For B2B performance marketers, the job is never done once a lead fills out a form. Instead, it often requires several touch points before a lead can become an opportunity for sales — and not all opportunities are created equal.
While LinkedIn provides advertisers with unparalleled B2B targeting and accuracy, many marketers are unsure how to tie revenue back to their individual ad campaigns and creative.
In this webcast, we’ll cover:
- LinkedIn Ads industry performance benchmarks
- The elements of proper ad campaign structure and tracking
- Advanced targeting and automation techniques to drive more pipeline
2. Certified Marketing Partners
Jonathan Young
Linkedin, Partnerships Lead
linkedin.com/in/jonathanyoung29
@jonathanyoung29
Create Publish Promote Measure
E-Mail us for a personalized consultation:
partner-operations@linkedin.com
Certified Partners: Enabling B2B Advertisers to
Achieve More with their LinkedIn Marketing
3. Today’s Agenda
1 Introductions & House Keeping
2 Linkedin: Step Up to Pipeline Marketing
3 Bizible: ROI Research
4 B2Linked: Campaign Structure & Tracking
5 Adstage: Advanced Targeting & Automation Techniques
6 Q & A
4. Eva Sharf
Demand Marketing Manager
AJ Wilcox
Linkedin Advertising
Consultant/Evangelist
Mike McEuen
Head of Marketing
linkedin.com/in/eva-sharf-aa93694a
@eva_sharf
linkedin.com/in/wilcoxaj
@wilcoxaj
linkedin.com/in/michaelmceuen
@lonohead
Today’s Speakers
8. The Problem…
Common B2B Performance
Marketing Metrics
- Clicks
- CTR
- Engagement
- Leads
- Cost Per Lead
- Conversion Rate
Leads Are Not The Final
Destination
9. Change Your Mindset: Work Backwards from Biz Results
What is “Pipeline
Marketing”?
Tuning your marketing
efforts based on what will
return the most money,
even if this yields less
leads or opportunities.
Image Credit: Bizible
12. LinkedIn Ads Benchmark Report
● B2B and B2C Industries with Sales
Teams
● Benchmarks on
○ Leads, Opps, Revenue data
○ Revenue per lead and per
opp benchmarks
○ Priorities and success
17. ● Search Campaigns = Keywords
● Social Campaigns = Audiences
Stop naming your campaigns:
Whitepaper
2014 blitz
etc.
Campaign Structure
18. Campaign Structure (cont…)
● Many campaigns in an account can be hard to keep
organized
● Account sorts alphabetically by default, so name similar
campaigns with similar beginnings
● i.e. SC | MKTG CMO
● SC (keeps Sponsored Content campaigns together
● MKTG (keeps similar job functions together)
19. How to Keep Track of All your Ads
● Create a spreadsheet with all descriptive columns
● Then, create ads in Excel (use =LEN() formula for
character counts)
o 128, 38, 155 character counts for Sponsored Content
o 25, 75 character counts for Text Ads
20. If you keep this sheet of all ads published, you’ll have:
1. Quick copy/paste for simple ad creation in bulk
2. Complete reference/record of each ad published
3. Easy way to dynamically affix tracking parameters for killer tracking
Keeping Track of your Ads cont’d…
21. Google Analytics
Google URL Builder can append simply
Parameter Example Example
Source LinkedIn LinkedIn
Medium SC TA
Term
Campaign Content lisc11161601 lita11161601
Campaign Name SC | Art Director Titles | NA TA | Art Director Titles | NA
Tracking Ads Uniquely
22. li sc 111616 01
Short code for Source Date the code was created
(11-16-16)
Number for ads created on
the same day
• lisc11161601
• lisc11161602
• lisc11161603
For Example Short code for Medium
Create a Key for Campaign Content
23. B2Linked & AdStage bring you LinkedInAdsBulk.com
• First and only bulk creator of both SC and TA
• Publish up to 1k ads at a time
• Try it out free with your AdStage account by
publishing up to 6 ads at a time
• Unlock full, unlimited functionality for $79/mo
26. ● Job Title
● Job Function + Seniority
● Skills + Seniority
● Groups + Seniority
Expand Your Prospect Targeting with Layers
Image Credit: B2Linked
27. Groups Skills + Job Function
Reach New Job Titles with Creative Targeting
28. Decision Markers & Influencers at Specific Companies
Company + Job Function
● 100 company limit per campaign
● Or, use LinkedIn’s ABM targeting offering
Reach Prospects in Target Account Lists
32. Account Spend Underpacing Alert
Alert: Account Underspending
1. Take your total budget for a given network over a month
2. Total budget / # of weeks in the month
Example: $10,000 total LinkedIn budget per month; $2,500
weekly budget
Level: Account
Network: LinkedIn
IF Spend last week (Mon - Sun) is < $2,250 (90% to budget
goal) THEN send (your email) an alert. SCHEDULE this rule
to fire every Monday at 5am PT, before you get into the office.
Underutilized budgets are a waste of opportunity to drive more pipeline growth.
33. 33
Running non-converting ads inflates the overall cost per conversion.
Rule: Pause Non-Performing LI DSC Ads
Level: Ad Creative
Network: LinkedIn
Campaigns: Direct Sponsored Content
IF Ad spend over the past 14-days is > $200 AND Web
Conversions < 1, THEN pause the affected ads. SCHEDULE
this rule to fire everyday at 5am PT.
Pause Non-Converting Ads Rule