– Did you know that there's an ad format called LinkedIn lead gen form ads? Stick around and we'll show you exactly how to use them and create them.
(gentle music) You may have heard that LinkedInads are really expensive.
So it can be really importantto make sure that you're doing everything possible to keepperformance high and costs low.
Anytime you send someoneto a landing page, you're introducing a lot ofsteps and adding friction that can lower youroverall conversion rate.
So this is a great ad formatto reduce that friction and get the highestconversion rates possible.
And be sure to stickaround to the end because I'm gonna tell you the differences between lead gen form adsand sending to a landing page so you can determine which oneis best for your objective.
All right, let's jump in.
I'm gonna show you how to create these.
So if you're on LinkedIn.
com, come up here to the upper right, and click on Advertise, or if you don't seethat icon, click on Work and come down to Marketing Solutions.
Then, when you're on this screen, you can click CreateAd, and then it'll show you a list of all of your accounts.
I've got access to several.
We're actually going tobe creating these inside of Social Media Examiner'sAds account just for fun.
The first place that it dumps you is here on Campaign Groups.
So, click into whicheverCampaign Group that you want.
Right now we just have the default that comes with every account.
Now we're going to create a campaign, lead gen form ads can workon either Sponsored InMail or sponsored Content Ads.
So, we'll create thislike sponsored content just as an example.
For objective, we have tocome here to Lead generation.
Next, we get to select ouraudience, and because we know that Social Media Examiner's audience are social media marketers, what I wanna do is comehere to audience attributes, select job experience, member skills, I'm gonna type social mediaand see what's available here.
So, social media marketing is great, social media optimization, social media advertising, social media measurement, these are all great skills.
This creates an audiencesize that is quite large.
And I really like audiencesbetween about 20, 000 to 80, 000, but, this works is a good example.
I'm always going to uncheckthis box that LinkedIn includes by default called EnableAudience Expansion.
I don't want LinkedIn to muddymy audience with anything, I want them to just takeexactly what we've given them.
Then when we choose our ad format here, we can choose a single imagead, which we're going to do, but you can also do carousels, where you have multipleimages in the same ad, a video sponsored content, or messaging ad as sponsored InMail.
Let's start with single image ad.
As you scroll down here to thebudget and schedule options, what I recommend is changingimmediately your bid type from automated bid tocost per click, or CPC.
There's a lot to go over herein the budgeting section, so make sure to check outthe link in the description for where we go into a lot of depth about bidding and budgeting.
I'm unchecking the boxhere for lead optimization, because I don't wantLinkedIn making the decision about who is more likely toconvert than someone else.
I want a level baseline.
And then, I'm cominghere to the bid amount.
If I'm on a really limitedbudget, what I'm going to do is set a bid amount thatis way too low, like $2, and LinkedIn is gonnacome back to me in red and say your bid needs to be at least X.
If I set my bid to that amount, and I'm able to spend my entire budget, then I know I just gotthe lowest cost per click and lowest cost per leadpossible on LinkedIn.
I love that approach to start out with.
If you're not getting enough traffic, you can always come and increase it.
Now before I leave this screen, I'm gonna make sure to givemy campaign a meaningful name, so I can understand what myaccount is doing at a glance.
My favorite way to namecampaigns is to name them after the ad format that I'm using, the objective and the audience.
And think of this like something evergreen that this campaign is gonnabe active for a long time.
In this case, because I'musing sponsored content, I'll start with SC, andthen I'll do a separator and show my objective, I'lluse LGF for lead gen forms.
Then, I wanna describe thisaudience, and I'll do SMM Skills for social media marketingskills in the US.
That's a pretty good descriptionof who this audience is and how we're targeting them and why.
Then when we hit next, it'll take us to where we actually get to create the ad itself.
We don't have any ads in this campaign, so I'm gonna create a new ad here.
With sponsored content yourad name field is optional, but I like to put the datethat I'm launching the ad or something that would help me understand how this ad is different from others.
I'm gonna pop down first tothe destination URL field.
As I put in my landing pageURL, it's going to autofill my headline and my descriptionfrom the landing page itself.
The headline is pulledfrom your SEO page title, and the description is actually your meta description on the page.
But it's interesting to note that this description never shows up, so you could put whatever you want here, or delete it, it literally doesn't matter.
For the intro text, thisis the most important text of the whole thing, andwe're going to talk about why it's a great idea to come to Social Media Marketing World in 2020.
Social Media Marketers, listen up.
Social Media MarketingWorld is the one event you need to attend this year.
Then I'm gonna come downhere to the headline portion.
So on the headline, I reallylike to explain what type of offer or asset someone's getting.
I generally put that in square brackets.
So here we have topsocial media conference, this is what you're getting, and then I give it the name, Social Media Marketing World 2020.
Like I mentioned, descriptionliterally doesn't matter what you have here, noone will ever see it.
If you like the image that it pulled from your website directly, then you can click keep it.
Otherwise, and we actuallyhave an asset for this, I'm going to hit the X hereand upload a new image.
And I happen to havean image that's already exactly the right size, 1200 by 627, so as I upload it, you can see uploading, and then the ad here willchange to the right asset.
And for you Facebook Adsexperts, don't worry, we don't have anythinglike the 20% text rule.
You can put whateveryou want in that image as long as it's not offensive.
Next, you'll wanna comedown here to form details.
