How can I use HubSpot's analytics to improve our pay-per-click campaign's ROI?

Step 1: Access HubSpot's Analytics Tool

Step 2: Dive into PPC Analytics

From the Analytics Tools section, click on "Traffic Analytics."
Navigate to the "Sources" tab to view all traffic sources, including pay-per-click (PPC).

Step 3: Filter PPC Traffic

In the Traffic Analytics overview, click on the "Paid Search" or any other specific PPC campaigns you have.
This will allow you to analyze metrics specific to your PPC campaigns.

Step 4: Review Key Metrics

Check the "Visits" metric to understand how many people are coming through the PPC campaigns.
Examine the "New Contacts" and "Customers" metrics to see how many of these visits are converting.

Step 5: Analyze the Cost Per Acquisition (CPA)

Use the data on the amount spent on the PPC campaign and the number of new contacts or customers to calculate the CPA.
A high CPA might indicate that you're spending too much for each conversion, which can eat into your ROI.

Step 6: Study the Conversion Paths

Go to "Contacts" > "Analytics" > "Attribution."
Here, you can see the different paths a user takes before conversion. Look for trends in how your PPC traffic behaves.

Step 7: Implement A/B Testing

Based on the data, think about the variables you can test in your PPC campaigns, such as ad copy, targeting options, or landing pages.
Set up A/B tests to understand what works best.

Step 8: Optimize Landing Pages

Ensure that your PPC traffic is directed to high-converting landing pages.
Use HubSpot's landing page analytics to understand bounce rates, time on page, and conversion rates.

Step 9: Adjust PPC Settings Based on Analytics

If certain keywords or ads are underperforming, consider pausing them or adjusting budgets.
Conversely, allocate more budget to high-performing keywords or ads.

Step 10: Monitor, Rinse, and Repeat