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5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]


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Discover five lessons HubSpot learned after a year of integrating LinkedIn ads into the HubSpot platform.

Published in: Marketing

5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]

  1. 1. HubSpot customers have been running LinkedIn Sponsored Updates for nearly a year now, using these powerful social ads to get more from their content and inbound strategy. Vivamus posuere ligula nec libero fringilla pellentesque. They’ve since had the opportunity to review their customer’s performance. Vivamus posuere pellentesque. Here are 5 tips they’ve learned and how you can implement their findings. 5 THINGS HUBSPOT LEARNED AFTER A YEAR WITH LINKEDIN ADS
  2. 2. LinkedIn Sponsored Content posts aren’t just for awareness. Many people think social ads are only good for generating top-of-funnel awareness and that they can't drive leads and create customers. However, HubSpot customers drive a huge amount of conversions from Sponsored Content. Globally HubSpot Customers average a 9% conversion rate from LinkedIn Sponsored Updates. ILLUSTRATION AdWords ($1,000 budget) CPC Average = $3.35 CVR Average = 2.58% $1,000/3.35 = 298 Clicks 298*.0258 = 8 Conversions 1,000/8 = $125 per Lead LinkedIn ($1,000 budget) CPC Average = $5.74 CVR Average = 6.1% $1,000/5.74 = 174 Clicks 174*.061 = 11 Conversions 1,000/11 = $90 per Lead I M MIGRAT ION 01302015 A • JUN 10 2015 • 2016 OCT 12 2012
  3. 3. Click-through-rate is really important. If users aren’t clicking on your ads, LinkedIn will penalize them and you’ll end up with less conversions and a much higher cost-per-lead. Aenean sodales auctor odio. To combat this, focus on two things: effective targeting and compelling creative. Targeting • Resist the urge to hyper-target. • Build targeting based on your buyer persona. • Aim for an audience higher than 50k people, but try not to exceed 500k. Creative Use a large image [1200x627 pixels] that can cut through the noise and capture your audience’s attention. Share something interesting and newsworthy in your ads.
  4. 4. If you’re not testing, you’re losing money. Customers who drive the most conversions with LinkedIn Ads have multiple ads inside each campaign. Here’s how to do it: Test different creative options to see which ads drive the most conversions. Put more budget towards the winning creative combo to drive the most leads at the lowest cost. Try different images, copy, and CTAs. Keep in mind that the smallest tweaks can have a significant impact.
  5. 5. Here’s how to do it: Make sure employees are active and sharing on their page to give it a boost. Test a post organically to see how it performs. Share your best content every day. Build an organic audience to at least a few hundred followers before sponsoring content. A healthy LinkedIn Company Page makes great ads easier. Higher performing advertisers have big, healthy LinkedIn pages with a significant following and lots of engagement. F EXHIBIT A
  6. 6. Combine ads and inbound for the biggest impact. Top-performing advertisers do this. Nam vestib. Their ads are part of a holistic campaign. Here’s how to do it: Turn remarkable content into an offer. Use optimized landing pages and simple forms. Promote content through blogs and social channels Then use ads to amplify best-performing offers. This approach is important as B2B buyers often need more than one touch before they buy. People are doing more and more independent online product research on LinkedIn.
  7. 7. Use the these tips from Hubspot to reach your ideal customers on the world’s largest professional network. Market to who matters. Ready to create your first Ad? We thought so. GET STARTED Today, LinkedIn members number more than 400+ million professionals. That’s over one-half of the 600 million professionals on the planet, representing the largest group anywhere of influential, affluent and educated people.