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ALL THINGS LINKEDIN ADVERTISING
| Date post: | 11-Nov-2014 |
| Category: |
Social Media |
| Upload: | iwmm |
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ALL THINGS LINKEDIN ADVERTISING
ABOUT ME
I love skiing
@robert_brady
ABOUT ME
I love skiing
I love ultimate Frisbee
@robert_brady
ABOUT ME
I love skiing
I love ultimate Frisbee
I love grass fed beef
@robert_brady
ABOUT ME
I love skiing
I love ultimate Frisbee
I love grass fed beef
Oh…and I love PPC!
Regular contributor to:
@robert_brady
WHY YOU SHOULD TEST LINKEDIN PPC
Awesome demographic targeting options
Professional audience
You need more volume
You’re seeing diminishing returns on your other PPC channels
@robert_brady
WHAT YOU’LL LEARN TODAY
4 Cornerstones of LinkedIn PPC Success
Case Study
Pitfalls To Avoid
3 Take-Home Targeting Strategies
@robert_brady
WHAT IS A CORNERSTONE?
“The cornerstone (or foundation stone) concept is derived from the first stone set in the construction of a masonry foundation, important since all other stones will be set in reference to this stone, thus determining the position of the entire structure.” - http://en.wikipedia.org/wiki/Cornerstone
@robert_brady
4 CORNERSTONES OF LINKEDIN PPC SUCCESS
Well-defined customer personas
Emotion-evoking ad copy
Compelling offer
In-house conversion tracking
@robert_brady
CASE STUDY
Client - SaaS company providing sales support software
Objective – Obtain qualified leads for the sales team to nurture and schedule product demos
Targeting – Industry, Job Title, Groups, Skills
Offer – Free eBook
Set up Dedicated landing pages Used best offers from other PPC channels (AdWords & BingAds)
@robert_brady
Getting good results fast!
@robert_brady
RESULTS
Month 1 1,987 clicks 7,046,846 impressions 0.028% CTR 439 leads 20.47% conversion rate CPA < $20
@robert_brady
PITFALLS TO AVOID
Profile Incompleteness 30% of profiles have no job
seniority associated with them
37% have no job function 25% have no industry 78% have no company size 2% have no gender 64% have no age
Outlier - 120% have a continent (area?)
@robert_brady
Don’t forget the gray area!
@robert_brady
PITFALLS TO AVOID
Conversion Timing Data reported in LinkedIn is
GMT
Optimize CTR vs. Rotate Strong penalty for poor CTR
at launch Historical performance
entrenches “champion” ads
New Account Spending Limit
LinkedIn Audience Network
@robert_brady
3 TAKE-HOME TARGETING STRATEGIES
Multi-angle Targeting More than one way to skin a cat!
@robert_brady
3 TAKE-HOME TARGETING STRATEGIES
Multi-angle Targeting
Parallel Targeting
@robert_brady
3 TAKE-HOME TARGETING STRATEGIES
Multi-angle Targeting
Parallel Targeting
Exclusionary Targeting
@robert_brady
You want this guy
EXCLUSIONARY TARGETING
@robert_brady
ADDITIONAL RESOURCES
Help.LinkedIn.com
LinkedInPPC.com (shameless plug)
AdStage.io
LinkedInAdsOptimized.com
@robert_brady
THANK YOU!
Email: [email protected]
Twitter: @robert_brady
Website: http://righteousmarketing.com
LinkedIn: http://www.linkedin.com/in/robertallenbrady/
@robert_brady
