LinkedIn has a smart solution for advertisers wanting high-quality leads from its network of over 500 million professionals.
Four out of five people read LinkedIn advertisers’ paid Sponsored Content on smartphones, and lead form conversions have been less likely from these devices. To solve the problem, LinkedIn has released Lead Gen Forms: once the ad is clicked, a response form is automatically filled with details from the respondent’s LinkedIn profile.
Advertisers get the details they need, not just the person’s name and contact information, but also their company name, job title, location and other useful details. They are assured better quality leads, according to LinkedIn product manager Divye Khilnani, because the data comes directly from a LinkedIn profile.
Respondents are saved the chore of having to type in answers on their phone, with all the inevitable typos.
Lead Gen Forms are currently only served via the LinkedIn mobile app, but will be rolled out to desktop users “in the coming months”. They will also be available for Sponsored InMail campaigns later this year.
Why should you care?
Nielsen’s MediaView survey reports LinkedIn has a unique New Zealand audience in excess of 560,000, and is just outside the top 30 most popular sites. Added to that, Microsoft’s acquisition of the business network last year means that Sponsored Content is now also shown on other Microsoft properties. Given this, even those lead generation websites only targeting the local market should be interested in the new Lead Gen Forms.
And this is, as they say, a win-win: Sponsored Content readers no longer have to fill out forms; savvy advertisers get better quality leads.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.