In today's digital age, it's no secret that social media, email marketing and other online platforms have become a significant part of our lives. As a result, businesses are finding it increasingly difficult to keep up with the rapid rise of paid media advertising. That's where Hubspot's Campaign Assistant tool comes in to help businesses take steps to start or improve their paid advertising. This article will explore this tool's features, benefits, shortcomings, and how it can help businesses with their marketing efforts.
What is Hubspot's Campaign Assistant tool?
HubSpot's Campaign Assistant tool is an AI-powered marketing assistant that helps businesses plan and execute their marketing campaigns by generating social ads and landing page copy. It is a part of HubSpot's all-in-one marketing software, which includes tools for social media management, email marketing and campaign analytics. The Campaign Assistant tool is designed to simplify the process of creating ad and landing page copy, making it less daunting for businesses to launch new marketing campaigns.
How does the Campaign Assistant tool work?
To start building your own campaigns, simply select the type of copy you want to write using the campaign assistant. You can choose from landing pages, Google search ads, marketing emails, Facebook, and LinkedIn ads. Once you have selected your desired copy type, the tool will start asking you a series of questions to help you better understand what your campaign is about. By providing detailed descriptions through these questions, the campaign assistant can help you write more meaningful ads that are more likely to drive conversions. Remember, the more detailed and comprehensive your answers are, the better the results will be.
Alongside a description, the tool will ask other questions like: What makes you stand out? What do you want your audience to do? And what keywords would you like included (if you are writing Google ads)? After filling out all the necessary fields, you can edit the writing style to narrow down the tone of your brand. You can test out a few styles to see which one fits your brand's tone the best. Once you're done, the tool will generate your desired copy.
Features and Strengths of Hubspot's Campaign Assistant tool
The Campaign Assistant tool offers a variety of features to help businesses with their marketing efforts. These include:
Campaign Planning and Organization
The Campaign Assistant tool makes it easy for businesses to plan and organize their campaigns. Using the campaign assistant, you can create a series of ads, landing pages, and marketing emails to help plan a marketing strategy. The more you use the tool, the more you will learn how to prompt it to provide the best results.
Content Creation and Management
The Campaign Assistant tool simplifies creating and managing content for users. It offers an A.I. writing assistant to quickly generate social ads and landing page copy. While the tool cannot fully automate the ad and landing page writing process, it is an excellent starting point.
Where Does the Tool Fall Short?
Although the tool provides a helpful start to creating campaigns and landing pages, it isn’t perfect. Here are some things to look out for when using the tool:
Character Limits
If you are writing ads with the tool, it is best to ensure the generated ad copy fits within character parameters for designated ad platforms. I've found that some Google ads generated by the tool are over the character limit and need to be cut down. This may also leave some generated headlines unviable due to being over-character.
Number of Ads Generated
This pain point applies explicitly when using the tool for generating Google ads. To give some context, Google has sunsetted the ability to create normal text ads within Google ads this past year. Dynamic search ads are now the default and cycle through 15 headlines and 4 descriptions to curate the best ads for different searchers.
When creating ads with the tool, it's important to know that it only generates 3 ads simultaneously. This means you only get 9 headlines and 4-6 descriptions across the 3 generated ads. This could create problems when coupled with the tool generating ads over the character limit.
Conclusion
Hubspot's Campaign Assistant tool is a valuable resource for businesses delving into paid media advertising. Its features and functionalities within Hubspot's comprehensive marketing software serve as a beacon for streamlining the campaign creation process, aiding in content generation and organizing marketing strategies.
Character limits pose a potential hurdle, particularly in Google ads, where generated copy might surpass the character parameters, necessitating subsequent edits.
Despite its limitations, Hubspot's Campaign Assistant tool greatly aids businesses in initiating or enhancing their paid advertising campaigns. As with any tool, a balanced understanding of its capabilities and limitations is key to extracting the most value and achieving desired campaign outcomes.
