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 H...
WHY USE
LINKEDIN
ADS?
1

Premium Audience

4 5
OUT
OF

of LinkedIn members drive
business decisions

59%

of members are managers or
senior-leve...
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
...
HubSpot’s Experience with LinkedIn Ads

RESULTS
• CTRs of 1% to 3%

(60% higher than other social networks)

• Average CPC...
LinkedIn gives us the
unique ability to
tailor messaging and
target the exact
audience segment
that we need.

Dan Slagen
H...
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

...
Campaign Targeting

25
Campaign Targeting
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
Opti...
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 ...
Ad Creative Best Practices

5

Make sure text is concise and easy to read

6

List benefits of clicking the ad

7

Rotate ...
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...
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...
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 lea...
Search Engine
Optimization
Blogging &
Social Media
Lead Generation

Lead
Management
Email &
Automation
Marketing
Analytics
3

2000 7

days

inbound
marketing
professionals

learning
tracks

50+ 6
breakout
sessions

inspiring
keynotes

15

small
...
THANK
YOU.
57
Next
Session!

Thursday, September 27th

For more resources, visit…
LinkedIn.com/Ads
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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 2- by Hubspot

  1. 1. 174M+ members worldwide are on LinkedIn. SOURCE: COMSCORE
  2. 2. +2 new members join LinkedIn every second. SOURCE: COMSCORE 2
  3. 3. How to Master LINKEDIN for Marketing Session 2: How to Use LinkedIn Ads to Drive Leads & Customers #MasterLinkedIn 3
  4. 4. Your Presenters: Scott Engelman Director of Online Marketing @LinkedIn Mike Volpe CMO @HubSpot 4
  5. 5. 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
  6. 6. WHY USE LINKEDIN ADS?
  7. 7. 1 Premium Audience 4 5 OUT OF of LinkedIn members drive business decisions 59% of members are managers or senior-level executives 7
  8. 8. 2 Performance Based Solution CPC OR CPM 3 Only pay when you receive clicks or impressions 8
  9. 9. 3 Ads on High Traffic Pages: Homepage 9
  10. 10. 3 Ads on High Traffic Pages: Profile Page 10
  11. 11. 3 Ads on High Traffic Pages: Groups 11
  12. 12. 4 3 Precision Targeting
  13. 13. More Engaged B2B Audience 13
  14. 14. HubSpot’s Experience with LinkedIn Ads 14
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. How to Create & Manage Campaigns
  19. 19. Before You Even Start, Plan Accordingly… Set your goals Define your budgets Build your test plan Forecast Results 19
  20. 20. Campaign Creation Process Create a New Ad Campaign Start by creating a new ad campaign. 1 CAMPAIGN CREATION 20
  21. 21. Create a New Ad Campaign 21
  22. 22. Naming Convention Best Practices 22
  23. 23. Name campaign Select destination 23
  24. 24. 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
  25. 25. Campaign Targeting 25
  26. 26. Campaign Targeting
  27. 27. Precise Targeting GEOGRAPHY Companies by Name or Category 27
  28. 28. Precise Targeting Jobs by Title or Function/ Seniority Schools Skills Groups 28
  29. 29. 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
  30. 30. Campaign Options 30
  31. 31. Campaign Options 31
  32. 32. What is Lead Collection? 32
  33. 33. HOW TO WRITE EFFECTIVE LINKEDIN ADS
  34. 34. 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
  35. 35. 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
  36. 36. Consistent Messaging Based on Targeting 36
  37. 37. Best Practices Always be sure to include an OFFER, the VALUE of clicking your ad and a CALL-TO-ACTION. 37
  38. 38. Example: Best Practices EFFECTIVE AD: • Headline draws attention of target customer • Description is clear • Strong offer 38
  39. 39. Example: Best Practices LESS EFFECTIVE AD: • Headline too generic • Image not relevant to product offered 39
  40. 40. More Examples of Effective Ads 40
  41. 41. Optimize Campaigns Towards CTR 41
  42. 42. WHAT HAPPENS AFTER THE CLICK
  43. 43. 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
  44. 44. Consistent Messaging & User Experience 44
  45. 45. What Response Mechanisms Are You Offering? phone Form Click to chat email Schedule a meeting Social media Skype 45
  46. 46. Landing Pages & Tracking 46
  47. 47. Landing Pages & Tracking 47
  48. 48. TRACKING, CLOSED-LOOP ANALYTICS & NURTURING
  49. 49. Zoom In on the Desired Source: Paid 49
  50. 50. Dig into Paid Leads
  51. 51. Find Who Your Paid Leads Truly Are Lead came from LinkedIn Ads Campaign
  52. 52. Closed Loop CRM Integration Social Link Building ebook Social Link Building ebook
  53. 53. Push New Leads Down the Sales Funnel Use lead nurturing to further qualify leads. Landing page Lead nurturing email 53
  54. 54. 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
  55. 55. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
  56. 56. 3 2000 7 days inbound marketing professionals learning tracks 50+ 6 breakout sessions inspiring keynotes 15 small group workshops REGISTER TODAY! www.InboundConference.com www.InboundConference.com 0 reasons not to GO!
  57. 57. THANK YOU. 57
  58. 58. Next Session! Thursday, September 27th For more resources, visit… LinkedIn.com/Ads

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