Published on March 5, 2014
174M+ members worldwide are on LinkedIn. SOURCE: COMSCORE
+2 new members join LinkedIn every second. SOURCE: COMSCORE 2
How to Master LINKEDIN for Marketing Session 2: How to Use LinkedIn Ads to Drive Leads & Customers #MasterLinkedIn 3
Your Presenters: Scott Engelman Director of Online Marketing @LinkedIn Mike Volpe CMO @HubSpot 4
Agenda 1 Why Use LinkedIn Ads? 2 How to Create and Manage Campaigns 3 How to Write Effective LinkedIn Ads 4 What Happens After the Click? 5 Tracking, Closed Loop & Nurturing 5
WHY USE LINKEDIN ADS?
1 Premium Audience 4 5 OUT OF of LinkedIn members drive business decisions 59% of members are managers or senior-level executives 7
2 Performance Based Solution CPC OR CPM 3 Only pay when you receive clicks or impressions 8
3 Ads on High Traffic Pages: Homepage 9
3 Ads on High Traffic Pages: Profile Page 10
3 Ads on High Traffic Pages: Groups 11
4 3 Precision Targeting
More Engaged B2B Audience 13
HubSpot’s Experience with LinkedIn Ads 14
HubSpot’s Experience with LinkedIn Ads CHALLENGES • Reach professional audience in specific industries, companies & jobs SOLUTION • Launch self-service LinkedIn Ads Campaigns • Develop highly targeted campaigns • Increase quality of leads • • Drive activity to lead generation materials Offer free educational materials to prospects • • Improve CPC rates Test and adjust campaigns to improve results in real time 15
HubSpot’s Experience with LinkedIn Ads RESULTS • CTRs of 1% to 3% (60% higher than other social networks) • Average CPC of $3 (lower than other channels for targeted categories) • Higher-quality leads that convert faster • Valuable insights on prospect behavior 16
LinkedIn gives us the unique ability to tailor messaging and target the exact audience segment that we need. Dan Slagen Head of Paid Marketing, HubSpot 17
How to Create & Manage Campaigns
Before You Even Start, Plan Accordingly… Set your goals Define your budgets Build your test plan Forecast Results 19
Campaign Creation Process Create a New Ad Campaign Start by creating a new ad campaign. 1 CAMPAIGN CREATION 20
Create a New Ad Campaign 21
Naming Convention Best Practices 22
Name campaign Select destination 23
Campaign Creation Process Create a New Ad Campaign Start by creating a new ad campaign. Targeting 1 CAMPAIGN CREATION Define your target persona. 2 24
Campaign Targeting 25
Precise Targeting GEOGRAPHY Companies by Name or Category 27
Precise Targeting Jobs by Title or Function/ Seniority Schools Skills Groups 28
Campaign Creation Process Create a New Ad Campaign Start by creating a new ad campaign. CAMPAIGN CREATION Campaign Options Targeting 1 Define your target persona. 2 3 Setting budget & time period. 29
Campaign Options 30
Campaign Options 31
What is Lead Collection? 32
HOW TO WRITE EFFECTIVE LINKEDIN ADS
Ad Creative Best Practices 1 Include an image 2 Use a CTA, such as “download” or “sign up” 3 Speak directly to your target audience 4 Create 3-4 variations of your ad per campaign 34
Ad Creative Best Practices 5 Make sure text is concise and easy to read 6 List benefits of clicking the ad 7 Rotate new creative at least once a month 35
Consistent Messaging Based on Targeting 36
Best Practices Always be sure to include an OFFER, the VALUE of clicking your ad and a CALL-TO-ACTION. 37
Example: Best Practices EFFECTIVE AD: • Headline draws attention of target customer • Description is clear • Strong offer 38
Example: Best Practices LESS EFFECTIVE AD: • Headline too generic • Image not relevant to product offered 39
More Examples of Effective Ads 40
Optimize Campaigns Towards CTR 41
WHAT HAPPENS AFTER THE CLICK
Creating a LinkedIn campaign is relatively easy, it’s what happens after the click that truly matters. Dan Slagen Head of Paid Marketing, HubSpot 43
Consistent Messaging & User Experience 44
What Response Mechanisms Are You Offering? phone Form Click to chat email Schedule a meeting Social media Skype 45
Landing Pages & Tracking 46
Landing Pages & Tracking 47
TRACKING, CLOSED-LOOP ANALYTICS & NURTURING
Zoom In on the Desired Source: Paid 49
Dig into Paid Leads
Find Who Your Paid Leads Truly Are Lead came from LinkedIn Ads Campaign
Closed Loop CRM Integration Social Link Building ebook Social Link Building ebook
Push New Leads Down the Sales Funnel Use lead nurturing to further qualify leads. Landing page Lead nurturing email 53
Notify Sales After Action Was Taken If your contact was interested in getting more product information, this is a warm lead. Andy@hubspot.com 54
Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
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THANK YOU. 57
Next Session! Thursday, September 27th For more resources, visit… LinkedIn.com/Ads
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