Transcripts
1. Introduction : Everybody welcome to the
Linkton Advertising Course. In this short brief course, I'm going to teach you a lot. You're going to learn
everything you need to know about linked
in advertising. So you can run linked
in ads like a pro. Who am I to teach
you all this stuff? I've been in the digital
marketing industry for ten years and I've been running ads for
big brands like Coca Cola, Candela, Phrases,
Property, Big Tupperware, and many more big
Fortune 500 brands. And so if you're ready, we can get into the Linkton
advertising platform. And so we can learn why we advertise on linked in
or if we decided to le, how to advertise
are linked in and we can learn the nuances. And if you're a recruiter, you can still utilize as a
business owner or if you're a digital marketing
advertiser and you have clients and
you want to utilize, or shopping or skill set to run ads on this
specific platform. If you're ready,
let's get started. I'm super excited. Hope you're excited too. Let's jump right into it.
2. Important Facts About LinkedIn Ads: Guys, the information that
we need to know is there's 930 million linked
in users worldwide. This is as a platform. So if you're familiar with Facebook advertising, of course, Facebook is used way
more than linked in when we target people
who has the buying power, not like kids on Tiktok
or Facebook ads. Don't get me wrong, those are great platforms to advertise on. But we are literally targeting people who
have the buying power, who are in the workforce
and who can earn money. So they're decision
makers in their lives. That is really
important. And the cost of advertising on linked in is one of the highest amongst
all the other platforms. And this is, we're
going to cover why we sometimes need to
avoid and sometimes why we definitely need
to go to Linked in to advertise for our brand
or for our clients brand. 50% of brands are seen
as higher quality, meaning top notch
or val non brands when they advertise
on Linked in. This is a stat that's
been criticized by other advertisers saying
Linked in generated the stat. And this is not a statistic or statistic cannot
verify this data. But most of the people from surveys that I
conducted myself as well, when they see an
ad on Linked in, they see that ad as more
professional, more high end, as compared to a Tiktok ad or a Facebook ad or
like a newspaper ad. Right, let's move on. Why linked Indo? Why
not other platforms? Linked in has proven to be an effective platform for
specific lead generation. I cannot say linked in is a great platform if you want to sell your
product or service, if you're selling a
headphone or if you're like a small brand trying to make return investment
right away. This is not a great
platform, guys. So this is not the best place for you to advertise, right? Even if you're selling specific something
to entrepreneurs, like brand owners
that are making, I don't know, $100
million a year. Still not a great platform. The reason being is
this platform is not built to sell your stuff
to consumers right away. I will cover everything in more depth in a bit
For lead generation, specifically, if you're talking lead generation now, it is more, 227% more effective than
Facebook in generating leads, because the lead quality
is going to be way, way, way higher than any other
social media platform. I'm not talking about Google, because Google is a search
engine marketing platform. This is a social media
marketing platform. So let's get the facts
straight because on Google, you can get leads for a
cheaper price and they still can be as high quality
as linked in, right? Fortune 500 companies. Fortune 500 brands. Businesses love linked in. It's the most popular
social media platform for these brands and people
who make decisions. Guys that is really important, those people that make decisions are the entrepreneurs, CEO's, brand managers,
head of strategies, like people who make
the decisions right. And members on linked in have two times the hiring power of the average online audience. We covered this, we said
people on Tiktok might be kids or they might be like living in their
mom's basement. Maybe even though
they're 25, 26. But on link ten people
are in the workforce. They make money mean
they still can't be living with their family.
That's a different story. But the people on linked in has the buying power and they have more financial
independence. If you're generating leads, that's a great indicator that those leads are going
to be higher quality. That's simple as that marketers up to two times higher
conversion rates on linked in. I'm now talking about
higher conversions. Cost per comersion is a different story
because your cost per conversion is
going to be higher. That's simple as that. Right? But the reason being behind that is
because impression, if those terms are really
far away from you, I will cover everything,
but don't worry about it. We will jump into the platform. I will cover all the metrics
that you need to know. But I'm right now talking about the cost per impression.
That's how you're charged. Mainly there are the bidding
strategies of course. But how you're, how much you're paying to show your
ads to 1,000 people, that is higher on
linked in that's why you're going to pay more
to reach more people. But compared to how many
people land on your side, and out of those
let's say 100 people, how many people convert? Let's say on Facebook it is two. On Linked, it is
going to be four, that's why it is two times
higher conversion rates of. This was clear guys, see
you in the next one.
3. What Should Be Our Goal When Running Linkedin Ads?: Right guys, now we are
covering the goal. Why should we be on
linked in, right? One is our goal on
linked in advertising. So first and foremost, if you're doing anything, B2b, business to business, linked in is a great
platform to achieve our goal in terms of getting
results on B2b, right? Even if you're
selling, let's say, business softwares which we
generate leads at the end. But B2b services, B2b
products can be here as well. I'm not talking about
B2cb to C means business to consumer,
business to customer. But B2b is business
to business, right? If you're selling something
business to business, if the end user is
the business owner or the decision maker
linked and still is a great platform.
Lee Generation. What is a generation? We get a person's information
details so we can call them and try to sell them something on the
phone or in person. What is Lee Generation? It could be selling real
estate homes, land. It could be selling cars. A person doesn't go
online and order online like they're
order a cup of, you know, I don't know, like a Starbucks
coffee Right online. It doesn't happen. They have to talk to a person over the phone. They have to come in, visit the office, marketing
agencies. Right. It could be a high
ticket offer product. So you pay a lot of money
and people usually don't like to pay a lot of money
without talking to a person. They don't feel safe, they don't feel secure when they're paying, putting their credit card
information online when they are about to
spend thousands, tens of thousands of dollars. Maybe if they're
buying real estate, hundreds of thousands
of dollars, they have to speak to someone. They have to get
more information, they have to trust that person. That's why we generate leads. If you're selling even a course, if the course prices guys over $100 you have to get leads. It's really rare
that you can sell something to someone
without talking to them. It is going to be really rare. You have to provide them an
extreme amount of value, let's say over the phone, say video sales letter, say in e mail sequence. Without that, we cannot achieve our goals of selling a
high ticket product. Meaning an expensive product,
right? Lead generation. As I said, it could be a product that is
sold to businesses. Software, software
businesses pay to softwares. Thousands, tens of, sometimes
$100,000 every single year. So those are big
purchases, right? A business cannot just put their credit card information in and purchase that software. They have to speak to someone. An account manager
has to present that. Or a salesperson have to present that a product or the software. Right. Maybe hotspot,
for instance. You need to speak to someone, you have to get that
person's trust. What is the other one? We
covered business to business, any product to service. We covered lead generation and now we're
covering awareness. Even though I don't really not a big supporter of
awareness campaigns, Sometimes brands
will come to you. Let's say it's a hotspot
for instance, right? Hotspot comes to you as
a client and they say, this is the marketing budget. Those big brands
are going to have certain marketing budgets
that they have to spend. And they have a
marketing team in house, meaning in their brand. They have a marketing manager, and that manager is not
responsible for running the ads. That person is responsible
for creating a strategy, a media plan, and sending
it to the agency. And you're the person
in the agency. If you're in the agency, you're going to run that ad and they will come
to you and say, I don't care about
purchases that it brings. I want to increase
the awareness. I want to have an awareness
campaign if they insist. You are going to run that on
linked in if it's of course, a B2b product lead
generation product, right? They want to generate
leaders if it is Coca Cola, for instance, a consumer
product, right? Not a B2b, but B to C,
business to consumer. Again, I wouldn't recommend advertising on linked in, right. If it's a software, if it's a super high end Mercedes Bentley,
anything like that. Those types of products that is servicing businesses or really
high end decision making, real estate cars, any type
of product like that. You can run great
awareness campaigns on Linked in because if you go back to the point that we covered in the previous module, people have more buying
power on Linked in. People see the ads that they see on Linked in as a higher
quality, higher end. That actually
advertising on Linked in and running an
awareness campaign will increase how people perceive your ad
as a whole brand. That's a great way of increasing your brand awareness.
Let's move on. Be aware guys, also I
suggest you can use these techniques to use these goals as a goal to
advertise a product service. But be aware, linked in
ads is one of, if not the, most, expensive, place to
advertise your product service. It is super expensive. It is the most expensive platform to advertise
your brand, right, as social media platform. Even more expensive than Google. More expensive than any type of social media platform, right? In terms of digital
marketing code code. The reason being, as I said, there is a really nuanced marketing selection
that you have. And the people
using the platform, they're not a lot of people like Facebook or Google, right? That's why limited
number of people equals to higher
cost per impression. That's why you have to pay more. And also imagine big brands that they're trying
to sell to CEOs who has like millions of dollars to spend in terms
of buying power, maybe for their businesses
or for themselves. They're being targeted by
really high budgets, right? So I'm going to cover
your targeting options, but you can cover
Harvard alumni. Like literally
people who graduated from Harvard, that's specific. Or you can be people who
graduated from Harvard but now they're working in
sales and they're juniors. Yeah, you can be really,
really specific. So when you go that specific, your cost is going to increase. And also overall this platforms overall cost is really high. That's why you have a
really small budget. I don't personally recommend
you to run your ads on Linked tip if this
is going to be your brand and if you're
just starting up. I don't recommend
linked to adds. The reason being, as I said, really expensive and you have to have really
good creatives, which I'm going to cover
in the upcoming modules. And let's cut it now and
see you in the next one.
4. Linkedin Ads Campaign Structure: Welcome back guys. Linked
in ad campaign structure. What is a campaign? And if you're familiar with Facebook ads or Google
ads or I don't know the old Twitter ads now it's
any type of Pinterest ads, we always have the same
campaign structure. If you don't know,
by the way, if you haven't run any,
as before, Linked, it is your third
plus platform and you're learning this
right now from scratch. Don't worry, I will explain everything, it will make sense. Usually what we have on Facebook
and any other platforms. Here we have a campaign, but on Linked in we
have a campaign group. And usually under a campaign, we usually have ad sets
or ad groups linked in. Linked in wants to be funny. They want to be
different, right? They are the special
platform, right? They want to make everything seem professional, different. They want to be different. All right? Let
them be different. Now, they want to
call this ad group, or Uno, a set as a campaign. So now this is called campaign. The ad where we target people. Actually we target people on
the campaign level, right? This level. And under
the campaign group, we hold different audiences. Usually under campaigns
we have different ads. Doesn't matter. It could
be a video carousel. I'm going to cover
the ad formats and the placements that we have. But overall, we where
we put our messaging, we put the messaging
or video, or creative, or text or whatever that we want to push out in the world of linked in and target people
to get them to take action. As I said, we have the
governing body, campaign group. Of course, this sits under an add account
which makes sense. And I will cover
how you're going to navigate to debt and
other campaign groups. We have campaigns under that, we have ads, and this
is super simple. And you can have multiple
campaign groups. You can have multiple campaigns, and under those campaigns
you can have multiple Ds. I mean, there's not a lot of
limits and there's a limit, but of course you're
not going to hit that limit that is super, super high. Let's move on guys. Campaign group level,
what do we do there? At the very top, let's
cover, what do we do there? We can have a group objective. You set a group
objective where you have all the ad groups
objectives sitting. And you can set a
budget optimization. There's two types of
budget optimization where you set a budget. Let's say you have a
budget of $100 in here. By the way guys, if it
doesn't make sense here, it will make sense when I go into the platform, don't worry. But it is good for you
to just listen one more time beforehand and it will make more sense
when you get in. Please don't skip despite
this is important. And budget optimization,
what does that mean? If I said 100 bucks here? Linked in advertising algorithm will decide where to
spend that money, right? If this audience is bigger and getting more conversions
or leads or sales, they're probably going to
increase the spend here. Maybe it is going
to spend $80 a day, for instance, and this is
going to spend $20 a day. You won't be able
to control that if you use a campaign
level budgeting, right? But if you use a campaign
group budgeting. If you use a campaign
group budgeting though, you will be able to say, I want to spend $50
here, $50 here. Regardless of the situation, I don't care if this
brings more sales leads. I don't care if this
brings more sales leads. I want to spend
the money a week, $100 every single day. I don't want to have
an exact answer of, let's say this campaign
group is giving me more purchases and
this campaign group has given me less purchases. So I have a clear
data at the end. I don't want to say maybe you're reporting to a really high end. I don't know marketing manager in a big Fortune 500 brand. And those people would like to see some advanced
tests, right? They don't want to see, just use a campaign group objective and let linked in decide, right? They don't want to see that they want something interesting, so they present to the CEO
of their brands, right? So what do we do in this case? So you say we intentionally didn't use campaign
group budgeting, We used campaign budgets, specifically split, tested those two audiences
with the same ads. We didn't have any
other variable than just one thing in the targeting. It
could be anything. And you say at the end of one week we saw
same amount of purchases. But this group of people, I don't know whatever the
audience is, responded better. How can we say the CPM cost per impressions were lower and the click through
rate is higher? If that's the case, that means those people responded to our ads with a
little bit better. That means this audience is resonating with our brand
a little bit better. That's a great learning. Maybe they want
to run radio ads. They can use that piece of information from you and
they will love you for that. So we can have those
more in depth insights. This is how it looks here. And you can set start and end date for specific
campaign groups. This is the campaign
group, the very top. There is not a lot of settings. I mean, this is the old
settings that you can see. Anyways, there is
lot going on here. Let's move on to
the campaign novel. On. If you're familiar
with Facebook Ats, this is the At level where
you have the all targeting. Where you do everything
that happens, that is fun, everything
that includes creativity happens in
the campaign level. On Facebook as we
call it asset level, but on Linked in they
want to be funny. Let's call it whatever
they want, right? Let's call it a campaign level. We said an objective. I will cover the objectives. We have different
variations of objectives. I usually suggest covid
lead generation awareness or website convergence. Three of them. But you
can take awareness out. I don't really suggest awareness if you're running
your own brand. So you have two options,
lead generation and website conversion. Those are the two
made ones. What else? We have the audience, we can
play around, test audiences. We can target based on
their graduation year, based on their seniority level, based on the industry
they're working, based on what type of
job they're doing. Are they seniors?
