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Driving conversions from your LinkedIn Ads

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Getting started with conversion tracking is a great first step to measuring the ROI from your LinkedIn ads. Whether you're tracking content downloads or sign-ups for your webinar, we're here to help you succeed with conversion tracking.

Please join us for this webcast where we'll discuss topics from setup to interpreting your conversion results. We'll cover top tips for success when getting up and running with conversion tracking. We'll also help you think through different strategies for using conversion tracking for your marketing objectives.

Also joining us is Priyank Savla from NetBrain, who will share his experiences with conversion tracking. Savla will discuss how he leveraged conversion tracking to keep a pulse on metrics that matters most to NetBrain, and how he used that information to take his LinkedIn strategy to the next level.

In this webcast, you’ll learn:

- Top tips and tricks to help you succeed when setting up conversion tracking
- Use conversion data and metrics, and optimize for each step of the conversion funnel to get the leads you want
- Case Study: Hear from Priyank Savla about how NetBrain used conversion tracking to better understand their leads and use conversion metrics to better optimize their LinkedIn
- Sponsored Content performance

Published in: Marketing
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Driving conversions from your LinkedIn Ads

  1. 1. Secrets revealed: Driving conversions from your LinkedIn Ads Phillipe Han Product Marketing Manager, LinkedIn Marketing Solutions Priyank Savla Digital Marketing Manager, NetBrain Technologies, Inc
  2. 2. Featured Speakers Phillipe Han Product Marketing Manager, LinkedIn Marketing Solutions Priyank Savla Digital Marketing Manager, NetBrain Technologies, Inc.
  3. 3. Webinar Agenda Top tips for conversion tracking success Optimizing for leads through the conversion funnel Case Study: How NetBrain used conversion tracking to optimize their LinkedIn ads
  4. 4. Conversion tracking for LinkedIn ads? Track all of your conversions right in Campaign Manager Record leads from your LinkedIn campaigns across desktop and mobile, whether members convert after clicking on—or even just viewing—your ads. Understand your ROI Measure the true value you’re getting from your Sponsored Content and Text Ads campaigns, including return on ad spend, conversion rate, cost per conversion, and more. Optimize for the results that matter most See which specific ads, audiences, and offers are driving conversions for your business. Use this data to improve your campaigns at every stage.
  5. 5. ...and your top questions, answered! Check out our previous webinar.. Previous webinar: Introducing Conversion Tracking lnkd.in/ctwebinar Your Top Conversion Tracking Questions Answered lnkd.in/ctwebinarfaq
  6. 6. Top Tips for Conversion Tracking Success 1 STEP
  7. 7. Double check, triple check that landing page URL! Tip #1: Conversion URL setup This should be the advertiser’s “Thank You” page.
  8. 8. Tip: Go through your registration flow to see which you may need Tip #2: Know when to use Starts With or Exact “Starts with” – Counts a conversion on any page whose URL starts with these characters. “Exact” – Counts a conversion only on pages whose URL matches these characters in their entirety.
  9. 9. Tip #3: Don’t run conversion tracking with Unverified actions Actions must be Active in order to run conversions
  10. 10. Tip #4: Don’t forget to add an action to a campaign! Click on the gear icon and select “Select Conversions.”
  11. 11. Tip #5: Don’t add multiple URLs to the same action if you want to track conversions on each URL separately Problem: LinkedIn de-duplicates across URLs within the same action. Adding multiple URLs can lower your conversion count. Best practice: If each URL is truly for a distinct offer or conversion, then separate each URL into its own action (one URL per action), and add all those actions to the campaign.
  12. 12. Cheat sheet: Third-party reporting Differences ✓ Set-up, not adding a conversion action to a campaign ✓ First-party vs. third-party cookies ✓ Logged into LinkedIn.com? ✓ LinkedIn Insight Tag not tracking the same pages and URLs ✓ Landing pages don’t lead to conversion point ✓ Different look-back windows ✓ Conversion de-duplication ● Conversions between campaigns are not de-duplicated ● Conversions categorized as Purchase or Add to Cart are not de-duplicated ● Conversions with multiple URLs within a conversion will be de-duplicated between URLs ✓ Viral vs. organic conversions
