LinkedIn Bidding Strategies & Targeting for Sponsored Updates
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Search Influence’s Director of Sales and Marketing Paula Keller French shows you how to leverage LinkedIn for sponsored content promotion to reach your target audience while they are in the "business mindset.”
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LinkedIn Bidding Strategies & Targeting for Sponsored Updates
- 1. Confidential, Property of Search Influence, LLC © 2017 LINKEDIN BIDDING STRATEGIES & TARGETING FOR SPONSORED UPDATES ENGAGE: Paid Social Advertising Paula Keller French Director of Sales & Marketing @searchinfluence @paulakfrench #engage
- 2. @searchinfluence @paulakfrench #engage ARE LINKEDIN ADS RIGHT FOR YOU? si.ly/engage-2017
- 3. YOUR CUSTOMERS ARE USING SOCIAL MEDIA @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 4. “BUSINESS MINDSET” Image Source: Rafael Carballo https://dribbble.com/peyoteasesino@searchinfluence @paulakfrench #engage
- 5. LINKEDIN HOT TIMES Tuesday - Thursday: 5pm to 6pm 7:30 - 8am 12:00pm Clicks & Shares: Tuesday: 10-11 @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 6. TIME SPENT Facebook: 51 minutes / day LinkedIn: 10 minutes / day @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 7. DEMOGRAPHICS @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 8. @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 9. @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 10. SHIFT IN B2B RESEARCHER DEMO Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. 2014 46% 18-34 13% 55+ 22% 35-44 19% 45-54 2012 29% 35-44 27% 18-34 26% 45-54 18% 45-54 @searchinfluence @paulakfrench #engage
- 11. CONVERSIONS, CPCs, ETC. @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 12. Google AdWords LinkedIn Sponsored Updates Facebook Cost Per Click $3.35 $5.74 $1.72 Conversion Rate 2.58% 6.1% 9.21% Cost Per Lead $125 $90 --- @searchinfluence @paulakfrench #engage Per Hubspot Per WordStream si.ly/engage-2017
- 13. LINKEDIN SELF-SERVICE AD UNITS @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 14. @searchinfluence @paulakfrench #engage Source: LinkedIn TEXT ADS SPONSORED INMAIL SPONSORED CONTENT
- 15. TARGETING STRATEGIES @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 16. @searchinfluence @paulakfrench #engage Do they have specific job… Titles? Functions? Seniority Levels? AND/OR PLANNING YOUR TARGET PERSONAS si.ly/engage-2017
- 17. In what industry do they work… Or are they just at one company Or a certain size of company? @searchinfluence @paulakfrench #engage PLANNING YOUR TARGET PERSONAS si.ly/engage-2017
- 18. What skills might they have? PLANNING YOUR TARGET PERSONAS @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 19. MARY AT THE MIDSIZE LAW FIRM INDUSTRY: LAW / LEGAL LOCATION: OREGON & WASHINGTON COMPANY SIZE: < 200 @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 20. LOCATION: SOUTHEAST US SKILLS: DIGITAL MARKETING, SEO, SOCIAL MEDIA, ETC. YEARS OF EXPERIENCE: <5 @searchinfluence @paulakfrench #engage si.ly/engage-2017 DEBBIE THE DIGITAL MARKETER
- 21. AIM FOR AN AUDIENCE OF: 50k - 100k (UP TO 500k) @searchinfluence @paulakfrench #engage
- 23. BIDDING REQUIREMENTS $10 / day per campaign $2+ CPC or CPM @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 24. BIDDING REQUIREMENTS @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 25. DAILY REQUIREMENT MONTHLY (30 DAYS) CAMPAIGN 1 DECISION INFLUENCERS $10 $300 CAMPAIGN 2 DECISION MAKERS $10 $300 TOTAL $20 $600 PLUS 20% (JUST CAUSE THEY CAN) $24 $720 MINIMUM BID SCENARIO @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 26. DAILY SPEND MONTHLY (30 DAYS) CAMPAIGN 1 DECISION INFLUENCERS $25 $750 CAMPAIGN 2 DECISION MAKERS $25 $750 TOTAL $50 $1,500 PLUS 20% (JUST CAUSE THEY CAN) $60 $1,800 MORE LIKELY SCENARIO $5 CPC, 5 CLICKS / DAY @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 27. BIDDING TESTS @searchinfluence @paulakfrench #engage si.ly/engage-2017
- 28. MANUAL AD SCHEDULING TEST @searchinfluence @paulakfrench #engage CHALLENGE: No Ad Scheduling TEST: Would running our ads only M-F improve engagement on our content and lower our cost? si.ly/engage-2017
- 29. TEST OUTCOME: 4 CLIENTS @searchinfluence @paulakfrench #engage 1.7% 15% 14% COST PER ENGAGEMENT SPEND ENGAGEMENT si.ly/engage-2017
- 30. MANUAL BIDDING TEST @searchinfluence @paulakfrench #engage CHALLENGE: No automatic bidding TEST: Can we increase clicks and decrease cost per click by strategically bidding at the middle of the provided bidding range? si.ly/engage-2017
- 32. @searchinfluence @paulakfrench #engage Performance Decline Test Month Sustained LARGEST CLICK & CTR IMPROVEMENT si.ly/engage-2017
- 33. @searchinfluence @paulakfrench #engage LARGEST CLICK & CTR IMPROVEMENT Campaign Clicks IMPs CTR Average CPC Avg CPM Spend PRETEST BASELINE 52 6,359 0.82% $5.89 $48.09 $305.80 TESTING 74 2,808 2.62% $4.72 $123.52 $346.84 CHANGE 42% -56% 221% -20% 157% 13% si.ly/engage-2017
- 34. @searchinfluence @paulakfrench #engage Test Month LARGEST CLICK & CTR DECLINE si.ly/engage-2017
- 35. @searchinfluence @paulakfrench #engage LARGEST CLICK & CTR DECLINE Campaign Clicks IMPs CTR Average CPC Avg CPM Spend PRETEST BASELINE 88 9,042 0.97% $4.43 $43.08 $389.55 TESTING 68 7,670 0.89% $4.76 $42.23 $323.87 CHANGE -23% -15% -9% 8% -2% -17% si.ly/engage-2017
- 36. TEST OUTCOME: ALL 21 CLIENTS @searchinfluence @paulakfrench #engage COST PER CLICK CLICK THROUGH RATE CLICKS 30% 14% 39% si.ly/engage-2017
- 37. THANK YOU! PAULA KELLER FRENCH Director of Sales & Marketing Search Influence SEO - Lead Tracking - Content - Paid Search - Social New Orleans, LA si.ly/engage-2017
- 38. @searchinfluence @paulakfrench #engage WHAT SOCIAL MEDIA CHANNEL DO YOUR CUSTOMERS PREFER?
- 39. @searchinfluence @paulakfrench #engage Who Uses Facebook Most? ...LinkedIn?