Are they an intern? Are they a graduate of Mit? We can do everything, guys. We can also set ad formats. We can set placement. Where do we want
our ads to appear? We can select that as well. And we have budget
and scheduling. We can also schedule
the campaign level. These little bad boys have a separate start date
and separate end dates. And if he wants or we can set one big end date and
start date here as well. It's totally up to Skis and
we have conversion tracking, and that is really,
really important. I cannot explain how
important this is, guys, conversion tracking is one of the most important things when it comes to any
type of advertising. This sets digital marketing aside from other
traditional media. Because you put a billboard out in the middle in the desert. You can say, you know, on average 1 million people
sees are, you know, whatever billboard this is, but you cannot prove that the sales are coming
from your billboard. Right. That increases awareness because our calculation is
no. No, we don't know that. But here with the
conversion tracking, we place a pixel, a piece of little code into their website,
into our website, and we can tell, okay, that person who saw
our ads linked to ads clicked on our ads and
came on added to carton, purchased or they dropped their information, became elite. And now that lead, we know it was named Jack
Nicholson or something. Now he purchased a home from us, a software from us. Right? We know that data. That's why we love
digital market. And on the ad level, we have
the fun, more creative part. We create the ad, we record ourselves,
put the video, or make an animation
or put a photo, create a carousel, a
message, a text ad. Different type of ad
formats that we have that differentiates linked in ads from any other ad platform. We're going to cover
those as well, but this is what
type of overview, the type of decisions that
we can make on the platform. Linked in ads. Guys, this
is in general overview. We're going to cover
more in depth. So buckle your seat belts. See you in the next one.
5. Linkedin Ads Objectives: Hey everybody. Now
we're going to cover the objectives that
linked in gives us, let's cover from the start. We have awareness. Brand
awareness, we talked about this. This is one of the ways, one of the objectives that you can go with on linked in ads. But it's not my favorite. The reason being is, as I
said, it's not tangible. You cannot really measure. It's just like putting
a billboard out and hoping that people
will recognize you. But the good thing about if
you want to run an awareness, I mean, I still urge you
not to run awareness. But sometimes, as I said, big brands will have
separate budgets that they need to
spend on something. And they will tell you to run a brand awareness campaign if that's the case, the
client is the boss. You will do your best to
explain that this doesn't work. But if you have a
really big budget, some portion of that big budget could be spent on
brand awareness, on a general messaging ad. So with that being said,
what we're going to do, we have an awareness
objective as we covered guys. People see brands on
linked in and they perceive them as a
higher, higher end brand. That's why running a brand away is happy and
linked in is expensive. Indeed, however, it is going to be really beneficial
to your brand image. Right. In the long run,
we have consideration. What is consideration?
Consideration is traffic more of a soft
type of conversion, what we call soft convergence. Website visits like shares
and watching your video, those are soft conversions. But what is a hard conversion? Buying something,
becoming elite, putting their information in, applying to your job. Right, So we have
website visit objective, we can say select this. I don't really suggest guys, it is going to give you an
expensive landing page view. I don't really
suggest this. We have engagement people
like share your post. However, I definitely
would avoid this. The reason being is
you can achieve that organically as well with
consistent posting. That's why we shouldn't run an engagement ad if the
client wants it for sure. Go ahead and there are some old strategies using the
existing post and boosting the impressions in shares and likes under that post and running that as
a conversion event. And once people see
that and say, oh, okay, that ad got, I don't know, thousands of likes
must be a good ad. That is some social
proof strategy. Advanced strategy I
will cover later. But I don't really
suggest that guys, this is an old school strategy. We have video views. I still don't really
suggest that because video views campaigns are
going to be a little bit more expensive than your
brand awareness campaigns. If you want to increase
brand awareness, video, video ad, just run
brand awareness campaigns. Guys, super simple as that. But of course if you select video views linked in algorithm, we'll try to find people
in your given audience targeting more likely to watch
your videos till the end. That is the
difference initially. Right? And let's come
to the fun part. Under conversions, we have the main stuff that
the main fun part, we have a generation amazing. You should run a lead generation
campaign on Linked It. Of course, the conversion
rate is going to be higher and the quality of the leads is
going to be higher. But be aware, again, it is going to be expensive. Those leads are going
to be expensive, guys, talent leads, for
you to select this, there's a program that you
need to sign up rolling. Usually recruiters sign
up to this program, they can see prospects, get people to apply jobs. Through their interface, you can see how people are open
to jobs and list of them. This is for top talents, is for people who
are recruiters. If you're not a recruiter, you don't have to
worry about that. If you want to get people to take a hard action,
what is a hard action? Buying, becoming a
lead on your website. Lead generation is becoming a lead on the platform
of linked in, but you can still select
the lead generation. You can generate leads
on your website and call that a website conversion.
That's the difference. If you want to get people's
information on linked in, maybe your website
speed is really low, your website doesn't
load fast enough, or maybe your website
is really ugly. You don't want to get people, you're spending so much money
on the platform already. And if you get
people to your site, they're probably going
to bounce off and not become elite to avoid all that. You can have Lee generation,
I mean it's great. Or if your website speed
is really high and you're like really efficient
and you have pixel set up, you have a high conversion rate. I mean the number of
people come to your site, most of them convert, put their information and
it loads really fast. If there's not a problem
about conversion rate, go with website conversions. Job applications is for, again, recruiters or companies that are trying to get people
to apply to positions. Usually I suggest for
low level positions, interns or I mean low level
people who just start. I don't really
suggest that it is better for people who
are trying to recruit C level or senior people who want senior level
people to their companies. All right guys, these
are the objectives. In the next section, we're
going to cover the ad formats, which is the fun part, because on linked in there
are different types of ads that you probably
haven't even heard of. All right, get
ready. See you next.
6. Linkedin Ads Formats: All right guys.
Now we're covering ad formats on linked
in platform interface. So what we have, we have single image carousel,
video text, spotlight. What the hell is the spotlight? You might ask me, you're right.
I will cover everything. Message at, what the
hell is that message at? We didn't have message at. We have messenger
ads on Facebook, but this is a different
one. Conversation at. What is the difference
between conversation at and a message at? What the hell is that? I'm
going to cover everything. We have an event promotion, which we had on Facebook. Anyways, we have a document ad which we didn't
have on Facebook. Right? Let's cover
everything step by step. We have the good old single
image you have also, by the way, that can
click on these links. But it is super simple. You don't necessarily need to
have access to this stock. You can just type on Google
Linked in a single image. You can find this. These
are the required files. I will cover that letter. You'll probably be
fine with this, but I will just to
make sure cover everything so you can
have square 1080 by 108, the image size that
we use on Facebook. You can use that. You can
also use vertical ones, not for story style. That is different guys,
we don't have that here. You can have the
landscape type format. On the left hand side is we can see not a square by landscape, which is not really suggested on Facebook ads but
on linked in nets. A lot of big businesses
still use it. I mean, single image ads guys. It is great for lead generation, it is great for awareness. It is great for job application. All types of O objectives
that you have. This single image ad will serve your objectives,
right? Let's move on. We have a carousel. Carousel
is great for storytelling. Or you can show different features and benefits of your product or service. That is also great for a lead generation,
great for awareness. And you can tell, you can be
creative and cut the image left so this guy's arm can continue in the
next image as well. Some brands do that and that
creates intrigue, right? It is a pattern interrupt. People are not used
to seeing that a lot. That is a great
pattern interrupt and they do that all the time. So what is the minimum
number of cards? I mean, slides, whatever photos, you can call it images, two is the minimum and
ten is the maximum, which is exactly the
same as Facebook. And the ratio has
to be one to one. You cannot use a vertical
or horizontal images, it has to be a square image. All right guys, this is clear. I mean, you can dry leads. This also goes with all of the objectives that
you can select. Rosell ads are great. I usually personally use Rosell ads for all
types of objectives. Let's cover video ads, guys. Video ads is amazing for
website converges because people on linked in love to see ads that look native, right? So you don't necessarily see a really polished,
badly commercial, right? What you used to see on Linked in a person is actually taking the camera out because Linkedon is becoming like
Instagram and Facebook. I mean, the more professional
you make your ads, the less traction you're
going to receive. What you used to see a coworker taking the camera
sharing is $0.02 right? You don't necessarily see a
lot of videos like Tiktoker, Instagram, but you still
see videos, right? If you try to make
your ads a little bit less polished and you
will see great results. Again, you can say you can
have vertical ads 916, which is vertical. But not that. I don't really suggest
that vertical, I mean, it looks
like a story style. I really not suggest that. I suggest one to one, which is the best square images you can have a landscape image, you can have four to five, a different style vertical. This one that we see
is a horizontal video. This is great for
job applications. I mean, I wouldn't really use lots of videos for
job application ads. But I would use this for website convergence and lead generation and
awareness as well. This works great for awareness. If you want to
increase awareness, build a great storytelling ad and run this without any
short term expectation. If you run a brand
awareness ad, guys, you should not have
a short term return in investment expectation. Let's cover text that
this is great guys. This is interesting as well. The reason being is the
bidding strategy could be CPC. Yes, you can bid just like you do on
Google. You pay for click. If nobody clicks on your
ad, you don't pay anything. This is amazing, right? Also what we can have guys
here, it is interesting. You can show your
as at the top on a linked in interface or
on the right hand side, which is absolutely amazing
if you ask me, right. And your ad has to be appealing, expand
your capabilities. This ad that we can see
doesn't really mean anything. E Commerce Benchmark
Guide, this is great. People on Linked in will have a different mindset.
What do I mean by this? They will, they're
mainly not looking on Linked in to spend their
time, to waste their time. They do it on Tiktok, Instagram, Facebook, on fund
platforms, on Linked in. They're on a business mindset. If they see a benchmark guide, they will be, oh, okay, this
will help me in the future. Right, Let me put
my information and download this guide
so they can use this. In their businesses,
they will be more alert, so giving them industry related. You know, value ads, that will help you a lot. So you can't do that, for
instance, with a text. As you can see, they're
doing this with a text, that once they click on it, they'll probably land
on a website where they can download a
piece of information. You can use text ad guys, I suggest you can't
have a headline up to 25 characters on Google. We had the headline, 30 characters for a description, 75 characters on Google
ads, on Google Search, as we had 90 characters just for a comparison for those of
you who know Google ads. All right, let's move on guys. Text ads, again, I use
it for job applications. I don't use text
ads or awareness. Guys, text ads do not
go well with awareness. People are visual creatures, We want to see
something to remember. If you want to increase
brand awareness, do not use text ads. So that's my $0.02 Let's move, want to spotlight ad. Spotlight ads are also
an ad format that I personally tried
millions of times, and my advertiser friends
tried millions of times. And we see really poor
results with this format. That's why we tend to
avoid spotlight ads. This is like a placement, if you're familiar
with Facebook ads. This is like top right hand side article ads
there really small. You don't really barely
see anything and you don't get much purchases or leads
from that little placement. This is like a placement
that linked in is providing you to spend
more money to beans. I definitely suggest
you avoid that. You will have a logo image and a little text
just like a text ad. But you can add a logo. That is the only
difference, guys, you can use it for job
applications and whatnot. But I definitely urge you to stay away from spotlight ads. Message ads is great. It is just like messenger ads on Facebook advertising, right? That is super similar. Why? You have different options? You literally shoot your ad into people's message box
and they will see that people check their
message box, right? It is not like Facebook. Not like a creep messaging
them to hang out or sometime, or a creep messaging them
to send them something, some image like picture or something like it
is not like that. When you receive a
message on Linked it, it is usually job related. Of course, there are a
lot of different spam, e mails, I want to work
for you or something, or we have a job
opportunity or something, you're going to have those
from recruiters day, day in, day out. But usually people
are more prone to opening and responding to the messages that
come in linked in. That's why this is great
for lead generation. Message ads are amazing
for lead generation, and most of the people
trust me on this one. They don't know the
difference between a message ad and a real message that
received from a person. This is your great
opportunity to leverage that. And let's cover to
conversation ads. This is not a conversion ad, this is a conversation ad, guys, and this is even better. So you get that person that you sent the message to engage, you built a
conversation template. Meaning so you give them
options guys on message. You send one thing and you let them to click on a
link or you reply back. That's all on conversation ads. However, you tell them
something, hello, for instance. Let's take a look
at this example. Thanks for signing up
and rep will reach out. Whatever, whatever you give
them three options, right? Or Jim, do you struggle generating
leads for your business? I say yes, no, maybe, right? Give three options a
person clicks on yes. And I give them a
different, different text. And you also tried
Xyz, they say no. Give them a different text. They write something.
I say something else. And then at the end, oh, you're the perfect
fits for our XY. Give them a form, get them
to go to your website. This is amazing for
lead generation. Amazing, amazing, amazing. You can also get creative
with this when it comes to, I don't know, awareness, but it is not really done. But I can imagine some
good things that could be done that could make
some noise in the industry, but not a big thing in awareness if you want
to generate awareness, but if you want to
increase, generate leads, get convergence, website
events, amazing tool. I will show you how to do that. And it is great for lead
generation as I said. And also job applications. If you want to get
job applications, you can use conversation. That's amazing tool. Let's cover events,
guys, events. If you are doing a webinar, if you're doing a seminar, if you're doing an
in person events, that is great, right? Those are great. But of course, I definitely suggest you do that on Facebook ads
because it's going to be cheaper and you can still
reach out to those people. The only difference is if you're doing something
work related, let's say senior
digital marketers, join this Facebook
course. Completely free. Facebook seminar,
Webinar, completely free. This is going to be in
person or something. If you do that in person, if there's a salesguy, they are highly likely to sell them something
high ticket, right? Compared to Facebook
ad for instance. That's why you can
use linked in ads. In this case, let's look
at the followers at. I don't really suggest
followers that guys. The reason being is
it doesn't work like Facebook ads. It is. I mean, pretty self
exploratory followers don't really help you if you want to increase your followers guys. I mean, you just post more content on link.
That is the only answer. Don't spend money
on linked to nets. If you want to
increase followers, don't run followers
campaigns. I swear. I mean, if a person
comes to you, Jim, I only care about increasing my followers and I want to get followers from Fortune 500 businesses if that's
the only goal. I mean, that's the
only place you can do it on, linked to nets. And this is how it appears. On the right hand side, it appears the picture, their picture will show up and the brand will
show up and they say, explore opportunities
from X, Y, Z. And they will follow you
right after they follow you. You can maybe have a
different type of offer, you gain their trust. Increase awareness like that. I mean, that's a great format If you also want to
increase awareness, we have document ads,
guys. Document ads. Why do we use that if we want to give them a high
value content offer, which is called lead generation
piece. Actually, right? This is if you want
to generate leads, Y, N, e book, YN
high value content. You can create an e book, create a PDF, creates
a presentation. As you can see, PDF,
Doc, Powerpoint, anything have that say
it's a free guide, but they have to put
their information to get that free content offer. And that works really great. If your goal is lead
generation guys, I suggest you use this if your goal is lead
generation because you're going to make a lot of return on your investment
in the long run. Again, you're not
going to convert them right then and there
you're going to gain their trust with that
high value content offer guys and then you're
going to get great results. These are the ad formats that you're going to
see on linked in. Let's cover how we create one campaign from scratch
and we cover campaign level, campaign group
level, and ad level. All the levels that
we can imagine and with the objectives that
our business is seeking. Hope you're like in the so far. See you in the next one.
7. LinkedIn Ads Metrics: Guys, in this section
we're going to cover linked in ads metrics. These metrics are going to identify if our ads
are working or not. And you want to understand
what I'm talking about along the way when I move it in this course because
there are a lot of terms and definitions that
you need to know before getting into
this platform. I mean, it's super similar
to Facebook advertising, if you're familiar with that. But it is alone, they have
some special metrics that they don't have on Facebook ads or Google ads or whatnot.
Right, let's start. So the first one is the name, of course the name
of the campaign. If it's on or off, you will see that as well. The status of the campaign
it's enabled may be rejected. And we have the campaign right. Campaign name will
show up there. Campaign group name as
well will show up there. And your objective
will show up there. And some of them are selected,
some of them are not. You will be able to do that and I will show you how
to do that as well. And you will see key results.
What is the key result? Key result is what you're
optimizing towards. If your objective
is brand awareness, you will see brand recall. If your objective is leads, you will see generated leads. If it's website convergence, you will see how many
website convergence you drive in under this metric. And here you have a start
date and an end date. If you didn't pause the ad or you didn't set
an end schedule, you won't see anything there, but you will see a start date. Moving on, guys, we have
bid and budget columns, these are also important. So cost per result is
also a key metric, Guys, what are you
optimizing towards? If you're optimizing
towards brand awareness, you will see cost per
brand awareness, right? Cost per ad recall. And if you're optimizing
towards leads, which is maybe linked in
leads or website leads, you're taking them
to your website. It will be both different, depends on your website
conversion action, so to speak, what you're
optimizing towards, then that will be
your result, right? If it's, if you're
generating leads, that will be your result. If you're trying to optimize
towards website traffic, that will be cost per website traffic, right?
Lifetime budget. If you set a lifetime budget, you will see, if you haven't
said it, you won't see this. Average daily spend
is a good metric. I always enabled that. And daily budget, I always
enabled that as well. You will see your bid if you're using a menial bidding strategy, and you will see
the spend as well. By the way, you will also
have these question marks. If you click on them,
you will see what those metrics mean even
after this presentation. If you still have any questions, you will see the meanings and you can rewind this
section as well. Watch it again. And general
performance columns, these are the most
commonly used metrics and these are really
almost the same. In any advertising platform, you have impressions, which is how many times your
ads are appeared. And these are not unique
impressions, guys. These are, let's
say your ad shows four times on one
specific person's device. That is four impressions, not one because it is
not unique, right? You have clicks that is
pretty self exploratory. How many people
click on your ads? Average CPM, CPMs cost per 1,000 impressions.
It is not unique. One person can see
your ad ten times, 20 times, 100 times. Right? There's no cap to
it. You can set a cap. But here, average CPM, the lower it is,
the better it is. You want to get this average
CPM as low as possible. But of course, in some
certain circumstances, if you target the really
high level entrepreneurs or founder CEOs, your CPM will rise
automatically. The reason being is these
are really competitive. The audiences,
these audiences are really high in net worth and
income and purchasing power. So people who target them try to sell them
really expensive stuff so they have big
budgets and that's why they're going to
be really competitive. That's why your
average CPM will rise. What is a good low CPM guys? Before we go into that, you have to understand
having a low CPM means your audience is reacting
well to your creative. What you have is an ad
that is a good indicator. If some ads will have a
lower CPM than other ads, that means your
audience is reacting really well to that
particular ad. Average CPC is how much
you're paying per click if you're using a maximized impressions type of
bidding structure, not a manual structure, automated, so to speak. You don't really need to
pay attention to that right average CPC because it doesn't really matter how
many people click on your ad. It is what matters because
you're not going to be able to control bids if you're not
using manual bidding strategy. We will cover everything once
we get into the platform. But every CPC in overall, in layman terms, what you're
paying per each click. That is usually more
commonly used on Google ads. But of course, this is a
metric in here as well. Since you have the
ability to bid per click, right? Reach is unique. Reach is unique impression. The only difference
between impression and reach is you have Let's say you reach one people, but to that person, you can have ten different
impressions, right? That is the difference. You
show your adds to one person. And this is reach number one. And you show your adds to
that one person five times, let's say, and you have five
impressions but one reach. How many unique users
do you average? On average, you
reach out to right. Average frequency is
how many times you show your adds to it is usually
super simple guys. I mean, you divide
impressions by reach. This is your average frequency. But how many times you show
your adds to one person. And that is also an
important metric if you're retargeting people. If you're showing your ads to people who visited your website, but they haven't
become a lead yet, your average frequency will also increase and it is expected to increase having an
average frequency because you're re
targeting those people. But if you're totally reaching
out to a called audience, your average frequency
will be around three, maybe four, maybe five, maybe one, maybe two. Around that mark, right
around one to five. So if you're retargeting
people though, your average frequency will be around five to 20,
all the way up to 20. Some people like to have really high frequencies when they're re targeting people and also when you're
retargeting guys, your average CPM will rise because they're limited
number of people, right? Because you are re
targeting them, you are targeting them. Again, after you showed your product and service,
they haven't taken action. You're showing your
service again to them and cost per 1,000 member
accounts reach. This is different guys. This is the member
accounts reach. Cost per, it's almost
like cost per frequency. Cost per frequency. A person might have several
different accounts, so you have to take that into consideration as
well. Let's move on. We have engagement columns, guys, these are a
little bit different. We have average CTR
click through rate, how many people see your ad and how many people
click on your ads. That is basically it, but
that is basically it. You want to aim about 1% when it comes to average
click through rate, but you're going
to have overall, but on average you will have around 0.5% click through rate. 0.5 to 1% click
through rate is good. Above 1% click through
rate is great. Reactions are total
number of imogies sent, the thumbs up, the clap
hands, whatever it is. Those are the reactions
a person typing, some comments under your ad, shares self explanatory, they see your ad and
they follow you others. They see how many people
reacted, so they click on it. But they don't take
these actions. They don't react,
comment or share. But they look at how
many people shared. They look at other. They engage with your end, so to speak. But this is not as
important of a metric. Total social actions we have, this is also not as important
metric as the rest. So I don't really want
you to worry about this. Clicks to landing page
is really important. So this is different
than normal clicks. Click to a landing page. They come to your
landing page, right? So they land on your page. A person might click, but your website load
speed is really slow, so they don't land on your page. And that really doesn't mean
anything for you, right? They click, but they didn't
see what's on your website, but clicks to a landing
page is important. Click to your linked in page. If you're using a followers
campaign, that is good. And maybe you are in a
conversion campaign, but they want to come to your linked to page to see
what you're about. Maybe they want to
increase their, you know, trust with your brain. Total engagement
counts everything and we have engagement rate. I really don't suggest you
look at this metric as well, because this metric is
going to confuse you a lot. If you're using a
followers campaign, you can take a look at
this metric as well. Try to aim as high as, the higher it is,
the better it is. All right, now we have
viral impressions, clicks, reactions,
everything the same. But they have viral beforehand. What is viral means? Right? What is the difference between viral clicks
and normal clicks? What is the difference between a viral comments and
a normal comment? Good question. Let me
answer that for you. Viral means guys, a
person shares your ad and then the other people that is in that
person's connections, they react to that
viral impression is, let's say I see an ad. I share this ad on my platform
and I maybe like the ad or I send it to my friend and
my connections see that ad. This is viral impressious. So I shared that ad. I really like this ad
on my profile, right? If I share the ad
automatically share on my profile and other
people click on it. That is viral clicks, not other clicks that
you specifically target. But viral clicks has resulted from other people
sharing your content. Exactly the same things. Viral follows, you
really like that ad, you share that ad and other
people in your connections. Like to share that ad as well follow or you know,
convert as well. So viral convergence
is the same. You're not necessarily
targeting that person, but the person you're targeting shares that on his
or her profile. And at the end of
that what happens? They might convert, right? That is counted as
viral convergence and viral post
click, conversion. Viral post view convergence. Guys, these are two
different attributes. If they post, they view the post after after your target
sees it and shares it. If they click and
convert or they view and then they don't click and
then later on they convert. So it really depends on that converting
means also as well, taking a desired action, what you're trying to
go after, maybe a lead, maybe buying something
on your platform, so on and so forth. All right guys, let's move on. We have convergence
and leads column. These are really,
really important if you're trying to convert people, meaning get them to become a
Lite or so on and so forth. Conversion, what
is the key result? Key result, and conversion
is actually the same thing. Click Convergence
is how many people click and become a lead, let's say, and view convergence. How many people see or at and then they don't click on your ad and they type it
on Google maybe, or just type type your website and they
become a lead there. So that's counted as
view conversions. These are two different
attributions, but they are counted
in your advertising. D is a default, right? So a person can see your ad and they don't click on the ad
and they don't convert. But at the same day, they might type your website. Remember it, type your
website converted via Google and it counts
as a conversion here, that's how conversion and you will have a
conversion rate and this also takes into account your conversion
rate is going to be doubled than other platforms. So your website landing
page is really, really important guys,
so you want to aim, double the conversion
rate of Facebook ads, double the conversion
rate of Google ads. So keep that in mind. Whatever
your conversion rate is, how do you calculate this? How many people land on your side and how many
people do you convert? Let's say 100 people land on
your side and you convert. 1% is your conversion rate. If it's 1% on Facebook, you want to have 2% on linked to nets cost
per conversion. How much you're paying to get one conversion, total
conversion value. If you are not selling anything on your website,
don't worry about this. And because these are
actually calculating the value of the products that you sell right
on your website. If you're not selling anything,
don't worry about those. Return on ad spend is the same, like if you're selling
$100 of product, and let's say you get five
purchases and you also spend $100 What
is your return on ad spend five in
this case, right? Leads. How many
leads do you have? Leads form, oppose. What is the difference between
conversions and leads? Leads, guys, Leads
happen on the linked in page and if your lead actually getting leads
on your website, those will count as conversions. If you're getting the leads with a form, which in this example, I will show you how to
do that in linked in, so you get the leads on linked in without taking
them to your website. These are going to be counted
as lead lead form opens. You're going to see how
many people open the form, but you're going to
have a higher number of lead form opens and lower number of leads because
there's going to be some people not
completing the leads. We have lead form
completion rate, you want to aim way
higher percentage than your conversion rate
here because they don't leave the linked platform. Cost per lead is the same
as cost per conversion, but it is four leads. Event registration,
if you are running an event ad that is important to click to
event registration, view event registration,
and viral is the same here. This is almost exactly the
same with a viral comments. It shares a convergence. And these are all it
follows the same structure. Let's move on. We
have video columns. If you're running a video, these are going
to be crucial for us guys. What is a view? A view is counted when a person is seeing at
least 50% of your ad. In terms of the specs. Let's say your ad is 1080 by 1080 and they're
seeing the half of it, like 500 to 1080. And they're seeing
the half of the, at least two 2 seconds. If they complete we
giving 2 seconds when your ad is 50% in the
screen or maybe above, that is counted as a view. Or maybe before even they watch the video,
they click on the. That also is counted as a
view, whichever comes first. And view rate is views divided by impressions times
100. We have CPV. What does that mean,
estimated cost per view? It is estimation based
about how much you're paying in general
to get one view. That is counted as
estimated cost per view. And the most important thing
if you ask me guys this, views at 25% views at 50% and views at 75% and
accomplishes 100% views. This is really important
because you can see on which videos people drop off. Or let's say you're targeting two different audiences
with one video. And you can say, okay, like let's say CEOs and
directors are more likely to, they're watching
more of my videos. Maybe your video view at 75% is way higher on
CEOs and directors. However, maybe senior
level employees, they don't watch till
75% that much, right? You can make really decisive and educated decisions
on your ads. And you can say, okay, my CEO's are responding
better to my ads, they're watching till the end. And you can say, all right, their awareness kind of increased as well as
a result of that. And that is really important to these four metrics here
are extremely important, 25% 50% 75% and 100%
So if you see you have a huge drop off at 25% you can say on one video and on
your other video ad, for instance, you don't have
a huge drop off from 25% 50% you can say what is going on around 25% On my video you go, there you see there's
some person talking. And you can say that feature
or benefit that he's talking about is not really driving attention from the users,
from the prospect. So you cut that part off and
redo your video and make it better so you don't
have a huge drop off here. There was a research
done when people watch 75 and more
percent of your video, they're 100% more likely to
buy your product service. The aim is getting people
to watch till the end. So we have our call to action to get them to take certain action. Coption rate and
completions are super, super simple full screen place. They make your at bigger
and watch it like that. Don't really pay attention to this is not an important metric. Completion rate is
also important. Full screen places,
similar guys. But the thing that you really don't really care about,
viral video views. Viral video views at
50% 75% It is the same, but they have a
viral beforehand. You know what viral means. Your connection shares the video and other people in
their connections. Cd video, 25% video, 50% so on and so forth. And these are not really
targeted audiences. Let's see sponsored
message and columns, and we have sponsored
conversation ads and so on, software. Because these are
going to be important. How many messages
you send, right? That is important if you
are using that ad format. How many opens you have. Sponsored messaging clicks. How many button clicks? Banner clicks, banner. I don't really suggest you have banners. I will show you when we
come to that section. Link clicks open rates, and click to Operates
as important as while cost per
send is important, how much you're paying to send one message to their inbox. Cost per open, how much you're getting them to
open your message. This is important
metric as well. But these metrics are
important if you're using this format. Let's move on guys. We have linked in ads,
metrics for recruiters. We have job applicant columns. How a job apply clicks, how many people click on job apply the job job
applications in total, they click, maybe
they didn't complete. Job application rate
is also important. You want to make it
as high as possible. Higher is the better and
cost per job application, this is an important metric
if you're a recruiter. You have to see when you are profitable when it
comes to linked in ads. Because you're spending a lot
of money on linked in ads. And you have to be
really profitable on the job applications. And maybe you give those applications to the
companies on the client side. And you have to know
what is your exact cost per job applications and
talent lead columns as well. Talent lead. Talent
lead rates as well. Cost per talent lead.
