Linkedin advertising for Startups

Making Your Funnel Work
Linkedin advertising

LINKEDIN ADVERTISING
 Stats
 Linkedin advertising strategy
 Linkedin targeting
 Linkedin ad formats
 Linkedin Matched Audiences
 Conversion tracking
 Adpositions
 Campaign goals
 Linkedni A/B testing ads

LINKEDIN ADVERTISING STATS
 LinkedIn is the second most popular platform of B2B marketers,
followed by Facebook. (Social Media Examiner)
 As of January 2020, 663.3 million users have been reached by
LinkedIn Ads. (We Are Social)
 Research shows that the most engaging LinkedIn posts are
published on Wednesdays between 8 a.m. to 10 a.m. and noon,
Thursday at 9 a.m. and 1 p.m. to 2 p.m., and Friday at 9 a.m. (Sprout
Social)
 LinkedIn's lead conversion rates are 3X higher than other big ad
platforms, including Google Ads. (LinkedIn)
 Close to 15% of marketers are creating content for LinkedIn.
(HubSpot)
 Only 10% of marketers say they're investing in LinkedIn. (HubSpot)
 In a study of over 5,000 businesses, HubSpot found that traffic from
LinkedIn generated the highest visitor-to-lead conversion rate at
2.74%, almost three times or 277% higher than both Twitter (.69%)
and Facebook (.77%). (HubSpot)

LINKEDIN POSTS BEST PRATICES
This is in case you want to promote/sponsor posts with ads:
 Make your titles between 40 and 49 characters long
 Make your posts on LinkedIn visual! Add 8 images
 Don’t add videos or other multimedia assets to your posts
 Use "How-to" and List-Style Headlines
 Divide your post into 5 headings in order to attract the greatest
number of post views.
 People like to read long-form content on LinkedIn—1,900 to 2,000
words long
 Neutral articles work best
 Make your content readable for an 11-year-old
Source: Okdork

LINKEDIN MATCHED AUDIENCES I
Similar to Facebook Custom Audiences
 Website visitors
 Lists of businesses (no PII, so no GDPR)
 Lists of contacts (PII, so permission under GDPR ~but not always)
 Or other…
Business list
Linkedin recommends uploading at least 1,000 companies (minimum 300).
Matched upon one of the following:
a. company name
b. company website
c. company email domain
d. LinkedIn page url
e. stock symbol
Including additional fields such as industry, city, state, country, or zip increases
the accuracy of the match

LINKEDIN MATCHED AUDIENCES II
Contact list
Linkedin recommends uploading at least 10,000 contacts (minimum 300). One
of the following fields must be added to your list
a. email address
b. first and last name
c. mobile device id (appleidfa)
d. google user id (googleaid_
Including additional fields such as company, job title, or country increases the
accuracy of the match.
Automate Matched Audiences lists:

LINKEDIN LOOKALIKE AUDIENCES
Build lookalikes of any audience type you have created on Linkedin.
 At least 300 contacts/businesses have to be in your base list
 Can be up to 15x larger then original
 Match based on member and company similarities
 Lookalike audiences do not use sensitive demographic attributes such as
sex or age within the model.

LINKEDIN TRACKING PIXEL / INSIGHT TAG
<script type="text/javascript">
_linkedin_partner_id = “YOURID";
window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
window._linkedin_data_partner_ids.push(_linkedin_partner_id);
</script><script type="text/javascript">
(function(){var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})();
</script>
<noscript>
<img height="1" width="1" style="display:none;" alt=""
src="https://px.ads.linkedin.com/collect/?pid= YOURID&fmt=gif" />
</noscript>

LINKEDIN CONVERSION TRACKING

LINKEDIN LEADFORMS
 Prefilled forms
 Optional custom fields
 High conversion rates / easy to use
 Benefit of Linkedin branding / trust

LINKEDIN GOALS
_linkedin_partner_id = “

LINKEDIN OBJECTIVE/AD FORMAT CHEATSHEET
Brand Awareness
Website Visits
Engagement
Video Views
Lead Generation
Website Conversions
Job Applicants
✅ ✅ ✅ ✅ ✅✅ ✅❌ ❌
✅ ✅ ✅ ✅✅ ✅ ✅❌ ❌
❌
❌
❌
❌
✅❌❌❌❌❌❌❌❌
✅ ✅ ✅ ✅ ✅
✅
✅ ✅ ✅ ✅ ✅
✅ ✅ ✅ ✅✅ ✅ ✅❌
❌
❌ ❌ ❌
❌
❌
❌
❌
❌
❌
❌
❌
❌

LINKEDIN CONTENT PROMOTION
Of course Linkedin in (in B2B) mostly used for content distribution and promotion.
So, depending on what content (customer journey fase / format) you can adjust your
advertising strategy.
 Did you post it organically on Linkedin (for reach / engagement) then you do a
Awareness / Engagement / Videoviews campaign
 Do you want to get traffic to your own website then a Website traffic campaign
 Do you want to generate leads? A Lead campaign (with or without leadform)

LINKEDIN TARGETING
 Location
 Language
 All Matched Audience Types (include or exclude)
 All other non-PII data related information on
Linkedin (include or exclude)
Linkedin Audience Expansion
 Enable similar attributies
 Exclusions will never be included

LINKEDIN MESSAGE AD (SPONSORED INMAIL)
 Direct Mail tool
 Awesome mailmerge features

LINKEDIN TEXT AD
_linkedin_partner_id = “

LINKEDIN SPOTLIGHT AD
Dynamic personalized ads
Image: Instapage

LINKEDIN FOLLOWER AD
Getting more followers on Linkedin.
Source image: Linkedin

LINKEDIN CONVERSATION AD
 Chatbot like interface
 Multiple call to actions
 Learn / ask information easily
Source: Coywolf

LINKEDIN JOBS AD
3 or more related job
openings
Images source: Linkedin
1 or 2 related job openings no related job openings

THE END
 This was the last session of the “Making Your Funnel Work” program
 Thank your for attending and participating!
 Good luck with your product and getting funding!
 Tomorrow content will be uploaded and send to you by e-mail

Linkedin advertising for Startups

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