Empower Your Business with Lead Generation Opportunities in Onboarding Forms

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what's up everyone welcome to the Surfside PPC YouTube channel today I'm going to be going over lead generation campaigns in the LinkedIn ads so I'm going to be going over some different best practices and we'll be building a lead generation campaign as well throughout the process of this video now before we get started when you do create lead gen forms through your LinkedIn campaign manager one of the things that you can do is go to assets and you can see all the lead gen forms you've created here so any of the lead gen forms you've created in the past you can do this here you can see the amount of leads that you've driven the amount of test leads that you've driven and the associations in terms of some of the different advertisements that are currently using this lead gen form so the other thing that I want to go over is if you see the lead gen form here and you click on these three dots you can download your leads at any time I obviously can't right now because I don't have any leads driven through this LinkedIn ads lead gen form so what we're going to do is first I want to show you a couple examples of what your lead gen form might look like in the LinkedIn feed so if we come over here to our LinkedIn feed I have a couple examples here the first one from crowdbotics and you can see pretty good advertisement here the non-technical leader's guide to building an app so if I'm interested in building an app this would be a good advertisement for me a free ebook build your dream app today and when we click on download here we're not going to be sent to their website we're just going to be given a lead gen form so you can see we have their image up here this is their advertisement at the top in the background and then there is a headline at the top and then a short description here then you have to link to your privacy policy so you have to make sure you understand you do have to link to your privacy policy when you're setting up your LinkedIn ads Legion forms it's going to say your work email what best describes your current situation so choose whichever it is click on submit and it's going to automatically send a send them our first name last name job title LinkedIn profile URL and our company name you can choose the information that it sends to you so you can just do name and email you can do name email phone number we will go through that process as we're building our lead gen form so this is one example of lead generation form just to show you one more I have Constant Contact here looking for marketing consultants business coaches to promote our new marketing tools see if you qualify for our partner program and start earnings so signing up for the partner program we click here they're asking for our email address our phone number and then it's going to send this information to them as well once we click on submit it will send that information to Constant Contact so when we do submit this there will also be a confirmation which I will show you in the process as we're creating our lead generation campaign so now that we have a good idea of what these look like let's come back over to our LinkedIn campaign manager come back over to advertise and what I would recommend doing is if you are going to be running lead gen ads is creating a new campaign group so with a campaign group this allows you to actually test multiple campaigns so you can test different ad formats you can test different ad copy depending on how large your budget is you can actually run different tests and see what works best for your business and whatever it is you're offering because you may want to test multiple audiences you may want to test single image ads versus video ads so if we create a campaign group and we come over here and just to say lead generation and I'm going to pretend for this example that Surfside PPC is offering free Google ads audits so we'll say Surfside PPC Google ads audit lead generation campaign group let's just say I want to run this a start and end date with a budget we're going to set our total budget at five thousand dollars and then we're going to set our end date at the end of July so let's run our lead generation campaigns over the course of the next month 5 000 total budget and now we're going to click on create so you'll see at the bottom here we have our lead generation campaign group so if we click on this campaign group it's obviously going to show for our case that we don't have any campaigns created yet so let's come over here and we're going to click on Create and we're going to create a new campaign now we need to choose the campaign group since we're already within our campaign group we just want to choose our lead generation the campaign group that we just created click on next you can change your campaign group if you need to and then what we want to do is when you're choosing to create a lead generation campaign this is where you need to choose the lead generation objective so when we choose the lead generation objective the first thing you're going to see over here on the right is forecast the results so this is saying over the course of 30 days this campaign is going to be spending between this amount it's going to get between this amount of Impressions between this amount of clicks and 30-day leads 30 to 80 over the course of 30 days 51 dollars to 77 now this is a complete forecast so you can't expect these exact results you may get better results you may get worse results but it is a good idea of kind of understanding okay if my cost per lead is for going to be around 50 for this campaign I have to make sure that whatever I am promoting is going to actually drive that Revenue back to my business if I'm giving out free ebooks to me that probably wouldn't be worth you know driving 30 to 80 leads for 5 000 or for around two thousand to three thousand dollars because to me that just would not be a great investment for my own business so you want to make sure that these leads are going to be worth somewhat close to that for your business or obviously a lot more so we could have a positive return on ad spend so we choose the lead generation objective we can rename our campaign up here so I'll go back and rename it at the end so let's scroll down here the very first