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How to succeed with
LinkedIn Display Advertising
​ Andrew Kaplan
​ Sr. Manager, Product Marketing
​ LinkedIn Marketing Solutions
​ @andrewjkaplan
​ Cassandra Clark
​ Marketing Manager
​ LinkedIn Marketing Solutions
​ @cassandra3

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• Got a question? Submit it in the Q&A box
• Join the conversation using #LinkedInDisplay
• Follow us:
Twitter: @LinkedInMktg
LinkedIn: www.linkedin.com/company/linkedin-
marketing-solutions

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Connect the world’s professionals
to make them more productive
and successful
​ LinkedIn’s mission

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* 2014 member number as of September 30, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
380M+
Professionals
join daily

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6Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
Members
worldwide
More business decision
makers than comparable
business sites
Higher buying power
index vs. comparable
business and social sites

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Nurturing is the key to B2B success
of the buy process is over
before customers reach
out directly.
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide
the Buyer’s Journey,” October 2012

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Nurturing is the key to B2B success
pieces of content
are consumed before
a purchasing decision
is made.
Source: Zero Moment of Truth Study, Google

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Nurturing is the key to B2B success
Nurtured leads
spend
more than non-
nurtured leads
Source: Lead Nurturing: The Secret to
Successful Lead Generation, Aberdeen
Group

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Successful nurture starts at the top of the funnel
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Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting

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Reach and engage more than 380M professionals in the premium
LinkedIn context and across the web
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LinkedIn Onsite Display and Network Display

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Company
Name
Industry
Company size
Age
GenderEducation
Geo
Groups,
skills
SeniorityFunction
Occupation
Target a high-quality audience using complete data
from the professional member profile

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Onsite Display

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LinkedIn Onsite Display
Reach a professional audience in a premium context
Target LinkedIn members with accuracy based on the
professional member profile, including Custom
Segments
Reach your audience in the high-quality context of the
LinkedIn desktop experience
Deploy a variety of formats from IAB standard ads to
highly engaging native formats

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Maximize your share of voice on LinkedIn with
Standard Display ads
Own your audience’s LinkedIn desktop
experience
Leverage a variety of IAB ad formats: 300x250,
160x600, text links in the masthead, and
expandable units
Engage your audience with rich media and
interactive in-ad content

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Drive audience engagement with the personalized,
native format of LinkedIn Spotlight Ads
Up to 50% higher CTR than Standard Display
Personalize your messages
Your LinkedIn account team builds the creative
for you
Drive members to any of your owned properties,
including your website, to build awareness or
drive conversions

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Build relationships with a professional audience
through LinkedIn Follow Company Ads
Grow your follower count on your LinkedIn
Company Page at scale with one-click action
Maximize success by being easily discoverable
by your audience
Ensure follower quality through advanced
targeting using LinkedIn profile data

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“Our LinkedIn campaign succeeded because we’re
connecting with a professional audience that’s in
a business mindset. And since Spotlight Ads are
customized and personalized, they’re even more
likely to gain attention, raise brand awareness,
and drive conversions.”
Results of Spotlight Ad campaign
11.3% conversion rate
68% lower cost per lead than other social channels
during this campaign
See full case study here: https://lnkd.in/dujc-wJ
Andrew Spoeth
Head of Social Media Marketing, CA Technologies

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“LinkedIn’s ability to target our campaign helped us
find the quality leads we needed for the sales funnel.
We’re starting conversations with the right people,
which means increased conversions down the line.”
Andrew Hahn
Senior Manager of Online Marketing, MarketShare
Results of Standard Display campaign
Average clickthrough rates of 0.10% - double
MarketShare’s expectations, by targeting marketing
execs at companies with 1,000+ employees
Campaign acquires leads in new verticals
High-quality leads engaged and moved down funnel
Download the full case study : https://lnkd.in/dJxUR9W

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Network Display

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Reach professionals across the web with scale and frequency
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LinkedIn Network Display

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Reach professionals across the web with scale and frequency
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LinkedIn Network Display
Robust AnalyticsPrecise Targeting Scaled Reach

