LinkedIn PPC Masterclass

Lesson 31 Chapter 1 Module 4

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8, and in this module, we're going to take another look at LinkedIn PPC. So I know we covered this subject briefly back in, maybe module two or three or week two or three. And we're going to dive back into that now the time is now right. Okay. We've got our landing page up. We've got our funnel sorted out. We're pretty much ready to start driving traffic to the site. And we're going to do that with Google, with a single keyword ad groups. But we're also going to use LinkedIn, now, depending on obviously what type of business you are and who you serve. Linkedin may not be the right platform for you if it isn't skip this module together. But I suspect the fact that you're on this course means that LinkedIn probably is the platform for you. And if that's the case, you're going to want to play close attention, because it really is an untapped resource.

So assuming that you've gone through and updated your profile and you've optimised it and it's looking good and you've got your page all done, and you've now got your landing page ready. And you thought about your avatar, and you've done all that work. If you were at the right stage now you're going to want to pay close attention here so that we can really get your message in front of your target audience. And you can do some really good stuff on LinkedIn for not a lot of money and not a lot of advertisers use it. So this is not like Facebook, where everybody's kind of competing for the same space and they're just a lot of noise out there. Linkedin really is an untapped resource. So if you get this right, it could be a really good way of scaling your business predictably and with ease because once you get the campaign set up and it's working you can literally just turn it on and turn it off to suit your requirements.

So without further ado, let's head on over to our workspace, make sure that we're in the right space. And and as I say, the links are contained in there and assuming you are go over to LinkedIn and log in, and when you do, you're going to just want to come over to this work section here. So this is your profile. This is obviously the profile of the guy, at 186Kloud. But when you hit your own profile, click the work button and then just go into the advertise. And that will take you through to LinkedIn campaign manager. Now you don't need anything to set this up and you won't, you will need some credit card details at the end, obviously to put in for your payment. You'll only going to pay for the clicks that you that you clicked onto.

You're not, you know, you won't pay for the campaign until it actually goes live and people start clicking on it. And when you come into this, initially it will be fought in here you go through a simple process. I've got a few different accounts in here, and I can't show you all those obviously. But the one that we're interested in is 186Kloud. So we're just going to click in there and go through the process of creating a campaign. So we start up here with this create campaign button, call the campaign, whatever you like, I'm going to call this 186Kloud. Ultimately, when you've got lots of campaign going, you might want to call it the type of campaign or the way that you're targeting or whatever, just for ease of use. But for now that's perfectly fine.

And then the first thing we're asked to do is look at this objective. So what is your objective? If you're doing a campaign and you just want to get your name out there, you just want to get your face in front of more people than a brand awareness campaign is perfectly fine. We don't want to do that. We're looking for leads and in specific I'm looking for website conversions. So that's going to be the one that I choose. You can see as you hover over this, it'll give you an idea of what they are. It's not rocket science, you know, it's fairly self-explanatory, but be warned the behind the scenes of this, there are different algorithms at work, which will ultimately charge you more or less based on what campaign type you're looking for. So if you're looking for a conversion and we say, we want to use a lead generation campaign, and that's going to specifically use a lead capture form on LinkedIn, that's a lot of donkey work for LinkedIn and not a lot of work for us.

And as a result of that, there's a premium for it. So you will pay more for that type of campaign. If you're just looking for web visits, that's fine. But as I say, if you're looking for a brand awareness campaign, arguably that's it's pretty cheap, but not necessarily what you want. So we're going to start off with website conversions and that's all we have to do is click it. You can come back and change that topic later if you want, but we don't want to. And then we're going to start looking at our audience and we can just scroll through here. And then we're going to start to build this audience up based on our avatar and what we know we're looking for. So in terms of company demographics, we might say a member age in this instance is going to be, yeah, definitely that and possibly that that's fine. And then we can just narrow that audience further by clicking the button and then click add another attribute. So now in terms of demographics let's go for job experience and job titles. We're looking for CTOs, chief technology officer, interim, deputy fine. And as you say, as you start doing that, you're going to see all these other suggestions come up. And it's worth obviously looking through these to making sure that there's nothing else in there that we need as far as that title is concerned. IT manager, he's going to be on our list, team manager. Yep. Yeah. Maybe he's worth doing, as you can see, you know, straight away there's a bit of work to be done.

