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How to Maximize ROI from Linkedin Ads
November 16th, 2016
Certified Marketing Partners
Jonathan Young
Linkedin, Partnerships Lead
linkedin.com/in/jonathanyoung29
@jonathanyoung29
Create Publish Promote Measure
E-Mail us for a personalized consultation:
partner-operations@linkedin.com
Certified Partners: Enabling B2B Advertisers to
Achieve More with their LinkedIn Marketing
Today’s Agenda
1 Introductions & House Keeping
2 Linkedin: Step Up to Pipeline Marketing
3 Bizible: ROI Research
4 B2Linked: Campaign Structure & Tracking
5 Adstage: Advanced Targeting & Automation Techniques
6 Q & A
Eva Sharf
Demand Marketing Manager
AJ Wilcox
Linkedin Advertising
Consultant/Evangelist
Mike McEuen
Head of Marketing
linkedin.com/in/eva-sharf-aa93694a
@eva_sharf
linkedin.com/in/wilcoxaj
@wilcoxaj
linkedin.com/in/michaelmceuen
@lonohead
Today’s Speakers
House Keeping
1 Q&A @ the end
2 Recording available after
6
Step Up to
Pipeline Marketing
B2B Marketing 101
The result of effective B2B
marketing is: _________.
The Problem…
Common B2B Performance
Marketing Metrics
- Clicks
- CTR
- Engagement
- Leads
- Cost Per Lead
- Conversion Rate
Leads Are Not The Final
Destination
Change Your Mindset: Work Backwards from Biz Results
What is “Pipeline
Marketing”?
Tuning your marketing
efforts based on what will
return the most money,
even if this yields less
leads or opportunities.
Image Credit: Bizible
Pipeline Marketing = High Fives
11
LinkedIn Ads
Benchmark Report
LinkedIn Ads Benchmark Report
● B2B and B2C Industries with Sales
Teams
● Benchmarks on
○ Leads, Opps, Revenue data
○ Revenue per lead and per
opp benchmarks
○ Priorities and success
LinkedIn Ads Contribution to Total Leads, Opps, Revenue
Revenue per Lead and per Opportunity
LinkedIn Ads Success
Proper Campaign
Structure & Tracking
● Search Campaigns = Keywords
● Social Campaigns = Audiences
Stop naming your campaigns:
Whitepaper
2014 blitz
etc.
Campaign Structure
Campaign Structure (cont…)
● Many campaigns in an account can be hard to keep
organized
● Account sorts alphabetically by default, so name similar
campaigns with similar beginnings
● i.e. SC | MKTG CMO
● SC (keeps Sponsored Content campaigns together
● MKTG (keeps similar job functions together)
How to Keep Track of All your Ads
● Create a spreadsheet with all descriptive columns
● Then, create ads in Excel (use =LEN() formula for
character counts)
o 128, 38, 155 character counts for Sponsored Content
o 25, 75 character counts for Text Ads
If you keep this sheet of all ads published, you’ll have:
1. Quick copy/paste for simple ad creation in bulk
2. Complete reference/record of each ad published
3. Easy way to dynamically affix tracking parameters for killer tracking
Keeping Track of your Ads cont’d…
Google Analytics
Google URL Builder can append simply
Parameter Example Example
Source LinkedIn LinkedIn
Medium SC TA
Term
Campaign Content lisc11161601 lita11161601
Campaign Name SC | Art Director Titles | NA TA | Art Director Titles | NA
Tracking Ads Uniquely
li sc 111616 01
Short code for Source Date the code was created
(11-16-16)
Number for ads created on
the same day
• lisc11161601
• lisc11161602
• lisc11161603
For Example Short code for Medium
Create a Key for Campaign Content
B2Linked & AdStage bring you LinkedInAdsBulk.com
• First and only bulk creator of both SC and TA
• Publish up to 1k ads at a time
• Try it out free with your AdStage account by
publishing up to 6 ads at a time
• Unlock full, unlimited functionality for $79/mo
Advanced Targeting
&
Automation Techniques
LinkedIn Offers Unmatched B2B Targeting Options
Advanced Targeting Techniques
● Job Title
● Job Function + Seniority
● Skills + Seniority
● Groups + Seniority
Expand Your Prospect Targeting with Layers
Image Credit: B2Linked
Groups Skills + Job Function
Reach New Job Titles with Creative Targeting
Decision Markers & Influencers at Specific Companies
Company + Job Function
● 100 company limit per campaign
● Or, use LinkedIn’s ABM targeting offering
Reach Prospects in Target Account Lists
What You Should
Automate with
LinkedIn Ads
Campaign Scheduling (Day Parting)
CPCs, CTRs, Conversion Rates, and Cost Per Conversion can vary throughout the
time of day, and day of the week.
