Professional Documents
Culture Documents
10a Linkedin Ads PDF
10a Linkedin Ads PDF
Linkedin advertising
Linkedin advertising
Linkedin advertising
© https://e-commercemanagers.com 2
LINKEDIN ADVERTISING
▪ Stats
▪ Linkedin advertising strategy
▪ Linkedin targeting
▪ Linkedin ad formats
▪ Linkedin Matched Audiences
▪ Conversion tracking
▪ Adpositions
▪ Campaign goals
▪ Linkedni A/B testing ads
Linkedin advertising
© https://e-commercemanagers.com 3
LINKEDIN ADVERTISING STATS
▪ LinkedIn is the second most popular platform of B2B marketers,
followed by Facebook. (Social Media Examiner)
▪ As of January 2020, 663.3 million users have been reached by
LinkedIn Ads. (We Are Social)
▪ Research shows that the most engaging LinkedIn posts are
published on Wednesdays between 8 a.m. to 10 a.m. and noon,
Thursday at 9 a.m. and 1 p.m. to 2 p.m., and Friday at 9 a.m. (Sprout
Social)
▪ LinkedIn's lead conversion rates are 3X higher than other big ad
platforms, including Google Ads. (LinkedIn)
▪ Close to 15% of marketers are creating content for LinkedIn.
(HubSpot)
▪ Only 10% of marketers say they're investing in LinkedIn. (HubSpot)
▪ In a study of over 5,000 businesses, HubSpot found that traffic from
LinkedIn generated the highest visitor-to-lead conversion rate at
2.74%, almost three times or 277% higher than both Twitter (.69%)
and Facebook (.77%). (HubSpot)
Linkedin advertising
© https://e-commercemanagers.com 4
LINKEDIN POSTS BEST PRATICES
This is in case you want to promote/sponsor posts with ads:
Source: Okdork
Linkedin advertising
© https://e-commercemanagers.com 5
LINKEDIN MATCHED AUDIENCES I
Similar to Facebook Custom Audiences
▪ Website visitors
▪ Lists of businesses (no PII, so no GDPR)
▪ Lists of contacts (PII, so permission under GDPR ~but not always)
▪ Or other…
Business list
Linkedin recommends uploading at least 1,000 companies (minimum 300).
Matched upon one of the following:
a. company name
b. company website
c. company email domain
d. LinkedIn page url
e. stock symbol
Including additional fields such as industry, city, state, country, or zip increases
the accuracy of the match
Linkedin advertising
© https://e-commercemanagers.com 6
LINKEDIN MATCHED AUDIENCES II
Contact list
Linkedin recommends uploading at least 10,000 contacts (minimum 300). One
of the following fields must be added to your list
a. email address
b. first and last name
c. mobile device id (appleidfa)
d. google user id (googleaid_
Including additional fields such as company, job title, or country increases the
accuracy of the match.
Linkedin advertising
© https://e-commercemanagers.com 7
LINKEDIN LOOKALIKE AUDIENCES
Build lookalikes of any audience type you have created on Linkedin.
▪ At least 300 contacts/businesses have to be in your base list
▪ Can be up to 15x larger then original
▪ Match based on member and company similarities
▪ Lookalike audiences do not use sensitive demographic attributes such as
sex or age within the model.
Linkedin advertising
© https://e-commercemanagers.com 8
LINKEDIN TRACKING PIXEL / INSIGHT TAG
<script type="text/javascript">
_linkedin_partner_id = “YOURID";
window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
window._linkedin_data_partner_ids.push(_linkedin_partner_id);
</script><script type="text/javascript">
(function(){var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})();
</script>
<noscript>
<img height="1" width="1" style="display:none;" alt=""
src="https://px.ads.linkedin.com/collect/?pid= YOURID&fmt=gif" />
</noscript>
Linkedin advertising
© https://e-commercemanagers.com 9
LINKEDIN CONVERSION TRACKING
Linkedin advertising
© https://e-commercemanagers.com 10
LINKEDIN LEADFORMS
▪ Prefilled forms
▪ Optional custom fields
▪ High conversion rates / easy to use
▪ Benefit of Linkedin branding / trust
Linkedin advertising
© https://e-commercemanagers.com 11
LINKEDIN GOALS
<script type="text/javascript">
_linkedin_partner_id = “
Linkedin advertising
© https://e-commercemanagers.com 12
LINKEDIN OBJECTIVE/AD FORMAT CHEATSHEET
Brand Awareness ✅ ✅ ✅ ❌ ✅ ✅ ✅ ✅ ❌
Website Visits ✅ ✅ ✅ ✅ ✅ ✅ ❌ ✅ ❌
Engagement ✅ ✅ ✅ ❌ ❌ ❌ ✅ ❌
✅
Video Views ❌ ❌ ✅ ❌ ❌ ❌
❌ ❌ ❌
Lead Generation ✅ ✅ ✅ ❌ ✅
✅ ❌ ❌ ❌
Website Conversions ✅ ✅ ✅
✅ ✅ ✅ ❌ ✅ ❌
Job Applicants ❌ ❌ ❌
❌ ❌ ❌ ❌ ❌ ✅
Linkedin advertising
© https://e-commercemanagers.com 13
LINKEDIN CONTENT PROMOTION
Of course Linkedin in (in B2B) mostly used for content distribution and promotion.
So, depending on what content (customer journey fase / format) you can adjust your
advertising strategy.
▪ Did you post it organically on Linkedin (for reach / engagement) then you do a
Awareness / Engagement / Videoviews campaign
▪ Do you want to get traffic to your own website then a Website traffic campaign
▪ Do you want to generate leads? A Lead campaign (with or without leadform)
Linkedin advertising
© https://e-commercemanagers.com 14
LINKEDIN TARGETING
▪ Location
▪ Language
Linkedin advertising
© https://e-commercemanagers.com 15
LINKEDIN MESSAGE AD (SPONSORED INMAIL)
▪ Direct Mail tool
▪ Awesome mailmerge features
Linkedin advertising
© https://e-commercemanagers.com 16
LINKEDIN TEXT AD
<script type="text/javascript">
_linkedin_partner_id = “
Linkedin advertising
© https://e-commercemanagers.com 17
LINKEDIN SPOTLIGHT AD
Dynamic personalized ads
Image: Instapage
Linkedin advertising
© https://e-commercemanagers.com 18
LINKEDIN FOLLOWER AD
Getting more followers on Linkedin.
Linkedin advertising
© https://e-commercemanagers.com 19
LINKEDIN CONVERSATION AD
▪ Chatbot like interface
▪ Multiple call to actions
▪ Learn / ask information easily
Source: Coywolf
Linkedin advertising
© https://e-commercemanagers.com 20
LINKEDIN JOBS AD
Linkedin advertising
© https://e-commercemanagers.com 22