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Confidential, Property of Search Influence, LLC © 2017
LINKEDIN BIDDING STRATEGIES & TARGETING FOR SPONSORED UPDATES
ENGAGE: Paid Social Advertising
Paula Keller FrenchDirector of Sales &
Marketing
@searchinfluence @paulakfrench #engage
@searchinfluence @paulakfrench #engage
ARE LINKEDIN ADS RIGHT FOR YOU?
si.ly/engage-2017
YOUR CUSTOMERS ARE USING SOCIAL MEDIA
@searchinfluence @paulakfrench #engage si.ly/engage-2017
“BUSINESS MINDSET”
Image Source: Rafael Carballo https://dribbble.com/peyoteasesino@searchinfluence @paulakfrench #engage
LINKEDIN HOT TIMES
Tuesday - Thursday:5pm to 6pm7:30 - 8am12:00pm
Clicks & Shares:Tuesday: 10-11
@searchinfluence @paulakfrench #engage si.ly/engage-2017
TIME SPENT
Facebook: 51 minutes / dayLinkedIn: 10 minutes / day
@searchinfluence @paulakfrench #engage si.ly/engage-2017
DEMOGRAPHICS
@searchinfluence @paulakfrench #engage si.ly/engage-2017
@searchinfluence @paulakfrench #engage si.ly/engage-2017
@searchinfluence @paulakfrench #engage si.ly/engage-2017
SHIFT IN B2B RESEARCHER DEMO
Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
2014
46%18-34
13%55+
22%35-44
19%45-54
2012
29%35-44
27%18-34
26%45-54
18%45-54
@searchinfluence @paulakfrench #engage
CONVERSIONS, CPCs, ETC.
@searchinfluence @paulakfrench #engage si.ly/engage-2017
GoogleAdWords
LinkedInSponsored Updates Facebook
Cost Per Click $3.35 $5.74 $1.72
Conversion Rate 2.58% 6.1% 9.21%
Cost Per Lead $125 $90 ---
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Per Hubspot Per WordStream
si.ly/engage-2017
LINKEDIN SELF-SERVICE AD UNITS
@searchinfluence @paulakfrench #engage si.ly/engage-2017
@searchinfluence @paulakfrench #engage Source: LinkedIn
TEXT ADS
SPONSORED INMAIL
SPONSORED CONTENT
TARGETING STRATEGIES
@searchinfluence @paulakfrench #engage si.ly/engage-2017
@searchinfluence @paulakfrench #engage
Do they have specific job…
Titles?
Functions?
Seniority Levels?AND/OR
PLANNING YOUR TARGET PERSONAS
si.ly/engage-2017
In what industry do they work…
Or are they just at one company
Or a certain size of company?
@searchinfluence @paulakfrench #engage
PLANNING YOUR TARGET PERSONAS
si.ly/engage-2017
What skills might they have?
