NYC HUG 2019: Advertising on LinkedIn

Your Presenter
Allie Schwartz
Client Solutions Manager

Today’s Agenda
LinkedIn &
Our Environment
Targeting
1 2
Overview of
LinkedIn Ads
3
Reporting and
Optimizations
4

Tell your neighbor:
Name
What do you do?
Something not on your LinkedIn Profile
ICE
BREAKER

Members First Approach
The largest global community of professionals
61M
C-level
execs
Mass
Aﬀluent
580M
professionals are on
LinkedIn
senior-level
influencers
22.8M
6.8M
40M
IT decision
makers
opinion
leaders
decision
makers
10.7M
4.1M
1 | LINKEDIN AND OUR AUDIENCE

Professionals engage with purpose
– and with content
9 billion
content
impressions / week
15X
content vs job
postings in the
feed
(YOY 100%+ Activity)
45 min
/month/member
on average
(Comscore source)
57%
MOBILE

“LinkedIn is
undisputedly the
most trusted
platform”
For the second year in a row, LinkedIn was
cited as the most trusted social platform
across nearly every factor.
Source: Business Insider Intelligence ‘Digital Trust Report’, June 2017

RESPECTFUL
CONVERSATIONS
UNCLUTTERED
EXPERIENCE
QUALITY AD
PLACEMENTS
TRANSPARENCY
CONTROL
BRAND SAFETY
TRUSTED
PLATFORM
A high quality environment

First Party Data = Unique & Precise Ad Targeting TARGET
COMPANY
NAME
JOB
SENIORITY
MEMBER
GROUPS
COMPANY
FOLLOWERS
COMPANY
INDUSTRY
MEMBER
SCHOOLS
MEMBER
GENDER
COMPANY CONNECTIONS
COMPANY SIZE
FIELDS OF
STUDY
MEMBER AGE
JOB TITLE
DEGREES
CUSTOM
SEGMENTS
JOB
FUNCTION
MEMBER SKILLS
YEARS OF
EXPERIENCE
Member
Provided
Member
Provided
Member
Provided
Member
Provided
Derived from
Company Page
Derived from
Company Page
Derived from
Job Title
Inferred from
Member Name
Based on own
company
followers
First-degree connections of employees at the
companies you select
Inferred by
using the
earliest degree
Based on
endorsements
and keywords in
profile
Member
Provided
Derived from
Job Title
Derived from start year and
month of current roles
Just getting started? Try the colored targeting facets!
2 | TARGETING

Skills
REACH MEMBERS WITH A SPECIAL EXPERTISE
Targeting of skills-related
keywords
Identified in the skills section,
keywords found throughout
the profile and inferred skills
Increased relevancy,
performance, scale and ROI
2 | TARGETING
TARGET

Targeting by Company Name, Industry, Size
MEMBER INDUSTRY IS DIRECTLY INFERRED FROM THEIR CURRENT EXPERIENCE
2 | TARGETING
Company Entered Name
↓
Company Entered Industry
LinkedIn
TARGET
Large companies may span several industries but can only choose one.
Spot-check company pages to ensure you are targeting the correct
industry.
↓
Company Entered # of employees
Sample:
Internet
5,000-10,000
↓↓↓

WEBSITE
RETARGETING
Re-engage your
website visitors
Customized Targeting with Matched Audiences
2 | TARGETING
TARGET
CONTACT
TARGETING
Upload or integrate
email lists
ACCOUNT
TARGETING
Run account-based
marketing

2 | TARGETING
TARGET
Seniority: Senior IC+
Company Size: 500+
Geography: USA
Function: IT, Engineering,
Program Management
TARGETING
Consider Tom
SENIOR PROGRAM MANAGER WITHIN
ENTERPRISE BUSINESSES
TITLE
JOB
FUNCTION
+SENIORITY
GROUPS
+SENIORITY
SKILLS
+SENIORITY

2 | TARGETING
TARGET
Targeting Best Practices
● Make sure your buyer personas are clear and well-defined
● When launching, start broad and then narrow down your audience with insights from campaign
demographics
● Try to keep your target audience over 50,000. We recommend between 100,000 and 300,000.
● Try audience expansion to improve your reach
● Experiment and A/B Test
● Test the Seniority targeting facet. It can be more precise than Years of Experience or Age
● If running global campaigns, segment by region to maximize daily pacing

Amplify your
voice with
LinkedIn Ads
3
OVERVIEW OF LINKEDIN ADS

Objectives and ads formats
OBJECTIVES
Awareness Consideration Conversions
Brand
Awareness
Website Visits Video Views Engagement Website
Conversions
Lead generation
Single
Image Ad
Carousel
Ad
Video Ad
Text Ad
Dynamic
Ad
Message
Ads
ADSFORMATS
All formats
must use
LinkedIn lead
gen forms
Objective not
available until
August 2019. Use
“Website Visits”
for now and
auto-bid
Focused on social actions
on LinkedIn (likes,
comments, shares,
follows) and all ads must
have follow-company
bottoms
Allows you to
bid by CPV
For impression-based
campaigns. Objective not
available until 2019. Use
“Website Visits” and autobid for
impressions until then.
3 | LINKEDIN ADS OVERVIEW
Dynamic Ads
option is
coming in
August.