Right. And I know you might be sitting there looking at me doing this, Oh, this is a bit boring, but you get the idea, right. You're going to have to do this with your own business. And I'm going to whiz through this a little bit because otherwise I will be here all day and I'll probably going to come back to this campaign before I add it. But you know what we're talking about here, right? So I tend to use job titles more so than seniority's because if you use seniority, you can say, well, I only want to go for like, you know, the guy who owns a company or whatever which is fine. And you will get a broader reach by that.

But the job title for me is, is really specific. It's like, well, okay, if someone has got down that they're you know, in this instance, the chief of technology of that's exactly what I want and the audience over here is so huge that I don't need to worry about anything else. So the job title one for me works really well saying that you're not going to necessarily connect with everybody. If you do that, because of course, lots of people have lots of different job titles. So the way that you might want to do that instead is to have a look at the seniority levels and then start putting in skills and functions instead.

Functions, as I say, become irrelevant when we're doing it by job title, because, you know, I've got the company name and the job title and the location or whatever, and that's good enough. But as I say, if you don't want to do that, you can start to play around with these and just really build up your, the, the, the target list that you want for your business, and then say, ultimately, you can, at the end of it, we can save this list. So for me at this point, job, titles and age is fine. I definitely want to go for locations. So that's going to be in here somewhere, or let's just do company names. Yes. Get the location up here. Oh, no, it's okay it just deflated to the United Kingdom, that's why I missed it. So as far as the company size is concerned we're looking for companies that are ideally remote more than one site. Linkedin doesn't give us that level of granularity. But I suspect that when I get, you know, 50 to 200 employees and certainly yeah, upwards these guys are going to have more than one site. We don't want to go right up to that level. And this level down here is too small, so that's perfectly fine and then want to narrow that audience again.

And then you just keep going through this process. So, you know, depending on how much time you want to spend on it, the more refined you can get. And you really, as you, you know, you can start clicking through this. You can realise that you can really get very granular with, you know, where people are going to school or what they've studied, or, you know, what they're interested in and all that kind of stuff. Member groups is another good one. You know, if you've got a, it might even be a unified comms group, perhaps. Yeah. So this is, this is good, but it can always be a little bit misleading because groups on LinkedIn are not as active as they are on Facebook, for example. And over the years what's happened is you've got a lot of people that actually in this instance, maybe sell unified communications that have started that group. And then lots of people that equally want to sell unified communications joined that group. So that might actually be a bunch of different competitors. And of course, we don't want to do that.

That said because we've got the targeting in the job title, if they were a member of that group and they weren't a CTO or whatever, they're not going to get the message anyway. So for us right now, this is good. So unified comms, why not? Yes. Why not? Yeah. Maybe and on, and on we go, obviously we don't want anything outside of average. And, but again, the location filter, we'll break that down. You know, this already, to be honest is probably a bit too small. So if anything, I might start taking some of that out, just it's just been that actually see what that does. Yeah. It makes a massive difference. So if I was doing this and I spend a bit more time on it, yeah. Maybe I'll come back and create a list specifically for that group right now. I don't want to bundle in my main target demographic in that because it's going to be too broad. So yeah, now I've seen that and I've looked at it, maybe I'll come back and do a separate list, but for now I'm not going to bother for the purposes of this exercise. So right now we've got people in the UK between a certain age with a particular job title for a company of a certain size. And and that's probably enough but I'm just going to check some of these other ones just to make sure there's nothing I've missed. What about any of that? No, that's fine. Yep. I think that's probably it. And I can save that template as a 186Kloud targets for want of a better phrase, and that'll do for the moment. Now, the next thing we're going to be asked to do is what kind of ad format now, again, as you hover over these, it'll tell you what the ad format is. But again, the self-explanatory, the picture kind of tells it anyway, a single ad, just as a peer exactly as that a single ad in the newsfeed and the news feed is always a good place to put your ad because, you know, particularly now people are mobile devices are scrolling through that is a good real estate. I don't want to do that at this point. And the reason I don't want to do that is I specifically thought about the process that want to do here. And I'm going to send a message ad. Now, again, you can just roll over these and look at the different types. Text ads would just appear up in the corner up here in the, in, when you look at LinkedIn to the sorry, logged in to the LinkedIn desktop conversation ads are pretty good, but they're kind of almost a bit too intelligent.

