webcast: how to maximize roi from your linkedin ads
TRANSCRIPT
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How to Maximize ROI from Linkedin AdsNovember 16th, 2016
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Certified Marketing Partners
Jonathan YoungLinkedin, Partnerships Lead
linkedin.com/in/jonathanyoung29@jonathanyoung29
Create Publish Promote Measure
E-Mail us for a personalized consultation: [email protected]
Certified Partners: Enabling B2B Advertisers to Achieve More with their LinkedIn Marketing
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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
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Eva SharfDemand Marketing Manager
AJ WilcoxLinkedin Advertising
Consultant/Evangelist
Mike McEuenHead of Marketing
linkedin.com/in/eva-sharf-aa93694a
@eva_sharf
linkedin.com/in/wilcoxaj
@wilcoxaj
linkedin.com/in/michaelmceuen
@lonohead
Today’s Speakers
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House Keeping
1 Q&A @ the end
2 Recording available after
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6
Step Up to Pipeline Marketing
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B2B Marketing 101
The result of effective B2B marketing is: _________.
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The Problem…
Common B2B Performance Marketing Metrics
- Clicks
- CTR
- Engagement
- Leads
- Cost Per Lead
- Conversion Rate
Leads Are Not The Final Destination
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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
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Pipeline Marketing = High Fives
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LinkedIn Ads Benchmark Report
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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
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LinkedIn Ads Contribution to Total Leads, Opps, Revenue
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Revenue per Lead and per Opportunity
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LinkedIn Ads Success
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Proper Campaign Structure & Tracking
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● Search Campaigns = Keywords● Social Campaigns = Audiences
Stop naming your campaigns:Whitepaper2014 blitzetc.
Campaign Structure
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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)
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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 Contento 25, 75 character counts for Text Ads
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If you keep this sheet of all ads published, you’ll have:
1. Quick copy/paste for simple ad creation in bulk2. Complete reference/record of each ad published3. Easy way to dynamically affix tracking parameters for killer tracking
Keeping Track of your Ads cont’d…
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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
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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
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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
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Advanced Targeting &
Automation Techniques
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LinkedIn Offers Unmatched B2B Targeting Options
Advanced Targeting Techniques
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● Job Title● Job Function + Seniority● Skills + Seniority● Groups + Seniority
Expand Your Prospect Targeting with Layers
Image Credit: B2Linked
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Groups Skills + Job Function
Reach New Job Titles with Creative Targeting
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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
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What You Should Automate withLinkedIn Ads
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Campaign Scheduling (Day Parting)
CPCs, CTRs, Conversion Rates, and Cost Per Conversion can vary throughout the time of day, and day of the week.
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Example: Monday: 6am - 8pm Tuesday: 6am - 8pm
Wednesday: 6am - 8pm Thursday: 6am - 8pm
Friday: 6am - 8pm Saturday: off
Sunday: 10am - 7pm
Campaign Scheduling Setup
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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.
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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
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Questions & AnswersAsk the Experts