Let's move on, guys. This is also only applicable if you're running
job application ads. We have documents column.
What is a documents? We covered that in the job
on the objective section. Documents is a lead magnet. You're giving them
away something for free in return of getting
their information. So we have download clicks. How many people
click to download? Preview download clicks and al download clicks
is exactly the same. Someone shares that
and the person, the connection is
also downloaded. Downloaded. Preview
download clicks is exactly the same display at 25% 50% and 75% What is that? The documents they have
the ability to swipe. So with that ability, how much they see, how much they see the whole
document? Correct. You have the completions
and Ial display is the same amount. What is MRC columns, guys? Mrc actually excludes
irrelevant traffic. Should you look at
that? Not really. If you want some businesses really focus on the MRC columns. They want to exclude everything. Viral clicks and viral
impressions are not counted. The objectives that are
not in your objective. Let's say you're trying to get convergence and
people who become like they convert via a
viral click a viral view, they do not count those guys. So those are really,
they exclude invalid traffics while they are going to be some
duplicate traffics, they exclude everything
that are in the compliance, so this actually metrics in compliance with
Linkten platform. So I really don't really
suggest you focus on this one. Take into account beforehand what I covered and you can go back and click on
this question mark and see what they really mean. And if you still
have questions when you're running the Linkten
at C on the next one.
8. Navigating to Linkedin Ads: Everybody. Now we are
on our personal profile on linked in and navigating to linked in nets is
super, super simple. Way easier than Facebook cats, if you know what I mean. If you have run Facebook ads before, you know what I mean. First and foremost, once you come to your personal profile, what I want you to
do is there is on the top right hand
side for business, come click on this
and come down and under this page there's
a company page. I want you to create a company page because
without a company page, you cannot run ads from
your personal profile. That's what it's important for. I already have a
company page here, so I'm not going
to click on this. And after that, guys, there's this advertised button on the top right hand corner. And once you click on it, it will take you
to your accounts. So you can have multiple
advertising accounts once you click on the
advertised button, And this is an
advertising account. This is an advertising account. For instance, if you
click on this guys, if I click on this, this will take me to my
campaign groups. This is the campaign
group, for instance, one campaign group, one campaign
group in Facebook terms. These are the campaigns and the previous page we saw
the accounts, right? So these are the
campaigns guys on Facebook terms but on
Linked in ads terms. These are the campaign groups. When I click one of them, it will take me to the assets on Facebook
terms, again, on Linked. In terms, these are campaigns. So you will see
there's no campaign. For instance, I will go
back and click one that. If we have one, let
me click one of them. Yes, we can see the campaign
groups, for instance. These are the places that
we do our targeting. And once I click one more, it will take me to the ad level. This is the place where we
put our creative image, video carousel, text,
whatever it may be. And we put our ads
there and copy, right? This is the advertised section
on the left hand side. So let's discover more
what else we have. Let's go back to
campaign groups. For instance, you have
the advertising account. As I said, underneath
that we have plans, audiences, and brand safety. Once you click on audiences, you can create audiences. For instance, people who
visited my website or a custom list so
you can target or retarget those people
with your ads. This is similar to Facebook
audiences. Super similar. I don't want you to worry
about brand safety, but if you have a client and they want their ads to appear on different
platforms than linked. In because Linked it
has partner sites, like all the other platforms, Google has display network, Facebook, ads, apps, and sites. Tiktok has partner
sites as well. So these are the sites. If you can download this list, connected TV list, web
and mobile app list, you can exclude or
include some of the lists that you want to
target or not target, right? Or you just want your
ads to appear just on linked in and then you don't have to actually
worry about that. Let's go down, we
have advertised, as I said, this takes us
to the campaign groups. We have tests. I usually don't suggest you
do the tests here. You can do your AB testing
inside of your ads. You can create different
campaign groups and campaigns and do
your testing like that. We have analyzed. You
have the inside tag guys, this is extremely important. I will show you how to do it. Inside tag is the pixel. The pixel is the brain
of your ticount. This is going to show you
how many people come and buy or become a leader on your
website through this tag. Without this tag, you cannot create remarketing
audiences because linked in will not have any
idea that people come in doing certain stuff or which type of people are
coming to your website. Right. So I will show you
how to implement that tag. You have website demographics, but you need definitely guys, the tag to do that. And conversion tracking,
you create that action that you want people to do on your website
and that will be it. Underneath that, we have assets. You can create a landing page, you can see your landing pages. You have lead generation form. That is really important because on the lead generation form, you get people to take action on linked in without
going to your website. This is really important
if you, as I said, website load speed is really slow or maybe you have some issues with
your landing page, not really converting well, so you want people to become a lead right on
linked in and this is going to drop down your cost of acquisition of a new customers. Underneath that we have,
as I said, lending pages. Asset history is going to be the assets shared or
you copied before. And under that you have account
settings, billing center. You put your credit card
information in to spend the advertising budget and you can manage access
to other people, give access to other people. Then you have the company page. You can edit the
company page from here. And then you have the in business manager which they're mimicking the Facebook
business manager. So if I sign in and create
a business manager, for instance, in this case,
by the way, this is a beta. Currently, they didn't
launch that completely. And if you're an
advertising agency, I definitely urge you to have a linked in
business manager. All right guys, hope
this was clear, this is how you navigate. And if you're just
starting a testing, you don't need a business
manager account right now. You can just advertise through the advertise here over here. But other than that, I definitely
urge you to create one. But as I said, it's beta. But still it will help you as an advertising agency.
See you in the next.
9. Linkedin Ads Settings: Hey everybody. How
are you doing? In this section, we're
going to create some ads. We're going to start by
creating a campaign group, then a campaign, then an ad. I'm going to show
you the tweaks, how to write an
ad for Linked in. And you'll be all good to go guys for this to
start as we covered, we have to click on Advertise on the top right hand side
just to recover everything. And you're going to
select the ad account. If you want to
create a brand new ad account for a
client for instance, you can come here and
create, create an account. If you have an existing
one, just click on it. If you don't just
click on the Creates, now we have a brand new
campaign campaign group that we're going to
start from scratch. First of all, guys, let's
create an imaginary product. Let's say we want to
create a software for businesses to
increase their workflows, to increase their efficiencies, what they do in their
businesses, right? For this to start guys, we are going to create
a campaign group. That is the first we covered. We have not much to do
in the campaign group, so we have account campaign
group and campaign. We're going to create a
campaign group and we're going to usually name this if you
want to work with an agency, always start by with
the targeting country. Let's say we are in Australia. And then let's say
the objective. What is the objective
that we want to have? What is the objective guys? In this case, we want to
generate leads, right? We want to have lead generation. And if I selected
Lee Generation, I want to type in Legen here. So each campaign group
has a purpose, right? Australia Generation.
All right, that is cool. We don't have a specific
campaign group. What do I mean by
this? If you have a Black Friday
offer, Cyber Monday, End of Financial Year offer, you want to put that in the campaign group as
well? That is great. Group objective,
lead generation. I want more quality
elites on linked in shared by all
campaign group in this. Yes. Correct. And then now
we have two options guys. We either can select campaign budget optimization,
which is called. We have separate
interests that have separate budgets or we let the whole campaign decide
where the money goes to. I'm not turning this
on when I first start. After a while, once I have
good winning interests, I will turn this
on and I will let linked in algorithm to define
where to spend the budget. We go down with UK set and run continuously
from the start date. I usually go with this and I manually oppose
the campaigns. If it is guys, as I said, like a Black Friday
campaign that is going to start a certain date and
end on a certain date. You can select this, Start X, Y, end on X Y. Or you can say start
an end date, is this. I want you to spend
$600 overall, right? You can say that as well. But if you set this with the lifetime budget
and start an end date, they might spend $10
on certain days, they might spend $50
on certain days. You cannot really control that. They will find the optimal
results for that is good. One good think about this. What I'm going to do, I will say run continuously from this date. Yes. And what I will do guys, I will set specific, set budgets for campaigns. All right, so now
if you go down, you will see the campaign
over here, Campaign Group. This is the campaign group. We're going to click on Plus Campaign. What
does that mean? It is going to give
us the ability to create a campaign under
the campaign group. It gives us two options. One is quick, one is a wist. Now we're going to cover how to do that in
the next section.
