LinkedIn Ads Guide for B2B

Transcription

1 LinkedIn Ads Guide for B2B Emily Jaworski Account Manager, Online Marketing effective GmbH October 30, of 8

2 Why Is LinkedIn Important for B2B? LinkedIn is a useful platform for B2B lead generation because its very structure is company/business-oriented In order to have a profile, one must list information about their company, job description, and skills This makes it easy for marketers and sales people to identify who the decision-makers are at a particular company or department Platform where companies and individuals can establish authority on a particular topic by participating in group discussions and meaningful posts 2 of 8

3 What Can We Offer to Customers? Create a LinkedIn page that promotes products and services in multiple languages, if desired Outline content strategy and recommend postings, groups, and other connections that can help increase engagement and awareness This includes paid sponsored updates Run targeted ad campaigns for products, services, job postings, trade shows, whitepapers, etc. 3 of 8

4 LinkedIn Ads An Overview Ads can be narrowly targeted to reach a particular geographic area, industry, job function, or even a company This offers distinct advantages to our customers, in that we can ensure that the right type of people are seeing the ads without being dependent upon keywords Ads can include text, image, or video Leads can be automatically generated If a person clicks the ad, a small ribbon will appear to prompt them to be contacted by the company An automatic with all of their contact details is sent 4 of 8

5 LinkedIn Ads The Details Ads can run on a CPC basis or CPM basis Minimum CPC = $2.00 Minimum CPM = $2.00 / 1,000 impressions Minimum budget = $10.00 /day $5 account activation fee that becomes an ad credit Ads are shown based on the breadth of targeting and your max. CPC All ads run in GMT and there is no ad scheduling Basic data views and no conversion tracking (must be set up via workaround in Google Analytics) 5 of 8

6 LinkedIn Ads Screenshots & Examples Go to to login through your account (you will have had to be added as an admin previously) 6 of 8

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8 Targeting I Location, Company, Job Title 8 of 8

9 Targeting II Education, Skills, Groups 9 of 8

10 Targeting III Gender, Age, Audience Network 10 of 8

11 Campaign Options/Settings 11 of 8

12 LinkedIn Ads Best Practices Start with 2-3 ads per campaign in order the A/B test the copy to determine the best CTAs and text For images, bright colors and actual faces tend to get more clicks LinkedIn says that a healthy click-through-rate is at least 0.02% Personally I think this is quite low and better results are possible/desirable High CTR and frequent ad changes (once per month) mean that your will fair better in the algorithm Include strong CTAs such as Learn More, Request Info, Contact Us, Sign up, or Download 12 of 8

13 LinkedIn Ads Resources & Further Reading Basic Overview: Helpful Tips: http ://blog.search-mojo.com/2013/01/28/5-linkedin-ads-best-practices-for-the-b2b-marke / Official Ad Creation Guidelines: partner.linkedin.com/ads/bestpractices/index.html?utm_source=li&utm_medium=el& Successful Marketing via LinkedIn (not only for ads): socialmediatoday.com/steve-rayson/ /improve-linkedin-marketing-9-ways 13 of 8

14 Contact Legal Notice Emily Jaworski Account Manager Online Marketing effective GmbH L13, 3-4 D Mannheim Telephone Mobile Fax effective world effective GmbH This presentation is copyright of the effective GmbH. Any use of content, or concepts within, may only take place with express written consent from effective GmbH. Bu sunumun telif hakkı effective GmbH ye aittir. İçerik ve konseptler, ancak effective GmbH nin yazılı izni ile kullanılabilir. Cette présentation Powerpoint est la propriété d effective GmbH et est exclusivement destinée à la présentation. Le contenu ainsi que les idées et concepts cités dans cette présentation ne peuvent être utilisés qu avec le consentement préalable et écrit de la société effective GmbH. Diese Präsentation ist geistiges Eigentum der effective GmbH. Jede Verwendung des gesamten Textes oder die Verwendung von Teilen der Konzeption oder der Ideen kann nur mit schriftlichem Einverständnis der effective GmbH erfolgen. effective GmbH 是该文文件中所有件中所有页面设计 页面内容容的著的著作权人 ; 文档中中所引用的所引用的图片片部分部分来自自于商于商业图库或个人相册, 仅限限于本文件演示用途 未于本文件演示用途 未经本本公司授公司授权, 任任何何个人或者组织不得抄不得抄袭 转载 摘编 修改本文件内容 ; 本公司与他他人另有人另有协议或或法律另有法律另有规定定的除外的 除外 Contact Legal Notice 14 of 8