The 4 Cornerstones of LinkedIn PPC Success - HeroConf 2014

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LinkedIn PPC is a huge opportunity to reach potential clients for the advertiser willing to lay a solid foundation. This presentation was given at HeroConf 2014 in Austin, TX.

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The 4 Cornerstones of LinkedIn PPC Success - HeroConf 2014

  1. 1. The 4 Cornerstones of LinkedIn PPC Success
  2. 2. About Me  I love skiing @robert_brady #HeroConf
  3. 3. About Me  I love skiing  I love ultimate Frisbee @robert_brady #HeroConf
  4. 4. About Me  I love skiing  I love ultimate Frisbee  I love grass fed beef @robert_brady #HeroConf
  5. 5. About Me  I love skiing  I love ultimate Frisbee  I love grass fed beef  Oh…and I love PPC!  Regular contributor to: @robert_brady #HeroConf
  6. 6. Why You Should Test LinkedIn PPC  Awesome demographic targeting options  Professional audience  You need more volume  You’re seeing diminishing returns on your other PPC channels @robert_brady #HeroConf
  7. 7. What You’ll Learn Today  4 Cornerstones of LinkedIn PPC Success  Case Studies (2)  Pitfalls To Avoid  3 Take-Home Targeting Strategies @robert_brady #HeroConf
  8. 8. What is a cornerstone?  “The cornerstone (or foundation stone) concept is derived from the first stone set in the construction of a masonry foundation, important since all other stones will be set in reference to this stone, thus determining the position of the entire structure.” - http://en.wikipedia.org/wiki/Cornerstone @robert_brady #HeroConf
  9. 9. 4 Cornerstones of LinkedIn PPC Success  Well-defined customer personas  Emotion-evoking ad copy  Compelling offer  In-house conversion tracking @robert_brady #HeroConf
  10. 10. Case Study #1  Client - SaaS company providing sales support software  Objective – Obtain qualified leads for the sales team to nurture and schedule product demos  Targeting – Industry, Job Title, Groups, Skills  Offer – Free eBook  Set up  Dedicated landing pages  Used best offers from other PPC channels (AdWords & BingAds) Getting good results fast! @robert_brady #HeroConf
  11. 11. @robert_brady #HeroConf
  12. 12. Results  Month 1  1,987 clicks  7,046,846 impressions  0.028% CTR  439 leads  20.47% conversion rate  CPA < $20 @robert_brady #HeroConf
  13. 13. Pitfalls to Avoid  Profile Incompleteness  30% of profiles have no job seniority associated with them  37% have no job function  25% have no industry  78% have no company size  2% have no gender  64% have no age  Outlier - 120% have a continent (area?) @robert_brady #HeroConf
  14. 14. Don’t forget the gray area! @robert_brady #HeroConf
  15. 15. Pitfalls to Avoid  Conversion Timing  Data reported in LinkedIn is GMT  Optimize CTR vs. Rotate  Strong penalty for poor CTR at launch  Historical performance entrenches “champion” ads  New Account Spending Limit  LinkedIn Audience Network @robert_brady #HeroConf
  16. 16. Case Study #2  Client - SaaS Business Management Software Company  Objective – Reach new areas of LinkedIn while still meeting CPA goals  Targeting – Parallel skills & groups  Offer – Video demo  Set up  Headline: “Excel like you’ve never seen it before.”  Form fields: Name, Email, Phone, Company  CTA: “Request Demo” Get creative! @robert_brady #HeroConf
  17. 17. Results  Produced a top-15 campaign in the account  Last 30 days  3,443,456 impressions  905 clicks  0.026% CTR (about average)  74 leads  8.18% conversion rate @robert_brady #HeroConf
  18. 18. 3 Take-Home Targeting Strategies  Multi-angle Targeting  More than one way to skin a cat! @robert_brady #HeroConf
  19. 19. 3 Take-Home Targeting Strategies  Multi-angle Targeting  Parallel Targeting @robert_brady #HeroConf
  20. 20. 3 Take-Home Targeting Strategies  Multi-angle Targeting  Parallel Targeting  Exclusionary Targeting You want this guy @robert_brady #HeroConf
  21. 21. Exclusionary Targeting @robert_brady #HeroConf
  22. 22. Additional Resources  Help.LinkedIn.com  LinkedInPPC.com (shameless plug)  AdStage.io  LinkedInAdsOptimized.com @robert_brady #HeroConf
  23. 23. Thank you!  Email: robert@righteousmarketing.com  Twitter: @robert_brady  Website: http://righteousmarketing.com  LinkedIn: http://www.linkedin.com/in/robertallenbrady/ @robert_brady #HeroConf

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