10. Linkedin Ads Ad Creation: By now it is time
to create an ad. Ad is really important,
as I said guys, the targeting is
important on linked in. But just like any
other platforms, tracking is impacted
by the iphone users. Now, iphone is almost
declared a war against all the other social media platforms,
especially Facebook. But more, the other social
media platforms are affected due to that
decision of Apple. So they can opt out of cookie, opt out of tracking, right? So you won't be able
to be as accurate. But that's why the importance of the creatives
are even higher, as high as it has
ever been so far. So we have to really
nail down the creative. By the way, guys in
the agency world, if someone talks about creative, that actually means image
plus the copy, right? Image or video plus
the copy, copy. The words that you write on
the. All right, let's start. So we are in this page
and we're going to say create new ads. Or ads. So let's name our campaign. I usually name it as
static or single image. Whatever the format is, I usually talk about the
visual off that image. If it's a video, I talk about
the video plus the hook. If it's a text, I just talk about what is
written on the text. So it is an identifier for me. Right? But not
running the campaign, I will have maybe 20
different images. 20 different videos. Right? Different stuff when
I want to filter that. When I want to only see the images with let's say
the men on the screen. Right on the screen, I
type men on the screen, those images will show up so that they're going to make
your life easier, guys, in the long run, if you want to work in a marketing agency, that will help you
to be more organized and they will require
you to do that as well. Let's go on single image, let's type image, and we're going to type in
whatever the visual is. And we're going to type
in whatever the copy is. Right, Let's say a long copy, short copy, medium length copy. There based copy or
gain based copy, storytelling copy,
whatever it is. Right, let's go down, so we're going to write the L, destination L, let's
say whatever it is, let's say Best software, Software.com That is
our URL for instance. And by the way, there's
a good news guys. If you have good images
on your website, if you click on Scrape, that is they're going
to scrape some images, like pull some images
on your website. And try to use that with some dynamic texts from your
ads as well from your image. But what we're going
to do, we're going to upload an image here. The image that I just created
here, I chose to do so. We can't put all,
whatever it is, optional doesn't really
help. Not really. All text is going to appear
right underneath that. Let's say don't pay us, pay us if we don't deliver
something like this. It is an old text
just like SEO guys. It's going to help people
are not going to see this, but it is going to help
you if you see on desktop, as you can see, they're
not seeing anything here. This is not like a description
like Facebook ads, just an identifier for you
as we selected the image. Let's go type in headline. What we're going to type in the software that your business needs to increase revenue. If you don't improve efficiency, you don't pay a dime. That is a cool
headline, actually, As you can see, actually
I want to take this, this is the headline
at the bottom. I'm going to take it and
put it at the top guys. The introductory text
has to have this the only safe software that your business needs
to increase revenue. If efficiency, you
don't pay a dime, then we're going to update that. I will just copy and use it
in the headline as well. If we don't deliver, let's say small business or let's just put it
in the description, small business, so where cool then call to action of course is
not going to be sign up. It will be rigid. It
will be guys up to you. I personally for this
one I would go with learn more since this is
going to be soft frame. All right, We are clear. The ad is more or less outlined. We can see what is
going on with the ad. Now what we have in our
hands is the form details, what happens when
people click on the ad. And now it is time to
create a form under this. We're going to need to get their information right
then in there, as I said, the reason why we run the formats like you
generate leads is a lead objective is when our website lot speed is low and linked in
is expensive platform, we get their
information as soon as possible so we can try to sell them something
over the phone or via e mail automation,
whatever the case may be. And select a generation, select a lead jump form. I mean, we haven't
created any yet, so we have to create from
scratch, create new. All right, now it is
time to create our form. Let's say software. By the way guys, it is really important to put a date next to your forms because
you're going to create more forms in the future. Let's say what day is October, November 23, and then
let's say English, of course, offer a headline. We have to put something that is appealing so that they have reason to share their
information, right? Let's put something like this. Increase efficiency in 30 days, you don't pay. That is pretty self explanatory, pretty direct response
offer details. All right, so I'm just
going to use chat PT for this one part of wasting time to rising
costs, blah, blah, blah. I'm just going to copy this and go back to
our linked in form. It is quite long, so I'm just going to delete some of that. Still Too long. Cool. Tired of wasting time,
blah, blah, blah. All right, and we have to
link a privacy policy, since we're not taking
them to our website, we have to link something, a privacy policy to our website. Guys, you don't have to
have a lawyer to write it. You can just type in
privacy policy to Google template and then
download one template. Literally PWC has a template. Pwc, I use their template.
This is the one. Just download it and it just a parts with your
brand name, company name. And then you're good to go guys. Privacy policy, text
terms and conditions. I mean, this information will
be used blah, blah, blah. And then let's go down
lead details. All right? So in this case, what do
we require from that? Right, Maybe you
need something else. Word, contact, job title,
whatever it is, right? If you ask me for a
software business, in our example, first name, last name is definitely
not required. E mail address is required
and contact phone number is really required and linked in profile ID. Not
really required. Guys also keep that in mind, the more things that you
require for them to feel the less people are going
to be become leads, right? The reason being is the
more friction that you put between the person to become a lead and your goal that friction is going to increase the more things you require. If you require just
name, your lead, numbers are going to
go extremely high, but keep that in mind as well. The person who goes through
more friction is more likely to be more qualified than the person who doesn't
put any information. Keep that in mind as well, so we have to find a sweet balance, quality and also quantity. So do you need, which
one do you need? Work email. Not a lot of
people have work E mails. That phone number is just
enough we can do work. Company name maybe
could be good. Company name and
education degree, This is pretty much I
think is enough guys. We need a name, e mail address, first name, E mail address, phone number, and company name. I mean, that is all
you need to know. No, and you need a
custom question. This is my favorite part. The reason being is you can engage them a little bit more. You have multiple choice
questions or single line input, so you can understand if the person is a
fake lead or not. Why are the answers of the
person's questions right, Of their answers
to the question? I usually go with
something like this. Are you ready to degrees, overall costs of your business and be more profitable
question mark, right? And then if that person just
types a random stuff like X, Y, X, Y, S, I know that
person is not serious. Right. People want
to be consistent and if you say you said X, Y to this answer, and the person will psychologically will think
to become more consistent. Yes, I said that.
Yeah, I need to be more efficient
in my business. I don't want to spend more
because X, Y reasons. Maybe they're just
a VP director, maybe they're the CEO
or whatever, right? So that person wants to be consistent and custom
checkbox. Totally up to you. Well, let's say we can say we will contact you with
this information. Please make sure the
information above, information above are accurate. They have to tick
this. You know, if you make it required, they have to check this. That is really important. I usually make this because their likelihood
of getting back to your phone calls will
be extremely high and you can put more
custom check check box. We have the confirmation
and we can say thank you after they've signed
their things up. Thank you. We will contact you
in whatever hours. I don't know how
many hours you wait. I suggest you just
call them right away. I Less than 5 hours. In 5 hours, please expect a
call from something number. Right? You have to put that
in as well so they don't go bamboozle when you
call them, right? Best Software.com cool
was a company website. You can say that hidden
fields doesn't really matter. I don't usually feel those. The website, it is going to look like this. Let's go back. We're going to have
an introductory text. This is the ad section.
I deleted that section. The form We have the form. We have to put the
privacy policy. As I said guys, this increase
your efficiency in 30 days. You don't pay. Tired
of waste of time, inefficiencies,
and rising costs. We've got solution
you've been waiting for and put their
information in. Yes, they have to click
Submit and then click Yes. We will contact you
with this information. Please make sure the above
is accurate. Thank you. We will contact you. Fire fires, please expect a call from Xxx something something
and you will save the ad. And this is it guys. This is how you create
an ad instant form. And these people,
once they populate, once they put their
information in, I will show you where you
can find those leads. Because those leads
are going to be in linked in, not
on your website. That is the difference of linked in they compared to
the other websites. So guys, hope this was clear. And in the next
section we're going to cover the pixel
and we're going to talk about the duplication
strategy so we can actually do a proper
campaign testing. See you in the next.
11. Where Do Leads Populate : We cover how to
install the pixel. I just want to quickly
show you guys where do these leads appear and populate. So we're just going to
go back to our linked in ads and this is
the campaign group, this is the campaign
manager guys, as you can see on
the left hand side I am on the advertise. So if you go to lead Gen forms under assets on
the left hand side, again we forms and this will
appear under this form guys, if we were to create in the previous section,
I didn't publish it. If I were to publish it, you will see the forms xyz form form with the
date as I explained. Then under, under those forms, you will see the leads populate. So you'll be able to call them, call the leads and
then contact leads. All right, let's cover how to install the pixel right now.
12. Linkedin Ads Insight Tag: I'll come back everyone
now, we're gonna put the
13. Linkedin Ads Conversation Ads: Hey everybody. In this section, we're going to cover one of the most unique
features of Linternet, which is conversation ads. You cannot find conversation ads in any other ad platform. You can get people to engage with your brand and software, or product or service, whatever the case may be. And let's jump in and create one conversation
ad, shall we? All right, now I'm in the
campaign group, guys. I'm going to create a
campaign group which is going to be one brand
new from scratch. And I'm targeting Australia, let's say Leen, right? Let's, we want to
generate leads, right? So now we're going to
select our group objective. Or you don't have to
select a group objective. You can't do this in
the campaign level, not in the campaign
group level, right? So it is totally up to
you can turn this off. Turn this off,
totally up to you. But the only thing that you
need to keep in mind guys, you cannot use budget optimization
if you turn this off. So you can have separate
different objectives in each campaign if
you turn this off, but if you turn this
on, you have to have the same campaign objectives in all of your different
campaign groups. Keep that in mind, and
let's try turning this off. Imagining we're testing
different stuff. Different campaign campaign
budget optimization, not a campaign group budget
optimization. Right? And then we're going to start running continuously and let's create campaign group section
is all done and dusted. We go down and let's find
the one that we found. Yes, create campaign. And now it is going
to take us to the campaign level where we actually set our main objective. Right, So we want to select
the advanced and we go next. All right, so we have a
bunch of options here. We want to generate leads and also you have
to make sure guys, if you select brand awareness, you want the conversation ad
format as an option, right? Let's go down. Let's
say we selected our audience and everything is all done and
dusted. We go down. All right, now we
have our ad format. Here we have single
image, we have carousel, we have video, we have message, we have conversation,
and documents. The conversation is
the one that we want. And yes, some of our conversation ads will appear in fixed slots in
messenger inbox. That is all good. And
audience expansion has been turned off
for conversation ads. Or if that is all good too, I preach for enabling the
expansion on anyways, Right? So we go down and we set a daily budget of
$10 for instance. Right? It is the minimum
that we can set. In this case, the
only difference that we need to
make sure is guys, we don't have the Facebook
like bidding options. We don't have maximized
delivery with the lowest cost. Because since this is
a mess messenger ad, this is more like
a messenger ad. But it includes
conversation as well. You have to do a manual bidding. So as you guys can see, manual control your
bids in the auction. And we have to set a
bid for how much we're willing to pay per each
click or per each cent. We're sending a message and they will engage
in the conversation. But we don't really
can't control how much we can pay per
engaged conversation. We can only control how
much we pay per cent. In this case, let's
say they suggested 0.30 and we can start a
little bit higher than this, and then we can slowly
work our way down. There are some different
people that they suggest is slowing it down
and starting really low. And let's say 0.05 And
then they start like this. If they don't get enough
impressions or sense, they will increase the budget slowly until they
find the sweet spot. But I want to get as
much data as possible from the get go and I get
the learning phase out of the way way faster compared
to the other people that focus on slowly increasing the budgets on the
manual bidding. So we can go ahead
with 400.40 cents. And we will select our
Commerce Conversion action. Select the one that
we recently created, and I think that was this one. And then we're going to
say next. All right, cool. And we are happy. And it is going to take
us to the ad level. In the ad level, guys, this is the part where
we create our app, where we create our
conversation, right? It is going to show
your personal profile. So you have to keep in mind guy, you guys, you can
change the sender. You can say at a sender, it can be any other
person in the business, because it has to be a
person instead of a company. You can use a message
ad as a company, but as a conversation ad, you need to find a person. It could be the CEO of the company, of
your business page. It could be the assistant,
It could be admin. The higher up the person is, it is way better. I'm the head of strategy here. Subject line, subject line is extremely, extremely
important guys. I personally suggest use
a click pat subject line. The reason being is
if they don't click, I mean the first goal of the subject line is to
get people to click. If you don't succeed on that, you're not going to
achieve your goals, what can we do is that you. Question mark,
something like this. I have an e mail
subject line list and I will put
under this section, and you can use
those subject lines in this subject line here. In e mail subject lines, the goal is exactly the same. The goal is to get people
to open that e mail, right? And it is exactly the same linked in
conversation as if people, if you put all your offer here, get two months free. I don't know software,
something like that. People already know your offer. They don't have to click on
it even if they need it. They'll whatever they
don't want to click on it. But what you want to
do is use a click. Pay short, Concise, and have some sort
of a self interest, meaning what they're
getting out of that, right? They have to get
something out of the headline is that you is kind of something
includes them, right? Is that me or have you seen this or I
tried to contact you? Right. Those subject lines are including self interest.
It's about them. So they will think
about, oh, okay, am I in that something or
he really tried to contact. So let's do is that you and
I will put that piece of subject line so you can use that in your e
mail conversation. Ads. And then you have the
option to include a banner. But I tend to avoid that to make it look as
natural as possible, as native to the
platform as possible. And you can add custom footer
and header of conditions. All right guys, the
only thing that you need to know is you need to have a le generation form and in
this case we're going to use that lead generation form
that we created previously. And yes. And we can
create a new one or we can select and choose the one
that we've already created. And in the previous
section we created one. And we're going to
choose that and we're going to go
say next steps. All right, Now we have the next step which is
the farm part, right? We have our preview subject line is that you and people are
going to be intrigued, right? And in the section recruit
new hires, is this our goal? Is this your goal?
Do you want to recruit people with
conversation ads? If that's the case, go
ahead and use this one. And you can say select different options for
that person to select. Yes, please reach out,
I can refer someone. Tell me about the company. Get donational volunteers. Is that the one that you want? If you want so you
can go ahead with that Drive Drive events
or webinar registrations. This could be great if you want to get people
to a webinar and then sell something in the webinar in more of a high ticket course. That could be one option. Drive trials and demos. This is actually what
we want in this case. The reason being is we
have an imaginary software that we want people
to sign up for, Drive enrollments for a program. This is another option. Drive Asset Downloads
is another option. You can get people to download something and then that
person becomes a lead. The only difference
from this and the documents ads
is you ask someone, do you want to download
this here in the documents? As you don't get into
in the documents. As you don't get into
people's inboxes, they just can download it with putting their
information under that. We have offer
professional services. It could be a marketing
agency, something, something survey,
Paul, an audience. We have promote your podcast. You can select a
blank one and you can start a conversation
from scratch. You can build your entire
conversation from scratch, but they have a bunch of options that give you the templates. Mainly you can select and
choose from drive trials and demos is the one
that I'm going to go ahead with and
I'm going to choose. So you can see we
have two options. If they say sign up for a demo, they will just put their information in
and become a lead. If they say tell me
more, they'll go back. We have companies like x, y, z, x, y, z, and case study and help you
with value proposition. If they say sign up for a demo, they see the lead fund. If they say not
looking for right now. Not very curiosity.