thing we need to do is create our audience so you want to choose the target audience and try to reach people that are going to be interested in what it is that you have to offer for my example let's just say I'm offering free Google ads audits the best thing for me is to try to reach advertise Reach people who are already advertising on Google ads so I need to reach businesses who are looking to get better results from their Google ads campaigns or potentially businesses that want to start running Google ads since we're not targeting keywords in this case we need to choose the best possible audience that we can so let's start with our locations I'm just going to choose United States here and then we're going to set our our audience has their profile language set to English so now we need to do is choose who we want to Target so right now my current audience is member interests and these are all pretty much related to paid advertising besides search engine optimization so we can come in here and get rid of search engine optimization so the rest of these are all related to paid advertising in one way or another so if our members have this interest then maybe they're already running Google ads campaigns and that's really who we want to reach and then it's going to say also have the following attributes now this says company Industries marketing services I don't really want to reach marketing service companies because I want to reach businesses and not specifically a marketing advert or advertising agency so one of the things that I would try to do is probably try to reach people with job titles related to marketing because they're going to be more likely to be making marketing decisions so if we come over here to our audiences that we're targeting we come to audience attributes we can do job experience and we'll do job titles and let's just choose Marketing Manager okay one of the things that's going to happen when you choose job titles is we click marketing manager they're going to give us a ton of other job title options here so let's just choose a bunch of these job titles let's just select all here for this example so right now it's saying people that have any of the following attributes and also have any of the following attributes pretty large target audience size but not too bad here maybe we'll get rid of social media manager so sales and marketing specialist director get rid of brand manager so these should give us a pretty good option as far as who we're trying to Target with our advertisements we want to reach people that are working within the marketing department at a company and maybe they want some improvement on their overall Google ads campaign if we can reach for example the marketing director of a company they look they're not happy with their Google ads results maybe they say okay let's contact this company for a free Google ads audit so this would be a pretty good audience to get started with I would probably create multiple audiences for a campaign like this so one of the things you may want to do is incorporate if we click over here I would definitely incorporate audiences if you can create retargeting audiences let's just say for example I have a ton of content on my website about Google ads people are visiting my website to learn about Google ads that would be a great audience to Target so people that are visiting my Google ads pages on my website if I can reach thousands of people that are actively researching Google ads and I know they are because they're going to my website maybe I can also create a look-alike off that audience I would highly recommend starting with these types of audiences here once you use those audiences you want to build some of these different audience attributes and trying to reach the people that are going to be the most interested in your offer so for my example it makes the most sense to try to reach people so if we search here Google ads trying to reach people that are trying to learn Google ads so maybe if I do Google Google ads for member skills there may be a lot of people out there that have the Google ads member skill but may also be looking for improvement within their current campaigns maybe trying to find some member groups related to paid advertising and Google ad ads so this would be one place to start not a ton of options here but we do have Google ads Argentina Espana so maybe we could try to Target some of these different uh people that are part of different groups we could try to use the interest in trades so people that have interest related to paid advertising don't think there's any interest specific to Google ads and then the other thing we can do is maybe member interests product interests and trying to reach people who for example may be looking into different types of marketing software and let's just see it maybe account marketing management maybe a direct marketing software so try so marketing data analytics software people who are actively researching and purchasing that they might be interested in improving their Google ads campaigns so some different ways to kind of Target different audiences this isn't an exact okay we're trying to reach for example we're trying to reach software Engineers who have 10 plus years of experience with whatever our offer may be two specific two software Engineers this one's a little bit different because we're trying to reach people who want to improve their Google ads results or want to start advertising on Google ads so this would be a good starting point here pretty large audience size so I could always narrow this down but let's get into more of the lead gen forms now that we've built our audience so one of the things you can see here is AD format so there's different ad formats you can use for lead generation campaigns in this in this particular video I'm going to go over single image and video but the rest of these are pretty unique advertising formats that you don't really find on every single channel so I will go through every single lead generation ad format in time and you could always test some of these different ad formats here as well the most common one you're going to see is a single image so the examples I showed you earlier this is just a single image here so this is pretty much what you're going to see for the most part are single image video or Carousel but definitely test the other ones document is really good because if you can get people interested in whatever the document may be you can kind of peak that interest and it helps you drive more and more leads now if we scroll down here you can see it actually has showed that we are getting worse results after we changed our audience targeting so maybe we want to keep testing audiences but I wouldn't go too crazy trying to find the perfect forecast when you're creating a campaign you just want to do these tests on your own now our campaign Group total budget is five thousand dollars if I was running a campaign like this I would probably start with four different campaigns so we'll do a start and end date so we're gonna start our date starting today and we're gonna end this at the end of July so we'll do July 31st and then what we can do is this is saying this campaign will run for 34 days spend 3 400 if we have a 100 daily budget let's start with a 50 daily budget for this campaign so then it will spend around 1700 total and then we can run maybe four campaigns to get started and put our budget behind the campaigns that are working the best for us so if we scroll down here our bidding strategy we're going to Max delivery our optimization goal will be leads keep scrolling down conversion tracking is optional for this because really what we're trying to do is drive leads directly from our lead gen form and we're not overly concerned about conversions happening on our website after the fact so we're not going to be doing any conversion tracking here you can choose one a conversion here so in case someone does click it to your website afterwards but for this example I'm not going to be choosing a conversion let's click on next here and we are going to confirm save okay so next we need to create an ad for our campaign if you already have the images uploaded or videos uploaded that you want to use you can click on browse existing content for my case I'm going to click on create new ads here and the very first thing you need to do is name your ad at the top now this is optional they will set names for you but we'll just put Google ads audit advertisement okay and then each of the advertisements are just going to be one two three four five because what I'm going to do is come down here to the images and we're going to upload five images right now okay so we have our five images here and you can see we have this image is a square image this one is 1200 by 627 another Square image another Square image 1200 by 627 so you can use different image sizes so I would highly recommend using Square images using landscape images use some of these different sizes and see what works best for you so we'll select these five and we'll click on select now that's going to bring all five of these advertisements here now that means what we can do is set our introductory text our destination URL as we come down here you can view your add image alt text I'm not going to be doing that for this example but I would recommend doing that and then we can do is set our headline our description line and then we can do is start doing is creating our form so let's come back up to the top here and start entering some of our ad copy okay so we'll start with our introductory text I have stop wasting your budget our free Google ads audit will elevate your campaigns quickly destination URL will send them to an audit page we're really not going to be using a destination URL but I will show you uh kind of where we can send people to our website at the end of this so as we scroll down here we have our five images so you can see all of the different different ads and different areas they're going to run with all of the different ads we uploaded so mobile feed with the ad4 and then you can do desktop feed add one mobile feed for any of these different advertisements so let's keep scrolling down here you can enter your image alt text here if you want to I'm not going to be doing that for this example next will be our ad headline and our ad description so let me enter those now okay so headline I have free Google ads audit we fix arrows fast and then discover the best Google ad service we will get you more conversions and drive more Revenue with less budget so if we scroll down here you'll see the headline right here the description doesn't always show so let's keep scrolling down our form details so now if you already have a lead generation form you can select the drop down here and select your lead generation form so I already have one so if I select it it will automatically just load that entire lead generation form and we can save our ad now let's create a new lead generation form let's first name it we can do our Google ads audit lead gen form so our call to action first now coming back over to the examples this call to action right here is download for this example so if we come back over to our call to action for mine I could probably do learn more would be the best one get quote doesn't really make sense download I could do apply now or sign up and try to do sign up to get started with a free Google ads account audit but for mine maybe we'll just do learn more I think that makes the most sense for this one so our form name our form language next is going to be our offer headlines we need to add a headline to our form the headline is going to be at the very top here and then the offer details is going to be the description underneath so again we'll come back over and show this example if we click on download here again okay the other one doesn't want to click for me so if we click on sign up you'll see headline here and this is all for details this is where it will link to your privacy policy and then some of the different fields and then also some of the different fields down here as well so just keeping in mind what they look like as you are building your lead generation form so let's do our offer headline first okay so free Google ads audit improve your results fast and now next we could do our offer details so let's write our offer details these are optional as well you can just do the headline here but I would recommend at least putting a sentence here you get 160 characters you might as well put a little bit more detail for people okay so I we will fix the errors in your Google ads account stop wasting your budget and choose Surfside PPC to manage your paid advertising we will grow your business okay so our privacy policy URL is here some privacy policy text this is optional as well I said we'll never sell your data or personal information view our complete privacy policy here next is going to be lead details and custom questions so with lead details you're going to see first is going to be profile information this is showing first name last name and then email address is going to be up at the top so if I come over here and click on contact and let's just say I want their LinkedIn profile URL that one is going to go to the bottom so when people do submit this lead form they don't have to enter every individual field you enter here if it's at the bottom LinkedIn will send this to you automatically if it's at the top then people have to enter that manually so if we put phone number here it's going to put phone number at the top and people have to enter their phone number manually so there's a lot of options here as far as contact we do city state Province country region postal ZIP code work email work phone number so if you want some more information like that so for work job title function and seniority company company company name company size company industry so maybe I'm interested in their company name as well I want to know who's contacting me what company they're from so if we enter company name here again that's going to be at the bottom education so degree field of study University School start date graduation date and then last but not least demographic so you can choose this as well so if I was doing something like this I would probably just set it just like this first name last name LinkedIn profile URL company name email and phone number I just need enough information to know okay what is this company what do they do so I can do a little bit of research and then get a little bit more information about who's contacting me so that's first and foremost when you're setting up your lead form very easy to do this just click the check box and it will put it right over here and build your form for you so next is going to be adding custom questions so you can add any question you want here and you can also do either multiple choice or a single line input so multiple choice can be very useful for something like this if I say what is your monthly Google ads budget and then I can do a few different answers here and people can choose that so I could do up to 15 different options so let's just say okay so we give them four options zero to five thousand five thousand to ten thousand ten thousand to twenty five thousand twenty five thousand and up you can continue to add more options and then people can choose this as they are giving you their monthly Google ads budget keep in mind the more things people have to have to enter at the top here generally it makes it a lower conversion rate for your form but sometimes it's good to pre-qualify people with a question like this so I have an understanding of okay this person is spending ten thousand to twenty five thousand dollars a month on Google ads they can be a great person for me to start working with and hopefully I can turn them into a client so next is going to be so this is that was our custom question you can add some three different custom questions you can also do one that's just an open line here as well custom checks boxes you can do as well if we click custom checkbox it's going to say enter your terms and conditions and people have to actually check this before they submit your their Legion form I'm not going to be doing a custom checks box here so we're not going to be doing this in this example so next is going to be confirmation so after somebody submits this you're going to have a confirmation message here so a message a landing page URL and then some type of call to action as well visit company website learn more view now download now try now so maybe I'll do learn more and I'll enter a message like okay so it's going to say information sent to Surfside PPC thank you for signing up you will receive instructions in your inbox within 24 hours visit our website for more information about our Google ads Management Services and the other PPC advertising Services we services that we offer now the best thing for me to do here is send them to a landing page about all the different paid advertising Services I offer basically the landing page where I try to drive new clients so that would be the best idea but for right now we'll just keep it like this hidden fields are optional so we're not going to be going over hidden Fields here and for the most part you're probably not really going to be using hidden Fields you can add them to your form for tracking purposes so they will not show to members when they view your form and will not collect any additional personal data about the submitting member I'm not going to be using hidden fields for this example so let's just save our ad okay so your ad in form have been saved successfully send a test lead through the associative creatives Associated creatives preview to verify successful integration with your CRM provider I didn't integrate this with my CRM provider I'm not going to be going over that in this particular video I really just want to go over creating lead generation campaigns and you can always access your leads at any time by going to your LinkedIn campaign manager so if we come down here you can see these are advertisements it's saying no image but we shouldn't have an issue with the image here let's click on next we're going to see here is our campaign group lead generation Surfside PPC Google ads audit now we can rename our campaign so maybe we're just going to do Google ads audit single so our total budget 5000 this is non-optimized because we're running lead generation campaigns it will run for the next 34 days objective lead generation going over some of our targeting here audience expansion is enabled and you can see all of our advertisements here we have all of our ad copy ready our payment method which mine has expired and we are going to launch our campaign okay so our ad is now being reviewed and what we can do is create another campaign and the best practice here is so we have our first campaign here which I did just rename but I guess it didn't rename it if we click on the three dots what you can do is duplicate this campaign I would recommend doing that if you want to use the same exact ads for this campaign and you want to test something like targeting so let's just say you duplicate this campaign it's going to create a brand new campaign so you can set that up and then all you need to do within your brand new campaign I'm not going to be doing that right now click on the three dots click on edit for the new campaign set a new targeting group and everything else will be exactly the same so you can just change your target audience here maybe I want to Target People based on some of the groups they're in maybe some different interests try to find things that are more related to Google ads specifically and use the same exact advertisements to basically do an A B test of which target audience is giving us better results so that's the very first thing that you can do the other thing that I would recommend doing is you can take something like this and we could just create a brand new campaign before we do that go into your other campaign we're going to click on edit real quick and we can scroll down here to the bottom and under our audiences we can save this audience so let's save this audience and let's just say Google ads audit and we'll click on save so audience successfully saved let's come back let's create a new campaign within the same exact campaign group because basically what we want to do is we want to test different ad formats we want to test different targeting but we can only do one test at a time so we're going to come in here choose lead generation you can name your campaign so if we keep scrolling down what we can do is say saved audiences choose our Google ads audit click on OK it's going to give us that same exact audience here and now to this audience what we can do is use a video ad format so instead of choosing single image we can choose video down here scroll to the bottom so I think we did a 50 daily budget for the other campaign we'll keep everything exactly the same set and end date at July 31st okay so we'll keep scrolling down here click on next confirm our save and now we can do is create an ad for this campaign click on create new ad and what we can do is down here it's going to give us our ad video so we'll click on upload or select I already have two videos here uploaded so I'm going to choose these two videos click on select then all we need to do is go through the process use the same exact ad copy from our previous advertisements so go back into your campaign you can open up your campaign manager again copy and paste that here name your advertisements so we scroll down we select all this and then in our form details we're going to be using the same exact Legion form we just created our Google ads audit lead gen form so basically the only difference is when people are scrolling through their feed they may see a single image ad or they may see a different video ad now obviously this isn't a video ad but what it's going to do is give us an idea of okay we've been running this campaign for four days with single image ads four days with video ads and the video ads are out outperforming them by a mile so now we can do is maybe start a new test continue using these video ads and then maybe test different audiences as well so this is a best practice when you're trying to get the most out of your LinkedIn ads campaigns in general so make sure you go through the process of creating all these ads save the ads so I'm just going to click on cancel for right now come back over here and run multiple campaigns at the same time I would honestly even consider running a Third campaign you can use a different ad format or what you can do is take these two campaigns duplicate each campaign and just change your targeting use the same targeting for both of the duplicated campaigns and then what you have are two campaigns running here using the same exact targeting with different ad formats and then you can have two other campaigns running using completely different targeting with the ad formats from the campaigns you've already are running hopefully that makes sense but basically what you're trying to do is test your advertisements you're trying to test the audiences that you're targeting and you want to test your offers as well so if you have a different offer for Google ads audit and you say get a you know sign up today for this ebook that is related to Google ads watch our video where we go over how to change how to fix your Google ads account and contact us as well if you need more help then what you can always do is in your assets you can see all of your lead gen forms and you can always download your leads from the lead gen form once they start coming in so hopefully this all makes sense as you want to create a lead gen Forum campaign right now we would have a legion campaign group running and hopefully what we can start doing is getting people to actually click on our offer take advantage of it and if for example I spend five thousand dollars on a campaign like this and I end up driving three four new clients it's probably worth it for my business so this is something that could be worth it especially for a service business or if you have a business with a very high average order value where if companies are going to be contacting me to improve their Google ads they're generally going to be paying me a good amount so that means that I can reach Professionals in real time based on their interests based on their job titles and their job functions and hopefully try to reach the right people at the right time to take advantage of my offer and quickly give me their information with the use of a lead form which as you can see here make it very easy to sign up and give your information other cus to other companies and for companies to get more customers directly from the LinkedIn feed so thank you for watching this video today hopefully it's been helpful as you try to create new lead gen Forum campaigns test out some of the different ad formats test different audiences see what works for you and you can even start with a test budget spend a thousand dollars if it's not working for you then maybe you scrap it you try a different advertising Channel or you try different advertising format like just simple website conversion campaigns so if you have any questions about any of this please leave in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel