1.
The 4 Cornerstones of
LinkedIn PPC Success

2.
About Me
 I love skiing
@robert_brady
#HeroConf

3.
About Me
 I love skiing
 I love ultimate Frisbee
@robert_brady
#HeroConf

4.
About Me
 I love skiing
 I love ultimate Frisbee
 I love grass fed beef
@robert_brady
#HeroConf

5.
About Me
 I love skiing
 I love ultimate Frisbee
 I love grass fed beef
 Oh…and I love PPC!
 Regular contributor to:
@robert_brady
#HeroConf

6.
Why You Should Test LinkedIn PPC
 Awesome demographic targeting options
 Professional audience
 You need more volume
 You’re seeing diminishing returns on your
other PPC channels
@robert_brady
#HeroConf

7.
What You’ll Learn Today
 4 Cornerstones of LinkedIn PPC Success
 Case Studies (2)
 Pitfalls To Avoid
 3 Take-Home Targeting Strategies
@robert_brady
#HeroConf

8.
What is a cornerstone?
 “The cornerstone (or foundation stone) concept is derived from the first
stone set in the construction of a masonry foundation, important since all
other stones will be set in reference to this stone, thus determining the
position of the entire structure.” - http://en.wikipedia.org/wiki/Cornerstone
@robert_brady
#HeroConf

9.
4 Cornerstones of LinkedIn PPC Success
 Well-defined customer personas
 Emotion-evoking ad copy
 Compelling offer
 In-house conversion tracking
@robert_brady
#HeroConf

10.
Case Study #1
 Client - SaaS company providing sales support software
 Objective – Obtain qualified leads for the sales team to nurture and schedule
product demos
 Targeting – Industry, Job Title, Groups, Skills
 Offer – Free eBook
 Set up
 Dedicated landing pages
 Used best offers from other PPC channels (AdWords & BingAds)
Getting good results fast!
@robert_brady
#HeroConf

11.
@robert_brady
#HeroConf

12.
Results
 Month 1
 1,987 clicks
 7,046,846 impressions
 0.028% CTR
 439 leads
 20.47% conversion rate
 CPA < $20
@robert_brady
#HeroConf

13.
Pitfalls to Avoid
 Profile Incompleteness
 30% of profiles have no job seniority
associated with them
 37% have no job function
 25% have no industry
 78% have no company size
 2% have no gender
 64% have no age
 Outlier - 120% have a continent (area?)
@robert_brady
#HeroConf

14.
Don’t forget the gray area!
@robert_brady
#HeroConf

15.
Pitfalls to Avoid
 Conversion Timing
 Data reported in LinkedIn is GMT
 Optimize CTR vs. Rotate
 Strong penalty for poor CTR at launch
 Historical performance entrenches
“champion” ads
 New Account Spending Limit
 LinkedIn Audience Network
@robert_brady
#HeroConf

16.
Case Study #2
 Client - SaaS Business Management Software Company
 Objective – Reach new areas of LinkedIn while still meeting CPA goals
 Targeting – Parallel skills & groups
 Offer – Video demo
 Set up
 Headline: “Excel like you’ve never seen it before.”
 Form fields: Name, Email, Phone, Company
 CTA: “Request Demo”
Get creative!
@robert_brady
#HeroConf

17.
Results
 Produced a top-15 campaign in the
account
 Last 30 days
 3,443,456 impressions
 905 clicks
 0.026% CTR (about average)
 74 leads
 8.18% conversion rate
@robert_brady
#HeroConf

18.
3 Take-Home Targeting Strategies
 Multi-angle Targeting
 More than one way to skin a cat!
@robert_brady
#HeroConf

19.
3 Take-Home Targeting Strategies
 Multi-angle Targeting
 Parallel Targeting
@robert_brady
#HeroConf

20.
3 Take-Home Targeting Strategies
 Multi-angle Targeting
 Parallel Targeting
 Exclusionary Targeting
You want this guy
@robert_brady
#HeroConf

21.
Exclusionary Targeting
@robert_brady
#HeroConf

22.
Additional Resources
 Help.LinkedIn.com
 LinkedInPPC.com (shameless plug)
 AdStage.io
 LinkedInAdsOptimized.com
@robert_brady
#HeroConf

23.
Thank you!
 Email: robert@righteousmarketing.com
 Twitter: @robert_brady
 Website: http://righteousmarketing.com
 LinkedIn: http://www.linkedin.com/in/robertallenbrady/
@robert_brady
#HeroConf