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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

6. WHY USE
LINKEDIN
ADS?

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

23. Name
campaign
Select
destination
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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

26. Campaign Targeting

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

42. WHAT
HAPPENS
AFTER THE
CLICK

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

48. TRACKING,
CLOSED-LOOP
ANALYTICS &
NURTURING

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.
Andy@hubspot.com
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