They say you shouldn’t share your house recipes with the world, but why wouldn’t we? We WANT you to replicate our success! This deck brings together the minds of LinkedIn Marketing’s content, demand generation and ad operations teams to reveal the tactics the LinkedIn team uses to see a higher ROI from our ads - and how you can too. Discover: - How we define objectives for marketing on our platform - How we balance organic and paid - What we’ve learned about targeting, testing and optimizing campaigns - Our approach to bidding and budget management - How we built an always-on content strategy

1. 1Feb
2017

2. 2
Alexandra Rynne
Content Marketing Manager,
LinkedIn Marketing Solutions
Cassandra Clark
Senior Marketing Manager,
LinkedIn Marketing Solutions
Gaurav Nihalani
Campaign Manager,
LinkedIn Marketing Solutions

3. 3
Campaign best practices
Always be testing
Using a multi-channel approach

4. People spend time on other social networks,
but they invest time on LinkedIn.
4
92%
of B2B marketers
leverage LinkedIn
over all other
social platforms.
79%
of B2B marketers
view LinkedIn as an
effective source for
generating B2B leads.
46%
of social media
traffic coming to
your company site
comes from LinkedIn.
94%
of all B2B marketers
use LinkedIn to
distribute content.

5. Why is all of this content so important?
5
9Bcontent impressions
per week are
delivered in the
LinkedIn feed.
10pieces of content
are consumed
before a purchasing
decision is made.
7.2M
Company Pages
are on LinkedIn.

6. Meeting your objectives
6
We keep our followers updated
with product launches and
feature enhancements.
We encourage our own employees to
share best practices to convert
marketing success on LinkedIn.
Brand Awareness

7. Meeting your objectives
7
We created a graphic with a quote
featuring LinkedIn influencer, Brian Solis.
Then we sponsored it and pinned it to the top
of our LinkedIn Marketing Solutions
Showcase Page. This Sponsored Content
post drove 660 new blog subscriptions.
(That’s 3% of total conversions.)
Thought Leadership

8. Meeting your objectives
8
One of our evergreen pieces of
content, The Sophisticated
Marketer’s Guide to LinkedIn,
continue to generate the highest
number of downloads and the highest
number of marketing qualified leads.
Lead Generation

9. 9
Our unique
approach to testing

10. LinkedIn Sponsored Content &
Direct Sponsored Content
10
News Feed?
Company Page?
Direct
Sponsored
Content
Showcase
Page
Updates
News Feed?
Company Page?

11. 11
Image tests
An object versus a human
B
A

12. 12
Image Tests
Background color
B
A

13. 13
Test variations in copy
CTA test
B
A

14. 14
Test variations in copy
Incorporating a stat
B
A

15. Character count test
15
B
A

16. Test creative placement
16
B
A

17. The kitchen sink test
17
B
A

18. What we learned
18
People like
images of people
Use a
background with
visual interest
Test different
CTAs to see what
works best for
your audience
Incorporate an
interesting stat to
drive interest
Keep your update
150 characters
or fewer
Draw your
reader’s eye

19. 3 Testing principles
19
Plan to run tests for at least 3 weeks
Only test one variable at a time
Keep bid rates the same when testing targeting

20. 3 of our finest testing tips
20
Run multiple creatives
Create unique tracking parameters
Set campaigns to “Rotate Variations Evenly” for testing

21. Our multi-channel
approach
21

22. 22
Best practices
Targeting

23. Targeting
23
Niche vs. expanded, wide-net approach
Audience expansion

24. Driving personalization
24
Targeting by industry

25. Driving personalization
25
B
A
Targeting by titles & skills

26. Targeting best practices
26
Start campaign
with broad
targeting
Align your content
and targeting
strategy
Don’t be afraid to
experiment
Try audience
expansion

27. Best practices: Bidding
27
Bidding within the suggested range results
in maximizing your ROI. You may not win
every auction this way but you do
maximize the return on your spend.
Bidding above the suggested range
results in higher click-through and
conversion rates.
How do you determine your daily budget?

28. 28
Campaign
management:
Campaign naming
Business line/product
Reference to the marketing campaign title
Geo/region
Industry/function if the campaign is
vertical specific
A unique campaign ID that matches with
our other channels
At LinkedIn, we like to include the following
in our campaign names:
Campaign type (i.e., Webinar,
whitepaper, etc.)
A date range for the campaign timeframe
“Product_CampaignName
_CampaignType_
Geo_UniqueID”
Here is an example of a campaign name:

29. 29

30. Creative
best practices
30
Use rich media - 1200x627 image
(text safe area: 1000x586)
Create 3-4 different Sponsored Content
images to test against each other within
each campaign
Feature short stats and quotes
Keep copy on the creative to a minimum
Make sure the imagery matches the messaging
Move beyond stock photos
Visual is the new headline

31. 31
Creative best practices
Visual is the new headline

32. Repackaging
your sauce
32

33. Measurement
33
LinkedIn conversion tracking
Cost
Per Lead
Marketing
Qualified Leads
Sales
Qualified Leads
Marketing
Impacted Pipeline
Revenue
Per Opportunity
With conversion
tracking, you can:
Track leads from
your LinkedIn ad
campaigns
Understand the
ROI of your spend
Optimize for results
that matter most1 2 3

34. Setting up your conversion tracking
34
Select conversion
tracking under Tools
Create your insight tag by
entering the URL you are
tracking off of
Copy and paste your
insight tag in the footer
of your website
1 2
3

35. Creating a conversion action
35

36. Adding conversion tracking to a campaign
36

37. LinkedIn conversion tracking
37

38. LinkedIn conversion tracking
38

39. Campaign checklist
39
Determine your objectives
Visual is the new headline
Always be testing
Run tests for at least 3 weeks
Keep bid rates the same when testing targeting
Create unique tracking parameters
Set campaigns to “rotate variations evenly”
Start campaign with broad targeting
Align your content and targeting strategy
Try audience expansion
Use LinkedIn Conversion Tracking
Don’t be afraid to experiment

40. 40
Get the Secret Sauce
Download

41. 41
Q&A