Due to the killer combination of niche-targeting options combined with the quality of LinkedIn’s audience, LinkedIn Ads has become one of 2019’s hottest and most profitable online marketing channels.
Despite the fact that 94%of B2B marketers use LinkedIn to distribute content (source: Content Marketing Institute) and that LinkedIn is ranked higher than even Facebook as the #1 rated social network for lead generation (source: Demandwave), its clunky platform and constantly evolving capabilities make it a tricky beast to tame.
Hiring a LinkedIn Ads freelancer can take your performance to the next level – whether you’re just starting out on the platform or simply need a dedicated expert to ensure your campaigns remain optimized. A LinkedIn Ads freelancer can help you:
Our freelancers have tested hundreds of campaigns across tens of industries. They can take care of the entire testing process:
Our freelancers have scaled accounts from zero to multi-million dollar spend. One of our freelancers can take responsibility for your account:
With one of our freelancers at the helm, you can rest assured that the ROI of your LinkedIn Ads account is maximized.
To hire a LinkedIn freelancer you need to find, screen, interview and onboard candidates.
No matter what your project goal (whether you want to test LinkedIn as a new lead generation channel or fine tune an already successful brand awareness campaign), Advisable can identify the best LinkedIn Ads freelancer for you.
I’d start by defining the audience, and breaking that audience out into various relevant targeting so we can test which targeting types are the most efficient. Then we’d define the offer (if we just show an ad that says “click here to talk to a sales rep,” no one will click), so we have to define an offer that’ll get the attention of the target audience. This process may take 2-3 business days.
Next we’d launch ads and monitor for early performance. We’d make ad copy changes if they don’t perform great initially.
We’d treat the first month like a pilot. The management fee would be $1,500 and we’d recommend an ad spend of between $3k-5k since that’s generally where statistical significance is found.
If performance is looking promising, we’d continue to move forward and optimize. If performance does not look promising, we’d pause and figure out a new strategy.
When just starting out, I always recommending testing as much and as widely as possible. LinkedIn offers a variety of testing opportunities and, while there’s some tried and true options, I’ve seen performance vary from client to client and campaign to campaign.
First there’s all the various audience targeting options (website retargeting, list uploads and profile attributes) as well as ad formats (message ads, image ads, video ads, text ads). Then, there’s different ways to approach creative and copy for driving leads (pure direct response style ads or gated content). I recommend running at least 3 variations of copy or creative at any time to help learn what works best. Lastly, you have the option of driving clicks to your landing page or utilizing LinkedIn’s lead gen forms. While lead forms tend to drive a lower CPL, the quality can sometimes be better on landing page leads.
Utilizing past experience, and after understanding your business and campaign objectives, I would then craft the initial testing strategy and ongoing testing road map to hit your goals as quickly as possible. Once your campaign is live, analysis of campaign performance against all the various, previously mentioned testing opportunities begins. Reporting is delivered, with insights, on a predetermined cadence and as needed. I typically recommend a budget of $3K-$5K per month for 3 months for an initial test period. Depending on the client, I’m able to get campaigns live within 24 hours or just a few days.
The first steps would be:
1. Build/Review audience personas & align on campaign objectives and KPIs. Involve sales team at this point if there are mid-market/enterprise clients coming through from marketing (This depends how premium the product is. If it’s a simple purchase the sales team involvement is irrelevant)
2. Review past campaigns and other marketing campaigns across different channels/publisher sites/social to pick up on where the company has had success in the pas
3. Build forecasting sheet with industry benchmarking (provided by LinkedIn Insights team) to track performance over the course of the campaign
4. Work with internal client product and customer teams to agree on SLAs as well as CRM integration with regards to required fields if we opt to use lead gen ads
5. Build creatives/copy
6. Build target audiences
7. Choose products
8. Set campaigns live with A/B testing for audience, copy, creatives
9. Optimise weekly
10 Report back to business
The client was a major global credit card provider focusing on a premium audience in the UK.
First step was to understand client objectives and CPA goals, then I produced a proposal based on these recommendations. This included why LinkedIn can help, how they can reach their target audience, suggested solutions for awareness through to acquisition. Plus a full media plan/content strategy.
Next step after agreement, kick off call to go over content recommendations, budget and timings. Plus what they could expect from us in terms of support: we managed posting for them, created content where required, implemented an insights pixel plus worked with their team to implement tracking pixels to monitor performance.
Once the campaign went live, we had weekly check-ins on performance plus content variations and targeting adjustments.
Our results speak for themselves:
We produced a lower cost per approval than any other social platform.
We drove cost per approval down by 25% over 3 months for this high end credit card
We also drove engagement rates of up to 1.2% on Sponsored content.
Reinvestment continued and still continues today.
Recently launched a campaign for a bank to promote their small business checking and savings accounts to small business owners on LinkedIn. So far the campaign is producing leads at a $45 CPL – half of the cost of paid search. I’ve also launched B2B campaigns in the past 60 days for clients to promote corporate gifting, webinars, white papers, conference attendance, website retargeting and standard lead generation through video and image ads.
Worked with a SaaS software targeting HR decision makers. Tested through 4 different offers, and segmented the audience into campaigns that allowed us to improve cost per lead by 15% due to our use of strong bidding strategies. Upon the release of a new offer, we were able to reduce the cost per lead by 75% and scale up by 2X without losing that efficiency.