Single Image Ads (formerly known as Sponsored Content)
Build customer relationships at every stage of the buyer’s
journey by targeting content to your most valuable audiences
wherever they spend their time.
Target your most valuable audiences
using accurate, profile-based,
first-party data
Reach your prospects anywhere:
Publish your content in the LinkedIn feed
and in high-quality placements beyond,
on mobile and desktop
Grow your business at every stage:
Drive quality leads, generate engagement,
and raise brand awareness
1
BRAND AWARENESS WEBSITE VISITS VIDEO VIEWS ENGAGEMENT WEBSITE CONVERSIONS LEAD GENERATION
OBJECTIVES X

CAPTIVATE A PROFESSIONAL AUDIENCE WITH NATIVE VIDEO AT EVERY STAGE OF THE BUYER’S JOURNEY
Native Sponsored Video Format
Coming soon:
MOAT integration
Benchmarks*:
- Average VTR: 19-30%
- Average Completion: 18-25%
Lead Gen Form Integration
Auto-Play on mute
Mobile & Desktop bought on CPM CPC & CPV
*Benchmarks vary. Please contact your account team for latest data.
2
OBJECTIVES

TELL A BRAND STORY, SHOWCASE MULTIPLE OFFERINGS AT ONCE OR
DEEPDIVE ON ONE, SHARE INSIGHTS AND OPPORTUNITIES
Carousel Ad format
Lead Gen Form Integration
Best Practice 2-5 Cards. Max 10 cards.
Languages: All languages supported on LI are
available for Carousel
3
OBJECTIVES X

LinkedIn Text Ads
Easily create, manage and
optimize well-targeted,
customized campaigns in
just minutes — on a
budget that works for you.
GENERATE QUALITY LEADS WITH AN EASY, SELF-SERVE SOLUTION.
4
OBJECTIVES X X X

Drive engagement with premium audiences using
dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.
Generate leads
by promoting your
LinkedIn content
Drive conversions
with more clicks to your
landing page, website, or app
Build brand awareness
by increasing LinkedIn Page
followers and engagement
Dynamic Ads 5
PERSONALIZE YOUR CREATIVE TO RESONATE WITH BUYERS
OBJECTIVES X

Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context
Flexibility to tailor
your content
Message Ads 6
SEND TIMELY, CONVENIENT, AND RELEVANT PRIVATE MESSAGES TO THE
PEOPLE THAT MATTER MOST TO YOUR BUSINESS
OBJECTIVES XX X

Improve conversion rates on mobile
Measure your ROI, including the specific
audience segments you’re converting
into leads
Easily manage your leads: Download
from LinkedIn or send to your CRM or
marketing automation system
Capture quality leads using forms that are
pre-filled with LinkedIn profile data
LINKEDIN FEATURE STRATEGIES

WHAT YOU’RE TRYING TO IMPROVE KPI WILL LEAD GEN FORMS HELP?
CONVERSION RATE CPL
Yes, by removing the friction of
conversions on mobile devices
MARKETING QUALIFIED LEADS MQL Yes, IF what is hindering the movement
to MQL or SQL is the need for prospects to
download more assets or certain assets
(demos, free trial etc.)SALES QUALIFIED LEADS SQL
OPPORTUNITY CREATION
# Of Opps Touched by LI, or
end ROI of LI
Not Directly. May be useful to include
within your strategy, but pay close
attention to lead quality, and ensuring
your targeting is locked in
Lead Gen Forms Overview

500%
INCREASE
in leads generated
“LinkedIn is definitely the best
option for B2B marketing. I’m a
huge fan of the targeting and we’ve
seen how Lead Gen Forms can be a
real game-changer for lead
generation.”
David Mirshahi
SEA Specialist at Bynder
Full case study here: http://bit.ly/2ApYr8z
Full case study here: http://bit.ly/2jNm3Kb
Lead Gen Forms
than Sponsored Content driving
traﬀic to advertiser landing
pages with standard lead forms.
3X
USE LEAD GEN FORMS TO
INCREASE CONVERSION RATES
Lead Gen Forms can get up to
BETTER
CONVERSION
RATES
CASE
STUDY
CASE
STUDYCONVERT
50%
OVERALL DROP
in cost per lead
“Targeting on LinkedIn is as
valuable as search marketing.
Because of the advanced targeting
options, it can have significant
impact on marketing results in B2B
and particularly in education.”
Job van den Wildenberg
Marketing Development Manager
TIAS School for Business & Society

Assets Needed to Begin
LEAD GEN FORM
Oﬀer Headline
(40 characters)
Oﬀer detail
(2 lines of text,
~70 characters)
Privacy Policy
URL (required)
PICK AN AD
FORMAT
1 2
THANK YOU PAGE
“Thank You” message
(160 characters) &
URL for members to
visit after
submission
3

FIELDS THAT A MEMBER CAN EDIT BEFORE
SUBMITTING
Email
Work Email
Phone Number
Work Phone Number
Gender
Any field not filled out from their profile
Custom questions
If a field besides email,
phone number, and gender
is pre-populated from your
LI profile, it will not be
editable.
A MEMBER CANNOT
SUBMIT A FORM WITH
AN EMPTY SECTION
Know how members can
fill out the form

Custom Questions
ADVERTISERS CAN CREATE UP TO 3 IN ONE FORM
Quick tip
Use the free-form answer option as a
workaround to capturing “work email.”
This requires the member to manually
type their email in.

