Complete LinkedIn Ads Tutorial for Effective B2B Marketing

Hello and welcome to the only ever LinkedIn ad tutorial you'll ever need to watch. So, I've run LinkedIn ads for

over 10 years now. And in this video, I'm going to take you through absolutely everything you need to know to make

LinkedIn ads one of your most successful B2B marketing activities. We'll be going through first and foremost how you can

set up your account, then how you can set up your insight tag, your best campaign structure to make sure you have

success now and in the future, the best campaign objectives, and the ones that you should avoid. More importantly, how

you can target the right people without wasting ad spend and how you can check this all with different ad creative

types, how you can set up your conversion tracking, the three different ways through online, offline, and

LinkedIn's own revenue attribution, the best bidding models you should be using, and a little bit behind how the auction

works, what the dashboard looks like after launching your campaign, and how you can go and see what the data is

telling you, and then finally, how you can set up remarketing audiences after that, so you can remarket to those who

have previously engaged with your campaigns. And throughout I'll be showing you a lot of the biggest

beginner mistakes you can avoid to make sure you don't waste a lot of time and a lot of money. And I'll also be showing

you some advanced things like how you can use things like signals to set up your sales team for success. They're

doing any outbound activity based on your inbound efforts, which a lot of B2B brands are. So after this video, you'll

hopefully know a lot more than 99% of people about LinkedIn ads. But first off, for those of you I haven't had the

pleasure of meeting before, my name is Ben and my company Session Media has managed over a 100 B2B brands LinkedIn

ad accounts which have ranged all the way from £500 a month all the way up to £500,000 per month. We've built three

different LinkedIn ad pieces of software and I do own a pair of LinkedIn socks. So yeah, it's safe to say I'm a little

bit obsessed with LinkedIn ads. And if you do stay to the end, I'm actually going to be giving away a piece of

LinkedIn ad software for free which will be coming up very, very soon. Right. So hopefully I've got your interest. Let's

get into the video. Right. So first and foremost, if you don't know where to go and set up account, you can literally

just go into Google and type in LinkedIn ads and go and click on the LinkedIn ads ads. It'll take you through to this

homepage. You can also go on linkedin.com/ads and that will take you through to this

page here. So if you don't already have an ad account created, you just go on create ad. And if you already have a

account, it'll take you straight through. But if you don't, you can go here on your profile and click on create

account. call this one uh YouTube test and you can click your currency that you want to go after and then for

now let's do session media as our company page here. So you can go here click agree to the terms and conditions

and click save. And once you've done that it will take you through to a page like this where you can see new campaign

group here and there's nothing else set up at all. You then want to make sure you initially go into your you want to

go into account settings and go on billing and make sure you associate a card so when you do actually create your

campaigns they're ready to go live. Great. So now we've set up this account. First and foremost we want to go install

the insight tag. So if we go on to measurement insights and go on to manage sources we can see here we can um

install our insight tag. So create insight tag here. And if we scroll down you can say I'll use Google tag manager

and click on proceed. And at the moment you can see it's unverified because we haven't installed it yet. So you can

either So obviously you can go and install this in your header here, this insight tag within um WordPress or Web

Flow or whatever website you're using. You can go and do it in the in the back end of the site or inject it via FTP or

whatever it is you want to do. Uh I'm not going to go into that too much today, but most people go and do it via

Tag Manager. So you can see here you have a partner ID through Tag Manager. So if you click on this and you copy it

and then you want to go in over to Tag Manager. So then your tags, click on new and we can call it whatever you want

like LinkedIn insights tag and configure tag. Now within here

you can see they have a um LinkedIn one already, the LinkedIn insights and then they also have a LinkedIn insight tag

2.0. I recommend using the 2.0. What will typically happen is sometimes you have to go and import this from the

gallery cuz this one's going to be sunseted soon. This isn't in there automatically. you have to go and import

it in. So you go on the gallery here and type in LinkedIn inside tag 2.0. And then when that comes up, it'll give the

option to go and import that into one of your custom tags you have here. Obviously, you can see down here. So if

you go into LinkedIn uh 2.0, as you can see, I've added it already. All you have to do is go and

click on here and then click on add. It's already been pulled through for me, which is great. But this also gives you

options for later for some of more advanced tracking bits. But what you can see here is I've already got that

downloaded. So if I again go and click type in LinkedIn inside tag 2, I can just add that there. And then what I can

do is I can go and install this inside tag on um my website here. So once we put the inside tag in here, we then just

go and put all pages and then we click save. And then once you've saved it, you can then go and publish it.

