Rachel Rickles, marketing automation consultant manager, walks you through key best practices for Lead Accelerator.

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LinkedIn Lead Accelerator:
Optimization Best Practices
​ Rachel Rickles
​ Marketing Automation Consultant Manager
​ LinkedIn

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4. Let’s Talk About
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• Understanding Lead Accelerator Metrics
• Optimization Basics
• Nurture Contact Usage and Audience Filtering
• What Else to Look Out For?
• Q&A

5. Metrics
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Understanding Lead Accelerator Metrics:
Nurture Stream Performance

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Understanding Lead Accelerator Metrics:
Nurture Usage

8. Basics of Optimization
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9. Optimization Basics:
Stream Implementation
• Have you launched all streams that were identified during the Launchpad session?
• How long have your streams been running?

10. Optimization Basics:
Channel Usage
Facebook News Feed:
LinkedIn Sponsored Content:
Display:

11. Optimization Basics:
Performance by Creative

12. Optimization Basics:
Content & Wave Optimization

13. Optimization Basics:
Stream Optimization

14. Nurture Usage & Audience
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15. Nurture Usage & Audience:
Nurture Contact Usage

16. Nurture Usage & Audience:
Nurture Contact Usage
Below Contracted Contact Limit:
• Broaden Nurture Audiences
• Lengthen Wave/Stream Duration
• Leverage Marketing Automation Integration, if
Possible
Above Contracted Contact Limit:
• Pause Under-Performing Streams
• Narrow Audience Segments
• Decrease Duration of Nurture Streams

17. Nurture Usage & Audience:
Audience Filtering
Target:
Nurture Stream Audience – Product
Pages, Home Page, Blog, etc.
Filtering:
Business Demographic and
Geographic Overlays – Job
Function, Seniority, Company Size,
Industry, Country

18. What Else?
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19. What Else:
Creative Best Practices
1 Call To Action
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If Leveraging Animation,
Use CTA in Every Frame
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Ensure Your Logo is
in Every Frame
4 Clear Value Prop
5 Sense of Urgency
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Coordinate Colors &
Images
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Balance Text &
Images
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Relevant Landing
Page

20. What Else:
Landing Page Best Practices
1. Visually match your ad
2. Have a clear, compelling title
3. Include a description of the offer that is
easy to scan
4. Include a visual of your content
5. Include a short form with minimal fields
6. Have a clear call to action button—make
it actionable.
7. Have minimal or no navigation

21. A Few Final Thoughts
Start simple! It’s very easy to get complex with this product quickly, so
start simple and then optimize for maximum performance.
Leverage new content. Content is constantly being created, so don’t be
afraid to use new content for your Lead Accelerator program.
Test and optimize. This is a “living” program that needs some love every
once in a while.
Give your program time. Your program needs some time to ramp-up
before you make any big adjustments. You’ll want to see what works
before you start to optimize.

22. Help Center Links:
• Optimization Overview
• http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-Optimization-
Overview
• Creative Best Practices
• Display:
• http://help.lms.linkedin.com/hc/en-us/articles/205696078-Banner-Ad-Best-Practices
• Sponsored Content:
• http://help.lms.linkedin.com/hc/en-us/articles/205855038-Sponsored-Content-Creative-
Best-Practices
• Facebook Newsfeed:
• http://help.lms.linkedin.com/hc/en-us/articles/205854758-Facebook-News-Feed-
creative-best-practices
• Landing Page Best Practices
• http://help.lms.linkedin.com/hc/en-us/articles/205292397-Landing-Page-Best-Practices
Helpful Links:

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