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Target your audiences with precision using accurate,
up-to-date data in the LinkedIn professional profile
Company size
Industry
Seniority
Job Function and Occupation
Geo-location
Company Name (North America only)
Age, gender
Education: Degree, field of study
Targeting available for
LinkedIn Network Display
How does LinkedIn Network Display compare with Onsite
Display? Browse our guide:
https://lnkd.in/d_-Pk2v

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Engage audiences on leading publisher sites,
including top globally-ranked Comscore domains
LinkedIn Publisher Network
and Exchanges
Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear
during a campaign.
LinkedIn properties

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25Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear
during a campaign.
Sample publishers accessed through Network Display

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Measure campaign impact with Full-Funnel Analytics

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Measure campaign impact with Full-Funnel Analytics

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Enable analytics by adding the LinkedIn Insight Tag to
your website with just a few lines of code

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OpenDNS reached, nurtured, and converted
IT decision makers with LinkedIn Network
Display and Lead Accelerator.
Drove more than 9,400 new website visits from IT
pros
Increased engagement: 140% increase in page
views per visitor; 64% increase in visits per visitor
Generated 280+ new leads
Results:

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“With LinkedIn Network Display, we’ve become a
leading brand in our space, and LinkedIn has been a
key contributor to our success—getting MyCase
visibility with the right people at the right time.”
Results
Increased brand awareness and targeted traffic
More than 2,000 new targeted website visitors in 3
months – a 5x increase in daily visits from members in
legal job functions
See full case study here: https://lnkd.in/dWXvjSw
Sarah Bottorff
Director of Marketing, MyCase

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LinkedIn Text Ads

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LinkedIn Text Ads drive targeted traffic to your site using
scalable, self-service tools
Text Ads help you scale your messaging to
the right audience and drive performance
• Target your audience using accurate
data in the professional profile
• Optimize by bidding on CPC or CPM
basis, testing creative variants
• Run messages across key placements
like the homepage, profile, inbox, etc.Get started at linkedin.com/ads

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How We Use LinkedIn Display

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How Display Fits into
our Full Funnel
Marketing Objectives
Reach New Audiences with
Onsite and Network Display
Drive Website Visits
&
Page Views
Nurture with LinkedIn
Lead Accelerator
Convert

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Brand Awareness
• Reach quality new audiences
• Drive those audiences to our website
• Distribute top funnel content
Share of voice
• Reach and engage audience through multiple channels
• Higher overall performance for lead gen campaigns when using multiple
channels
Using LinkedIn Onsite Display

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Brand Awareness: Using gated and ungated content
Types of Content:
• Product awareness
• Thought leadership content
• Starter Guides
How we measure:
• Click-through rate
• Conversion rate
Keys to gated content on display:
• Right audience, right content,
right time
• Don’t map top funnel campaigns
with bottom funnel content

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SU + Display = higher overall lead generation
Running display in conjunction with other channels allows us to have a greater
share of voice therefore influencing the performance across channels.

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What we use it for
• Reach and engage new audiences
• Brand Awareness
How we measure it
• New Visitors
• Cost Per New Visitor
LinkedIn Network Display

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Using LinkedIn Network Display for reach and
awareness
§ See Our Solutions –
top funnel call to
action
§ Reach new
audiences, drive them
to our website,
nurture them through
LinkedIn Lead
Accelerator
§ Uses all IAB ad units
for maximum
performance

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Iterate and test for optimal performance
25% increase CTR
700% increase in
conversions

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Which LinkedIn Display product is
right for you?

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Align your campaign to your marketing objectives
Reach, awareness Clicks Direct Response
Website Visitors
Company Page
Followers
• Standard Display
• Network Display
• Standard Display
• Spotlight Ads
• Text Ads
• Spotlight Ads
• Text Ads
• Network Display
• Standard Display
• Follow Company Ads

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Best practices for LinkedIn Display Ads
1. Align your message with your target audience’s needs
2. Include a compelling top-funnel offer: content, thought
leadership, interactive experience, etc.
3. Optimize your landing page for mobile
4. Test variations of your creative w/ your LinkedIn account team
5. Drive full-funnel performance by combining LinkedIn Display
with Sponsored Updates, Sponsored inMail, Lead Accelerator

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How to get started with LinkedIn Display
• Contact us through marketing.linkedin.com to get started with LinkedIn Onsite
Display or Network Display
• Visit linkedin.com/ads to get started with self-serve Text Ads

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