live webinar: getting started wit display on and off linkedin

How to succeed with LinkedIn Display Advertising

 Andrew Kaplan  Sr. Manager, Product Marketing  LinkedIn Marketing Solutions  @andrewjkaplan

 Cassandra Clark  Marketing Manager  LinkedIn Marketing Solutions  @cassandra3

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•  Got a question? Submit it in the Q&A box

•  Join the conversation using #LinkedInDisplay

•  Follow us:

Twitter: @LinkedInMktg

LinkedIn: www.linkedin.com/company/linkedin-

marketing-solutions

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Connect the world’s professionals to make them more productive

and successful

 LinkedIn’s mission

* 2014 member number as of September 30, 2014

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

32M

380M+

Professionals join daily

6 Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US

Members worldwide

More business decision makers than comparable

business sites

Higher buying power index vs. comparable

business and social sites

Nurturing is the key to B2B success

of the buy process is over before customers reach

out directly.

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012


pieces of content are consumed before a purchasing decision

is made.

Source: Zero Moment of Truth Study, Google


Nurtured leads spend

more than non-nurtured leads

Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen

Group

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Successful nurture starts at the top of the funnel

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Onsite Display Network Display Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics & reporting

 Reach and engage more than 380M professionals in the premium LinkedIn context and across the web

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LinkedIn Onsite Display and Network Display

Company Name Industry

Company size

Age

Gender Education Geo

Groups,

skills

Seniority Function

Occupation

Target a high-quality audience using complete data from the professional member profile

Onsite Display

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LinkedIn Onsite Display  Reach a professional audience in a premium context

Target LinkedIn members with accuracy based on the professional member profile, including Custom Segments Reach your audience in the high-quality context of the LinkedIn desktop experience Deploy a variety of formats from IAB standard ads to highly engaging native formats

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Maximize your share of voice on LinkedIn with Standard Display ads

Own your audience’s LinkedIn desktop experience

Leverage a variety of IAB ad formats: 300x250, 160x600, text links in the masthead, and expandable units

Engage your audience with rich media and interactive in-ad content

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Drive audience engagement with the personalized, native format of LinkedIn Spotlight Ads

Up to 50% higher CTR than Standard Display Personalize your messages Your LinkedIn account team builds the creative for you Drive members to any of your owned properties, including your website, to build awareness or drive conversions

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Build relationships with a professional audience through LinkedIn Follow Company Ads

Grow your follower count on your LinkedIn Company Page at scale with one-click action Maximize success by being easily discoverable by your audience Ensure follower quality through advanced targeting using LinkedIn profile data

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“Our LinkedIn campaign succeeded because we’re connecting with a professional audience that’s in a business mindset. And since Spotlight Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.”

Results of Spotlight Ad campaign 11.3% conversion rate 68% lower cost per lead than other social channels during this campaign See full case study here: https://lnkd.in/dujc-wJ

Andrew Spoeth Head of Social Media Marketing, CA Technologies

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“LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.”

Andrew Hahn Senior Manager of Online Marketing, MarketShare

Results of Standard Display campaign Average clickthrough rates of 0.10% - double MarketShare’s expectations, by targeting marketing execs at companies with 1,000+ employees Campaign acquires leads in new verticals High-quality leads engaged and moved down funnel Download the full case study : https://lnkd.in/dJxUR9W

Network Display

 Reach professionals across the web with scale and frequency

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LinkedIn Network Display

 Reach professionals across the web with scale and frequency

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Robust Analytics Precise Targeting Scaled Reach

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Target your audiences with precision using accurate, up-to-date data in the LinkedIn professional profile

Company size Industry Seniority Job Function and Occupation Geo-location Company Name (North America only) Age, gender Education: Degree, field of study

Targeting available for LinkedIn Network Display

How does LinkedIn Network Display compare with Onsite Display? Browse our guide: https://lnkd.in/d_-Pk2v

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Engage audiences on leading publisher sites, including top globally-ranked Comscore domains

LinkedIn Publisher Network and Exchanges

Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign.

LinkedIn properties

25 Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign.

Sample publishers accessed through Network Display

Measure campaign impact with Full-Funnel Analytics

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Enable analytics by adding the LinkedIn Insight Tag to your website with just a few lines of code

OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator.

Drove more than 9,400 new website visits from IT pros

Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor

Generated 280+ new leads

Results:

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“With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success—getting MyCase visibility with the right people at the right time.”

Results Increased brand awareness and targeted traffic More than 2,000 new targeted website visitors in 3 months – a 5x increase in daily visits from members in legal job functions See full case study here: https://lnkd.in/dWXvjSw

Sarah Bottorff Director of Marketing, MyCase

LinkedIn Text Ads

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LinkedIn Text Ads drive targeted traffic to your site using scalable, self-service tools

Text Ads help you scale your messaging to the right audience and drive performance

•  Target your audience using accurate data in the professional profile

•  Optimize by bidding on CPC or CPM basis, testing creative variants

•  Run messages across key placements like the homepage, profile, inbox, etc. Get started at linkedin.com/ads

How We Use LinkedIn Display

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How Display Fits into our Full Funnel

Marketing Objectives

Reach New Audiences with Onsite and Network Display

Drive Website Visits &

Page Views

Nurture with LinkedIn

Lead Accelerator

Convert

Brand Awareness •  Reach quality new audiences •  Drive those audiences to our website •  Distribute top funnel content

Share of voice •  Reach and engage audience through multiple channels •  Higher overall performance for lead gen campaigns when using multiple

channels

Using LinkedIn Onsite Display

Brand Awareness: Using gated and ungated content Types of Content: •  Product awareness •  Thought leadership content •  Starter Guides

How we measure: •  Click-through rate •  Conversion rate

Keys to gated content on display: •  Right audience, right content,

right time •  Don’t map top funnel campaigns

with bottom funnel content

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SU + Display = higher overall lead generation Running display in conjunction with other channels allows us to have a greater share of voice therefore influencing the performance across channels.

 What we use it for •  Reach and engage new audiences •  Brand Awareness

How we measure it •  New Visitors •  Cost Per New Visitor


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Using LinkedIn Network Display for reach and awareness §  See Our Solutions –

top funnel call to action

§  Reach new audiences, drive them to our website, nurture them through LinkedIn Lead Accelerator

§  Uses all IAB ad units for maximum performance

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Iterate and test for optimal performance

25% increase CTR 700% increase in conversions

Which LinkedIn Display product is right for you?

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Align your campaign to your marketing objectives

Reach, awareness Clicks Direct Response

Website Visitors Company Page Followers

•  Standard Display •  Network Display

•  Standard Display •  Spotlight Ads •  Text Ads

•  Spotlight Ads •  Text Ads

•  Network Display •  Standard Display

•  Follow Company Ads

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Best practices for LinkedIn Display Ads

1.  Align your message with your target audience’s needs

2.  Include a compelling top-funnel offer: content, thought leadership, interactive experience, etc.

3. Optimize your landing page for mobile

4.  Test variations of your creative w/ your LinkedIn account team

5.  Drive full-funnel performance by combining LinkedIn Display with Sponsored Updates, Sponsored inMail, Lead Accelerator

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How to get started with LinkedIn Display

•  Contact us through marketing.linkedin.com to get started with LinkedIn Onsite Display or Network Display

•  Visit linkedin.com/ads to get started with self-serve Text Ads