Linkedin Advertising Essentials

Linkedin Advertising Essential webinar recording is part of the "Making Your Funnel Work" program of E-commercemanagers.com in close cooperation with Startupbootcamp.

https://e-commercemanagers.com/linkedin-ads/

6. LINKEDIN POSTS BEST PRATICES This is in case you want to promote/sponsor posts with ads:  Make your titles between 40 and 49 characters long  Make your posts on LinkedIn visual! Add 8 images  Don’t add videos or other multimedia assets to your posts  Use "How-to" and List-Style Headlines  Divide your post into 5 headings in order to attract the greatest number of post views.  People like to read long-form content on LinkedIn—1,900 to 2,000 words long  Neutral articles work best  Make your content readable for an 11-year-old Source: Okdork © https://e-commercemanagers.com 6 Linkedin advertising
7. LINKEDIN MATCHED AUDIENCES I Similar to Facebook Custom Audiences  Website visitors  Lists of businesses (no PII, so no GDPR)  Lists of contacts (PII, so permission under GDPR ~but not always)  Or other… Business list Linkedin recommends uploading at least 1,000 companies (minimum 300). Matched upon one of the following: a. company name b. company website c. company email domain d. LinkedIn page url e. stock symbol Including additional fields such as industry, city, state, country, or zip increases the accuracy of the match © https://e-commercemanagers.com 7 Linkedin advertising
8. LINKEDIN MATCHED AUDIENCES II Contact list Linkedin recommends uploading at least 10,000 contacts (minimum 300). One of the following fields must be added to your list a. email address b. first and last name c. mobile device id (appleidfa) d. google user id (googleaid_ Including additional fields such as company, job title, or country increases the accuracy of the match. Automate Matched Audiences lists: © https://e-commercemanagers.com 8 Linkedin advertising
9. LINKEDIN LOOKALIKE AUDIENCES Build lookalikes of any audience type you have created on Linkedin.  At least 300 contacts/businesses have to be in your base list  Can be up to 15x larger then original  Match based on member and company similarities  Lookalike audiences do not use sensitive demographic attributes such as sex or age within the model. © https://e-commercemanagers.com 9 Linkedin advertising10 Linkedin advertising
11. LINKEDIN CONVERSION TRACKING © https://e-commercemanagers.com 11 Linkedin advertising
12. LINKEDIN LEADFORMS  Prefilled forms  Optional custom fields  High conversion rates / easy to use  Benefit of Linkedin branding / trust © https://e-commercemanagers.com 12 Linkedin advertising

15. LINKEDIN CONTENT PROMOTION Of course Linkedin in (in B2B) mostly used for content distribution and promotion. So, depending on what content (customer journey fase / format) you can adjust your advertising strategy.  Did you post it organically on Linkedin (for reach / engagement) then you do a Awareness / Engagement / Videoviews campaign  Do you want to get traffic to your own website then a Website traffic campaign  Do you want to generate leads? A Lead campaign (with or without leadform) © https://e-commercemanagers.com 15 Linkedin advertising
16. LINKEDIN TARGETING  Location  Language  All Matched Audience Types (include or exclude)  All other non-PII data related information on Linkedin (include or exclude) Linkedin Audience Expansion  Enable similar attributies  Exclusions will never be included © https://e-commercemanagers.com 16 Linkedin advertising
17. LINKEDIN MESSAGE AD (SPONSORED INMAIL)  Direct Mail tool  Awesome mailmerge features © https://e-commercemanagers.com 17 Linkedin advertising
18. LINKEDIN TEXT AD = “ © https://e-commercemanagers.com 18 Linkedin advertising
19. LINKEDIN SPOTLIGHT AD Dynamic personalized ads Image: Instapage © https://e-commercemanagers.com 19 Linkedin advertising
20. LINKEDIN FOLLOWER AD Getting more followers on Linkedin. Source image: Linkedin © https://e-commercemanagers.com 20 Linkedin advertising
21. LINKEDIN CONVERSATION AD  Chatbot like interface  Multiple call to actions  Learn / ask information easily Source: Coywolf © https://e-com