pubcon 2016 presentation: linkedin marketing
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#Pubcon | @JanetDMiller
LinkedIn Marketing
Presented by:Janet Driscoll Miller
Marketing MojoOctober 12, 2016
#Pubcon | @JanetDMiller
#Pubcon | @JanetDMiller
BEFORE YOU GET STARTED…
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SET YOUR EXPECTATIONS
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Social Is Not Search
INTENT(SEARCH ENGINES)
IDENTITY(SOCIAL MEDIA)
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The Intent Challenge• “Social Media Management Software”
– Enterprise level product: 12 months/$100,000 commitment
• But WHO searches using this term?
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Why LinkedIn? REACH.• World’s largest, most
popular professional network
• Over 380M members worldwide
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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
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Conversion Tracking• NEW! Launched September 8, 2016• Set up conversions similar to how you set up
conversion tracking for Facebook, AdWords, etc.
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LinkedIn Does Not Have…• Retargeting• Dayparting• Mobile display ads• Ad network
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Your LinkedIn Ad OptionsLinkedIn
Marketing Solutions
Self-Serve Ads
Sponsored Updates
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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
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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
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LinkedIn’s Mobile Traffic
48%52%
DesktopMobile
Source: LinkedIn, 2Q2015
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Your LinkedIn Ad OptionsLinkedIn
Marketing Solutions
Self-Serve Ads
Sponsored Updates
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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
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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
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Your LinkedIn Ad OptionsLinkedIn
Marketing Solutions
Self-Serve Ads
Sponsored Updates
#Pubcon | @JanetDMiller
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LinkedIn Content Updates• Sponsored updates that appear in LinkedIn
newsfeed• https://business.linkedin.com/marketing-
solutions/products/native-advertising
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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
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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
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ROI of LinkedIn
1178%
(pipeline)(revenue)ROI
281%
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CASE STUDY: GRADUATE PROGRAMMeasurement Change
Qualified Lead Volume
103%
Conversions 88%Conversion Rate 134%Cost/Conversion 69%Cost/Qualified Lead 71%
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INTEGRATION AND ATTRIBUTION
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Why integrate channels?
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Why integrate channels?
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Integration:It’s a piece of cake
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Layering
Social Targeting(LinkedIn)
Retarget(Google AdWords, Bing Ads, Twitter, Facebook, Pinterest)
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YOU CANNOT BUILD AN AUDIENCE RETROACTIVELY!
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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
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Capitalize on Your Hard Work!• Email marketing
– Try to capture emails at minimum– Use for email campaigns
• Customer Match advertising– Platforms
• Google AdWords• Facebook
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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
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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”
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How Self-Referrals Happen in Universal• Session length is 30 minutes by default
Referral Source/Medium:
Google/organic
Referral Source/Medium:YourDomain.com/
referral
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What Happens When It’s Fixed?• Self-referral traffic
becomes correctly attributed to the original source/medium
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How Do You Fix It?• Set referral exclusions under PROPERTY setting
in Google Analytics• Select Tracking Info/Referral Exclusion List
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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
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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.
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Contact InfoJANET DRISCOLL MILLERPresident and CEOMarketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller
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