Hanapin li webinar ppt final

Editor's Notes

• #2 CarrieINTRO
• #3 Carrie & John
• #4 CarrieSpecific application: B2B marketingBenefits: Detailed targeting available, self-reported demographic information, thumbnail images or videosDownfalls: Reporting, self-selected audience, competitive bidding
• #5 Carrie
• #6 Carrie
• #7 Carrie
• #8 CarrieWhat are they?Text ads with either thumbnail image or click-to-watch video imageLink to your website / landing pageCPC or CPM biddingHow are they targeted?Audience targeting is based on a combination of the following:AgeGenderLocationCompany name; company industry; company category; company sizeJob title; job function; job senioritySchoolSkillsLinkedIN Groups
• #9 John1. Standard LinkedIN Ads continued…Where are they?LinkedIN pagesProfiles, search results, groups, company pagesLinkedIN Audience Network
• #10 Carrie2. Premium Display Advertising-What are they? - Text banners and “Visual” ads: Static, flash, in-banner surveys, user-initiated video, and mouse-over animation-Who are they targeting? - As always, there are highly specific options within LinkedIn to best target the demographic and geographic audiences-Where will they appear? - As 1 of 2 display ads per page - Top text banner, “footer” style ad, side bar visual ad - Text banners on home page, group pages, company pages and inbox
• #11 Carrie2. Premium Display Ads continuedWhat are the options:Content AdsExpandable Content AdsSocial Ads PollsWhat’s the appeal?Low costs relative to other B2B media outletsLead collectionVery targeted audiences, which push for high qualityWhat’s the deterrent?High upfront buy-inHigh costs relative to other social networksLimited transparency prior to signing on
• #12 John3. Sponsored Updates - What are they?Organic LinkedIN posts sponsored for additional exposure (impressions, clicks, etc.)Link to your website / landing pageCPC or CPM biddingHow are they targeted?Audience targeting is based on a combination of the following:AgeGenderLocationCompany name; company industry; company category; company sizeJob title; job function; job senioritySchoolSkillsLinkedIN Groups
• #13 John3. Sponsored Updates continued…Where are they?LinkedIN Newsfeed
• #14 John4. LinkedIN Ad StrategiesPreparation:Develop personasPull together image creative and ad messages appropriate to each personaCreate list of ideal companies you would like as a clientExecution:Create segmented campaigns by persona. Segmentation is key due to flat campaign structure (targeting at campaign level only)Layer demographics with audience segments to understand performance:Male, 18-55, works in search engine marketing industryFemale, 18-55, works in search engine marketing industryMale 18-55, belongs to SEM groupsFemale, 18-55, belongs to SEM groupsEtc…AdsFollow best practices: benefit focused, strong call-to-actionTag for Analytics and/or CRM
• #15 John4. LinkedIN Ad Strategies ContinuedAds continued…:Test often. Ad degradation is a big deal.Minimum CTR threshold around 0.025%. If ad CTR falls below, ad will effectively fall out of rotation.Test combinations of images, ad messages.Image is small, so don’t get too fancy. Test logo variations. Simple images that convey strengths and benefits of your service.Test video ad (in separate campaign).Just realize that a click to watch the video is charged as a click regardless of whether the user actually clicks-through to your landing page.
• #17 CarrieAccount Interface – Say good-bye to the comfort of your AdWords interface, LinkedIn is limited and tedious to comb through. From excessive drilldown menus to inability to easily adjust settings, this aspect of LinkedIn is its own deterrent.2) Editing – AdWords Editor, BingAds Editor, FB PowerEditor…. You’re up, LinkedIn!3) Competitive bidding – Cost per click. Much more expensive than an average Bing or Google CPC, but it’s arguably worth it. Just prepare thy purse strings.
• #18 Carrie - (If you’re used to running many ads at a single time, you’ll need to split into new campaigns, as the current setup allows for only 15 at a time.) 4) Self-selected audience - The details about who you’re targeting are self-reported which should make them extra-relevant. Unfortunately, were someone to falsify a demographic detail or job role, you may be barking up the wrong tree.5) Reporting – Lead Collection is shaky at best and the options for what kind of reports you run are extremely limited. Prepare by labeling well and keeping Excel close.6) Limitations on expansion – From campaign-specific expansion to the world of Mobile Device users, the PPC users of the world are ready for LinkedIn to take it up a notch.7) Effective Management – Lots of time and effort keeping ad copy fresh and adapting your targeting.
• #19 John
• #20 Carrie
• #21 Carrie/John