Submit. And then you can publish. Obviously you can save it however you like. So now that's on the site. You can

go and obviously do the debugging checks. Again, I've done lots of videos around how to use Tag Manager. So, go

and check that out through that way and make sure it's working. So, if we go back over, we'll then be able to go into

Signals Manager. Um, click on dismiss. And it still says unverified. If we give it a couple of minutes later in this

video, I come back to this. We can make sure that it starts actually picking up the data. Um, as soon as it has the

first time it's been triggered on our website. Okay, cool. So, we got the insight tag up and running, which is a

very key fundamental bit of what we want to do. We want to get that up and running as soon as possible, really. Um,

and I'll get into the reason why that is a bit later on. So, now let's get into the meat of it

and go and create a campaign. Now, if we go into advertise, you can see at the top here we have something called

campaign groups. We have campaigns and we have ads. Now, this works in a hierarchy as you can see on this uh

diagram we've got here. And at the top, we have campaign groups. This is really where I like to do all my segmentation

and initiatives, which I'll get on to in a minute. This level here, which is the campaigns, which is where I like to do

my targeting. So actually where you can go and choose who you're going to target, the thermographics um where

you're going to choose the types of creative um and bidding model as well. So a lot of the work is going to be done

in the campaign level. Campaign groups just help you to make it neat. And then the test of the creative at the bottom

of the ad section is obviously where you're going to be testing your different ad types. But these different

ad types, each campaign needs to be the same type of ad creative. You can't have like static images and videos within the

same campaign. It have to be separate campaigns. So, as an example, how I would name these different levels would

be campaign groups. You'd have something like what your objective is going to be or or it's going to be like first touch.

It's going to be then the job title you're going to go after. So, in this case, it'll be going after senior

marketing managers and marketing directors. It'll be targeting software development. So, what industry you're

targeting and then what location like the UK for example. Now, this really depends on your strategy because for us,

we have different people we're looking to target within the same industry. So, we're going software development

industry. We're going to target um people who are different seniorities. We're going to target one that's around

CEOs. We're going to target one that's for our paid media offering, one for our SEO offering. So, we segment it like

that. We'll also have different campaign groups for like ABM or recruitment or events. So, it's very much about having

a very topline clear idea of being able to keep the data neat from a very top level. We then go into the campaign

naming structure. And what we'd then do would be we'd name it we do a short acronym of like um the previous campaign

group mainly because when you try and see campaigns you can't always see the campaign group that it's in whilst

you're seeing it. It's a bit of a limitation from um LinkedIn ads. So for example if we're doing our first

touching marketers it like FTSM. So when we're doing certain overlays and views when we're reporting we can see it very

clearly. We then say in this like objective type which I'll get on to the creative types is it going to be a video

image which I'll get on to more and then any subsegments we're going under and then obviously you have your ads and you

can name them accordingly which version is what type of creative you're going after and whatnot. This will all start

to make a lot more sense we come into it but very broadly you can set budgets at campaign group level as well. We don't

recommend doing that. Same with objective we recommend having the most control over at your campaign level. So

campaign groups are really where you house your different initiatives and segments. Um campaign level is where you

do all your targeting and bidding. Um and then ads is really when you test your different ad creative underneath

the campaign level. That will come crystal clear throughout this. So let's create a new campaign group. And like we

said, let's go and call it something like first touch. So it's the first time people are going to see our audience. Uh

marketing managers for software development. Um, and then let's just call it UK. So,

this will be like a broad, you know, easy naming convention that you can go and look at and understand exactly who

we're targeting. Like we mentioned, they try and get you to turn your group objective on. I don't like doing that,

so I turn it off. Otherwise, you have to create more campaign groups than I like doing. So, I turn that off. Um, and then

I'll have it to run continuously. We can then click in this and then within the campaign group, we can create a

campaign. And this is where it starts to get fun. Like I mentioned, this is where the bulk

of the targeting uh bidding and creative choosing comes in. Before we go through, let's go and look

at all the different types of objectives you could go after. First off, we have the brand objective, which is best for

reach. It primarily works on a CPM model, which is cost per mill, which is ultimately how many how much it costs

you to reach a,000 people. Now, this is good if you want to get the most reach possible. It's also actually really good

because they've recently rolled out frequency capping. And frequency capping is where you can choose to say show your

audience only three your ad three times per week which is the minimum for this frequency capping. Um which is good

again a lot of actors people may be really active and you could be serving it quite a lot of times for the same

people which then obviously creates ad fatigue. It becomes you know less effective more and more people see it.

