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Grab Attention Like a Champion: LinkedIn

HOSTED BY:

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Presenters

• Carrie Albright (Host)– Account Manager at Hanapin Marketing– Blogger at PPCHero.com– @albright_c

• John Lee– Managing Partner at Clix Marketing– Blogger & Speaker: Search, Display & Social Media– @ John_A_Lee

Stay tuned for a bonus at the end of the presentation!

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LinkedIn Ads: Appeal of LinkedIn

• Specific application

• Benefits

• Downfalls

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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LinkedIn Ads: Standard LinkedIn Ads

• What are they?

• How are they targeted?• Audience targeting

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LinkedIn Ads: Standard LinkedIn Ads cont’d

• Where are they?• LinkedIN pages• LinkedIN

Audience Network

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LinkedIn Ads: Premium Display Advertising

• What are they?• Who are they targeting?• Where will they appear?

Skyscraper ads may appear in members’ Inbox and Messages Pages

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LinkedIn Ads: Premium Display Ads cont’d

• What are the options?• What’s the appeal?• What’s the deterrent?

Text Banner Ad shows as a “header” ad and takes

advantage of traditional ad copy creative

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LinkedIn Ads: Sponsored Updates

• What are they?• How are they targeted?• Audience targeting

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LinkedIn Ads: Sponsored Updates cont’d…

• Where are they?

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LinkedIn Ads: Strategies

• Preparation• Execution• Create segmented campaigns by persona.

Segmentation is key due to flat campaign structure (targeting at campaign level only)

• Ads

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LinkedIn Ads: Strategies cont’d.

• Ads continued…• Test often. Ad

degradation is a big deal.

• Test combinations of images, ad messages.

• Test video ad (in separate campaign).

• Lead Collection

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LinkedIn Ads: Lead Collection

• Lead Collection• Collect leads directly from LinkedIN.• Keeps users on LinkedIN which can

increase engagement and conversion rates.• Downside – you must respond to these

leads via LinkedIN.

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LinkedIn Ads: Mind the Gap - Pitfalls of Self-Service

• Account Interface • Editing

• Competitive bidding

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LinkedIn Ads: Mind the Gap

• Self-selected audience • Reporting • Limitations on expansion • Effective Management

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LinkedIn Ads: Bonus !

John’s bonus tip• Target LinkedIN via the Google

Display Network.• LinkedIN uses GDN to backfill ad

inventory.• Text ads AND image ads.• Lower barrier of entry to get

display ads on LinkedIN without going through the more expensive LinkedIN Premium Display Advertising program.

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:o FREE Solutions Blueprint: We look at your account

and provide analysis and consultation (For accounts with $20K+ in ad spend).

o Opportunities Analysis: Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing.

o Both: Can’t decide? That’s fine! You can have it all!o None: It’s okay if you’re not interested, we are glad that

you joined us!

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Live Q&A Time!

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Have more questions?

Thank you for attending our Clinic webinar!

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in ad spend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Contact Clix Marketing for a free PPC, display and social advertising opportunities analysis:http://www.clixmarketing.com/blog/ppc-display-and-social-media-advertising

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com• Clix Marketing: john@clixmarketing.com