An Easy Guide to LinkedIn Sponsored Content [A New HubSpot Add-on]
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Curious about dipping your foot in the water with LinkedIn sponsored content?
Since HubSpot announced its new Ads add-on feature, many people have been asking me if it’s really worth giving a shot.
After all, it makes ads oh-so easy, so what could possibly go wrong?
According to the latest staggering statistic, LinkedIn is actually 277% more effective for lead generation than Facebook or Twitter, so I don’t blame you for wanting a piece of that action.
It’s also true that the new feature does solve some regular pain points many of my customers have had in the past with ads, but there are still a few things to bear in-mind when using LinkedIn sponsored content with HubSpot’s new Ads add-on feature.
Having helped many businesses with their digital ads over the years, I’m going to go over some of the best tips in this easy guide, below:
Only send people to content that converts
LinkedIn ads and sponsored content may have just gotten easier, but it still costs money. If you have pages that currently just aren’t converting, or have very low conversion rates, sending a lot of traffic from LinkedIn won’t change that.
First, you need to take a long, hard look at which pages are converting, and which aren’t (and if they aren’t, that’s a whole other can of worms). By only sending people to the pages that actually convert, you’ll ensure you’re not wasting your money on useless ads (which can be £2 or £3 a click).
Choose your audience wisely
Again, good old HubSpot have made this part so simple, and from your own research and detailed buyer personas, you should already know the target audience you want to reach.
You can select everything from the location, companies and job title of your audience, to the skills and groups you want to include or exclude from your campaign – which makes it so much better than the shot-in-the-dark techniques of old, doesn’t it?
It even tells you the potential reach of your ad, and the minimum bid for each click on the same page. To get a better idea, take a look at the screenshot below:
Pay attention to the metrics that matter
Most HubSpot customers will hopefully have an agency behind them that knows what they’re doing inside and out – but if you don’t, and you want to manage your ads in-house, there are some basic KPIs and metrics that you need to pay the most attention to.
Keeping an eye on the following KPIs and metrics will ensure your campaign stays on the right track:
This metric tells how many times your ad has appeared to potential leads, and is absolutely vital when it comes to calculating the performance of your ad when compared to the amount of clicks it’s generating.
‘Clicks’ are basically how many times someone has clicked on or engaged with your ad and come through to your landing page or website. This metric is key if you’re working on a cost-per-click (CPC) basis, as it will tell you exactly how much you’re spending on your current campaign.
Your click-through rate will tell you if your ad is relevant enough to your target audience, or whether it might need adjusted. If your click-rate is low, you may need to find ways to optimise it with a little help from HubSpot.
Hubspot says: “HubSpot Ads has knowledge baked right into the tool. Combining industry best practices and data from your specific portal, we’ve cultivated tips and tricks to help you get the best out of your campaign.”
In the end, it all comes back to the conversion rate. If you’re finding that your conversion rate is still too low, it may be that there’s a ‘disconnect’ between the people clicking on your ads and the landing page to which you’re sending them.
Think about what action you’re asking them to take (whether that’s downloading an ebook, or filling out a form) and ensure they’re at the right stage of the journey to take that action. Maybe you just need to work on the actual landing page copy.
Keep an eye on your budget
Always, always keep one eye on the cost. This is because if your budget isn’t managed effectively, the amount of clicks your ad campaign generates could mean you end up spending more than you initially planned, leaving you over-budget. I’ve highlighted some super helpful tips for keeping your budget under control lower down this blog post.
The addition of HubSpot ads means it’s never been easier to work out your budget, and allows you to control everything on just one familiar, intuitive platform. Your minimum budget for LinkedIn ads is £7 per day, but you will also have to settle on a budget for your entire campaign.
HubSpot says: “Choosing the right budget for your ad can be tricky. Pulling data from industry standards, HubSpot Ads will provide suggested bids aimed to reach the most of your audience. Here’s an example of the suggested bids for clicks based on the defined audience of CMOs in Boston:
Finally, I’d recommend doing some A/B testing before spending a lot of money on your campaign, so that again, you know you’re only spending money on ads that work and get you results.
Want to give Google Adwords a shot?
HubSpot is currently trialling Google AdWords in Beta, so if you’re already a customer you should be able to access it via your HubSpot dashboard. It should help you to calculate your ROI, and help you find improvements you can add to your campaign.
If you’d like a bit of help creating a Google AdWords campaign, check out my ebook, ‘The Ultimate Good AdWords Companion’.
If, like many of my customers, you’re thinking about having a go at LinkedIn sponsored content with Hubspot’s new Ads add-on, there are a few things to bear in-mind. Remember:
- Only send people to content that converts
- Choose your audience wisely
- Pay attention to the metrics that matter
- Keep an eye on your budget
If you’re feeling brave, you could also try Google AdWords from your HubSpot dashboard, which is currently in the Beta stage. Think of it as AdWords made easy
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