So you could be wasting ad budget so it's really good for reach and managing it from that level. Website clicks here

obviously the best for if you want to drive people to your website. Again, they're very expensive these CPCs

compared to other models, but it does actually guarantee someone clicks through to your site. So, depending on

the type of campaign and the the objective of the campaign you're going after, the the the overriding objective

of the campaign you want to achieve from this, you can use website clicks. You then have engagement. This is probably

one of my favorites. Um, along with the brand awareness objective is when someone clicks on your ad, like the see

more button or look to see the comments or clicks through to your landing page. If you have really good engagement as

well, you can make it quite a lot cheaper for people to click through to your landing page um versus using like

website visits for example. And then video views is very similar to engagements, but actually getting it

just for optimizing and paying for how many people actually start watching your video versus if you did a video and it

was people you just paying for people that clicked on see more or the comments for example. We then have lead

generation. Now lead generation one of the more expensive ones. This is when you associate a lead genen form to your

campaign. You probably know when you're on LinkedIn, you click a button and the lead genen form comes out the bottom.

So, it pops up. So, rather than going to like a website or you know it's staying within the app itself or staying within

the LinkedIn app itself, it'll point you to this one little pop-up so you can go and fill it out. Typically, you see it

used for like event registrations or ebook downloads or something. It's typically quite expensive because

they're trying to make you pay for the convenience of doing so. typically not one of my favorites, but you can

integrate it straight with your CRM and people do seem to like it for the quantifiability. And then website

conversions, I typically will never use this uh mainly because of how the uh relevancy score works, which I won't get

too much into this video, but I'll create a few different videos of exactly how the LinkedIn auction works and

relevancy score works. But ultimately, there's a sum in there, which is how likely someone is to complete your

objective that you set. And obviously, a website conversion is probably one of the least likely they're going to do

compared to engage or brand awareness. So, it makes it quite expensive and compared to other platforms, it's not as

advanced in actually being able to find the best buyers for you. It's quite primitive in that sense um compared to

like Facebook who has all this behavioral data and psychographic data um on you compared to LinkedIn who

doesn't collect that or have that as much. It's more thermographic based and obviously job applications um and talent

leads which are when you actually go and do hiring through this. But there's different ways I like to do that anyway.

But so let's keep it more legent today. There's also a few other nuances to understand. Um, if you want to run

thought leadership ads compared to company page ads. So thought leadership ads are the ones that you run through

your personal account versus running through your company page, you can only use brand awareness and engagement

objective. You can't use like website visits or lead genen for example. So you really need to understand what creative

you're running, what your objective is um, overall from like where you want the person to go or you want the piece of

creative to achieve um, and then you can select one of these. But yeah, if you're not sure, I'd just go for engagement to

start with and move forward. Brand awareness again is the only one if you want to use connective TV ads which is

where you want to go and get it to appear on ads which is only available in the US but will be in EMA soon um that

allow you to choose the land the LinkedIn audience network you have to do it from. So enough around this

ultimately I go and click on one of these and then go to check to see if your creative is still there but let's

use engagement for now because that's the one where the vast majority of them are there. So if you go next this is one

of the big mistakes as well that we see people see um make where accelerate is the new thing that LinkedIn ad is

pushing. It's pretty much their AI tool. I've done a whole video which is in the playlist which I'll link to at the end

where I have like 30 odd videos around LinkedIn ads. You don't want to click on accelerate cuz it go and create the

campaign for you and the targeting will be broad and it will just it'll be a lot of wasted in there. Trust me, we've um

we've tried it um as like test campaign. So go on to classic. Um there's quite a lot of these things throughout the video

that will try and trip you up. So we'll keep you looped in those as well. Okay, cool. So let's go and we've done

that. So let's go add a campaign. So we can see here. Let's go naming convention it. What did we say earlier? Call it

first touch, senior marketers, what do we say? Software development UK. And then we've now got engagement. Um, and

we'll keep filling this out as we go along. But as you can see, you want to make sure you have a really clear naming

convention. So when you're testing side by side, you know what you're testing and you can actually have a really good

top- down view of everything without being like, "Oh, what does campaign one mean or test campaign mean?" It's really

boring, but it's a really good way of keeping it all together. So, we scroll down. Um, again, you can

skip this. You can kind of use an AI tool to do it, but we don't use that. You can also use save audiences, and

these are the ones that you'd save from earlier on, which you can reuse and make it easier. Um, but for now, let's do

