How to measure the impact of LinkedIn ads with zero clicks - BrightonSEO

Richard Lawrence walks through a process to measure the impact of your LinkedIn advertising even when you have zero clicks.

Transcript

1. How to measure the impact of LinkedIn ads with zero clicks Richard Lawrence Sanity Full post: bit.ly/linkedin-zero-clicks @richlawre
2. @richlawre • Principal search strategist at Sanity Who is this guy anyway?
3. Who is this guy anyway? @richlawre • Sanity is a modern headless CMS and more!
4. Onto some context @richlawre
5. LinkedIn has already proven itself to have value for advertisers @richlawre 40% of B2B advertisers say they get quality leads from LinkedIn https://sproutsocial.com/insights/linkedin-statistics/
6. But is the full value being captured? https://www.linkedin.com/pulse/linkedin-ad-benchmarks-aj-wilcox 0.08% is the average click through rate to a website @richlawre
7. Wouldn’t it be great if we could link your sales with LinkedIn ads impressions? @richlawre
8. I’m going to walk you through a process Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
9. Starting at extracting the data Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
10. You can get some insights about who has seen & engaged with ads from the UI @richlawre
11. But this is nowhere near the whole story @richlawre All businesses Ad level insight Daily breakdown
12. So how do we better? @richlawre
13. Get up and running with the LinkedIn API @richlawre All businesses Ad level insight Daily breakdown
14. ChatGPT can walk you through it ASK CHATGPT @richlawre
15. But I have also provided a code start on Colab @richlawre bit.ly/apistart
16. And here’s some tips • Just tell LinkedIn you’re using it for an internal analytics app @richlawre
17. And here’s some tips • Application took around a day to confirm @richlawre
18. And here’s some tips • Go here to generate token once you have access: https://www.linkedin.com/developers/tool s/oauth @richlawre
19. This is the kind of thing you can get @richlawre
20. Now onto connecting LinkedIn activity with sales Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
21. You need your data from your CRM platform @richlawre
22. A key problem is that the company names probably don’t match up @richlawre Great Company Great Company Group PLC
23. You can use a fuzzy matching algorithm to solve this Great Company Great Company Group PLC Match @richlawre
24. Here’s a fuzzy matching algorithm you can use @richlawre bit.ly/fuzzyalgo
25. You can then answer some important questions @richlawre Do video ad impressions have a greater impact on sales?
26. We use machine learning to answer these questions @richlawre LinkedIn & Sales Data Machine Learning Model Learns from the data how to predict a sale Extracts the features it uses to predict Enlightened Person! Ah, it finds video ad impressions to be an important predictor
27. But the data needs to be in the right format @richlawre
28. You can use ChatGPT’s Code Interpreter to guide you through training the model @richlawre I want to determining which LinkedIn [Campaigns/Ads/Ad formats etc] are best associated with sales by training a machine learning model and then using feature importance.
29. How to use ChatGPT’s Code Interpreter @richlawre Available in paid version Switch on Choose to use
30. But it often runs out of memory, so run the code in Google Colab @richlawre
31. Here is also a useful guide to feature importance using XGBoost (good ML algo) @richlawre bit.ly/xgboost-features
32. This will give you which features were most important for predicting sales Feature Importance for Sales Prediction Video-based ad impressions Text-based ad impressions Image-based ad impressions @richlawre
33. Conducting a time-based analysis is also useful Sale happened Campaign Impressions vs. Sales Impressions @richlawre
34. You can also look connect ads data with website behaviour - but why? Analysing the impact on sales Analysing the impact on website behaviour @richlawre Extracting LinkedIn ads data
35. Well - what if you don’t have many sales? Low volume of data will lead to a poor prediction model @richlawre
36. Going further up the funnel gives you more data to use for the model Visit Conversion Sale @richlawre
37. To do this you need to figure out which accounts are active on your website @richlawre YOUR WEBSITE IP ENRICHMENT SERVICE Great Company PLC Great Company
38. Now you can match up LinkedIn ad impressions and website activity for accounts @richlawre YOUR WEBSITE Match IP ENRICHMENT SERVICE Great Company Great Company Great Company PLC
39. There are a number of services to choose from for IP enrichment @richlawre
40. Clearbit has a free tier for testing (but only up to 30 lookups) @richlawre bit.ly/clearbit-free
41. So you’re now finding out what predicts website conversions rather than sales Do video ad impressions have a greater impact on sales? Do video ad impressions have a greater impact on website visits or conversions? @richlawre
42. But which website conversions would work best for measuring LinkedIn ads success? @richlawre YOUR WEBSITE
43. Well, you are often targeting specific job titles from organisations on LinkedIn @richlawre Developers Directors
44. Website behaviour segments can help determine the success of your job title targeting at scale @richlawre Behaviour Segment Potential Job Titles Spends lots of time in your documentation Developers Looks at pricing & high level content Directors YOUR WEBSITE
45. To get behaviour segments you need to cluster users by the content they visit to find patterns @richlawre DIRECTORS DEVELOPERS OTHERS NO. VISITS TO URL 1 NO. VISITS TO URL 2
46. I did a presentation about this at Measurefest in 2021 bit.ly/measurefest-21 @richlawre
47. You can also get some starter code for clustering from my website @richlawre bit.ly/pycluster
48. Behaviour clustering is easier with event data in GA4! @richlawre
49. @richlawre But you must link up BigQuery ASAP bit.ly/BQ-GA4-link
50. Now you can do the same analysis, but using the website conversions @richlawre
51. ChatGPT‘s Code Interpreter can help like before Visit happened @richlawre I want to determining which LinkedIn [Campaigns/Ads/Ad formats etc] are best associated with website conversions by training a machine learning model and then using feature importance.
52. How can you take things even further? @richlawre
53. Use the results of the analysis to inform other channels SALES Can you use this content on other channels? @richlawre
54. Add other channels to your analysis @richlawre
55. Let’s sum up @richlawre
56. LinkedIn might have more value than you realise @richlawre
57. Getting setup with the LinkedIn API is a must @richlawre
58. You can analyse whether LinkedIn ad impressions may have led to sales without clicks or interactions @richlawre
59. Or even if LinkedIn ad impressions led to website visits and website conversions @richlawre
60. Some really useful website conversions in the context of LinkedIn ads are behaviour segments @richlawre
61. GA4 provides a better platform to do behaviour analysis (setup the BigQuery connection!) @richlawre
62. ChatGPT’s Code Interpreter can really help you with any analysis if you need @richlawre
63. A full guide is available for this presentation @richlawre bit.ly/linkedin-zero-clicks
64. Richard Lawrence Principal at Sanity.io @richlawre @richlawre