The Beginner's Guide: What You Need to Know to Be Successful with LinkedIn Ads

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These slides are from the first of three webinars where AdStage and AJ Wilcox, LinkedIn Ad experts, discuss the following topics: - Why your campaigns are failing - How to structure and organize your campaigns - What targeting combinations to use for success

Redes sociales Marketing

@adstage
The Beginner’s Guide:
What You Need to Know to Be
Successful with LinkedIn Ads
LinkedIn Ads Expert and Founder
of B2Linked.com
@wilcoxaj
AJ
Wilcox

Today I'll Be Covering
• Why your campaigns are failing
• What targeting combinations to use for success
• How to structure and organize your campaigns
• Your questions and answers
@adstage

Common Issues with LinkedIn
Your bidding more but your impressions are declining
@adstage

Increasing Your Bids Won’t Help
Your CPCs will just get more expensive by increasing your bid
@adstage
LINKEDIN HAS
A HIDDEN
METRIC

How Relevancy Score Affects Delivery
Similar to Google’s Quality Score or Facebook’s Relevancy Score
@adstage
Metric Advertiser 1 Advertiser 2
Bids $3.00 $4.00
CTR 0.60% 0.40%
Impressions 1,000 1,000
Clicks 6 4
Spend $18.00 $16.00>
<

Targeting For Success
@adstage
LIMIT
TARGETING
FIELDS
> 300k
AUDIENCE
SIZE
4 MAIN
TARGETING
TENETS

4 Main Targeting Tenets
@adstage
GROUPS +
SENIORITY
JOB FUNCTION
+ SENIORITY
SKILLS +
SENIORITYJOB TITLE

How This Works
@adstage
JOB TITLE
JOB FUNCTION 
+ SENIORITY
SKILLS +
SENIORITY
GROUPS + 
SENIORITY

Structuring Your Campaigns
@adstage
Sales Manager Titles - Size 1-500
Sales Manager Titles - Size 501+
Name Your
Campaigns After
Your Audience

Ad Types
@adstage
Sponsored Updates Text Ads

Why Sponsored Updates?
@adstage
• 800x400 Image
• More real estate
• Appears in feed
• 0.3%CTRs*
• 160 character intro
• 230 character title
• 160 character description
• Desktop & mobile users
• Similar CPCs
• 50×50 image
• Shown in the right rail of
internal pages
• ~.03% CTRs*
• 25 character headline
• 75 character description
• Desktop users only

Pricing
@adstage
CPMCPC
Performance Campaigns Branding Campaigns

Yes, It’s Expensive
@adstage
$500
LINKEDIN 
ADS CREDIT
bit.ly/adstage-linkedin-credit

Next Time…
@adstage
• Wednesday, June 3, 2015 at 1pm Paciﬁc Time
• Bidding Strategies
• Measurement & tracking
• Expanding your targeting

Ask Questions
@adstage
LinkedIn Ads Expert and Founder
of B2Linked.com
@wilcoxaj
AJ
WILCOX $500
LINKEDIN 
ADS CREDIT
bit.ly/adstage-linkedin-credit

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The Beginner's Guide: What You Need to Know to Be Successful with LinkedIn Ads

1. @adstage The Beginner’s Guide: What You Need to Know to Be Successful with LinkedIn Ads LinkedIn Ads Expert and Founder of B2Linked.com @wilcoxaj AJ Wilcox

2. Let’s Talk About LinkedIn @adstage

3. With the Right Knowledge… @adstage

4. Today I'll Be Covering • Why your campaigns are failing • What targeting combinations to use for success • How to structure and organize your campaigns • Your questions and answers @adstage

5. Common Issues with LinkedIn Your bidding more but your impressions are declining @adstage

6. Increasing Your Bids Won’t Help Your CPCs will just get more expensive by increasing your bid @adstage LINKEDIN HAS A HIDDEN METRIC

7. How Relevancy Score Affects Delivery Similar to Google’s Quality Score or Facebook’s Relevancy Score @adstage Metric Advertiser 1 Advertiser 2 Bids $3.00 $4.00 CTR 0.60% 0.40% Impressions 1,000 1,000 Clicks 6 4 Spend $18.00 $16.00> <

8. Targeting For Success @adstage LIMIT TARGETING FIELDS > 300k AUDIENCE SIZE 4 MAIN TARGETING TENETS

9. 4 Main Targeting Tenets @adstage GROUPS + SENIORITY JOB FUNCTION + SENIORITY SKILLS + SENIORITYJOB TITLE

10. How This Works @adstage JOB TITLE JOB FUNCTION  + SENIORITY SKILLS + SENIORITY GROUPS +  SENIORITY

11. Structuring Your Campaigns @adstage Sales Manager Titles - Size 1-500 Sales Manager Titles - Size 501+ Name Your Campaigns After Your Audience

12. Ad Types @adstage Sponsored Updates Text Ads

13. Why Sponsored Updates? @adstage • 800x400 Image • More real estate • Appears in feed • 0.3%CTRs* • 160 character intro • 230 character title • 160 character description • Desktop & mobile users • Similar CPCs • 50×50 image • Shown in the right rail of internal pages • ~.03% CTRs* • 25 character headline • 75 character description • Desktop users only

14. Pricing @adstage CPMCPC Performance Campaigns Branding Campaigns

15. Yes, It’s Expensive @adstage $500 LINKEDIN  ADS CREDIT bit.ly/adstage-linkedin-credit

16. Next Time… @adstage • Wednesday, June 3, 2015 at 1pm Paciﬁc Time • Bidding Strategies • Measurement & tracking • Expanding your targeting

17. Ask Questions @adstage LinkedIn Ads Expert and Founder of B2Linked.com @wilcoxaj AJ WILCOX $500 LINKEDIN  ADS CREDIT bit.ly/adstage-linkedin-credit

The Beginner's Guide: What You Need to Know to Be Successful with LinkedIn Ads

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The Beginner's Guide: What You Need to Know to Be Successful with LinkedIn Ads