Out of curiosity, we have a solution
in place, X, Y, Z. If they say yes, I do say cool, follow you on linked
in or whatnot. Or if they say follow up
option, a great question. Here's x, y, z, x, y, z. So you keep the
conversation flowing to help you give
convergence, right? So let's say we start
with this action, with this question, with
this condition, so to speak. Sign up for a demo, right? Let's start for free. I will start with
something like this. Let's start for free. If they click on let's start for free. They will put their
information in, They will take that person right away to the
lead generation form. Right, we've taken your response and it will be a thank you
response automatically. If they say, tell me more, I am not sure yet. Let's say you can adjust these. You can say show next message or you can get
people to your website. I don't really suggest
getting people to your website right away because it doesn't
really make sense. Since we're using the
conversation at format, we have much more abilities
to improve this conversion. Right. And then it response and we can
say we help companies like say we have companies like yours to scale or to increase. I think starting today
you can save more. Let's save more money. Free with the software, Let's say if we don't
make you save more, you don't pay a dime, All right? That's cool, and we're
happy with this. You can add an image, but
I don't really suggest adding an image because
it doesn't look native. We want these to look native
as natural as possible. In a normal conversation, you don't see images or whatnot.
And that's pretty cool. You have two options
again. Sounds good. Good. I am happy to start. Just sounds good. It's too long. And opens a let form. And then they'll put
their information now. Looking for right now. And you can say another
thing. It response. We go down, no, where is
just out of curiosity, the already heavy solution
in place for efficiency, your business. Yes, I do. If they say yes I
do, we say nothing. We just show a text
message and we can edit that response. Keep me posted. Follow your own linked
in success stories, There's no need to
put success stories, but their objection might be they don't trust
your print, right? It is good to have
that in place. Follow your own linked in and
you put your linked to URL, link to your out here
and keep me posted. And keep me posted
doesn't really make sense here. Sounds good. And then they get to your
lead generation form, and that is cool. So, gotcha. While we're here for
your consideration, feel free to visit, check out our website to
see blah, blah, blah. And in terms of the website, you'll just put your
link here guys, Westsoftware.com That is good. All right, so let's go back. Let's rewind our flow chart. What happens in our flow chart? Hi X, Y or let's go
back to preview first. All right, let's edit
this bad boy, Right? This bad boy need
need some editing. Hey, hi there. First name doesn't
sound really good. Hi, first name, my name is, I don't want to include, my name is, people don't
really care about that. Hi, Hi, X, Y, Z. Do you want to save more with a software that
costs you Nothing? Question, let's start for free. I'm not sure. So they don't have enough information to say, let's start for free.
Let's put something else. We offer efficiency
software businesses, businesses like yours. If you don't save at the end
of the year or free, cool. And then let's start for free. They will say yes,
and I'm not sure yet. We will show another message. So this is the flow, hope this makes sense guys. You can add as much
options as you want. More time. You can spend
as more time as you want. So if a person says yes,
let's start for free. They see your form, right? If they say, I'm not sure yet. We help companies like yours
increase the efficiency. I mean, it's almost the same. Let's just go back
and we can say here, Coca Cola, or in a Coca
Cola's tubic X, Y dentist, dentists save $50,000
with a software only, I don't know, five grand a year. Does that sound interesting? Also, keep in mind if we don't
increase your efficiency, you don't have to pay anything. Bam, shall we start for free? And this goes on and on, right? It sounds good, not
looking right now. And then we try to convince
that person it's like a live sales funnel, right? You just create a sales
funnel right off the bat. And that's why I really
like the conversation ads, but it can get some really expensive over it
over time, guys. Because you're paying 40 bucks, $0.40 to send it, but you're not really
sure how many people are actually opening and
continue this flow. And then you can say create. And you create
your conversation. And this is it guys, you just say create and you
are good to go. I mean, you just have to fill up all the flow charts
options here. So for instance, we have
much more to complete here, but you don't have to go on
with all of these follow ups. You can just create four or five different
conversation elements. It is totally up to
you. You have to think about it like a couple of
hours because it takes time. You're building a
legitimate sales funnel, like a salesperson is
talking to that person. And that is really important
to put some time on it. And then once you're done, you can click on Create
and you're good to go. This is how you run conversation as hope this is
clear. See you in the next.
14. Linkedin Document Ads: Targeting. And the Alba target, Head of marketing,
director of marketing, operations director
of marketing, senior vice President marketing. Vice president,
product marketing. Not really. Senior
director of marketing. Yes, cool. Now we have
100,000 of audience sites. As Guy said, you can
narrow this down. And if you say narrow down, you will be able
to target people who are also interested in X, Y, Z when there are also
the audiences, right? Or you can exclude people. So you can say, yes, I want to exclude people, now we're excluding people, these audiences, and
I want to exclude people who work in really
in big companies, right? You can say that.
Let's say company, let's go down size. I want to exclude
these guys, right? I don't want to target people
who are in these companies. That's a great, great exclusion. If you ask me, let's
say I want to exclude those people because
my service as, let's say marketing agency is not serving those
people, right? I'm not going to be able to serve those people because
maybe I don't have the facilities to
do totally up to you and that is a good target. Digital marketing, let's say
digital marketing service. And I'm going to type
in my targeting here. In the other section,
I will just target just smaller companies
in terms of size. All right, and we go down, you can save this audience not to do that again and again. Once you create a new campaign
group on your campaign, you look at it, see, let's do that together. Let's see. Marketing
manages. All right. You will be able to see
this when you come down and create a new one that's super,
pretty self explanatory. All right, now we
have the ad format, which is what this video is for. Actually we have
the document here. We just want to go ahead
with this bad boy. And we don't want to expand on the linked audience network. The reason being,
as I said guys, they have a bunch of different sites that
we don't really trust. And the reason we want
to target here is to get the brand awareness factor and the increased conversion
rate of linked in nets. All right, we have $10 budget, we have different
bit strategies. I will cover different
bit strategies in a different module and I will start with
maximum delivery. As always, you select whatever tracking you want in case
people go to your website. And I'm going to say next. Confirm next. Yes. Now we're
coming to the ad section. This is the fall part, guys. Now we're creating
a new documents, ad, So this is what it's
going to look like, guys. This is the document,
for instance, if they want to unlock the full documents on
the right hand side, as you can see, they have to put their
information right, so you will be able to
set a preview pages, how many pages they can
see without signing up. In my opinion, guys, you want to enable
as much as possible, not the full everything, but
maybe if you have ten pages, you want to enable five or six so they know they're
not signing up for a bullshit lead
generation that they created or Chachi Pt or
anything like that, right? So name documents, add
short copy for instance, let's say lock them and then you're going to choose the documents and comp the free. That looks good. And we're
going to upload a document. It could be anything.
Literally guys, your document has
to be in there. Of course, Let's say
this is my document, the presentation of
this module by the way, we have a bunch of
different pages. It is totally up to you how
many you want to enable and we're going to see how it looks and upload as complete. We will just save
the ad and refresh. Sometimes there's an
error shoving up here. Select the form and
you're going to create a new form as we created in the previous section.
You want to make it. And I'm just for the
sake of this video, I will select the previous one and I will just say Save Ad. And I will refresh
it and see how it looks in the preview. All right. I will just go into
that and I will view the ad on desktop feed. You can see how it looks. If you do mobile feed, you will be able to see it on your mobile if you
scan that QR code. Let's see on desktop, right? This is how it looks. And once I scroll, right, people have to unlock it. I didn't make it
free to preview, so I will just go in there
and edit that part as well. If you hold it a
drag and drop here, since we save this,
I cannot do it. You have to duplicate this
to change that format. And I will have to do that duplicated and
create a new format. All right, this is how
the document ad looks. And if you wonder where
the ads do populate, you just got to go
back here guys and I will show you where
the leads populate. On the asset section, we
have the lead gen forms, and under that lead gen form, you will be able to see
the leads generating here. And you will be
able to click and download the leads here, or here you have the
options to do that. This is how you create document
ads. It is super simple. It is just the ad format
that is different. And that's all you need
to be honest, guys. I mean, if you go
back to advertise, if you want to create
a new format of ads, you need to create
a new campaign. As I said, let's go here and let's go to the one that we just
created, documents ad. We have one ad here. If you want to
create one more ad, we can click on this ad. We can create one more ad. Things guys, we can only
create a document ad. If you want to create
a new format of ads, you want to create
a new campaign. But I can create endless number of different document ads here. Because the format is set
in the campaign level. We set what type of creative ad format that we want to use in
the campaign level. But since we selected
document ads, I can create endless document
ads in this section. Hope it makes sense, guys. See you in the next one.
15. Analysing Linkedin Ads: Hey everybody. How
are you doing? In this section,
we're going to cover some ads that are powerful. That are making
money. But there are good ads and there
are some bad ads. And we're going to see what you should avoid when
creating an ad. Let's see some examples
that you should avoid. Definitely. So we have two video examples
that you should avoid. And I will just
jump onto Linked in a library so you can
see what I mean guys. By the way, this is
the site that I'm on. This is linked in a library. And if you type
that in on Google, it will come up and the
first result is this. Lincoln's Ad Library,
you want to click on this and you will get to
Linton'sd library, right? So if you click on it, we are now in the
Linkton'sd library. You can see other people's ads. If you type in
Microsoft for instance, you will be able
to see their ads. As you can see, we
can see their ads. What they're running,
what they're not running. All right, so I will show you one example that you
should avoid, definitely. And I will ask you
why you should avoid and I will give
you some time to decide. Right, Let's watch
this together. All right. Now we
watch the ad together. This is the ad copy copy. Ad copy starts really generic. So first and foremost,
that is their first In today's fast paced word world, saying ahead means deeply
understanding consumers. That doesn't mean anything for a business owner or
a decision maker. They're not going
to read the rest. I want to ask you what is
wrong with the ad itself. Let's watch it again.
So it's second. Second guys, you have to hook the users in
the first 3 seconds. And here we have 2 seconds already gone and we see
nothing but a purple screen. They are losing customers left and right with this
particular ad. I'm sorry, Susie, if
you're watching this, I have no idea
what the brand is, but they're losing customers. In the first millisecond, you have to present something. So they keep watching
what you have to offer, right, for the rest of
the video. All right. It starts to show some
testimonials over here or there's some people yet on the 25th
second or something. And 1 minute is
quite long if you don't provide some value or
real case studies, right? So as you can see
this is pretty much, I think a case study
software examples, again like we lect
just we did in the previous modules but you can see they are wasting seconds. I mean 123 guys first 3 seconds, there's
nothing going on. They're like there's a
hook rate calculation. Which is a metric
that is extremely, extremely important when
it comes to linked in ads, Facebook, as any
type of social ads. That is calculated by how, how many people do you retaining
in the first 3 seconds of your video compared to everyone else who
sees your videos? That is crucial, guys. So if people are not
looking at this data, it is, I mean you're losing
customers left and right. That is crucial. So that is one mistake that
they're doing. Let's see one more example
that I will show you. And the music is really
generic as well. It's like a TV ad that
you should avoid. And this 100% this ad is not
performing as they desire. So we have one more example. We have in private
credit market, some sectors are more
attractive than others. The first sentence is a that sentence that
doesn't mean anything. Again, they have to be concise. There has to be a self
interest in the ad, in the first sentence,
specifically. That is a copyrighting example. That we can go deep
and deep and deep, but I will just
cover this headline. Discovery is where we see the opportunities and challenges today. That doesn't
mean anything. It starts like in a
high school essay. I mean, nobody wants to see
like in today's day and age, blah, blah, blah. Nobody
wants to hear that. Let's watch the
ad together and I will let you decide what
is wrong with the ad. All right? It is 5 seconds gone. In the video, we
haven't seen anything. We see a boring
logo which there's only one place that you can put the logo is after
the call to action. There's not anywhere else for the logo to appear even if it's a brand awareness campaign. So without providing anything you're showing your brand logo, nobody cares about
that logo guys. Their logo is like literally a one way ticket to failure
in terms of advertising. If you want to place a logo, just have the logo on
the left hand side. Just let it stay there like
when the video is flowing. But in the fifth second, we have the same, same issue
as the previous video. Same exact same issue. So we see the third, second, four, second,
fifth, second. The guy starts
speaking. This is good. A person speaking, a genuine, like native interaction
on a linked in platform. A professional
interaction. That is good. The overall video itself is
better than the previous one. However, the intro, the most important part of an ad is the first 3
seconds, the hook. So they're losing the audience's
retention right away. Yeah, exactly what I said. I would click the link
about to continue watching. Yes, it makes sense for them to get them to
a certain place. It's like a value offer, like a lead magnet, we can say, Or a high value content offer,
anything like that. It's just like a document ad. So they can download.
If you click on the ad, we will go to that person's
or business landing page. Let's see some image examples
that we should avoid. We have this from type form. What is this capture?
More leads with people friendly experience
that doesn't feel like a form. The copy is amazing, copy is really good, It includes self interest. So when a person reads it, it will say what's in it for me. And it is answering
that question. Yeah, I can capture morales with a people
friendly experience. That is good. It doesn't
feel like a form, right. It is more engaging because when people are
conducting surveys, the most important crucial
thing that people are losing, people are not enrolling
in the survey, not being a part of the survey, due to its being too
long and not engaged. They're doing a good
job in the copy. However, when it comes
to the image itself, don't be like other marketers. Make it meaningful. That doesn't mean a person can
skip this still. We don't understand
anything, don't be like other markets. Make it meaningful, it doesn't mean anything. Make
it meaningful. Those abstract
sentences and words, innovative, blah, blah, blah,
that doesn't mean anything. Guys, people think it will work because
they are linked in. However, human
psychology is the same. They don't become a
different species if a being in a
different platform. They don't become homoerectus linked in homosapiens
on Facebook Atra. They're still the same people. They still react the
same to certain stimuli. Let's move on guys. We have some examples now
that we want to emulate. This is also one more example that we should avoid as well. To see the last 11 have any deep understanding of technology is your
classroom benefit, both the teacher and students. This is still wake.
Not a good copy. I would give this four out
of ten, whether or new, revisiting our learning portals helps you master screen
sharing with key features, setting, and real time
scenarios displayed out. I will ask you what is
wrong with this app. You tell me what is
wrong with this ad. I will give you 3 seconds. 321. If you said the copy in the visual is
not good, you're wrong. The only thing that is
wrong with this ad is how chunky this text
is in copyrighting. There is a rule,
you should make it easier for an eye to flow. This is intimidating. The whole chunk of
text is intimidating. Nobody's going to
read that, right? Even the context of
the text is good. I'm still being intimidated
when they're swelling down. I'm not going to
read that right, people on linked in to see what other people
are posting about, like job opportunities,
learning new stuff. When they see this promoted, they will squall right away. This is not engaging.
Even if the text is good, I will put that text
in the headline and make it sentence
by sentence. And I have to keep the sentence short so I engage
more attention. And also I will put
something more visual in, in the image and make
it direct response. I have to have something
that provides value, right? So let's do that. Let's look at the examples
that we can avoid. Look at the beautiful copy
here. Improve clarity. So as you guys covered, we covered an
imaginary software. In this case was like increasing the efficiency
of a company, right? Improve clarity, easily
understand the process. That is actually what we
were trying to do, right? Reduce errors in mistakes, diagram to steps in business. I mean, it's clear benefits of what the state provides and they're actually showcasing what it looks like when they
enroll in the software. Look at this, it clearly
shows the process flow charts of that software
and how it looks right. Process flow chart,
template mirror. If you click on it,
you can download it. Or maybe it's a software, so it is a good add guys, you can see what it looks like, how that provides value
improves clarity. I mean that's a great at a super simple direct
to the point. There's no need for a
big text on the screen. Or they can say maybe a
life example or maybe like a hidden screenshot or something like that to
make it more enticing. But overall, this is a good ad guise process floor
chop template. The headline has
less importance in this bottom part and
there's a description, the 80% of the attention is going to come to
the primary text. The headline is also important, but I suggest you
put some benefits and what the product
is about if it is in. So this is vague, what is this? And they put what that
product is about. Product service process for Chop template and now
it makes clear sense. That is a good ad.
Let's watch Wal Mart. Let's see Walmart. We have Key
boom, something like that. Join us for this technical
deep dive led by leading machine learning
and database researcher, Professor Barzanzafi. He'll share recent
advances in AI and ML that allow automated
data warehouse and ore optimization, blah, blah, blah. That is good. But still, I would not give
this a full 0.10 out of ten. The reason being, it is
really congested guys. They have to use shorter sentences and there has to be a space in
between sentences. The reason being is
people will feel intimidated before they
see big chunks of text. Let's look at the image
itself and webinar here. They show when it's a way, concept that you're trying
to sell or promote. You have to write, what is this a belt in your headline
at the bottom, as you can see webinar in
the brackets, really good. That is how to use data learning and
reduce data cloud cost. That is great. There is
a USP, what is this? How to reduce the data cost
point using machine data. Learning web, that is
a value proposition and they're putting
that this is a webinar, This is going to be
free or a small amount. I comes to the
rescue of the data. Tab is intriguing, right? So if you're in data that will increase your self interest in what about to happen, right? And you want to feel, all right, let me just join this webinar. What the hell is that about? Right? That will increase
your likelihood of joining. That is a good ad,
not an amazing ad due to the copy, as I said. Let's see, one more example. This is from Amazon, but this is a webinar. Again, last chance to
register guys how we can know what they're
talking about because they didn't say what
this is, right? Last chance to register. They could've put a
webinar in the bracket, which would have performed
a little bit better. Because when I see this, I don't last chance
to register, okay. Most people register to courses and webinars
or a seminar, right? But what is it actually invited? Something generated
AI microservices. But what is that in
that like split second, I'm losing my interest in that
thing and I scrolled down. So that's why I would
have put last chance to register webinar or a free
webinar if it's free. Tired of complex app development
process, that is good. So they're using a
good PAS framework, which is a copyrighting
framework, problem eduitate solution. They're introducing the problem. Frustrated with the
slow release cycles. They're educating the problem. There's a better way
joining us to get tips and tricks from the
experts solution, right? That is a good, good framework. Overall, big texts. But they're not put into chunks, they're not in the
previous example that we just try to avoid, they're making a big fonts, small phons, smaller ponds to
make it easier to the eye. But they would have, they
should have made it more clear to make it look like this is
a thing that webinar free. Webinar. If it's free, I
would have put that as well. There's one video examples
that we should follow. Why? Looking to go
beyond shiny PR Alp. So this copy is kind of wake, I don't really understand
what is going on, right. Is looking to go beyond shiny
R Val. What is that? Right? What is that? If a person
have a split second, maybe outside of that
specific industry, maybe I don't understand, Maybe if I were in that industry, I would be like, oh, okay, I want to go beyond that
thing, whatever it's called. And let's see the example. And I want you to decide
why this ad is good, why this ad is great, and why we should pay
attention to this ad. Let's see again,
let's watch together. So I love podcasting
mostly because I love the ability to have deep
conversations with people. And I know we've got
some amazing guests lined up thought leaders, People from all
different walks of life. And I'm just really excited
to go a little bit deeper. Because I actually think
the whole world of work and how we're
thinking about well being needs to evolve a
lot quicker than it is to match the way
the world is evolving. If we think of AI, if
we think of the way the world of work is moving
in such a fast direction and we're still putting on
little talks to tell people stories and just doing things that I don't think are
disruptive enough. So I want to bring some of
that bring some edge with you. And also with our amazing guests kind of go beneath the surface of the shiny PR well being
and go a little bit deeper. That is good. They're
promoting something which is a brand awareness ad I
would reckon this is good. The reason being why it's
good is because it's native. People show their
stories, right? People share their thoughts
even if it's linked in. I know videos are not as popular
as Tiktok and Instagram. I mean, sharing organic videos. But still, if you want
to share a video, try to make it a try to make it less looking
like advertisement. People don't like to
watch advertisement. This is like a genuine,
genuine speech. And people can share some bits
and pieces of the podcast, which looks like a
podcast to beans overall. And they're promoting
their podcast, and the good thing
is they're putting this big chunky subtitle which people well at work
watching this on mute. That is great to put whatever
you're talking about, a subtitle so people
can understand, even though they're
watching it on a really low volume on their phones or on
their desktops at work. All right guys, this was it. This is what type
of ads you should create and you should avoid
and see you in the next.
16. Structuring Our LinkedIn Ads Campaigns: We created everything. We created the lead form, we created the ads we
created only one campaign. Is that it? That
is not it, guys. To completely stretch
your ad account, you have to have multiple, In Facebook ads terms,
multiple assets. But in linked in ads terms, you need to have
multiple campaigns. So let's go back to the campaign that we
recently created. And this has to be the campaign group
that we have to find. Right, So we're going down, so Australia Legion was
the campaign group. And if you click on this, you will see the campaign that
we already created, right? So this is only targeting $10,000,000 company
revenue narrowed down by VP and directors. And we have one single
image under this, right? So I need you to
go back and I want you to create one more
campaign under this. So let's find that campaign
that we just created. Yes. So we need to create
one more campaign, guys. There's not one limit. There's not a limit on how many campaigns that
you need to create. I will show you
the structure that what is my favorite
number of campaigns. What I usually start with, if it is a brand new campaign, I stuck with at least
five different campaigns under one campaign group. And each have
different interests, meaning different job titles, different company
revenues I target. I try to test
different audiences. The reason being is at the end of a week I will
pause couple of them. At the end of a month, I
will pause a couple of them, and at the end I will have really good
performing audiences. What I will do, I will
increase the budget on those, which is called
vertical scaling and I will perform that
in this section. I will just create
one more under this campaign group and I
will say yes and all right, so as we guys all remember, we targeted $10,000,000
revenue and below. And also VP and
Director in this case, I want to target
something different. And in this location we
have Australia, permanent. Yes. I want to go
down and this is the audiences section and we
have audience attributes. In this section, we're not
covering look alikes yet, and we're not covering
predictive yet, retargeting or third party yet. We haven't used
list uploads yet, we're going to cover
those in later modules. What I will do in
this section is come to audience attributes. This is the place that we can
target a lot more people. And I will come here
interest in trades. This time I will try to
target something here. Let's check member trades, guys. Let's check member trades,
expat job seekers. Not really open to relocation. Not really recently relocated, not really career changes. Let's look at interests.
Member interests. What is product interest
and service interests? Let's look at product interests. Business strategy, software. This is good guys.
I want to target this business
intelligence software, partner relationship management. This is, I'm going
to tick that off. I don't want to target this. Business intelligence
software is exactly what we want, guys. This is literally
exactly what we want. And linked to ads will
give you a warning here. For consistent and optimal
delivery engagement, we recommend 50,000 minimum. In this case, we
all know we want to target around 300,000 ish mark, which it usually yields
good performances. And let's come back to business. Software is a great, great tool and I want to business strategy software
and target that one. Customer support software, not really data science
software, not really. Going back to our example, our software is increasing
productivity and efficiency. Let's go back, let's go down a little bit.
Marketing software. Productivity software is
exactly what we want. Actually, I'm just going to click on this calendar software, not taking software,
presentation software and spreadsheet software. And I'm going to
take all of these. As you guys can see, our audience size
increased drastically, which is on a healthy level. I will just go with
this and which is software stacked audience. So I'm just going to
target people who are interested in softwares
are in our niche, right? So I'm really happy with this and they're
going to give you some estimated
results in 30 days. What you will see over 2000. And with this
budget, by the way, we're going to make it $10 Otherwise we will run out
of budget really quickly. In 30 days, you're going
to spend $100-80 and $300 and click rates around 1% below 1%
And of course guys, it is a good rule of thumb to aim about 1% click through rate. And if you achieve 1% and
above click through rate, you're going to
have good results on Linked in advertising. And overall, we're going
to get this amount of clicks with this
amount of spent. And zero to 21 leads,
they estimate, right? And 30 days cost per
lead is 23 to 35. And I'm quite happy if I
get $35 leads on Linked in because cost per lead is
quite high on this platform. And as we guys covered, I usually go with maximum
delivery on social platforms. There's no really
need to go with manual bidding or cost cap since we don't have enough
data in this ad account, since we're using the
lead generation campaign, generating leads on linked. In, in a sense we really don't need a
conversion tracking here, so we're going to
need that if we want to get people
to our website. Right. Hope this is clear guys, and we're going to go
next and we're going to use the exact same
creatives so we can have a good understanding which audience is performing
and which audience is not. All right guys, we
created one campaign. Again, we're going
to create one more. We have to repeat this process till the point we
have five assets. With the five assets
in Facebook ads, terms, five campaigns,
guys, by the way, you have to make sure
that if you don't have enough budget
to spend $50 a day, do not go with five
different campaigns. So if you have a
budget of let's say $30 a day on linked
to advertising, you can go three assets, three campaigns on
Facebook at storms. And you can spend $10 each till you get to a certain point
when you are profitable, then you can increase
your budget. Let's create one more campaign. We are targeting software, people who are interested
in business softwares, people who are directors and VPs of companies who
make below 10 million. And we're going to
create one more. And in this case we targeted
membership interests. Let's go down, we make this
budget $10 as we did before, and we're using the same image, same creative as we did. So we come to
audience attributes. We have company over here,
Let's look at company. We actually created one interest with including the company. We haven't done
with demographics, we can choose gender and age. But on B2b services, that really doesn't help us. Let's look at education. And education kind of doesn't really help us as well guys. So I try to avoid
demographics and education. I mean, if you know,
like by heart, if your audience size is 35 and above, you can
select that, right? In this case, we
don't really know, maybe they're young
VP's who are like 38, 30 years old, we don't
really know that. But you can exclude
24, 18 to 24. In this case you can do that. But in this case
I'm not going to. If you, by the way, you cannot see where
is the targeting. We're just going
to click on Narrow and this audience
selection will come back. All right, let's look
at other options. Job experience is the section
that we selected, the VPs. And let's look at job functions. Actually, we can look
at job functions, but our software actually
helps all types of businesses. Let's just increase
productivity, right? That's why I'm not going to select specific
job functions. We looked at job seniority and the VP and director was our
targeting, the previous one. We can look at job titles. Actually, let's
target job titles. Let's look at directors. I want to target directors, job experience, job
titles, directors. By the way, this audience is going to be really,
really expensive. The reason being is we're
targeting like directors. Those people are being targeted bombarded by big budget clients. Assistant of director is good, personal assistant
of director is good as well. Guys,
look at this. We are already at
550,000 The good thing about this is we are using
campaign budget optimization. Meaning we are spending
only $10 per each campaign. We're not being controlled
by the campaign group. Right, Let's look at Director. Assistant of Director. Director board member. Don't usually go into day to
day the lives of businesses. Program director,
not really Director, board of directors,
chair of the directors, not really secretary of
directors. All right. I'm pretty We have personal
assistant director? Yes. Assistant,
Personal Assistant, Executive assistant. All right. I'm quite happy with this. Guy's 550 plus thousand. Yes. Let's type that in. Job titles, mainly parentheses, Directors. Cool. All right. I'm going to say yes, yes, yes, yes, we are happy guys. This is how you structure
one campaign and you're going to repeat that
process two more times. Ideally, you want to start with five different ad groups to see which one performs the best. I will see you in the next.