Linkedin have started to create some of their own automation inside the platform. So you've started, it's now getting the ability that if people click the ad, you can then send them a second message and that kind of stuff. And that's great, but that's a new feature. And I haven't fully explored that yet. So I'm not going to tell you that that's good or bad because yeah, that does kind of start to conflict a little bit with some of the automation stuff that you're going to be doing through active campaign and maybe through pipe drive. So we definitely don't want to go down that route yet. So for the purpose of this exercise, I'm going to choose a message ad. And that is exactly what it says. That is going to be a specific message delivered to that. Person's inbox with whatever message I want on it.

Now, if you thought about doing some LinkedIn outreach organically and you, and you're doing that, using some automation tools, then think carefully about that. Because as I said before automation is great, but LinkedIn don't like you doing it. If you do start spamming people's inboxes ultimately LinkedIn account could get deactivated, but this is a nice, safe way of doing it. It's the same thing, right? So we've got our target market. We're going to create an ad. We're going to put straight in their inbox. We're just going to pay LinkedIn for the privilege. And you can see here 30 day spend on that target, which is plenty. Of course, I could narrow that down even maybe. And if I do want to look at that, it'll give me a an, an idea of where these people are, which is fine. But again, the job title theoretically, is is a, is given us most of the information we need.

And then it would just give you an idea of the ad spend and what the result might be. And that's fine now. There's not necessarily the case of course, but only time will tell. But the message is fine. Linkedin placement. I don't want to extend the outside the network. In fact, you can't even do that with this that box there, if you did ticket is like Google partners, right? So LinkedIn has got certain partner sites and that would be a display ad on their sites. And that would save you doing the ad and other platforms. You just do it in LinkedIn. And then through the audience network daily budget, this is just defaulted. That's fine. I'm not going to worry about that. I don't want to change it. That's absolutely fine. And you can see down here that the cost of this the manual bidding is 55p per send now. yeah, that is per send, right? So depending on how many sends you do, and then how many people open that will be how you get charged. But we'll see all that in the key metrics, what we've done, but this is a pretty cheap way of doing it, providing that the message is succinct enough and the targeting is right. And that will work. So we're now down to this conversion tracking part, I do want to add a conversion tracking on it because I want to know that when someone's clicked the link gone through to the site and then converted into a lead, I want to know that they're come from LinkedIn. So I'm going to put that as our think it's going to be our Calendly page. So our funnel now consists of the court, the main call to action, the short quiz that I put together for this particular purpose. And then the end of that is going to be the Calendly page, I believe. Yeah.

Yeah. Calendly plays will then leave lead to a success page, which I think maybe I must have called thank you. The reason I'm doing this now is I just want to check what that thank you pages to make sure that I'm telling 'em. Yeah, that's fine. So that's the thank you piece that I've created that effectively is a success page. And that's the page that we want to tell LinkedIn that we want to track. So it will be the thank you page. That's going to be al ead. We could put a value on that lead.

It's hard call us because you know, it's not a client, but if you've got an average order value and you know that maybe you need 10 leads to get a sale, you can start to calculate that out. I suspect a lead to us is worth at least a thousand dollars. Maybe. I don't know why that is dollars by the way, maybe that's because it's a new account, minor D 42 pounds. It doesn't matter necessarily. The window click, I want to set that to the maximum, because if I set 30 days, what that means is if someone clicks an ad and then clicks a link and they, and they don't come back or they don't click the link for 30 days or more LinkedIn, and not going to pick that up as a conversion.

Well, it, because it's come from LinkedIn, I want that as a conversion. So I'm going to set that metric that's the 30 days and then the views equally within 90 days. So it just basically says within the next three months, if anyone sees the ad clicks or ad and convert, I'm going to credit that to LinkedIn. Of course, in the meantime, they may well have gone off and followed us on Twitter or seen us on Facebook or done a search or whatever. And that's all well and good, but the starting point for me would be this and that. And then I want to make sure I'm measuring that conversion and last touch or first touch. So again, that's like, what that means is if if they come to, if, if it comes initially from LinkedIn and then it goes, and then they go to Google, Google will pick it up or vice versa. So again, I want to make sure that that's LinkedIn, that's getting accredited for that. So that's that last touch camp. Oh, sorry. First touch campaign.