United Kingdom. Oh, and just a point here as well. Um, as we didn't change location, if you are doing specific

location settings, you can see here, United Kingdom was attached by default for us. What you want to do is click on

this little dropown and go on permanent location versus recent or permanent location because it sometimes may pull

people outside the country. And if you're targeting people that you just need to be inside the country and that's

your ICP, then you can do that and do permanent location there. And all the different audience attributes. So you

can target people by uh company and within company. It's company category. You can target companies by who they're

connected with, who they're followers of what company, the growth rate of the company, which is really interesting

when you're doing certain things. the company industry, company names, revenue, company size. From

demographics, you can do member age, member gender. It's not something that we really do within LinkedIn. Um,

education, you can target people with certain degrees, fields of study, and members of what schools. Job experience,

you can target job functions, seniorities, job titles, member skill, um, which is when people endorse you for

different skills and years of experience. And you have interest. Member traits are quite interesting

because it's things like I don't know if someone is open to work or open to relocating could be essentially people

that you remove from your campaign if people need to have a current job um for you looking to target people for it to

be uh more effective. So in this you can obviously go through and do different ways and within audiences itself you can

do list uploads look alikes retargeting third party. I'll get on to that at the end when we go through and create these

audiences and then how we can target them. But for the first touch let's just go through and say we're not going to do

an ABM list. We're just going to say we're going to go after um company industries which is our like we

mentioned soft uh software development. Um we are going to then do uh

you can do anything you want in this you know from targeting perspective but let's say we're going to do uh company

size. I'm going to target companies 11 to 50 and 51 to 200. Well, okay. I'm actually going to stop myself there

because at the end when I was doing my checks and I'll get on to you'll see it later in the video. I realized I'd

actually made a mistake at this part cuz for some reason I can't seem to speak and think clearly at the same time. So

if you look at the screen here this is one of the big common mistakes you see as well. At the top we'll see company

industries software development and next one company size. It's an or not an and. this was supposed to be an and when I

was doing it in my head. So what I'm doing here is saying software development as an industry or this

company size. So I was looking at these numbers as I was going through and I was like that doesn't seem right. The

numbers seem way too big but obviously can't multitask. So I carried on and when I was doing my checks to the end it

clocked and I was like I could redo the whole video or I could just do this and pull out. So here I am pulling out. So

rather than doing it within the same segment which is an or you can click on narrow and then it will do an and as

well which is obviously in 99% of the cases what you want to do. When we go through the checks later on and do and

right at the end of the video before I get into the free software I actually show you a really cool way and it was

pulling up companies like Fiverr and I was like Fiverr is a massive company. They're not these you know small

companies here. That's obvious because I put an or statement because it was software development but obviously I

didn't then attach it to an associated size. You can lose a lot of money from doing this, which is why doing the

checks afterwards are super super important. Right, back to the video. Let's narrow it a little bit more and go

on to marketing managers. So, marketing manager with the job title in here. So, that's 75,000. Um, and then you can

really narrow it more and more down um as you go. So, on the top right hand side, you can go and see here um

marketing function. You can see here function marketing primarily. You can then see seniority. So, senior manager

entry. This one's an interesting one because you can go and exclude entry, but these sometimes can be say if they

have a um a role that they're volunteering somewhere else, it may then show that as entry. And then if you do

then go and exclude them, it will then exclude this marketing manager that you're actually going after. Um so, you

can go and exclude them, but we typically like to see what you know, job titles are getting pulled through first

and foremost. Also, owner, they may have their own sort of like side. They might run an Etsy store and be an owner of

that as well as a marketing manager at a software company. So years of experience, you can see the average

years of experience, company size. Um, again, we didn't target um 1,000 5,000, but maybe they're like registered at the

University of Portsmouth like myself. I'm I'm a board member at the University of Portsmouth for their marketing

curriculum. So obviously I'd kind of be under this as well. So if you excluded that from and they did a negative which

a lot of people like to do you'd be excluding me as well. So I would just leave that out for now. So you can go

through and say if you definitely don't want to target people in certain industries or certain sectors you can go

and then exclude. So most cases I'd go and exclude um specific job titles. So if you don't want people cuz marketing

manager is quite a broad role. It will pull through things like they're called super titles where the terms like

marketing manager also pull things like SEO manager, content manager, performance marketing manager, SEO

manager and lots of other different manager terms. So at the end we'll show you how you can go through the marketing

um you the job titles and then I'd recommend going and excluding them versus any of these sort of segments

over here. We I'll also show you how you can go and actually before you launch this see if there's any campaigns uh or

companies who are uh going to be too big. So let's save this now. Um or save audience and you want to not enable

audience expansion because we've tried this even with really tight ABM lists of just going after agencies. It still

