Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
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The document outlines advanced strategies for leveraging LinkedIn advertising, focusing on campaign structure, targeting, bidding, and A/B testing. Key recommendations include using descriptive naming conventions for easy campaign management, employing sophisticated targeting models to reach relevant audiences, and implementing effective bidding and budgeting strategies for optimal performance. Additionally, it emphasizes the importance of tracking and attribution in measuring campaign success through various metrics and integration with marketing automation and CRM systems.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
- 1. AJ Wilcox Founder B2Linked.com LinkedIn Advertising Consultants @wilcoxaj Cassandra Clark Marketing Manager LinkedIn @Cassandra3 Advanced Strategies for Leveraging LinkedIn Like a Pro
- 2. Agenda • Campaign Structure • Targeting • Strategic Bidding and Budgets • Launching Campaigns at Scale • A/B Testing • Tracking and Attribution #LinkedInMktg
- 3. Ideal Campaign Structure for Easy Management, Scale, and Reporting
- 4. • Search Campaigns = Keywords • Social Campaigns = Audiences • Stop naming your campaigns: – Whitepaper – 2014 blitz – etc Thoughtfully consider nomenclature conventions #LinkedInMktg @wilcoxaj
- 5. • Having many campaigns in an account can be hard to keep organized • Account sorts alphabetically by default, so name similar campaigns with similar beginnings e.g., SC | MKTG CMO – SC (keeps Sponsored Content and Text Ad campaigns together) – MKTG (keeps similar Job Functions together) Good naming structure = easy campaign management #LinkedInMktg @wilcoxaj
- 6. Scale enabled when campaigns descriptively named • Simple to audit audiences or content SC | MKTG CMO Groups SC | MKTG CMO JF SC | MKTG CMO Skills SC | MKTG CMO Titles SC | MKTG Dir Groups SC | MKTG Dir Skills SC | MKTG Dir Titles #LinkedInMktg @wilcoxaj
- 7. Can easily filter in Campaign Manager or Excel: • Description of audience • Type of targeting • Type of content Quickly interpret results with descriptive naming #LinkedInMktg @wilcoxaj
- 8. Creating Sophisticated Targeting Models Around Key Audiences
- 9. Market to who matters: Reach the right professional audiences Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Interest-based targeting Group Membership, Skills, Companies Followed Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers Your own audience data Target Account Lists #LinkedInMktg @cassandra3
- 10. How we deliver relevancy to our target audience Total addressable audience Any member in the marketing, media, or communication job function Geo Title Company size Account-based Skills Company Industry Targeting within addressable audience #LinkedInMktg
- 11. Align content and targeting strategies Seniority = entry, manager, senior Seniority = director, VP, CXO, owner, partner #LinkedInMktg @cassandra3
- 12. Use targeting for deeper personalization in the feed #LinkedInMktg
- 13. Target by title and skills to differentiate between brand and demand generation marketer Job Title = Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Automation Manager, etc Job Title = Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc #LinkedInMktg
- 14. Targeting tips: best practices 1 Balance scale and relevancy 2 Align content and targeting strategy 3 Don’t be afraid to experiment 4 Try Audience Expansion #LinkedInMktg @cassandra3
- 15. Strategic Bidding and Budgeting
- 16. Bids are a powerful lever for scale and performance • Bid up to gain access to huge scale • Bid down to tighten efficiency #LinkedInMktg @wilcoxaj
- 17. Budgets are a blunt instrument • Artificial spend control • Use daily campaign budget efficiently to ensure your are not spending above necessary CPL. #LinkedInMktg @wilcoxaj
- 18. Bid vs. budget strategy • Recommendations from AJ: • Bid aggressively at launch with high budget caps • Lower bids daily until the campaigns naturally spend just above your comfortable daily budget • Set budget cap to keep spend precise • Find the balance between efficiency and scale #LinkedInMktg @wilcoxaj
- 19. Launching Creative at Scale
- 20. Create a minimum of two ads in every campaign • Biggest mistake: Single Sponsored Content shared by multiple campaigns • Lose both ad- and audience-level attribution • Audiences respond differently • Differences in CTR, CPC, and CPL should provide learnings
- 21. Keep track of your ads • Create spreadsheet with all descriptive columns • Then create ads in Excel (use =LEN() formula for character counts) • 128, 38, 155 for SC • 25, 75 for TA #LinkedInMktg @wilcoxaj
- 22. Keep track of your ads cont’d… If you keep this sheet of all ads published, you’ll have: 1. Quick copy/paste for simple ad creation in bulk 2. Complete reference/record of each ad published 3. Easy way to dynamically affix tracking parameters for killer tracking #LinkedInMktg @wilcoxaj
- 23. A/B Testing
- 24. Use Direct Sponsored Content to test campaigns • Direct Sponsored content allows you to post multiple versions of creative without posting to your company page. Also called a dark post. • For creative tests, upload all creative in one campaign and the system will optimize delivery for higher performing creative • For audience tests, create separate campaigns #LinkedInMktg @cassandra3
- 25. Build a testing plan to iterate on your campaigns • Goal: Increase CTR and conversion rate by X% • Week 1: Headline – Stat vs. no stat • Week 2: Image – Person vs. object background • Week 3: Call to Action – Download eBook vs. Download Guide #LinkedInMktg @cassandra3
- 26. A/B testing examples: headline test vs. +37% CTR +162% impressions #LinkedInMktg @Cassandra3