17. Linkedin Ads Benchmarks: Jim, that's all well and good. But you've talked
about everything. You talked about how we
track certain stuff, what type of
campaigns there are. But Jim, what are the
industry benchmarks? How can I know if my
certain metrics are good and how can I find those metrics
when I'm running my ads? First and foremost, I will just show you how
you can find that. And I will jump back in
and I will talk about the benchmarks when
you're running your campaigns on the
advertised level. At the top there's
this column level. So you click on
this column level, you go down, down, down, and click on customized columns. Once you click on the
customized columns, you will see all
the metrics guys. The CPM you want to enable that, CPC, enable that, reach, enable that and all the
other metrics you have, click Convergence,
Convergence, you go down, you see cost per
lid, enable that. And you have all
the other metrics, wire video, blah, blah, blah, which is not
really important. Don't even track that guys. I talked about how, what are
the differences about that. But you go, do you go down
all the other metrics, right? And then you click on
Updates and you will be able to see all the metrics when you want, just
scroll, right. All right, since this is clear, let's talk about the
industry benchmarks of each and every metric
that you need to cover. Click through rate is
one important metric. As you guys know, how do
we calculate this metric? Impression is divided
by clicks times 100. This is how clickthrough
rate is calculated. But there are different click
through rate averages for each type of ad format on
Linked in Nets, right? We have sponsored content
which is single image, just the basic single image. The average is 0.56
and I want you to aim about 1% If you have about 1% click the rate
on Linked to Nets. This is a good metric, guys. These industry
benchmarks are way lower than Facebook Cat.
So keep that in mind. Sponsored content carousel has interestingly lower
CTR on average. What is the video average? That's actually even
lower than single images. That's why I usually
preach single image or video ads because the
other ones are even lower. Guys sponsored video did it is 44% because most of
the video ads are boring. I showed you what type of I will show you what
type of ads to run, what type of ads to avoid
in the upcoming modules. And message adds 3% open
rates at 30% I mean, it's really, really low guys. You can see the message ads and you're charged by cost
per click here, right? I will cover the bidding
strategies as well. Document ads, still low, still below 1% as
0.43 events ads are a little bit higher because people know they don't
have to pay for anything. They know it is an event that usually has higher
click through rates. But you're going to target
certain people, right? So Global CTR for senior decision makers are a little bit lower than juniors. The reason being is
a lot of people are targeting senior
decision makers. Guys and juniors are not
really targeted that much. And those people are new
to linked in as well. That's why they click
on a lot of stuff, so that's why I click the rate with junior employees
a little bit higher. What are the benchmarks
for industries for CTR? Software and Internet guys, you have to keep in mind
most of the people that run software ads are
advertising on Linked. And that's why the CTR is lower, The more competitive,
the lower it is. Finance services, insurance
is a little bit higher, close to 0.50% 0.5% Education is 0.42% Hardware network is 0.40% Healthcare is
almost the highest here, 0.58% Manufacturing
is almost close to 0.5% Media and
communications is really low. 0.42% Retail is 0.80%
0.8% which is super high. The reason being is not a lot of retail ads are being run
on linked in, right? That's the main reason because the less competitive your
area is industry is, the more likely you're
going to get clicks, right? That's a great example. Retail, most of the
retail industry is advertised on
Facebook guides. Public administration is
0.46% Consumer goods, again, not really common to
be advertised on Linked in. That's why we have 0.6%
transportation and logistics, that's an exception here. We have 0.67% and corporate
services 0.5% Let's move on. What is the CPC benchmarks? And overall CPC
benchmark globally is 5.58 which is
really, really high. Guys, compared to Facebook, at it is drastically high. And the more competitive it is, the higher the CPC is
going to be, right? Accounting $5 business
development is super, super high, 6.30 education
is quite lower actually. Engineering is 5.10 Finance is 6.90 Really high
human resources, really high information
technology guys. The most commonplace for
this industry is linked in, that's why it is
really competitive. And 7.90 Marketing, 6.80
Media Communications, 5.60 Operations, 5.70
Product Management, 7.30 Sales, 5.40 These are the averages
for each benchmark. What is the CPM? Cpm is
cost per 1,000 Impressious, how much you're being
charged for every 1,000 times you show
your ads on linked in. The average is $33.80
$33.80 which is super, super I compared
to Facebook ads. You will notice on
the right hand side once we go linked in
Select targeting, it will say your
report says around 8.50 on linked in guys. That's only true if you're targeting the whole whole world. If you're targeting
the top five, Australia, New Zealand, United
Kingdom, United States, and Canada, your cost
per 1,000 impressions, CPM is going to be
way higher than this. It will be close to
this, even higher. So you have to keep
that in mind guys. So all well and good, now we're running those
ads to get leads, right? So what is the cost
per lead averages? These are also guys worldwide, so your cost per lead can be and will be higher
than these benchmarks. If you're targeting ads, targeting people on
the United States, Canada, Australia, UK, right? If you're targeting on less competitive countries
in smaller regions, you're not going to have
that high of a CPL, which is cost per lead. It starts from $15 which
is super conservative. You're probably not
going to achieve that as high as $350 And I've seen this happen
time and time again, especially as I said, English speaking
countries. So Fair. And IT that also depends guys. If you're running a lead
ads on your website, if your lead generation is on your website or on linked
in itself, you know, like the instant forms
that we covered, software, 90 $125 Finance $100 Education is less competitive
on linked in. That's why CPCs are lower and costpolids
are lower as well. $64 Hardware networking
$150 Healthcare 125,000 Manufacturing $100 Media communication is
less competitive compared to the other sectors. $65 Retail is $80 Public
administration 85, Consumer goods 89, and consumer goods a little
bit cheaper than the rest. The reason being is not as competitive but also
it is not really common to be common generation
as run for consumer goods, public transport and
transportation and logistics. 130, Corporate services is a little bit cheaper
than the rest. Guys keep those as
with grain of salt. And in the next section, I will show you if your ads or if your metrics are above
the industry averages, what you should do,
what type of actions, what type of levers
you should pull to get them to places where
it should be, right? So you can identify the problems right
away looking at those, looking at the metrics you
have and industry averages. So you can say, I'm
in this industry, my average CPM is not
on the benchmark, what I should do, right? I will cover that in
the next section.
18. How to Identify Problems : Hey everybody, in this
section recovering how to identify the problems
that we might face. So first of all we're going
to start from the end, we're going to start from
the conversion rates and we're going to look at our
conversion rates if you're driving those conversions
on our website and if it is below 6% we have
to understand, all right, what is wrong. Maybe our website is not utilizing the USP's unique
selling propositions. Our website is not clearly showing them what they
will get at the end of, once they put their
information in. Our website is hard to navigate. Those are possible reasons, and usually the issue
is with our website. If our conversion
rate is below 6% if you're generating those
leads on a lead form, our conversion rate is below
10% We have to understand, we are asking too
much information on the lead form or
on the lead form. The bullet points are
not really clearly identifying the unique
selling proposition. They don't know what
they're getting as a result of this form. As a result, when they
put their information, they don't know what
they're going to get it as a result of that, right? If we go one step back here and we look at the
click through rate. If our click through
rate is below 0.58 our creative is the point that we should
improve what is a creative, the copy or the format. And this is considering all the ad formats but mainly focus on if you're
running a single image, add video ad or Roell, if you're running those
and you are below this, you should definitely improve your image or video carousel
or the copy itself. And I'm going to
raise one more thing. If you're about
0.58 and if you're about the conversion rates here and you still
have a big issue, guys, the problem is, and you're still not profitable, you're still below
the benchmarks, your website speed
is really low, guys. If your website speed
is low, by the way, it only happens if you are trying to drive conversions
on your website, your website page load
speed is super slow, you have to speed that up, then you will be good to go. And if you're really still
good and you're still not happy with how much
you're paying per lead, you've got to go one step back. And what we have here is CPM
cost per 1,000 precious. We're going to take a look
if you're above this rate, if you're above this rate guys, there are two possibilities. First possibility is you're targeting really,
really specific. You're targeting CEO's,
Sea level executives. And if you're targeting
sea level executives, those targeting audiences
are going to be really, really specific,
really competitive. And if your target is
below 10,000 people, your CPM will
likely to increase. And of course, if
you are retargeting, your CPM will be
about this as well. And what is the second
option that we might possibly going wrong with
targeting and creative fits. And your targeting is
not really appealing. We're targeting
and product fits. So I'm just going
to write that down. Targeting or product
fits, right, So your product is not really
suitable for your target. That's what you're
going to have, that's why you're going
to have a higher CPM if you have CPM lower
than this, right? If you have CPM lower than this and click through
rates higher than the benchmark and
conversion rate higher than the numbers
that I'm showing you guys. You should be good, good to go, you're on a good track then how you can identify
the issues later on, you can improve the small issues that you might face
in the future. What can be the small
problems that you are facing? What can be a small problem? Let's say you're trying a
new audience. New audience. Your new audience has a CPL
over industry benchmark. Industry industry benchmark. What you should do in this case, you should wait for one week, one week, and then pause it if it is still
over the benchmarks. If your cost per lead
is over the benchmark, right, then you introduce
a new creative. These are the optimizations that you will do. New creative. Your CPL for this creative, or CTR for this creative, is below, below this benchmark. Below benchmark, but this creative is generating
those convergence, but creative convergence
with low CPL, then you're going to keep
that creative running. Keep running. But if you introduce the
new creative again, you introduce that new creative, again, your CTR is
below benchmark. But you don't drive any
commersence from that CTR. No commergence. Then pause it right away so that creative
is not going to work. And you have to do the
same with your new audits. You look at the CPL if it is above the
industry benchmark, give one week, then pause it. This is the optimization
structure that you have to keep running and running and running and
running and running. So as I said, you're
going to go back, if you introduce, let's
say, a message ad, you're going to go
back to here guys, You have the sponsored
message ad benchmarks. If you have a 3% operate, our 30% operates and
3% conversion rate, look at that, Look at the CTRs, how many people are clicking? Don't look at the
conversion rate just yet. Look at the benchmark
If the document ad, if you're running and you have above this with the new copy, let's say, right, If
you have above this, click the rate, keep running. But if you have below
this with the new copy, kill it right away.
Event, same concept. Carol sell a same concept
video at same concept. So you've got to start from
here and go back every step. We are reverse engineering
the process here. That is important guys. So we're going to
look at the leads, 10% 6% click through rates, we're going to look at 0.58% It is the issue with creative. If you're below that, you're
going to find new creatives. And if you still cannot find a good creative
to go above that, just go for to fiber. There are a lot of people
who designed the ads. You're going to pay
them and get them to supply union creatives If you're conversion
rate below that, the issue is with
your website or if you're generating the
leads all linked. The issue is unique
selling propositions, you're not clearly
identifying what they're getting as a result of
submitting their information. If you have a CPM, if everything goes well, we're going to look at your CPM and you've got to
look at everything, guys, if this is good,
you look at this. If this is good,
you look at this. But if this is bad, you also want to look at this. You also want to look at this. If something is bad,
look at everything. But if everything is good
and one thing is bad, put your own focus into
the one bad thing, below industry benchmark, right? As I said, you've got to start reverse engineering and if
you see one broken thing, you've got to focus
on that broken thing. If everything is below average, you've got to fix
everything, right? So keep that in
mind. But as I said, maybe your service is not
demanded in the market. That is like the only core
thing if everything is good, if everything is Epo average, but you are not really
providing something that market really wants and then your CPL will be super
high anyways, right? So keep that in mind guys, and these are the
optimization techniques that you can do to implement and
improve your performance. Hope this was clear, don't hesitate to ask your
questions. See you.
19. Linkedin Carousel Ads: In this section,
we're going to create a call ad for this. To create a carousel ad, we have to create
a new campaign. The reason being is you
already know the reason, because this is a
different ad format and we're going to create our
campaign from scratch. Again, it could be the same ad campaign
group and it is totally fine if you use
the same campaign group. I'm going to type in
lead generation Carol. Then whatever targeting
that you're using, it's is going to be
marketing stacked. The.
Jim, Digital Marketing Expert