tried to add in the likes of Sky and much other big uh companies like Microsoft which a lot of impressions

were getting served to. So they enable you to waste your budget is what you got to remember. Clever. So let's save this

audience for now and let's call it um YouTube uh test audience. this keyboard is

really small and click on save. So, we can just use this later. It's very sort of a top line of how you'd go and

target. Obviously, we haven't really drilled down into the thermographics that much in this, but just as an

example. Now, as you can see here, we don't have all of the um things live. So, we have um engagement, brand

awareness, lead generation. So, say for example, to click on brand awareness, we can go and see now down here we've got

more. If we went to go click on lead genen, we'd have less. If we went to go click on, you know, job applications,

you'd have, you know, even less. So, you want to make sure that the format you're going after is within it. So, let's keep

it for engagement for now. You can go and do your UTMs. I like to set them at a a global level and then do them at the

ad level, but sometimes you go in here and create like a go and create any nuances you want in here. Here's another

tick box you want to make sure it's off. LinkedIn audience network or otherwise known as LAN unless you're using

connected TV ads. You don't really want this to be on because it will go and place you in all the audience networks

from LinkedIn outside the feed and it doesn't give you a breakdown. So that could be anywhere from like MSN to I

don't know Timbuk 2. I don't know if that's a real website but there we go. Right. We now have the image types or

the ad formats we can go through and I'm quickly going to show you each one of these ad types.

So first and foremost like we mentioned we have thought leadership ads which can either be done under video or single

image ad that is when we are getting promoted your personal post are getting promoted but from the company. So you

can see from session media here we then have that isn't its own creative type. So you'll never see so you'll see in

here that you won't see ad. It's just done on a single or carousel. So you got to decide whether it's coming from you

or your founders um or anyone else. I've done a whole video on foolish ads as well which is in that playlist I'll

mention at the end. Then has static image ads, which is obviously a static image, which you can have a call to

action for down here. Have a carousel ad, as you can see here. You can go and have up to 10 different cards. This one

here is testimonials for social media. You can then have videos. Example here, again, very much like an image, but has

up to 15 minutes worth of video. You can go through here, and this is a big SEO case study of ours that we went through

and uploaded. We then have text ads. text ads. These images here, if you can see from this image from LinkedIn on the

right hand side, they only appear on desktop. You're able to see things like propel your job, search fast, and then

this little text here. The good thing about these, well, they're not they're like secondary ads. No one really ever

clicks on them, but you get lots of exposure for pretty much free cuz no one clicks on them. And it's only desktop,

not mobile, which is again in itself quite a good thing. You then have the spotlight ads which is when you probably

see your face which is custom um from your profile pull through to the logo of the company that's advertising to you.

Again, secondary campaign. You also have the follow ads are the um go and follow a company page. Don't use these that

much, but this is an example of how they would look. You then have the document ads which are relatively new which are

really good if you do have assets you want people to download. rather than doing carousel ads, it actually shows

you and unlock the full document. And you can see you can choose how many pages up here you want to see of the ad

in itself. Um, which allows people kind of see the top line overview of the document and then they can go and unlock

the document. It actually has a much better click-through rate and you can use it in remarketing audiences. You

have conversation ads, um, which like these ones here. For example, this is one I got from LinkedIn. So, it was

trying to sell me something. And you can click things like, okay, I want to improve targeting. And then it then

speaks back to me and I go, "Oh, thanks. It's going to have the 10 LinkedIn ad hacks and then it goes through to a

different one. So, you actually create and customize your own conversations. This is the same as inmail ads, but in

mail ads will just only be one click and it will take you to a call to action button. So, conversational ads like

that. You now have event ads. These events when you can do the native events within LinkedIn and you can advertise

these before, during, and after the event, which is super super cool. You have the new ones, which are the article

and the news ads. So if you do a newsletter through LinkedIn, which they're now pushing, you can advertise

that and people can obviously go and follow you straight away, which is cool. So that's the top line of all the

different ad types. Um again, it's really down to you and what you want to approve. Most time it'll be probably

single image or video in my case. And then obviously the second secondary ads down here. In this case, let's just

select um video ad. And let's scroll down. So what you'll see here is always 150 as your standard

budget. And again, it's up to you really what you want to spend for your monthly uh goals. But the next big important bit

is all around bidding strategy. Now, bidding strategy is an interesting one because again, they're looking to push

something called maximize delivery. And you think that like like sort of Google obviously are quite sophisticated with

the automated bidding. But with maximize delivery, it pushes it as fast as it possibly can to your audience within

your budget. So, it's good to kind of get an idea of what that looks like if you want to get going really quickly.

