How to Use LinkedIn Ads to Drive New Leads and Customers

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How to Use LinkedIn Ads to Drive New Leads and Customers

  1. 1. 174M+ members worldwideare on LinkedIn.SOURCE: COMSCORE
  2. 2. +2 new members joinLinkedIn every second.SOURCE: COMSCORE 2
  3. 3. How to MasterLINKEDINfor MarketingSession 2: How to Use LinkedIn Ads toDrive Leads & Customers #MasterLinkedIn 3
  4. 4. Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @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 USELINKEDINADS?
  7. 7. 1 Premium Audience4 5 OUT OFof LinkedIn members drivebusiness decisions 59% of members are managers or senior-level executives 7
  8. 8. 2 Performance Based Solution CPC OR CPM 3Only 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 Precision Targeting3
  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 SOLUTION • Reach professional • Launch self-service audience in specific LinkedIn Ads Campaigns industries, companies & jobs • Develop highly targeted campaigns • Increase quality of leads • Offer free educational materials to prospects • Drive activity to lead generation materials • Test and adjust campaigns to improve • Improve CPC rates 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 SlagenHead of Paid Marketing,HubSpot 17
  18. 18. How to Create& ManageCampaigns
  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 ProcessCreate a NewAd Campaign 1Start by creating a new adcampaign. CAMPAIGN CREATION 20
  21. 21. Create a New Ad Campaign 21
  22. 22. Naming Convention Best Practices 22
  23. 23. NamecampaignSelectdestination 23
  24. 24. Campaign Creation ProcessCreate a NewAd Campaign 1 TargetingStart by creating a new ad Define your target persona.campaign. CAMPAIGN CREATION 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 ProcessCreate a NewAd Campaign 1 TargetingStart by creating a new ad Define your target persona.campaign. CAMPAIGN CREATION 2 Campaign 3 Options 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 WRITEEFFECTIVELINKEDIN 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 Create 3-4 variations of your ad per 4 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. WHATHAPPENSAFTER THECLICK
  43. 43. Creating a LinkedIn campaign is relatively easy, it’s what happens after the click that truly matters.Dan SlagenHead of Paid Marketing,HubSpot 43
  44. 44. Consistent Messaging & User Experience 44
  45. 45. What Response Mechanisms Are You Offering? Click to chat Schedule a meeting phone Social media emailForm Skype 45
  46. 46. Landing Pages & Tracking 46
  47. 47. Landing Pages & Tracking 47
  48. 48. TRACKING,CLOSED-LOOPANALYTICS &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 FunnelUse lead nurturing to further qualify leads. Landing page Lead nurturing email 53
  54. 54. Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead. Andy@hubspot.com 54
  55. 55. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  56. 56. 3 2000 7 50+ 6 15 0 breakout inspiring small reasons days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.comwww.InboundConference.com
  57. 57. THANK YOU. 57
  58. 58. Next Thursday, September 27th Session!For more resources, visit… LinkedIn.com/Ads

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