Last touch. Okay. Oh, it's not even giving me the option to do a last touch in the first touch. Okay. So that's irrelevant. Leave that, forget that little bit. I just said there and then define that we're going to use conversion tracking where we're going to use the site wide tag. That's fine. And we want to match the URL to the thank you. And then no, I don't want to add also, and then just create. Now at some point, yeah, we're going to need to go and get that conversion tracking. Let me just see if I can open that in a new tab, because if we can get that conversion tracking, now we can go onto the site and put it in and make sure it's done before we do anything else. No, there's a, there's a, Oh, there it is.

Okay. Install the tag ourself. There we go. So let me just copy that code. Just in case I did buy, if I'd done that bit quick, just pause it, but you'll see where I did it. So you want a copy of that code and then we're going to want to come into our own website, go into the backend, go down to the thrive dashboard, go down to analytics and scripts. And then we're just going to add that LinkedIn tag in here, and that's all you need to do. So that'll be the script that we just copied. And I can give that a label of LinkedIn insights and before the head on both the pages and the theme, and that's fine and that's done. And then we can just come back to our campaign and carry on so we can just click next. So ultimately what happened is that when that refreshes, you'll see a signal in there and we'll know that that's working.

So we've created the campaign. We're now getting down to the creative and it's like, okay, you've said, do you want to, do you target these amount of people in this particular age, but we now need the ad. So we're going to create the new ad and I'm going to add sender and and I'm going to, in this instance, add Steven, I get, because that's the guy I want the campaign to come from. And by doing that, that's just going to send, 'em an email to Steven to say, look, I'm gonna set up a campaign on your behalf. You won't need to do that, of course, but you can. I won't be able to click that box until he's approved it, but that's not going to stop me carry on and do the, the campaign because I can come back and change that later. So when it comes to this subject and the message, this isn't a connection request, right? So if you're sending connection requests on LinkedIn, you're best off not modifying that at all, just send the connection request and use the default one. And I've done lots of testing. And ultimately you're going to get a better response rate. If you don't put anything in that initial connection request saying that this isn't what we're doing, right?

We're not doing a connection requests. We're going to come straight into their inbox. So there's a few different ways that you can handle this and covered it before briefly in that marketing hooks document. And I've then had a little think, and I've looked at that and I've come back and I've drafted this message. Now the two theories, messageing is a very personal, there's lots and lots of different ways to skin a cat. And there's new techniques and tricks if you like coming out all the time, but I've often found when it's this kind of message in honesty is the best policy, right? So it is a numbers game. We know that the target is right. We know that we've got on offer. We're not trying to trick them into clicking a landing page and all of that, you know, we want to just be honest and say, look, this is what we do. Are you interested? We can help, right? That's in this instance, the best strategy, because if that works, that's great. We don't need to do anything else. If it doesn't work, we'll be able to see why it's not working. Ie, if people are putting a not clicking or if people are clicking, but not converting, we'll be able to see that data once we've got once we've got a bit of spend under our belt and we've got some some metrics to look at.

So initially I've used just that new enticement in that, in the subject, tell us I've got new technology for remote and home office workers. And obviously that is a hot topic, so that's should be fine. And then I've pretty much gone straight to the chase, is unified communications something that's on your agenda for 2021. Now some people would argue that that yes and no question is not the right way to do it because it's just like, well, no, but for me, that's good.

If it's a no, it's a, no, I don't want to waste your time. Right. So if it's on their agenda, great, and they're going to read it. If it's not on their agenda, I don't want to trouble them anyway. Right. So that's where I say, there's no point getting, trying to be clever and crafting this out. This is just about communicating with somebody as if you were in front of him and you were chatting to him and you met him for the first time. And if I'd met someone for the first time, and this is what I was doing, I said, Oh, you know, is unified comms on your agenda for this year? They said, no, I'd say, okay, fine. And we'll talk about something else. But if they said, yes, I might go say, Oh, well, okay, well, you know, why limit your choices to an incumbent when you, and a handful of local suppliers where they actually, you can get a better deal through this, no cost consultancy and vendor agnostic solutions type setup.

