01 LinkedIn Remarketing Campaign

01 Linkedin remarketing campaign

A DESIGN SOLUTION FOR RE-TARGETING BOTTOM OF FUNNEL USERS

**LINKEDIN MARKETING SOLUTIONS**

A marketing tool for B2B companies to generate quality leads, establish brand awareness, share content, achieve marketing goals and more.

BAcKground

Campaign Manager is LinkedIn's ad management tool that empowers anyone to create, launch, and evaluate the performance of LinkedIn ad campaigns. Campaign Manager guides users through each step of setting up an advertising campaign for their business on LinkedIn.
**CAMPAIGN MANAGER STEPS**
Setting Objectives
Targeting
Ad Formats
Bidding & Budgeting
Launch → Measurement & Optimization

THE ASK

LinkedIn Marketing Solutions wants to create an advertising campaign that re-engages with bottom of funnel customers who have dropped off from launching a campaign and encourage completion

Defining the problem

Data analytics revealed that about 1% of LMS prospects convert same day, and by day 90, this only increases to 7%.

The conversion flow through Campaign Manager involves many steps, leading many users to drop and eventually forget to launch their campaign.

Users may have dropped for any number of reasons:

Prospects may be distracted or pre-occupied by other business priorities and therefore abandon the campaign manager flow prior to launching their first ad
Users may be missing certain necessary details while filling out their campaign, such as creative, and therefore are unable to complete the flow
Lack of knowledge in how to complete steps
Budget constraints

Objectives

User Objective

Re-engage with those customers who have dropped off. Encourage the completion of their campaign through Campaign Manager.
Business Objective

Improve CVR of high-intent BoF prospects through remarketing efforts.

PHASES OF USER DROP OFF

**PHASE ONE**
Triggers when a user does not save campaign objective on CMT
**PHASE TWO**
Triggers when user saves campaign objective but doesn’t add creative
**PHASE THREE**
Triggers if a user saves all steps but doesn’t launch the campaign

Target Users

Phase One

A user who does not save a campaign objective
Phase Two

A user who saves a campaign objective but does not add creative
Phase Three

A user who saves all the steps but does not launch the campaign

PROTO-PERSONAS

Hypothesis

BoF users require more campaign set up guidance and reassurance when they are launching their campaign on LinkedIn campaign manager for the first time. By providing quick tips, direction and clear steps in a concise manner, we will set expectations for the user, provide necessary information, drive more conversions to Campaign Manager and ultimately increase campaign completions for LinkedIn.

Ideating a Solution

Solution

The solution we devised was to create an omni-channel campaign to retarget the drop-off audience and drive conversion. There are various paths to conversion with the proposed omni-channel approach. These paths included:

Static Ads, Instagram/Facebook Ads, Paid Search and YouTube Video Ads

The key is to ensure a consistent experience from the ad unit to the landing page and from the landing page into Campaign Manager.

Content Strategy and considerations

For the landing page content experience, the idea was to maintain the brand voice of LinkedIn while providing useful resources, tips and information to help with each phase of the conversion flow from setting the objective to launching the campaign once in Campaign Manager.

Guide users on how to complete their campaign in CMT. Provide key tips along with instruction/guidance for each module for users to educate themselves on areas they may be struggling with for their campaign.
Tone of voice: positive, helpful, we have resources to help you
Acknowledge that user may be delayed in some way and LI is here to help
Avoid repeating LI value props/stats that the user may have already seen

CONTENT MAP BRAINSTORM

TEAM CONCEPTING

HERO

Clear headline to indicate page is intended for audiences who have dropped off at some point in the campaign manager and are able to use this page to educate themselves on areas they may be struggling with for their campaign.

INTRO COPY TEXT

As the audience segments include different drop-off points, the intro will encourage users to learn more about how to use CMT. Approach is a self-service allowing users to skim through the content that is most relevant to them.

MODULES

Clickable tiles to auto-scroll to module.
Each module will have key takeaway tips
Links to pdf resources where relevant

SUMMARY

Wrap up landing page communicating to users reasons why they should finish their campaign. CTA to launch campaign manager and will be the only link pulling users off the landing page. This keeps the messaging and user journey focused on that course of action.

MY CONCERNS

From a content, search and user experience perspective, my concerns with the initial layout were:

USABILITY

• Too many nested components

• Scroll/page length is too long when all content is expanded

• Potentially frustrating experience jumping up and down the page to navigate between modules

• Easy to lose track of where you are on the page

SEARCH AND CONTENT EXPERIENCE

• No clear path to conversion between each module

• Content within the drop-downs will not be crawlable by the search engine

• Cognitive overload

MY SUGGESTION

My suggested solution eliminated the concerns I expressed of the initial approach:

USABILITY

Use the Tabbed Frame - no Accordion/drop down/expandable components

• Single view of all 5 options with content displayed in view one at a time

Easy navigation between modules

• Keeps the page length short

• All content will be scannable by the user & crawlable by the search engine

• Clear path to conversion - an opportunity to convert after each module

SEARCH AND CONTENT EXPERIENCE

• Include a visual element that captures the step/main message of each module

• Reduce cognitive load - limit the number of tips to 3 per module

• Hyperlink the resources

• Remove the “Summary” section from the experience - too redundant

• Include stats above the fold to re-emphasize the proven unique value of LinkedIn

PROTOTYPING

LOW-FIDELITY PROTOTYPE

I presented this prototype to our clients and showed them how our proposed strategy and experience works seamlessly within their component guidelines. *Click the image to experience this prototype in Adobe XD

HIGH FIDELITY DESKTOP PROTOTYPE

Our Creative Directors, Art Directors and Copywriters brought the vision to life with color, style, visuals and finalized copy *Click the image to experience this prototype in Adobe XD

HIGH-FIDELITY MOBILE PROTOTYPE

*Click the image to experience this prototype in Adobe XD

Results

Live Desktop Experience

Finally, we worked with the dev team to actualize the prototype and launch the landing page *Click the play button to check out the live desktop experience

Next Steps

01

Track campaign metrics and KPIs to determine the success of the solution.

Gather data on user behavior to understand the content that is most important to our target users (where are they engaging most) as well as how they are navigating the page.