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

1. How to Maximize ROI from Linkedin Ads
November 16th, 2016

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

5. House Keeping
1 Q&A @ the end
2 Recording available after

6. 6
Step Up to
Pipeline Marketing

7. B2B Marketing 101
The result of effective B2B
marketing is: _________.

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

10. Pipeline Marketing = High Fives

11. 11
LinkedIn Ads
Benchmark Report

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

13. LinkedIn Ads Contribution to Total Leads, Opps, Revenue

14. Revenue per Lead and per Opportunity

15. LinkedIn Ads Success

16. Proper Campaign
Structure & Tracking

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

24. Advanced Targeting
&
Automation Techniques

25. LinkedIn Offers Unmatched B2B Targeting Options
Advanced Targeting Techniques

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

29. What You Should
Automate with
LinkedIn Ads

30. Campaign Scheduling (Day Parting)
CPCs, CTRs, Conversion Rates, and Cost Per Conversion can vary throughout the
time of day, and day of the week.

31. Example:
Monday: 6am - 8pm
Tuesday: 6am - 8pm
Wednesday: 6am - 8pm
Thursday: 6am - 8pm
Friday: 6am - 8pm
Saturday: off
Sunday: 10am - 7pm
Campaign Scheduling Setup

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

34. Questions & Answers
Ask the Experts