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A Deep Dive Into LinkedIn Paid Ads with Anthea Chittenden – P2 | Ep #21

By October 12, 2020 No Comments

In part two of our Marketing Fix show with Anthea Chittenden we take a deep dive into LinkedIn Paid Ads and the power of targeted advertising! 

­What are the different objectives available on LinkedIn, and what can you do with all of them?

 

Objectives range from brand awareness, engagement, website drivers, video views to lead generation- to name a few.

The critical thing to note is that your objective is the foundation of your campaign, so define them clearly, and know how you want to measure them.

Your objectives also need to be contextual to your budget.

If you decide to do brand awareness when what you are after is lead generation, you will not see results.

You want to have a clear understanding of your metrics and have the relevant tech to start testing and know what to do next.

An important note to mention is that once you have gone live, you cannot simply switch it off, you would have to rebuild your campaigns.

Other available units are follower and dynamic ads, which appear on desktops and look like recommendations from LinkedIn.

These are a great way to leverage your growing organic base, and you can specifically target people who follow your page.

Tip: When you are focused on lead generation, have a 3-month plan in place and test and tweak your ads as you gain insight- be consistent.

­What are the different objectives available on LinkedIn, and what can you do with all of them?

 

Objectives range from brand awareness, engagement, website drivers, video views to lead generation- to name a few.

The critical thing to note is that your objective is the foundation of your campaign, so define them clearly, and know how you want to measure them.

Your objectives also need to be contextual to your budget.

If you decide to do brand awareness when what you are after is lead generation, you will not see results.

You want to have a clear understanding of your metrics and have the relevant tech to start testing and know what to do next.

An important note to mention is that once you have gone live, you cannot simply switch it off, you would have to rebuild your campaigns.

Other available units are follower and dynamic ads, which appear on desktops and look like recommendations from LinkedIn.

These are a great way to leverage your growing organic base, and you can specifically target people who follow your page.

When it comes to brand awareness, what should companies know and which metrics should they look out for?

 

The idea of brand awareness is using simple messaging using your website.

Brand awareness is not so much focused on a specific audience, but rather getting as much reach as possible.

As a result, people would see your ad up to 3 times in 24 hours, and your ad would act as a reinforcer by displaying your brand in different ways.

LinkedIn works on an auction system, which means you can manually change your bids accordingly.

The minimum bid that can be placed is $10.00 a day, whereby similar advertisers compete for a shared audience, and the second-highest bid wins, to make it fair to all who are competing.

You are also able to select auto-bids, which typically do work the best. If you choose a low bid, the cadence and delivery of your ad can be slow, which is why your cost ultimately comes down to what your objective is.

Make an effort to test your audiences, campaigns and bid strategies to find out what works best for you.

For this reason, we understand why employee advocacy is so important to extend your reach.

Followers, social engagement and the like grow your reach.

By use of reach reports on LinkedIn, you can see what kind of job titles you are reaching, and how many people you are reaching.

How are post engagement objectives different from brand awareness objectives, and what do people need to be mindful of in terms of these kinds of campaigns?

 

There is a question mark button on each of the objectives that allows you to see what each of them measures and tells you what the algorithm does.

In general terms, engagement campaigns tend to have a high CTR rate and lower impressions, whereas click-throughs are the other way around.

Brand awareness is targeted at audiences which are less likely to engage, which is why identifying your objective is so important.

Try doing brand awareness with an engagement line item and see what results you obtain, your results will always guide you.

When it comes to content such as video, you must be aware that the specs are not the same as a paid campaign, because organic posting is not within the paid media specs.

A best practice would be to post videos natively and not as paid campaigns, and depending on whether you want views or engagement will also affect your approach.

LinkedIn Live and Events is also showing great success on the platform. For those who want to make use of them, you do not have to have the app, but instead can link it as an invite to your webinars, etc., and you can invite up to 1000 people.

In terms of running website traffic ads, tell us about the tag and what you can do with it?

 

What many people don’t know is that when you are running traffic ads, there is a pixel you need to install to gain valuable insights.

Firstly, your webmaster must take the javascript pixel and implement it on the global headers and footers on your website.

The reason is that when you fail to do this and only put it on your homepage, you aren’t able to see the pages people visited and where they bounced off from your website.

Then, you need to go to the website audience and build it, so that the system is aware of what it is tracking.

Ensure you have a naming convention in place, i.e., homepage, contact page, courses, etc.

Once this is in place, you become aware of the pages specific people are interested in and can leverage that information in retargeting campaigns.

Therefore, you need to have the firing insights tag on your campaigns to measure conversions.

There are many options when doing so; what you choose will be based on your criteria.

Let’s talk about Lead Generation:

 

When it comes to lead generation, LinkedIn has forms that automatically pop up for people to fill in, which have four main fields:

  • Name,
  • Surname,
  • Email and
  • Contact number.

There is also additional space for a custom question.

When you use this form, remember that the form is limited to what you can ask, and data is only stored for 90 days if you are not actively using it.

The data that is collected is encrypted and submit buttons are not easy to click on by accident; this is all part of the privacy policies in place to protect clients and maintain GDPR compliance.

Also, if there are errors in your form, you have to rebuild it.

You can’t edit forms clients have already agreed to because you must maintain the agreement presented at the time that they signed up.

It is also of utmost importance that you tell people what their data will be used for.

Instead, you can use this tool to drive people to your website and have them fill in a form there.

Ensure that the form is the first thing they see, do not force your prospects to scroll, they will drop-off!

It is always a best practice to get your prospects on the phone because it can take as little as 24 hours for that lead to grow cold.

How do messaging objectives work, and what are some best practices?

 

In-mail and conversation ads are different from your sponsored content.

They are available across all screens and are one-on-one engagement with a prospect.

So, your audience is smaller; it works on a cost-per-send budget.

In-mail ads can be sent from business pages and profiles and can only be served once every 30 days, meaning that once someone has opened your ad, you now own that space and no other advertisers can send ads to this person for 30 days.

This strategy works well coming from a thought-leader of the business or a well-known person.

In-mail/conversation ads contain more information, so are copy-rich.

You can also attach multiple links as well as downloadable content and lead generation.

Therefore, it works well in the lower part of your sales funnel.

Be mindful of the fact that your message will be labelled as a sponsored ad, so your prospect will know that this is an ad and not a unique offer.

Bypass this by creating an enticing subject line and making sure you can offer something of value to your prospect.

You need to build some sort of relationship; otherwise, they will be reluctant to hear you out.

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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