But a lot of the time you will be overpaying for clicks cuz um if I show you here, if we go on to manual bidding

down here, it says we recommend bidding £3 and 2p. Um but the lowest bid they recommend is 1.89 um to 663. Now what we

typically maximize delivery is they'll be bidding probably somewhere around 4 3 to 4 here. Um, but what we do a lot,

especially if you've got lower budgets, will be to go in around say £130 or even £1 and then putting it out there and

monitoring your deliverability cuz what we found a lot is if you test it manually, you'll be able to be able to

get really really good delivery below market rate because one, there's several other factors. Also, LinkedIn, I think,

chances it a bit with saying how much they that you should charge to go. So, people then are kind of scared into

pushing it higher and they burn through their budgets quicker. So all the people that are bidding lower then are able to

pick up the spots that everyone else has uh burnt through. Also relevancy score comes down to other factors. We're going

to get 200 on today. And also just disable enable high like value clicks. Again, just try and keep it as manual as

you can for now. So once you've done this and got your manual bidding um and your um video, you obviously can go up

here and be like engagement video um manual. So like we like if it's max delivery, we like to put it as max

delivery just so we know um what we've done there. And next obviously you want to create a conversion. Obviously quite

a big point here. So let's you can create a conversion here but let's go and save an exit. So I can actually show

you how you can do this before you even go into the um actually creating a campaign.

So if you go into um measurements um and conversion tracking you can go and create a conversion here or you can go

in insights manage sources uh create conversions inside tag or you can do a conversion API. But let's just go into

conversion tracking and go create conversion. uh insight tag conversion. So you go in here, call it whatever you

want, like you know, contact us form. You can select the category. So this one here would be request a quote. You can

use dynamic values if you're going to do a um user conversion API, which is I've done a whole video on this as well um to

really get in deep if you want to go into the um again I'll link to the whole playlist. Um and you can insert a

default value. So let's just select you know um use the same value and call it like you know a pound for now. And then

you can choose your clicks. So how many days will it count after someone's clicked on it? How many days will it

count if someone saw it? And it's like a view through conversion. And then you can choose whether it's going to be each

campaign or last touch campaign depending on how you want to structure the data. You can go on to website

actions or manual actions. As I mentioned earlier, you can go on Google tag manager your event specific tag. So

you can go and copy. So obviously that's the tag we copied earlier. You can then go and copy this tag underneath it into

2.0 know cuz it allows you to go and copy copy event specific ads which are really good if you're doing like Ajax

form tracking or something again I have a lot of Ajax form tracking on my site um YouTube channel if you want to go and

look at that as well so the way I'd actually recommend rather than using manual conversions would actually be um

obviously you can do it this way um where you go and say starts with or contains if it's like a thanks page you

can go contains thanks and you can then go and create that as a conversion when someone hits that page the best way

would probably be website actions in the short term if you want it you if you're a bit newer to this whole process. Um,

and if I go over onto another account, I set this one up last week, so hopefully there's data in

there. So, you can go here and yes, you can see here we started getting stuff pulling through on this. So, you can see

here how many last days. So, if someone goes through to the thanks page, so thanks for example, I can see here,

click this page, you can create a next step, and then next step, and then it will go and create this goal for you um

and say anyone who goes through to that page trigger as a conversion. So that's the online tracking way. So that's

cookie based and the third party. The next one is by using your conversion API. Again, not going to go too much

into it because I created a whole video around LinkedIn ads conversion tracking. Um that is when you can go and create

your conversion and use your conversion API. This will be a dynamic value which you'll be able to then um let's go on to

qualified lead for example here. Go default uh value zero and then you can go and connect your source. So this

source can either be through Zapia and uploading your CRM data or your life cycle goal back into Zappia and

uploading it. If you go into HubSpot and you have the right account or Salesforce, you can do this

automatically and it will pull through and it's super super easy to do. But now you have these native integrations or

not native but they're in within um LinkedIn ads now. So you can go and pull your information CRM and the actual

value that you put it through. But if you do do this, you need to make sure that you hold out from the next section

because the next section is um LinkedIn um ads um revenue analytics which is very new. Now to do that you need to go

on to um account settings and go on to manage access and go on to your business manager. Now this one is a

new account for us. Um and when you go on to revenue attribution you can go and connect your page here. Um, and then all

it will do is I'll pull up a screenshot here. It'll be able to show all the companies you're getting impressions

from, all the ones that are considering, all the ones that are lead and all the ones that are closed. So even if people

