LinkedIn Ads - Tips on how to launch your campaign

Rotem

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Hello Everyone.

I haven't seen in BHW any guide about how to launch LinkedIn ads campaigns, and I would like to share my experience about how to get B2B leads from LinkedIn.

Before I begin, a little bit about my business. As I mentioned at the beginning of this post, my targeted audience is other businesses (aka B2B) (to be more specific - enterprise to enterprise saas).

In my opinion, LinkedIn is a tool which is by far the best to get B2B leads as it will allow you to target the relevant audience.

Imagine yourself looking for particular leads, decision-makers in big organizations by using Google ads or Facebook ads - you can't filter your audience by job title and experience, which is a huge factor in my success.

*I run campaigns with the price of $70-$120 per lead. It really depend on the proposition of the campaign and the way you want to get those leads (whether it's webinar, event etc) and the location you are targeting.

A very important rule: the best daily spent budget is everything above $150 per day per ad. If you plan to run anything below that you are likely to fail and wouldn't be able to optimize.

Prepare yourself for a minimum of $3k-$4k per month, per campaign. These campaigns are very expansive but for my company they are amazing as our sales closing a deal every ~20 leads I'm giving them and every sale worth a lot for us.


Back to the drawing board

There are three main objectives:

Awareness (not relevant for our post)
Consideration (not relevant for our post)
Conversions (divided into 3 sub-objectives):
  • Lead Generation
  • Website conversions - drive traffic that will most likely convert
  • Job applicants

Lead Generation

linkedinads1.JPG

Lead Generation is the best option to get B2B leads from LinkedIn. LinkedIn will allow you to create a form that will open once someone will click on your ad. The advantages are enormous; the person who will click won't be retargeted to a landing page.

Not only that being redirected to another page is annoying, but your landing page will also have to be very good for it to convert, the more stages you have in the conversion funnel, the less likely to convert someone.

Example A:
A user sees an ad; he is interested in the ad, clicks, fill a short form (not more than four fields), continues to browse in LinkedIn.

Example B:
A user sees an ad; he is interested in the ad, clicks, redirected to an external website, reading again about the service you are promoting, fill a short form, staying on the website or being redirected back to LinkedIn.

In Example B, the funnel is much more intrusive and longer. The user will have to pass more stages before he/she gives their email and your chances of exit rates are much higher.

Targeting 101:

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The most important rule in ads is: the more specific you get with defining your audience, the better results you get.

When you choose your targeted audience, there are some simple fields that you should already know them:
  • Location
  • Language

And two essential targeting factors that will help you to find your targeted audience:

Audience attributes:
  • company (if you want to target specific companies)
  • demographics (from specific locations)
  • education (members with certain degree)

And the two essential filters:
targeted audience.JPG

First Filter: job experience

I can't stress how important it is to use this filter. This filter is perhaps the single most crucial filter, imagine you are looking to sell your marketing analytics tool. It would be a mistake to target a COO, CEO or any other function from a company that has zero interest in your product.

Furthermore, if you are selling a complicated service or software, you need to find the right person, it's a waste of impressions (and clicks) to target a junior.

Make sure you fill those two sub filters inside job experience:

Job Titles - anything you can think of
Member Skills - any skill that is relevant for your product/service.

Second Filter: Interests
Here we only have to fill "member group," which can be found by using keywords.

For example: for my saas product I would want to target all the CTO's of companies bigger than 200 people (my product is expansive) that want to accelerate their data lakes.

Pro tip: use those two filters as an AND option. What do I mean?

I want to target:
Job title: CTO's
Member Group: Hadoop

So I would be targeting CTO's who are also a member of group by the name of Hadoop. That's a laser-focused targeteing and that's the way you are going to get those leads.

Member Interest vs. Member Groups
Ahh, that's a good question. I don't like to use the pre-defined filters that are given by companies such as Google, Facebook, and in our case - LinkedIn. I rather manually type the search terms, groups, titles whenever I have a chance.

Remember - if you are lazy enough and use pre-defined filters, it would be hard to optimize your campaign.

Another important filter is company size (which can be found in the company). If your product is very expensive, don't expect small companies to buy it, so it's best if you target only big organizations.

Ad Format
ad-format.png

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For me, what worked best is a single image ad. I tried video ad and message ad, but they didn't perform well.

That doesn't mean video or message ads can't work for you; remember my product is very specific.

With that being said, I feel that LinkedIn is a bit more "professional" network and using it for sophisticated carousal ads or videos might be overkill but that's not an exact science.


Creating your lead pop-up
LEAD GEN FORMS.png

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Go to account assets -> Lead Gen Forms -> Create Form

This is a pretty self-explanatory process; you will create the lead form that you will later associate with your image ad.

I would recommend choosing the following fields when asking for details:
  • First Name
  • Last Name
  • Email
  • Company
The more details you ask, the more you are risking someone to ignore the lead gen form and close it.
 
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red pasta

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Great info. I've never looked into the costs of LinkedIn ads before.
 

TheVigilante

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I haven't seen LinkedIn ads case studies as of yet but not a bad guide
 

Pergamon

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Top guide, what CPL's are you getting from this?
 

Paul Davidson

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Something doesn't add up for me. You must have a very big Player Value. What you are saying is you are generating 20 Leads and closing 1.
That is 5% Conversion. Now the cost of each leads is between 70 to 120$ a lead.
That means that you are spending between 1,400$ to 2,400$ on every closing call. That is a-lot.

On Facebook/Google on very expensive leads you will pay up to 40-50$ a lead and that needs to be a very nice lead with a very nice player value and your closing deal can reach 10%. Do the math.
 

MarckyZ

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Are you offering something free to get the lead or just offering your service?
 
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