Content & Form Creation
PART 1
DO NOT ASK FOR TOO
MUCH INFORMATION
Less is more. 3-4 fields is a
good best practice.
If opens are high but leads are
low, it could be that you have
too many fields. Put yourself in
the member’s shoes.
TRY NOT TO INCLUDE FIELDS
REQUIRING MANUAL INPUT
Phone number and gender, or
fields that may not be listed on a
member’s profile already, require
the member to manually type the
information in before submitting.
Members cannot submit form with
blank fields.
CONTENT AND FORMS
CANNOT BE EDITED AFTER
THEY ARE SAVED
If you need to make changes to
the content or form, turn them oﬀ
and re-create.
You can duplicate a form, make
edits to it, and then save the new
form template.

Content & Form Creation
PART 2
MAKE SURE IMAGES AND
COPY ARE RELEVANT
THROUGHOUT
As a member clicks from the update
through the form, make sure the
messaging is consistent.
Test diﬀerent forms and find what
works best for you
BE DIRECT.
MAKE SURE MESSAGING MATCHES THE CTA.
Keep in mind lead forms are bottom funnel. Be
upfront with the value the member is getting by
giving their information.
ROTATE 3-4 ADS EVENLY
Share same SC frequency cap so having 3-4
variations is ideal.
Start by rotating evenly before optimizing for CTR.

Targeting
Content
Bids & Budget
3 main levers for optimization
1
2
3
4 | OPTIMIZATION TIPS

SCENARIO
You are seeing high
engagement/ CTR,
but you are seeing
low conversions in
3rd party reporting

Use Campaign Demographics
1
o After your campaign has run for
about a week,
use the Click demographics
to understand which audiences
are most engaged
o You can use the Click
demographics data to optimize
your campaign targeting by
removing low converting
segments
SCENARIO

Additional tactics to consider
1
Implement Conversion Tracking
to Help LinkedIn Better
Optimize
Check landing pages for mobile
optimization
Consider testing Lead Gen
Forms
SCENARIO

SCENARIO
Your campaigns are
having trouble
scaling, despite having
relatively large
audiences (200k+)

The content isn’t engaging the audience,
or your bids may need to be reviewed
Review Bids
When first starting a campaign bid
should be 10-20% higher than the
suggested range
Consider switching over to
Automated Bidding
Considerations for bidding on CPM
vs CPC (Plus CPV for Video)
Review Content
Is the intro text concise?
Is the value prop clearly conveyed?
Is the message relevant to your
audience?
Your content is the driving factor of
your relevancy score
2
SCENARIO

**Automated bidding is now rolling out to advertisers. This allows for
automated and dynamic bid changes without having to make manual
adjustments.**
Bids
2
o If your campaign is under pacing you should
review your bid to confirm if it has been set high
enough to be competitive in the auction.
o Best practice is to set your bid rate $1 above the
top bid range. Bid prices can fluctuate several
times throughout the day so this will enable you to
consistently stay competitive.
o Remember the bid you enter is not always the
price you pay – 2nd price auction
o If you find your average price is too high you can
always go back & reduce this
o In addition to bidding, your Relevancy Score is
important to help you win the auction - which is
based on engagements on the platform. See here
for more details on the Auction and Relevancy
Score.
CPC
CPM
SCENARIO

1
T I P
Invest in great images
CUSTOM IMAGES GENERATE HIGHER ENGAGEMENT

2
T I P
Have a clear call to action
DON’T BURY IT IN TOO MUCH TEXT!
Call to action “Register” outperformed “Join” on internal tests, and generated 165% more clicks.

3
T I P
Ask questions, make statements,
use interesting facts
For Direct Sponsored Content, quotes outperformed stats, with a 30% increase in CTR.

Version A had 17% higher CTR than Version B.
A
VS.
B
4
T I P
A/B testing can lead to huge gains in performance

5
T I P
A/B testing can lead to huge gains in performance
VS
160%
higher
click-through
than “A”
289%
higher
conversion rate
than “A”
BImage featuring devicesA Image featuring person

6
T I P
And have fun!
STAND OUT. TOP UPDATES ARE ENTERTAINING.

NYC HUG 2019: Advertising on LinkedIn

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NYC HUG 2019: Advertising on LinkedIn