see your ads, then convert like you know 90 days later, it will start pulling in these revenue analytics. So you using

your conversion API and revenue analytics, you need to make sure that you remove the conversion API numbers

from revenue analytics or vice versa. So you have your online conversion tracking, which is what I'd recommend

you set up in 99% of cases. You have your conversion API which is good but again it kind of leaves it down to just

individual campaign tracking which isn't always the best way of doing it and then your revenue analytics which kind of can

overshoot the revenue analytics because it's literally everyone who's seen it but it's really good to have that

insight as soon as you start spending I think in our experience around three grand plus a month on this you can start

seeing um all the information come flooding in and it kind of gives you more touch points. So one is third party

first party and then revenues uh analytics. There are the ways you can pull impressions directly into um like

your HubSpot account, which is really cool. And I've created a video on how you can do that for free using Zappia um

in that playlist I keep talking about. We talk about LinkedIn ads a lot, but I can't go into everything today cuz

otherwise I think we're already quite far into this video, but it'll be um a lot longer. Cool. So now we've created

those conversions. You can then go and add them in this and click and accept and then go on to next. So like I

mentioned, the big pitfalls in this one are making sure those buttons are unchecked. You haven't got a massive

audience. LinkedIn will always tell you to go over 70 about 50,000. You can go as small as you need to go. We typically

say you need about about 1,000 audience size for every 10,000 you're going after. Again, linked in the other um

playlist. So now let's go and create an ad. Now in this case, let's go and just for the sake of it do authorship ad. So

you can see here me I'm automatically approved. If not, you can actually get someone to approve this ad for you. And

you can see I've done a recent video uh this week which both B2B marketing fails before it even starts. or we can choose

the ad that we want to go after. Click it and then go add to campaign. Obviously information needed. Then if

you go into next, which is the really cool part, you can go and see the whole overview. So you can see the group name,

the schedule, the the campaign objective, the locations, who we're targeting. This is why it's important to

look at who we're targeting because as we mentioned, company size, software industries, um, and company size is, and

any of these, they should all be in their own little box. So it should be um software development. It should be then

company site in its own little box with an and not an or. And then job titles which we did right. Make sure you check

your campaigns before they go live. Job titles and everything else. Uh LinkedIn's enabled, audience network is

disabled, budget, uh bid type manual, not max. And then obviously all the conversions you've got and then the ads.

So then you can save and exit. And that's very simply how you create an ad. Now what you can do is go into audiences

matched audiences and what you can do here is you can go and create a matched audience and you can either do an upload

list. So you can upload the companies. So you go next you can download a contact template for a company or list

which means you can upload specific companies you want to target and create your own custom list. You can do people

that have um followed your company page in the last 90 days. So you can make sure you target them or people um

people that have visited your page or people who have clicked a call to action. So you can make sure you can

retarget these people that potentially warm audiences. You can obviously people that have you know come through your

conversion API event specific. So people who might attending event um you can have all these different options to then

put them into their own audience to show them different messaging. single image. Um you can go and say anyone who has

interacted with one of our image ads or follicip ads in the last 90 whatever days and you can see here an example of

the numbers um that would be associated within that time frame website. So anyone who has been on your website the

last 30 days and you can then go and choose the pages that people have been on. Same with conversion ads, document

ads, lead gen forms and video. The really cool thing with video is you can select people who have watched um a

certain amount of your video. So, if you want someone who's watched 50% of your video, you got 10-minute video and you

want to put them into like an email conversation audience, that's a really good way of of warming up these hot

leads. Cool. So, let's go look at the dashboard for one of our recent test campaigns.

So, if we go onto this first touch and we can go and see here in the right hand side, we have um different dropdowns. So

we can see here performance and within performance we have everything from impressions, clicks, clickthrough rate,

topline performance data. We can see here delivery and within that the really interesting things again some of the

same information but the frequency. So how many times average has the person seen your ad per month over the set time

frame. This is in the last 30 days. Um and the audience penetration is how many what percent of the audience has seen

it. Um so only 1% of the audience has seen it. So, you know, it's quite interesting to see what coverage you

have of those accounts you're going after, especially if you're doing ABM. From an engagement side of things, it's

really interesting cuz you can go and see the average dwell time. I really like these metrics. Then you can go into

these individual ads and be like um how long have people spent. So, you can see here these ones here like 7 seconds um

if we go into um like video for example over the last month, you can just go and see. So for example,

this one here is 12 seconds. You can see outliers are the ones which have really been performing well. Same as if you go

