types, such as carousel ads, video ads, or static image ads, to see which ones perform better with your audience. Experimenting with different versions of your ads helps you identify the combinations of visuals, messaging, and CTAs that drive the highest engagement and conversions.

2. Frequency Control

Ad fatigue occurs when users see the same retargeting ads too often, leading to decreased engagement and sometimes negative sentiment. HubSpot allows you to control ad frequency to ensure your audience isn’t overwhelmed by too many impressions of the same ad. Proper frequency control helps you maintain user interest and engagement while avoiding diminishing returns from overexposure.

3. Ad Placement Optimization

Choosing the right platforms and placements for your retargeting ads is crucial for maximizing visibility and engagement. With HubSpot’s integrations with Google Ads, Facebook, and LinkedIn, you can target users across various channels and optimize where your ads appear for the best results. Adjust your ad creatives based on the platform and monitor performance by placement to see which channels and networks drive the best results.

4. Leveraging Customer Lifecycle Stages

HubSpot's CRM provides detailed insights into each contact's position in the customer lifecycle, from awareness to decision. Tailor messaging and creatives to reflect the user's journey. This way, you can create more personalized and relevant retargeting ads that move users efficiently through the funnel and toward conversion. 

Measuring Success of Retargeting Campaigns 

Tracking key performance metrics is essential to evaluating the success of your retargeting efforts. Integrated with its CRM, HubSpot's reporting tools provide the data needed to measure short-term and long-term campaign performance. Here's an overview of the most important metrics and how to use HubSpot to assess your campaign results. 

Key Performance Metrics 

Tracking the right metrics will give you insights into how well your retargeting campaigns are performing and where there’s room for optimization. The following key metrics are essential for measuring the effectiveness of your retargeting efforts:  

• Click-through rate: CTR measures the percentage of users who clicked on your ad after seeing it. A high CTR indicates that your ad creatives and messaging resonate with your audience. If your CTR is low, it might be time to adjust your visuals, copy, or targeting strategy.  

• Conversion rate: The conversion rate reflects how many users completed a desired action after clicking on your ad. A low conversion rate could signal issues with your ads or offers.  
• Return on ad spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. It’s a direct reflection of how profitable your retargeting campaigns are. To calculate ROAS, divide the income generated by the campaign by the total ad spend. For example, a ROAS of 3:1 means you earned $3 for every $1 spent.  
• Customer acquisition cost (CAC): CAC tells you how much it costs to acquire a new customer through your retargeting efforts. You’ll want to keep your CAC low while maintaining a high conversion rate. To calculate CAC, divide the total ad spend by the number of new customers generated from the campaign. 

 
HubSpot’s Reporting Tools
 

HubSpot's analytics and reporting tools provide a comprehensive way to track and optimize the performance of your retargeting campaigns. With customizable dashboards, you can monitor the key metrics mentioned above, while campaign reporting allows you to assess performance across different platforms and audience segments. HubSpot also offers ad optimization recommendations based on performance data and advanced multi-touch attribution to understand the full impact of your efforts, helping you make data-driven decisions for better results. 

Integration with CRM and Sales Data 

One of the key benefits of using HubSpot for retargeting is its seamless integration with your CRM, allowing you to track how retargeting campaigns impact lead generation, deal progression, and revenue growth. You can monitor retargeted leads' quality and lifecycle stages, assess how they move through the sales funnel, and attribute revenue directly to specific campaigns. Use CRM data to segment your audience and personalize ads based on their lifecycle stage - this targeted approach will improve long-term performance and ROI. 

Level Up Your Retargeting Strategy Today with HubSpot  

HubSpot’s ad retargeting features offer an integrated way to reach potential customers who have interacted with your brand. With CRM data and segmentation, reporting, and optimization tools, HubSpot helps businesses deliver precise, personalized ads across platforms, driving higher conversions. Its seamless marketing automation and analytics give marketers everything they need to create tailored, data-driven campaigns that engage users and boost ROI. Ready to elevate your retargeting strategy? Our expert team can help you launch or refine campaigns that genuinely convert. Start building more effective, data-driven retargeting campaigns that grow your business —contact us today!