PLANNING YOUR TARGET PERSONAS
@searchinfluence @paulakfrench #engage si.ly/engage-2017
MARY AT THE MIDSIZE LAW FIRM
INDUSTRY: LAW / LEGALLOCATION: OREGON & WASHINGTONCOMPANY SIZE: < 200
@searchinfluence @paulakfrench #engage si.ly/engage-2017
LOCATION: SOUTHEAST USSKILLS: DIGITAL MARKETING, SEO, SOCIAL MEDIA, ETC.YEARS OF EXPERIENCE: <5
@searchinfluence @paulakfrench #engage si.ly/engage-2017
DEBBIE THE DIGITAL MARKETER
AIM FOR AN AUDIENCE OF:
50k - 100k(UP TO 500k)
@searchinfluence @paulakfrench #engage
BIDDING
@searchinfluence @paulakfrench #engage
BIDDING REQUIREMENTS
$10 / day per campaign
$2+ CPC or CPM
@searchinfluence @paulakfrench #engage si.ly/engage-2017
BIDDING REQUIREMENTS
@searchinfluence @paulakfrench #engage si.ly/engage-2017
DAILY REQUIREMENT MONTHLY (30 DAYS)
CAMPAIGN 1DECISION
INFLUENCERS$10 $300
CAMPAIGN 2DECISION MAKERS $10 $300
TOTAL $20 $600
PLUS 20%(JUST CAUSE THEY
CAN)$24 $720
MINIMUM BID SCENARIO
@searchinfluence @paulakfrench #engage si.ly/engage-2017
DAILY SPEND MONTHLY (30 DAYS)
CAMPAIGN 1DECISION
INFLUENCERS$25 $750
CAMPAIGN 2DECISION MAKERS $25 $750
TOTAL $50 $1,500
PLUS 20%(JUST CAUSE THEY
CAN)$60 $1,800
MORE LIKELY SCENARIO$5 CPC, 5 CLICKS / DAY
@searchinfluence @paulakfrench #engage si.ly/engage-2017
BIDDING TESTS
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MANUAL AD SCHEDULING TEST
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CHALLENGE: No Ad Scheduling
TEST: Would running our ads only M-F improve engagement on our content and
lower our cost?
si.ly/engage-2017
TEST OUTCOME: 4 CLIENTS
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1.7%
15%
14%
COST PER ENGAGEMENT
SPEND
ENGAGEMENT
si.ly/engage-2017
MANUAL BIDDING TEST
@searchinfluence @paulakfrench #engage
CHALLENGE: No automatic bidding
TEST: Can we increase clicks and decrease cost per click by strategically bidding at the
middle of the provided bidding range?
si.ly/engage-2017
@searchinfluence @paulakfrench #engage
21 Clients
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@searchinfluence @paulakfrench #engage
Performance Decline Test Month Sustained
LARGEST CLICK & CTR IMPROVEMENT
si.ly/engage-2017
@searchinfluence @paulakfrench #engage
LARGEST CLICK & CTR IMPROVEMENT
Campaign Clicks IMPs CTR AverageCPC Avg CPM Spend
PRETEST BASELINE 52 6,359 0.82% $5.89 $48.09 $305.80
TESTING 74 2,808 2.62% $4.72 $123.52 $346.84
CHANGE 42% -56% 221% -20% 157% 13%
si.ly/engage-2017
@searchinfluence @paulakfrench #engage
Test Month
LARGEST CLICK & CTR DECLINE
si.ly/engage-2017
@searchinfluence @paulakfrench #engage
LARGEST CLICK & CTR DECLINE
Campaign Clicks IMPs CTR AverageCPC Avg CPM Spend
PRETEST BASELINE
88 9,042 0.97% $4.43 $43.08 $389.55
TESTING 68 7,670 0.89% $4.76 $42.23 $323.87
CHANGE -23% -15% -9% 8% -2% -17%
si.ly/engage-2017
TEST OUTCOME: ALL 21 CLIENTS
@searchinfluence @paulakfrench #engage
COST PER CLICK
CLICK THROUGH RATE
CLICKS
30%
14%
39%
si.ly/engage-2017
THANK YOU!PAULA KELLER FRENCH
Director of Sales & MarketingSearch Influence
SEO - Lead Tracking - Content - Paid Search - SocialNew Orleans, LA
si.ly/engage-2017
@searchinfluence @paulakfrench #engage
WHAT SOCIAL MEDIA CHANNEL DO YOUR CUSTOMERS PREFER?
@searchinfluence @paulakfrench #engage
Who Uses Facebook Most? ...LinkedIn?
![Display Advertising with arXiv:1610.03013v1 [cs.GT] 7 Oct ... · Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting Jun Wangy\, Weinan Zhangz, Shuai Yuan\](https://img.pdfslide.us/doc/110x75/5ed7e69dbe7cd466191cfbfb/display-advertising-with-arxiv161003013v1-csgt-7-oct-display-advertising.jpg)