on to um video whilst on the video tab you can go through and see what percentage of people have watched your

videos. So you can go down here and see okay I've got a 3.16 conversion rate of this video that's only about 2 minutes

long but this video up here that's 15 minutes long. I've got 11.33 which is brand new. Um and then you can look you

know um over certain periods of time. So 0.13 but this video here that I advertised was like 15 minutes long. We

like to do long form video amplification because um over time it really really compounds into people getting to know

who you are um and how you think about your brand. So if someone's watched the whole of this video for example, you

have bids and budgets. So you can go and change your bids and budgets within here directly in the feed. So how much you're

spending a day on average and your daily bid. You can then look at everything else from documents. So and you can

create your own custom stats and you can look at actual pipeline as well in the feed when you have your revenue

analytics or conversion API set up. And you can also go to breakdown further. So if you go on performance and then you go

on breakdown, you can see how many conversions you've got and what types of conversions when you have them all

loaded. You can see um the impression by device type. So you can see mobile app here um versus desktop. So you can see

it's always more mobile app than desktop across the board. Um placements, if you did the LAN, it would show you on

LinkedIn versus LAN, but obviously like I said, don't do LAN. And the event stage as well, which again needs the

revenue analytics to be set up. So all that stuff is really cool. Like I mentioned, if you want to go into

um professional demographics, we can go and see job function. And if you go into job title, we only really target, like I

mentioned, a few of the marketing manager things, but it'll come through and also target social media manager, um

brand manager. We can go and exclude these job titles if we feel like they're overreaching. For example, um same you

can see with company. And this is where it comes really cool cuz if you go into company, we can see something really

nice. Now, we used to have to use the API to see all this data. And now you can see it natively within the platform

which is super cool. So um if we go into if we can see here we can see organic impressions. So people that have been

companies that have been to your company page and seeing impressions you had and how many paid impressions, clicks,

engagement and then your breakdown what list they're in etc. Um and you can go here and see engagement level.

If you click on that you can go and see the companies that have been very highly engaged. So, what we like to say, and

this is what I mentioned at the beginning around using intent signals, is you can go through here and say these

companies here have been very highly engaged. Make sure they're in your um, you know, ICP and your target audience

market that you want to go after. And you can go and do any filters down here that you'd like. Um, but I like to do

the engagement levels where I say all engagement levels all the way from medium to very high. Go on apply. And I

can see there's 732 companies that are very highly engaged at the moment. Um, and then you can go save the company

list and you can create a dynamic list and then that will go and save everyone drop in and out over the months who who

say highly engaged. You can send them emails. You can create a list for your sales team to go and get in contact with

because they've been engaging a lot with your content. You can also make it so you know you can ring fence off Google

ads campaigns which hit and then you can see the list of companies that come through to your landing pages that

haven't converted. There's so much you can do here. That reminds me also we mentioned earlier if you go into

audiences and we can see that saved audience we created YouTube test audience. If we click on that before you

even go live with your campaign you can go and look at companies here and you can go and say okay I created that

audience it was social media. I can see in there for some reason Fiverr. >> This was the moment that I I realized

>> it's got 480 members that's already going to start wasting lots of my budget. Um so I'm going to go in there

and I'm going to cancel those people out. Right. So, a really good way of doing it is going to save audiences,

edit them. You can go edit your company in here. Um, and then you can automatically start um negating some of

these out. Um, so you don't have to wait until see the companies tab to be like, okay, I shouldn't be targeting all these

companies, right? And as I promised, I'm going to give away free bit of software. One of the annoying things you can't do

on ads is we can't continually keep up, you know, negative out companies without going in to your audiences and then

reapplying all your audiences or doing separate lists and managing loads. So, what we've done is we've created a

software in which you can go and much a view like this where you can go and click on each of them and then upload

them to the same list so you can keep a global list. We're also going to be adding negative job titles and some bulk

functions too, which will be very well very very soon. And it's all going to be free um people watch these videos and

connect with me on LinkedIn. So go over to LinkedIn. The link is in my YouTube bio. Um go over to that, give me a

message, and I'll make sure you guys get the software as soon as it's live, which should hopefully be in a few weeks time

now. And as mentioned, I have a throughout this video, I've mentioned lots of tangents around how you can find

more information. Um, so I'll link to the YouTube playlist up here where you can go and see all the videos from

everything from campaign strategy all the way through to how much you should spend, how to get the cheapest clicks,

um, how to create the leadership ads in a in a full sort of guide and how you can use it. So, hope you found that

useful, guys. And any questions, please leave a comment and speak to you very, very soon.