- 27. +95% increase in CTR +50% impressions vs. A/B testing examples: CTA test #LinkedInMktg
- 28. vs. +160% CTR +289% CVR A/B testing examples: image test #LinkedInMktg
- 29. Ad Tracking and B2B Attribution
- 30. Three Buckets of B2B Metrics #LinkedInMktg @Cassandra3 Engagement Metrics •CTR •Opens •Shares Lead Generation Metrics •Lead volume •Cost per lead •Conversion rate Post Conversion Metrics •Integrating marketing data with sales data
- 31. Track marketing campaigns through the sales funnel Landing page conversion Marketing qualified lead Opportunities created Closed won opportunities/# new customers Closed dollars/revenue #LinkedInMktg @Cassandra3
- 32. Three methods to track conversions from campaigns • Website (Google Analytics UTM parameters) • Marketing automation (Eloqua or Marketo) • CRM (Microsoft Dynamics or Salesforce) #LinkedInMktg @Cassandra3
- 33. First steps to B2B attribution 1. Ensure tracking scripts are all landing pages. 2. Adding tracking parameters to your URLs. • Campaign URL will look something like this: https://www.marketing.linkedin.com/?utm_source=linkedin&utm_mediu m=sponsoredcontent&utm_content=20160728&utm_campaign=LMS_2 01607_SMB_IntlCampaign_CA_Online&elqCampaignId=1234 3. Marketing and sales data intergration
- 34. Google Analytics Campaign Drilldown
- 35. B2B attribution • Challenges: – All leads not created equal – Delayed sales cycle – Offline conversion events • Unique ad-level tracking code – Passed into CRM and/or marketing automation platform #LinkedInMktg @wilcoxaj
- 36. How to use attribution data • Sales dispositions leads in CRM - Marketing exports data from CRM, and marries to ad performance data • Must be cohort-basis and not trending #LinkedInMktg @wilcoxaj
- 37. Why attribute LinkedIn spend? • A campaign might appear to have high CPC or CPLs - Higher close rates, lead quality, and deal sizes than any other channel - Not attributing? You’re missing the insights Questions about attribution? Let’s geek out! #LinkedInMktg @wilcoxaj
- 38. Q&A @LinkedInMktg @cassandra3 @WilcoxAJ #LinkedInMktg
Editor's Notes
- #3: <Generic template you can use to create additional slides requiring more text>
- #5: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides.
- #7: Left out a JF campaign
- #8: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #10: So I’m going to briefly talk about how we leveraged targeting in our paid Sponsored Content, in order to expand our company page reach and deliver helpful content to our target audience. As we spoke about earlier, people come to LinkedIn to invest time here. To find content that is helpful for them to succeed. We strive to do that on our LinkedIn Marketing showcase page and targeting is a big piece of that. At LinkedIn we have a unique way to reach professional audiences that mean the most to our business. Here is a high lever overview of all the targeting capabilities at hand on Linkedin. We use a wide variety of these features in order to drive relevancy to our audience. Trying to drive the right content to the right person at the right time. <briefly touch on all four with examples>
- #11: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #12: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #13: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #14: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #15: Slides 4-7 - These currently all have the same content? Maybe you're still updating. If there's an opportunity to add visuals here, I think that would be a plus, but only if they add to the slides. Removed:
- #17: <Generic template you can use to create additional slides requiring more text>
- #18: <Generic template you can use to create additional slides requiring more text>
- #19: <Generic template you can use to create additional slides requiring more text>
- #21: Slide 18 - I would change the full sentences to more digestible bullets. Also, let's keep out sentiments like "huge pain, but it's worth it" as actual text on the slides. Also, let's try for a more specific title since "Launching Creative at Scale" is the section title. e.g. Create Two Ads in Every Campaign. And, since this is all about creative, can we add some creative visuals?
- #22: Slide 19 - Change up the title here, too/Add some creative visuals. Or, maybe take your step-by-step process and turn that into a process flow visual or something.
- #31: Caveat: No linear structure of attribution when it comes to platforms Everyone has a different marketing stack and integrations look very different. So it could be the case that you track all three of these in one system, usually your CRM.
- #32: Caveat: No linear structure of attribution when it comes to platforms Everyone has a different marketing stack and integrations look very different. So it could be the case that you track all three of these in one system, usually your CRM.
- #33: Caveat: No linear structure of attribution when it comes to platforms Everyone has a different marketing stack and integrations look very different. These aren’t always mutually exclusive. So it could be the case that you track all three of these in one system, usually your CRM.
- #34: Caveat: No linear structure of attribution when it comes to platforms Everyone has a different marketing stack and integrations look very different. So it could be the case that you track all three of these in one system, usually your CRM.
- #35: Caveat: No linear structure of attribution when it comes to platforms Everyone has a different marketing stack and integrations look very different. So it could be the case that you track all three of these in one system, usually your CRM.
- #39: <Generic template you can use to create additional slides a visual backdrop>