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are on LinkedIn.




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+2 new members join
LinkedIn every second.




SOURCE: COMSCORE


                         2
How to Master
LINKEDIN
for Marketing

Session 2: How to Use LinkedIn Ads to
Drive Leads & Customers


                                        #MasterLinkedIn
                                                          3
Your Presenters:




   Scott Engelman                 Mike Volpe
   Director of Online Marketing   CMO
   @LinkedIn                      @HubSpot
                                               4
Agenda

  1      Why Use LinkedIn Ads?


  2      How to Create and Manage Campaigns


  3      How to Write Effective LinkedIn Ads


  4      What Happens After the Click?


  5      Tracking, Closed Loop & Nurturing
                                               5
WHY USE
LINKEDIN
ADS?
1     Premium Audience



4 5 OUT
    OF
of LinkedIn members drive
business decisions

          59%
          of members are managers or
          senior-level executives      7
2       Performance Based Solution




         CPC              OR            CPM
    3
Only pay when you receive clicks or impressions


                                                  8
3   Ads on High Traffic Pages: Homepage




                                          9
3   Ads on High Traffic Pages: Profile Page




                                          10
3   Ads on High Traffic Pages: Groups




                                        11
4   Precision Targeting




3
More Engaged B2B Audience




                            13
HubSpot’s Experience with LinkedIn Ads




                                         14
HubSpot’s Experience with LinkedIn Ads


      CHALLENGES                   SOLUTION

  •   Reach professional       •   Launch self-service
      audience in specific         LinkedIn Ads Campaigns
      industries, companies
      & jobs                   •   Develop highly targeted
                                   campaigns
  •   Increase quality of
      leads                    •   Offer free educational
                                   materials to prospects
  •   Drive activity to lead
      generation materials     •   Test and adjust
                                   campaigns to improve
  •   Improve CPC rates            results in real time
                                                             15
HubSpot’s Experience with LinkedIn Ads


     RESULTS
   • CTRs of 1% to 3%
      (60% higher than other social networks)

   • Average CPC of $3
      (lower than other channels for targeted categories)

   • Higher-quality leads that convert faster
   • Valuable insights on prospect behavior

                                                            16
LinkedIn gives us the
                unique ability to
                tailor messaging and
                target the exact
                audience segment
                that we need.



Dan Slagen
Head of Paid Marketing,
HubSpot
                                        17
How to Create
& Manage
Campaigns
Before You Even Start, Plan Accordingly…




Set your goals   Define your budgets   Build your test plan   Forecast Results




                                                                                 19
Campaign Creation Process



Create a New
Ad Campaign                  1
Start by creating a new ad
campaign.


                             CAMPAIGN
                             CREATION




                                        20
Create a New Ad Campaign




                           21
Naming Convention Best Practices




                                   22
Name
campaign




Select
destination




              23
Campaign Creation Process



Create a New
Ad Campaign                  1              Targeting
Start by creating a new ad                  Define your target persona.
campaign.


                             CAMPAIGN
                             CREATION   2




                                                                      24
Campaign Targeting




                     25
Campaign Targeting
Precise Targeting


                    GEOGRAPHY




                    Companies by
                    Name or
                    Category




                                   27
Precise Targeting

                    Jobs by
                    Title or
                    Function/
                    Seniority




                    Schools



                    Skills



                    Groups


                                28
Campaign Creation Process



Create a New
Ad Campaign                           1              Targeting
Start by creating a new ad                           Define your target persona.
campaign.


                                      CAMPAIGN
                                      CREATION   2

  Campaign                        3
  Options
  Setting budget & time period.

                                                                               29
Campaign Options




                   30
Campaign Options




                   31
What is Lead Collection?




                           32
HOW TO WRITE
EFFECTIVE
LINKEDIN ADS
Ad Creative Best Practices



   1   Include an image


   2   Use a CTA, such as “download” or “sign up”


   3   Speak directly to your target audience

       Create 3-4 variations of your ad per
   4   campaign

                                                    34
Ad Creative Best Practices



   5   Make sure text is concise and easy to read


   6   List benefits of clicking the ad


   7   Rotate new creative at least once a month




                                                    35
Consistent Messaging Based on Targeting




                                          36
Best Practices



 Always be sure to include
 an OFFER, the VALUE
 of clicking your ad and a
 CALL-TO-ACTION.



                             37
Example: Best Practices



 EFFECTIVE AD:
 • Headline draws attention of target customer
 • Description is clear
 • Strong offer




                                                 38
Example: Best Practices



 LESS EFFECTIVE AD:
 • Headline too generic
 • Image not relevant to product offered




                                           39
More Examples of Effective Ads




                                 40
Optimize Campaigns Towards CTR




                                 41
WHAT
HAPPENS
AFTER THE
CLICK
Creating a
                LinkedIn campaign
                is relatively easy,
                it’s what happens
                after the click that
                truly matters.



Dan Slagen
Head of Paid Marketing,
HubSpot
                                       43
Consistent Messaging & User Experience




                                         44
What Response Mechanisms Are You Offering?


                  Click
                  to chat       Schedule
                                a meeting
  phone
                            Social
                            media
               email
Form                                 Skype
                                             45
Landing Pages & Tracking




                           46
Landing Pages & Tracking




                           47
TRACKING,
CLOSED-LOOP
ANALYTICS &
NURTURING
Zoom In on the Desired Source: Paid




                                      49
Dig into Paid Leads
Find Who Your Paid Leads Truly Are

                 Lead came from
                 LinkedIn Ads Campaign
Closed Loop CRM Integration




                               Social Link Building ebook




              Social Link
              Building ebook
Push New Leads Down the Sales Funnel
Use lead nurturing to further qualify leads.




 Landing page                                  Lead nurturing email




                                                                      53
Notify Sales After Action Was Taken
If your contact was interested in getting more product information, this is a warm lead.




                                  Andy@hubspot.com




                                                                                           54
Search Engine
Optimization

Blogging &
Social Media


Lead Generation


Lead
Management

Email &
Automation

Marketing
Analytics
3         2000 7                      50+ 6                  15          0
                                             breakout   inspiring   small       reasons
        days     inbound          learning   sessions   keynotes    group       not to
                 marketing        tracks                            workshops   GO!
                 professionals




                                      REGISTER TODAY!
                                 www.InboundConference.com


www.InboundConference.com
THANK
 YOU.
        57
Next                 Thursday, September 27th

      Session!


For more resources, visit…
                             LinkedIn.com/Ads

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