2. +2 new members join
LinkedIn every second.
SOURCE: COMSCORE
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3. How to Master
LINKEDIN
for Marketing
Session 2: How to Use LinkedIn Ads to
Drive Leads & Customers
#MasterLinkedIn
3
4. Your Presenters:
Scott Engelman Mike Volpe
Director of Online Marketing CMO
@LinkedIn @HubSpot
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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
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
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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
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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
24. Campaign Creation Process
Create a New
Ad Campaign 1 Targeting
Start by creating a new ad Define your target persona.
campaign.
CAMPAIGN
CREATION 2
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28. Precise Targeting
Jobs by
Title or
Function/
Seniority
Schools
Skills
Groups
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29. Campaign Creation Process
Create a New
Ad Campaign 1 Targeting
Start by creating a new ad Define your target persona.
campaign.
CAMPAIGN
CREATION 2
Campaign 3
Options
Setting budget & time period.
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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
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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
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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
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