How to Use LinkedIn Ads to Drive New Leads and Customers
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The document provides an overview of a presentation on using LinkedIn ads to drive leads and customers. It discusses why LinkedIn ads are effective, how to create and manage ad campaigns, best practices for writing ads, what should happen after a user clicks an ad, and how to track campaign performance and nurture leads. Key points include that LinkedIn has a large premium professional audience, ads can be targeted precisely, and the platform allows tracking leads generated from ads.
How to Use LinkedIn Ads to Drive New Leads and Customers
- 1. 174M+ members worldwide are on LinkedIn. SOURCE: COMSCORE
- 2. +2 new members join LinkedIn every second. SOURCE: COMSCORE 2
- 3. How to Master LINKEDIN for Marketing Session 2: How to Use LinkedIn Ads to Drive Leads & Customers #MasterLinkedIn 3
- 4. Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 4
- 5. 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
- 7. 1 Premium Audience 4 5 OUT OF of LinkedIn members drive business decisions 59% of members are managers or senior-level executives 7
- 8. 2 Performance Based Solution CPC OR CPM 3 Only pay when you receive clicks or impressions 8
- 9. 3 Ads on High Traffic Pages: Homepage 9
- 10. 3 Ads on High Traffic Pages: Profile Page 10
- 11. 3 Ads on High Traffic Pages: Groups 11
- 12. 4 Precision Targeting 3
- 13. More Engaged B2B Audience 13
- 14. HubSpot’s Experience with LinkedIn Ads 14
- 15. 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
- 16. 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
- 17. 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
- 18. How to Create & Manage Campaigns
- 19. Before You Even Start, Plan Accordingly… Set your goals Define your budgets Build your test plan Forecast Results 19
- 20. Campaign Creation Process Create a New Ad Campaign 1 Start by creating a new ad campaign. CAMPAIGN CREATION 20
- 21. Create a New Ad Campaign 21
- 22. Naming Convention Best Practices 22
- 24. 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
- 25. Campaign Targeting 25
- 27. Precise Targeting GEOGRAPHY Companies by Name or Category 27
- 28. Precise Targeting Jobs by Title or Function/ Seniority Schools Skills Groups 28
- 29. 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
- 30. Campaign Options 30
- 31. Campaign Options 31
- 32. What is Lead Collection? 32
- 33. HOW TO WRITE EFFECTIVE LINKEDIN ADS
- 34. 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
- 35. 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
- 36. Consistent Messaging Based on Targeting 36
- 37. Best Practices Always be sure to include an OFFER, the VALUE of clicking your ad and a CALL-TO-ACTION. 37
- 38. Example: Best Practices EFFECTIVE AD: • Headline draws attention of target customer • Description is clear • Strong offer 38
- 39. Example: Best Practices LESS EFFECTIVE AD: • Headline too generic • Image not relevant to product offered 39
- 40. More Examples of Effective Ads 40
- 41. Optimize Campaigns Towards CTR 41
- 43. 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
- 44. Consistent Messaging & User Experience 44
- 45. What Response Mechanisms Are You Offering? Click to chat Schedule a meeting phone Social media email Form Skype 45
- 46. Landing Pages & Tracking 46
- 47. Landing Pages & Tracking 47
- 49. Zoom In on the Desired Source: Paid 49
- 50. Dig into Paid Leads
- 51. Find Who Your Paid Leads Truly Are Lead came from LinkedIn Ads Campaign
- 52. Closed Loop CRM Integration Social Link Building ebook Social Link Building ebook
- 53. Push New Leads Down the Sales Funnel Use lead nurturing to further qualify leads. Landing page Lead nurturing email 53
- 54. Notify Sales After Action Was Taken If your contact was interested in getting more product information, this is a warm lead. [email protected] 54
- 55. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
- 56. 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
- 57. THANK YOU. 57
- 58. Next Thursday, September 27th Session! For more resources, visit… LinkedIn.com/Ads