Example:
Monday: 6am - 8pm
Tuesday: 6am - 8pm
Wednesday: 6am - 8pm
Thursday: 6am - 8pm
Friday: 6am - 8pm
Saturday: off
Sunday: 10am - 7pm
Campaign Scheduling Setup
Account Spend Underpacing Alert
Alert: Account Underspending
1. Take your total budget for a given network over a month
2. Total budget / # of weeks in the month
Example: $10,000 total LinkedIn budget per month; $2,500
weekly budget
Level: Account
Network: LinkedIn
IF Spend last week (Mon - Sun) is < $2,250 (90% to budget
goal) THEN send (your email) an alert. SCHEDULE this rule
to fire every Monday at 5am PT, before you get into the office.
Underutilized budgets are a waste of opportunity to drive more pipeline growth.
33
Running non-converting ads inflates the overall cost per conversion.
Rule: Pause Non-Performing LI DSC Ads
Level: Ad Creative
Network: LinkedIn
Campaigns: Direct Sponsored Content
IF Ad spend over the past 14-days is > $200 AND Web
Conversions < 1, THEN pause the affected ads. SCHEDULE
this rule to fire everyday at 5am PT.
Pause Non-Converting Ads Rule
Questions & Answers
Ask the Experts

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Webcast: How to Maximize ROI from your LinkedIn Ads

  • 1. How to Maximize ROI from Linkedin Ads November 16th, 2016
  • 2. Certified Marketing Partners Jonathan Young Linkedin, Partnerships Lead linkedin.com/in/jonathanyoung29 @jonathanyoung29 Create Publish Promote Measure E-Mail us for a personalized consultation: partner-operations@linkedin.com Certified Partners: Enabling B2B Advertisers to Achieve More with their LinkedIn Marketing
  • 3. Today’s Agenda 1 Introductions & House Keeping 2 Linkedin: Step Up to Pipeline Marketing 3 Bizible: ROI Research 4 B2Linked: Campaign Structure & Tracking 5 Adstage: Advanced Targeting & Automation Techniques 6 Q & A
  • 4. Eva Sharf Demand Marketing Manager AJ Wilcox Linkedin Advertising Consultant/Evangelist Mike McEuen Head of Marketing linkedin.com/in/eva-sharf-aa93694a @eva_sharf linkedin.com/in/wilcoxaj @wilcoxaj linkedin.com/in/michaelmceuen @lonohead Today’s Speakers
  • 5. House Keeping 1 Q&A @ the end 2 Recording available after
  • 7. B2B Marketing 101 The result of effective B2B marketing is: _________.