  13. 13. Tip #6: Place the tag on the page(s) where you’re trying to track conversions. PRO TIP Place tag in your site’s global footer. If that’s not possible, tag the page(s) you want to count each hit as a conversion (for example, “Thank You” page member sees after submitting form).
  14. 14. Optimizing for leads through the conversion funnel 2 STEP
  15. 15. Questions to Consider How are you measuring leads today? What offers are you leveraging? What other channels are you measuring leads on? What is your definition success? Cost per conversion? Conversion rates? Return on Ad Spend? Marketing-qualified leads/Sales-qualified leads?
  16. 16. Audience Exposure Engagement Conversion Target Audience: North American Marketers in Companies 500+ Exposure: Unique Impressions delivered Engagement: Clicks + Social Actions Leads: Form Fill Sample funnel: Defining your success
  17. 17. Step 1: Define your audience & targeting Total Audience Exposure Engagement Conversion 550,000+ Unique Members in Target Audience Unique Members Exposed Unique Members Engaged Leads ● Is your audience a minimum of 500,000 members? If not, make sure you meet this recommended minimum first. ● Build your audience by first including those most likely engage with your content– then add on specific targeting facets (e.g. titles, skills)
  18. 18. Step 2: Maximize meaningful exposure and reach Total Audience Exposure Engagement Conversion 550,000+ Unique Members in Target Audience 350,000 Unique Members Exposed Unique Members Engaged Leads ● If you’re not getting enough impressions, what additional audiences are you excluding who could benefit from your insights? ● Avoid hyper-targeting. ● Consider using Audience Expansion for behavioral targeting to scale and discover new audiences beyond your defined targeting parameters.
  19. 19. Step 3: Getting engagement from your target audience Total Audience Exposure Engagement Conversion 550,000+ Unique Members in Target Audience 350,000 Unique Members Exposed 6,500 Unique Members Engaged Leads ● Measure engagement via click- through rates, and social actions. ● If click-through rates are low: ○ Review content marketing fundamentals. ○ Review LinkedIn ad specifications. ○ Make sure intro text copy is concise and informative– or don’t include one. (Other copy tips here) 2% Engagement
  20. 20. Step 4: Measure leads, collect conversions Total Audience Exposure Engagement Conversion 550,000+ Unique Members in Target Audience 350,000 Unique Members Exposed 6,500 Unique Members Engaged 2,000 Leads ● Measure engagement via click- through rates, and social actions. ● If click-through rates are low: ○ Review content marketing fundamentals. ○ Review LinkedIn ad specifications. ○ Make sure intro text copy is concise and informative– or don’t include one. (Other copy tips here) 31% Conversion Rate
  21. 21. A quick refresher: mobile landing pages 1. Make your value proposition highly visible and to-the-point on your mobile landing page. 2. Limit your form fields. The fewer the better. 3. Design for the mobile visitor in mind. 4. Ensure your mobile site loads quickly. 5. Test different Call to Actions. Read more on this blog post about optimizing mobile landing pages.
  22. 22. Don’t take your audience for granted...
  23. 23. Don’t take your audience for granted...
  24. 24. Bringing it together Total Audience Exposure Engagement Conversion 550,000+ Unique Members in Target Audience 350,000 Unique Members Exposed 6,500 Unique Members Engaged 2,000 Leads 2% Engagement 31% Conversions
  25. 25. Case Study: How NetBrain used conversion tracking to optimize their LinkedIn ads
  26. 26. Case Study: NetBrain 2 6
  27. 27. What Networks Look Like…
  28. 28. What Network Management Looks Like…
  29. 29. Network Management on NetBrain
  30. 30. Sharing Content on LinkedIn
  31. 31. Determining Our Key Audiences
  32. 32. Campaign Analytics – Before Conversion Tracking
  33. 33. … and with Conversion Tracking.
  34. 34. Test Your Content Across Your Audiences
  35. 35. See CPA Across Seniority and A/C Size
  36. 36. ©2014 LinkedIn Corporation. All Rights Reserved.©2016 LinkedIn Corporation. All Rights Reserved. Questions?

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