7. #Pubcon | @JanetDMiller
The Intent Challenge
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
8. #Pubcon | @JanetDMiller
Why LinkedIn? REACH.
• World’s largest, most
popular professional
network
• Over 380M members
worldwide
9. #Pubcon | @JanetDMiller
Why LinkedIn? Targeting options.
Demographic Targeting Options
Location Continent
Country
State
City
Companies Name
Industry
Company size
(also exclude current customers)
Job Title Title
Function
Seniority
School School Name
Field of Study Field of Study
Degree Degree
Skills Skill Name
Group Group Name
Gender Gender
Age Age
10. #Pubcon | @JanetDMiller
Conversion Tracking
• NEW! Launched September 8, 2016
• Set up conversions similar to how you set up
conversion tracking for Facebook, AdWords, etc.
14. #Pubcon | @JanetDMiller
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
15. #Pubcon | @JanetDMiller
LinkedIn Display Advertising
Pros and Cons
Pros Cons
High level of visibility Minimum insertion order of $25,000
over 3 months
Not available on mobile May have to broaden target audience
(May not be ideal for short timeframe
campaigns)
As low as $25 CPL CPM pricing
Guaranteed delivery May have to broaden target audience
or lengthen campaign to reach
delivery target
19. #Pubcon | @JanetDMiller
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
20. #Pubcon | @JanetDMiller
LinkedIn Self-Serve Ads
Pros and Cons
Pros Cons
High level of control No dayparting
Only need 1,000 people in a targeting
group
Not available on mobile
Small minimums
($2.00 CPC or CPM, $10 daily budget)
No delivery guarantees
Low CTR
High degree of targeting Inventory reduced due to mobile
Choice of CPM or CPC bidding
As low as $20 CPL Cost has been increasing
Schedule start and end dates
23. #Pubcon | @JanetDMiller
LinkedIn Content Updates
• Sponsored updates that appear in LinkedIn newsfeed
• https://business.linkedin.com/marketing-
solutions/products/native-advertising
24. #Pubcon | @JanetDMiller
LinkedIn Sponsored Updates
Pros and Cons
Pros Cons
Only ad unit available on mobile
Demographic targeting available
CPM or CPC basis
High conversion rates (over 10%)
As low as $20 CPL Expect costs to increase
25. #Pubcon | @JanetDMiller
CASE STUDY: B2B ENTERPRISE SOFTWARE
0
50
100
150
200
250
300
350
400
PPC Alone PPC and LinkedIn
Conversions
0
100
200
300
400
500
600
700
PPC Alone PPC and LinkedIn
Cost Per Lead
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
PPC Alone PPC and LinkedIn
Cost
34. #Pubcon | @JanetDMiller
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
35. #Pubcon | @JanetDMiller
Capitalize on Your Hard Work!
• Email marketing
– Try to capture emails at minimum
– Use for email campaigns
• Customer Match advertising
– Platforms
• Google AdWords
• Facebook
36. #Pubcon | @JanetDMiller
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
37. #Pubcon | @JanetDMiller
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”
38. #Pubcon | @JanetDMiller
How Self-Referrals Happen in Universal
• Session length is 30 minutes by default
Referral
Source/Medium:
Google/organic
Referral
Source/Medium:
YourDomain.com/
referral
39. #Pubcon | @JanetDMiller
What Happens When It’s Fixed?
• Self-referral traffic
becomes correctly
attributed to the
original
source/medium
40. #Pubcon | @JanetDMiller
How Do You Fix It?
• Set referral exclusions under PROPERTY setting in
Google Analytics
• Select Tracking Info/Referral Exclusion List
41. #Pubcon | @JanetDMiller
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
42. #Pubcon | @JanetDMiller
Step by Step to Convert and Attribute
1. 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.
43. #Pubcon | @JanetDMiller
Contact Info
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller