174M+ members worldwide

are on LinkedIn.

SOURCE: COMSCORE

2

+2 new members join

LinkedIn every second.

SOURCE: COMSCORE

3

#MasterLinkedIn

How to Master

LINKEDIN for Marketing

Session 2: How to Use LinkedIn Ads to

Drive Leads & Customers

4

Your Presenters:

Mike Volpe CMO @HubSpot

Scott Engelman Director of Online Marketing @LinkedIn

Why Use LinkedIn Ads?

How to Create and Manage Campaigns

How to Write Effective LinkedIn Ads

What Happens After the Click?

1

2

3

4

Agenda

Tracking, Closed Loop & Nurturing 5 5

WHY USE LINKEDIN ADS?

7

Premium Audience

4 5 of LinkedIn members drive business decisions

OUT OF

59% of members are managers or senior-level executives

1

3

8

Performance Based Solution 2

CPC OR

Only pay when you receive clicks or impressions

CPM

Ads on High Traffic Pages: Homepage

9

3

10

3 Ads on High Traffic Pages: Profile Page

11

3 Ads on High Traffic Pages: Groups

Precision Targeting

3

4

13

More Engaged B2B Audience

14

HubSpot’s Experience with LinkedIn Ads

15

HubSpot’s Experience with LinkedIn Ads

CHALLENGES

• Reach professional audience in specific industries, companies & jobs

• Increase quality of leads

• Drive activity to lead generation materials

• Improve CPC rates

SOLUTION

• Launch self-service LinkedIn Ads Campaigns

• Develop highly targeted campaigns

• Offer free educational materials to prospects

• Test and adjust campaigns to improve results in real time

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

Dan Slagen Head of Paid Marketing, HubSpot

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

17

How to Create & Manage Campaigns

Before You Even Start, Plan Accordingly…

19

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

Campaign Creation Process

20

1

Create a New

Ad Campaign Start by creating a new ad

campaign.

CAMPAIGN

CREATION

21

Create a New Ad Campaign

22

Naming Convention Best Practices

23

Name

campaign

Select

destination

Campaign Creation Process

24

1

Create a New

Ad Campaign Start by creating a new ad

campaign.

CAMPAIGN

CREATION

Targeting Define your target persona.

2

25

Campaign Targeting

Campaign Targeting

27

GEOGRAPHY

Companies by

Name or

Category

Precise Targeting

28

Jobs by

Title or

Function/

Seniority

Schools

Skills

Groups

Precise Targeting

Campaign Creation Process

29

1

Create a New

Ad Campaign Start by creating a new ad

campaign.

CAMPAIGN

CREATION

Targeting Define your target persona.

2

Campaign

Options Setting budget & time period.

3

30

Campaign Options

31

Campaign Options

32

What is Lead Collection?

HOW TO WRITE EFFECTIVE LINKEDIN ADS

Include an image

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

Speak directly to your target audience

Create 3-4 variations of your ad per campaign

1

2

3

4

Ad Creative Best Practices

34

Make sure text is concise and easy to read

List benefits of clicking the ad

Rotate new creative at least once a month

5

6

7

Ad Creative Best Practices

35

36

Consistent Messaging Based on Targeting

37

Best Practices

Always be sure to include

an OFFER, the VALUE of clicking your ad and a

CALL-TO-ACTION.

38

Example: Best Practices

EFFECTIVE AD:

• Headline draws attention of target customer

• Description is clear

• Strong offer

39

Example: Best Practices

LESS EFFECTIVE AD:

• Headline too generic

• Image not relevant to product offered

40

More Examples of Effective Ads

41

Optimize Campaigns Towards CTR

WHAT HAPPENS AFTER THE CLICK

Dan Slagen Head of Paid Marketing, HubSpot

Creating a LinkedIn campaign is relatively easy, it’s what happens after the click that truly matters.

43

44

Consistent Messaging & User Experience

45

What Response Mechanisms Are You Offering?

phone

email

Social media

Click to chat

Form

Schedule a meeting

Skype

46

Landing Pages & Tracking

47

Landing Pages & Tracking

TRACKING, CLOSED-LOOP ANALYTICS & NURTURING

49

Zoom In on the Desired Source: Paid

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

53

Use lead nurturing to further qualify leads.

Landing page Lead nurturing email

Notify Sales After Action Was Taken

54

If your contact was interested in getting more product information, this is a warm lead.

Andy@hubspot.com

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

15 small group workshops

6 inspiring keynotes

50+

breakout sessions

7 learning tracks

3 days

2000 inbound marketing professionals

0 reasons not to GO!

REGISTER TODAY! www.InboundConference.com

www.InboundConference.com

57

THANK YOU.

Next Session!

LinkedIn.com/Ads

Thursday, September 27th

For more resources, visit…