So I've just crafted a little bit of a message there. I'm relatively happy with it. I'm going to copy that over. And I'm just going to paste that straight into our LinkedIn messenger. And that is going to be enough. Now the name field, there is a custom field. So we're going to insert first name, and then that's going to obviously personalise that message. If you want to bold some text, you know, you could bold that out. For example, I don't necessarily want to bold that because that's not the right thing. But I will bold the no-cost consultancy and solutions provider. And then where we've got the link here, I put, just click the link. I'm going to highlight that as well. And that's going to take them straight through to the landing page or had something else saved in my thing then. So HTTPS, and then leave that as it is. That's fine space in there. That's it. I don't need to worry too much about that. I'm going to put the header in there. Can't remember what that was. So again, I'll just come here and copy it, paste that in. Okay.

And the other, you know, the beauty of LinkedIn and the way of doing this, because these are all Pence per click campaigns. You're not paying until people start clicking. Once you get the head into the backend of this, you think I'm going a minute, might be able to try a text campaign. Maybe I'll try a video campaign, maybe on a trial engagement campaign, because you can set all those things up. And for not a lot of money, maybe a hundred quid or something, you can test those campaigns and get a really good indication as to whether or not that's going to work over the years. I've come to learn that the messenger campaign tends to work better for me. I don't know why that is, but it does. And that's why I default to it. Videos are great but they can be really costly. So again, it really just depends where you are in your content strategy and your journey as to whether or not you've got enough content to share on the platform. If you've got something like a really good lead magnet, you might want to have a campaign that just gives the lead magnet away and then draws people back to the site equally. I've done that on another. campaign. that's worked very well.

But for now, we're going to stick with a messenger campaign. We don't need a custom footer. If you have got specific terms and conditions, you could do that. But you don't need to the call to action there. Isn't download is going to be claim your network audit. We don't have enough room for that. So let's just put free network audit. That's fine. The page is the Oh, it's the landing page silly me. 

And then we've got the opportunity here to have a banner, and that's going to appear on the desktop up here. So if someone's logged in and I'll show you this in a minute, when we do a test, you'll see the messages here and the banner is here. You don't have to put a banner in, but I do. And it works. So why not? And in this instance, I think what I'm going to do is go and actually just take a quick video, a quick snapshot of the of the video on the front page there, because that's quite eye-catching. And that will correlate with the with the ad and the landing page when they come in. So I'm just going to wait for that video to load. Copy that over. That's fine. And then that we'll do as our image practice going low. So I'm going to need to just plug something in, bear with me just a second people.

Okay. So there's a screenshot. That's fine, to do that properly. We'll see. That might need resizing. You know, if it's 300 by two 50 or fit perfectly, if it's different size, it will maybe squishy it up, but at the moment, that's good enough. I've got to call that Edna ad name messenger. And at the moment the sender's going to have to remain as me. But as I say, I can come back and change that later. So I'm going to create that. And then we can do a quick test.

I can send a test message. And if we log on now to the main site, you'll see what happens is that comes through as a message here. And and this is what it's going to look like, right? So this sponsored message. So this is over here, which isn't too bad, actually. There's no point I could maybe do that, make it look a bit better, but of course when you click that, that's going to go out to the page. This is our tracking ID at the top here and taken to that video anyway. So I'm not too worried about tweaking that and ultimately the call to action buttons in the right place. You get another call to action down here. That's good enough.

So I'm going to come back into my creative go next and then effectively actually I don't want to view that. I need to just draft that before I go to go back and change Steven's account because you see at the moment that's going to come from me. So that is your LinkedIn PPC masterclass. Now, as I say, you can spend a lot more time. Now you kind of maybe been introduced to the backend. You get the idea behind you know, the best ways to configure the messages and what campaigns you want. My advice would be absolutely get one campaign drafted and ready to go message your campaign worked really well for me, but it might not work for you depending on how strong your profile is.

So you, you're going to have a need to have a little think about what the right campaign is, but if you're stuck on that, that's why I'm here, right? So you've got your coaching credits. If you're not sure about any of this use up one of those credits book yourself in with me and we'll sit down and we'll talk specifically about your business and, and I'll do this with you to make sure we get it right. So I know there's a little bit of work, but we're rapidly approaching the time where we're going to execute this. We're in this deployment phase very quickly. All of this will start to come together and, and we are really only now a couple of weeks away from generating some good quality leads into your business, which will then start to give you the ability to grow at your own pace. So go off, do that, and I'll see you in the next module.