  • 8. The Problem… Common B2B Performance Marketing Metrics - Clicks - CTR - Engagement - Leads - Cost Per Lead - Conversion Rate Leads Are Not The Final Destination
  • 9. Change Your Mindset: Work Backwards from Biz Results What is “Pipeline Marketing”? Tuning your marketing efforts based on what will return the most money, even if this yields less leads or opportunities. Image Credit: Bizible
  • 10. Pipeline Marketing = High Fives
  • 12. LinkedIn Ads Benchmark Report ● B2B and B2C Industries with Sales Teams ● Benchmarks on ○ Leads, Opps, Revenue data ○ Revenue per lead and per opp benchmarks ○ Priorities and success
  • 13. LinkedIn Ads Contribution to Total Leads, Opps, Revenue
  • 14. Revenue per Lead and per Opportunity
  • 17. ● Search Campaigns = Keywords ● Social Campaigns = Audiences Stop naming your campaigns: Whitepaper 2014 blitz etc. Campaign Structure
  • 18. Campaign Structure (cont…) ● Many campaigns in an account can be hard to keep organized ● Account sorts alphabetically by default, so name similar campaigns with similar beginnings ● i.e. SC | MKTG CMO ● SC (keeps Sponsored Content campaigns together ● MKTG (keeps similar job functions together)
  • 19. How to Keep Track of All your Ads ● Create a spreadsheet with all descriptive columns ● Then, create ads in Excel (use =LEN() formula for character counts) o 128, 38, 155 character counts for Sponsored Content o 25, 75 character counts for Text Ads
  • 20. If you keep this sheet of all ads published, you’ll have: 1. Quick copy/paste for simple ad creation in bulk 2. Complete reference/record of each ad published 3. Easy way to dynamically affix tracking parameters for killer tracking Keeping Track of your Ads cont’d…
  • 21. Google Analytics Google URL Builder can append simply Parameter Example Example Source LinkedIn LinkedIn Medium SC TA Term Campaign Content lisc11161601 lita11161601 Campaign Name SC | Art Director Titles | NA TA | Art Director Titles | NA Tracking Ads Uniquely
  • 22. li sc 111616 01 Short code for Source Date the code was created (11-16-16) Number for ads created on the same day • lisc11161601 • lisc11161602 • lisc11161603 For Example Short code for Medium Create a Key for Campaign Content
  • 23. B2Linked & AdStage bring you LinkedInAdsBulk.com • First and only bulk creator of both SC and TA • Publish up to 1k ads at a time • Try it out free with your AdStage account by publishing up to 6 ads at a time • Unlock full, unlimited functionality for $79/mo
  • 25. LinkedIn Offers Unmatched B2B Targeting Options Advanced Targeting Techniques
  • 26. ● Job Title ● Job Function + Seniority ● Skills + Seniority ● Groups + Seniority Expand Your Prospect Targeting with Layers Image Credit: B2Linked
  • 27. Groups Skills + Job Function Reach New Job Titles with Creative Targeting
  • 28. Decision Markers & Influencers at Specific Companies Company + Job Function ● 100 company limit per campaign ● Or, use LinkedIn’s ABM targeting offering Reach Prospects in Target Account Lists
  • 29. What You Should Automate with LinkedIn Ads
  • 30. Campaign Scheduling (Day Parting) CPCs, CTRs, Conversion Rates, and Cost Per Conversion can vary throughout the time of day, and day of the week.
  • 31. Example: Monday: 6am - 8pm Tuesday: 6am - 8pm Wednesday: 6am - 8pm Thursday: 6am - 8pm Friday: 6am - 8pm Saturday: off Sunday: 10am - 7pm Campaign Scheduling Setup
  • 32. Account Spend Underpacing Alert Alert: Account Underspending 1. Take your total budget for a given network over a month 2. Total budget / # of weeks in the month Example: $10,000 total LinkedIn budget per month; $2,500 weekly budget Level: Account Network: LinkedIn IF Spend last week (Mon - Sun) is < $2,250 (90% to budget goal) THEN send (your email) an alert. SCHEDULE this rule to fire every Monday at 5am PT, before you get into the office. Underutilized budgets are a waste of opportunity to drive more pipeline growth.
  • 33. 33 Running non-converting ads inflates the overall cost per conversion. Rule: Pause Non-Performing LI DSC Ads Level: Ad Creative Network: LinkedIn Campaigns: Direct Sponsored Content IF Ad spend over the past 14-days is > $200 AND Web Conversions < 1, THEN pause the affected ads. SCHEDULE this rule to fire everyday at 5am PT. Pause Non-Converting Ads Rule
  • 34. Questions & Answers Ask the Experts

Hinweis der Redaktion

  1. Create a key/legend in a spreadsheet so you can track the ads in the campaign content parameter.
  2. Create a key/legend in a spreadsheet so you can track the ads in the campaign content parameter.