This is where we actuallyget to create the form that drops down from the ad so someone can fill it out right there.
For the call-to-action, we can choose any of these standard ones here.
Because this is a conference, I might do something like learn more.
We're creating a brand new form, so I'll leave this as create new, but if you've ever created a form before that you just wanna use the same one, you can do that here and bring it in.
This is where you name the form, and so we'll call this one like Social Media Marketing World 20.
Select your language.
For the headline here, they've already seen our original ad copy, so I just want one morenail in the coffin, to let them know this isreally what you wanna do.
So I'll throw on here, join thousands of social media marketers in March.
Then here under details, add anything that would help strengthen your value proposition so that someone would want to convert.
I put in here, the bestsocial media marketers and speakers in one place.
Gain actionable tips from more than 100 of the world's top social media pros.
Next, we come to leaddetails and custom questions.
This is where you get to choose what fields go in the forum.
If you choose any optionshere that LinkedIn knows, they will autofill it, makingit really easy for someone just to hit auto fill and submit.
The email address thatLinkedIn includes by default is their login email address, which is oftentimes a personal.
So if you want to force them giving you their work email address, remove email, come to contact, and include work email.
That will provide a littlebit of extra friction because they'll have to actually fill out this field that hasn't beenall autofilled or prefilled.
If you need anythingelse, any other questions or checkboxes, maybeyour sales team needs, then you can add custom questionsor custom checkboxes here that get passed through the form.
We don't need any of that, we just want first name, last name, and work email.
So I'll come here to confirmation.
This is where you getto include your message about like, hey thanks, we'regoing to get back to you, or we'll send you some information, or someone's gonna call you.
I really like using thelanding page URL field here because if someone is only on LinkedIn and they fill out this form, and they've never been to your website, your other channels can'tdo any sort of retargeting or nurture around them.
I love dumping them on a landing page where you can track and control.
Here I might actuallyput a landing page URL that is a thank you page on my website.
So here for message, I'm just gonna put, thanks for reaching out.
We'll send you details about Social Media MarketingWorld in your inbox now.
We send them to that landing page URL, and the thank you message call-to-action, we can say, maybe learn more.
Then if your CRM requireshidden fields to come through, you can click here on hidden fields, and you could add something like source medium campaign content, something along those lines.
But because I alreadyincluded UTM parameters in my confirmation URL, I'm not gonna worry about this right now.
All right, so I'll click Create.
So now you can see thisad has been created, and the lead gen formthat it's attached to has also been created.
So if we click the next button here, we can click Launch Campaign.
Now I'm going to go back tothe account overview here.
Once you hit Launch Campaign, it will send it live.
So if you're not ready for it to run yet, just come back here to the dashboard and flip this from active to paused.
But now you have a campaignwith a lead generation form that's actually running.
The next really importantpiece for you to understand is that once leads are going to LinkedIn, you need to find a way to get them out.
So here's what you'regonna wanna do about that.
Come here over to AccountAssets and Lead Gen Forms.
This form hasn't had anyleads yet, but if it had, I can click here onactions and download leads, and that would give me a CSV file with all of the information that I've requested.
But if you do this, you asthe marketer are going to have to go in every single dayand download this sheet and do something with it.
If you wanna pass yourleads into another system, what you'll wanna use are oneof LinkedIn's integrations.
LinkedIn's integrationpartners like Salesforce, HubSpot, Eloqua, Marketo, LiveRamp and a few others, you will actually go to into that platform and integrate directly with LinkedIn.
If you don't happen to have one of those integration partners, what you can use is zapier.
Zapier has, for their $20 a month plan, the ability to integrate withlead gen forms on LinkedIn and pass those leads to aboutany system you can imagine.
So with all of the benefitsof lead gen form ads, that still might not be the best way for you to generate leads.
As promised, let's walk through the pros and cons of using these.
LinkedIn makes it so easy forpeople to become a lead here.
They've prefilled all of these fields, and all they have to do is hit submit.
Sometimes you'll have lead quality issues, where someone doesn't evenremember filling out the form.
So, if your goal is really to make a strong impression onsomeone with your brand, maybe they're a highvalue prospect to you, and you wanna make sure that, you as you're doing business in the future and signing big deals, thenyou may wanna send them to your landing page instead.
But lead gen form ads are sogood at converting people.
If your goal is just to get as many names of your target audience inyour database for nurture, it's by far the best way to do it.
One way we really liketo use lead gen forms is actually to test if our landing page is getting in the way of conversion.
If we have the same offer that we're pitching on the landing page, and we pitch it through a lead gen form, where we're skipping the landing page, if our conversion ratesare significantly different between those two, then weknow the only difference is the way we presentedthings on the landing page.
So it's a good crack test you can run, just to see if yourlanding page is in the way.
When you send trafficto your landing page, you can then re-target thattraffic through Facebook and Google, any other channelyou're running retargeting on, which is very powerful.
You can also track thattraffic with UTM parameters or other tracking parameters in your URLs, that you wouldn't be able todo if you were running all of your traffic through thelead gen forms on LinkedIn.
So test it out and see ifthis is gonna be the best way for you to generate leads, or if you wanna send toa landing page instead.
So depending on which adformat you wanna create these lead gen form ads with, either sponsored content or messaging ads, click on the playlist on your screen, to go and see how tocreate those in depth.