Pubcon 2016 Presentation: LinkedIn Marketing

#Pubcon | @JanetDMiller

LinkedIn Marketing

Presented by:Janet Driscoll Miller

Marketing MojoOctober 12, 2016



BEFORE YOU GET STARTED…



SET YOUR EXPECTATIONS


Social Is Not Search

INTENT(SEARCH ENGINES)

IDENTITY(SOCIAL MEDIA)


The Intent Challenge• “Social Media Management Software”

– Enterprise level product: 12 months/$100,000 commitment

• But WHO searches using this term?


Why LinkedIn? REACH.• World’s largest, most

popular professional network

• Over 380M members worldwide


Why LinkedIn? Targeting options.Demographic Targeting Options

Location ContinentCountry

StateCity

Companies NameIndustry

Company size(also exclude current customers)

Job Title TitleFunctionSeniority

School School NameField of Study Field of Study

Degree DegreeSkills Skill NameGroup Group Name

Gender GenderAge Age


Conversion Tracking• NEW! Launched September 8, 2016• Set up conversions similar to how you set up

conversion tracking for Facebook, AdWords, etc.


LinkedIn Does Not Have…• Retargeting• Dayparting• Mobile display ads• Ad network


Your LinkedIn Ad OptionsLinkedIn

Marketing Solutions

Self-Serve Ads

Sponsored Updates



LinkedIn Marketing Solutions: Display Advertising

• Display advertising on LinkedIn• Run on a CPM basis

– Reach target impressions• Managed by LinkedIn (not self-serve)• https://business.linkedin.com/marketing-

solutions/products/display-advertising


LinkedIn Display AdvertisingPros and Cons

Pros ConsHigh level of visibility Minimum insertion order of

$25,000 over 3 monthsNot available on mobile May have to broaden target

audience(May not be ideal for short timeframe campaigns)

As low as $25 CPL CPM pricingGuaranteed delivery May have to broaden target

audience or lengthen campaign to reach delivery target


LinkedIn’s Mobile Traffic

48%52%

DesktopMobile

Source: LinkedIn, 2Q2015



Marketing Solutions

Self-Serve Ads

Sponsored Updates



LinkedIn Self-Serve Ads• Text ads sometimes accompanied by video or

image• Run on a CPM or CPC basis• Managed by YOU• https://business.linkedin.com/marketing-

solutions/products/display-advertising


LinkedIn Self-Serve AdsPros and Cons

Pros ConsHigh level of control No daypartingOnly need 1,000 people in a targeting group

Not available on mobile

Small minimums($2.00 CPC or CPM, $10 daily budget)

No delivery guaranteesLow CTR

High degree of targeting Inventory reduced due to mobileChoice of CPM or CPC biddingAs low as $20 CPL Cost has been increasingSchedule start and end dates



Marketing Solutions

Self-Serve Ads

Sponsored Updates



LinkedIn Content Updates• Sponsored updates that appear in LinkedIn

newsfeed• https://business.linkedin.com/marketing-

solutions/products/native-advertising


LinkedIn Sponsored UpdatesPros and Cons

Pros ConsOnly ad unit available on mobileDemographic targeting availableCPM or CPC basisHigh conversion rates (over 10%)As low as $20 CPL Expect costs to increase


CASE STUDY: B2B ENTERPRISE SOFTWARE

PPC Alone PPC and LinkedIn0

50100150200250300350400

Conversions

PPC Alone PPC and LinkedIn0

100

200

300

400

500

600

700

Cost Per Lead

PPC Alone PPC and LinkedIn $-

$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00

$100,000.00

Cost


ROI of LinkedIn

1178%

(pipeline)(revenue)ROI

281%


CASE STUDY: GRADUATE PROGRAMMeasurement Change

Qualified Lead Volume

103%

Conversions 88%Conversion Rate 134%Cost/Conversion 69%Cost/Qualified Lead 71%


INTEGRATION AND ATTRIBUTION


Why integrate channels?


Why integrate channels?


Integration:It’s a piece of cake


Layering

Social Targeting(LinkedIn)

Retarget(Google AdWords, Bing Ads, Twitter, Facebook, Pinterest)


YOU CANNOT BUILD AN AUDIENCE RETROACTIVELY!


Capitalize on Your Hard Work!• Retargeting

– Put code on your site today!– You can’t build these audiences retroactively

• Platforms– Google AdWords– Google Analytics– Bing Ads

• Many cookies last at least 180 days

› Facebook› Twitter› Pinterest


Capitalize on Your Hard Work!• Email marketing

– Try to capture emails at minimum– Use for email campaigns

• Customer Match advertising– Platforms

• Google AdWords• Facebook


Google Analytics Tagging• Passes information from your

destination URLs into Google Analytics

• Tagging is automatic in Google AdWords by default

• https://support.google.com/analytics/answer/1033867?hl=en


Fix Self-Referrals!• Google Universal Analytics can create self-

referral issues• Self-referral:

– Your site’s domain is listed as a referral site to itself• When you switch from Classic to Universal, you

have to update the “referral exclusion list”


How Self-Referrals Happen in Universal• Session length is 30 minutes by default

Referral Source/Medium:

Google/organic

Referral Source/Medium:YourDomain.com/

referral


What Happens When It’s Fixed?• Self-referral traffic

becomes correctly attributed to the original source/medium


How Do You Fix It?• Set referral exclusions under PROPERTY setting

in Google Analytics• Select Tracking Info/Referral Exclusion List


Landing Pages for LinkedIn• Remember that more than 50% of LinkedIn

traffic is mobile– How can you make it easier for people to fill out a

form?– Can you make the form shorter?– Can you use Google Chrome Autofill?– Consider using the Log In with LinkedIn button

• Add data you already know via hidden fields


Step by Step to Convert and Attribute1. Put retargeting code on landing pages and website

pages.2. Run LinkedIn campaigns to targeted audiences.

Tag campaign URLs.3. Tag visitors accordingly, both with retargeting code and

cookies.4. Run retargeting campaigns on other platforms. 5. Upon conversion, pull down cookies with demographic

data.


Contact InfoJANET DRISCOLL MILLERPresident and CEOMarketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller