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HubSpot x LinkedIn

Ambassador Program + Micro-Internship

This was a seven-week program where I attended training and completed a 40-hour micro-internship project. 

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Program

I attended virtual lectures via Zoom instructed by industry thought leaders like Cheyenne Boyce, Liz Mazorowicz, Paul Angeles, AJ Wilcox, and Nage Hassan. Topics covered during our training sessions included: creative briefs, LinkedIn ad formats, ad objectives, targeting, budget, and troubleshooting our client projects.

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I earned the HubSpot Inbound Marketing Certification and the HubSpot Marketing Software Certification.

We communicated with our instructors and fellow cohorts via Slack and applied for our clients through Parker Dewey. 

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This experience taught me the back end of advertising, how to work independently with a client, and how to run a short-term ad campaign with a small budget.

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Client Work

I was matched with Angela from Living Remedy. This is a Columbus-based Wellness company offering virtual herbal consultations and classes. Her goal for this project was to run a campaign for a virtual self-care retreat entitled “Wellness Within.”

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We first met with a kickoff call to discuss her vision, then I created a few LinkedIn ad variations. We had a meeting to discuss revision and then we met again to finalize two ad designs and select our target audience.

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I A/B tested the ads for 1 and then adjusted the $1,000 budget for the rest of time period.

Wellness Within Presentation Cover Slide
Wellness Within Table of Contents 3 - Objective Options 4 - KPIs 5 - Client Description 6 - Campaign Objectives 7 - Buyer Persona 8 - Budget Allocation 9 - Ad Creatives 9-11 - Single Image Ads 12-13 - Carousel Ads 14 - Active Ads 15-16 - Meeting Summaries 17-19 - Results/Analytics 20-21 - Conclusions 20 - Challenges 21 - Considerations
Objective Options Website Visit: if you're sending traffic to a webpage Lead Generation: if you're collecting leads from a form within the ads Video Views: if you're using video ads Engagement: if you're using thought leader ads
Key Performance Indicators Impressions: # of times ad is shown Clicks: measures how users engage Lead: going to the purchase page after clicking on the ad CTR: click-through rate Average CTR on Linkedin: 0.39% - 0.65% Everything above 1% is exceptional CTR = clicks / impressions Example: A CTR of 0.84% means that then ad had 84 clicks for every 10,000 times it is shown CPC: cost per click; bidding method where you set the highest amount you are willing to pay for a click (in our case $7.50, then $9.00) and then you only pay when someone clicks on the ad
About the Client Living Remedy: Living Remedy is a virtual wellness center that makes health and wellness accessible for everyone. Founded by Angela Jett – an experienced herbalist and integrative health professional – Living Remedy offers classes, consultations, and functional labs to help women feel like themselves with the help of herbs and holistic nutrition. Wellness Within: This is a free, virtual self-care retreat for the busy working woman. This retreat allows women to relax and carve out time for themselves. Guided meditation and breathwork will help ease burnout and overwhelm from the convenience of you home.
Campaign Objectives: Objective: Website Conversions Deliverables: Single Image + Carousel LinkedIn Ads Project Description: I completed a micro-internship for a Columbus-based natural health consultant, creating LinkedIn Ads for a virtual, self-care retreat. I created content used to attract clients and advertse for the retreat. I tracked metrics and adjusted a $1,000 budget for a more successful ad campaign.
Buyer Persona Busy Bethany Age: 20 to 45 Gender: Female Location: U.S., Remote
Budget Allocation $1,000 LinkedIn Ad Credit Single Image - $500 Carousel - $500
Ad Creatives Single Image Ads Single Image Ad $1A Single Image Ad #1B
Ad Creatives Single Image Ads (continued...) Single Image Ad #2A Single Image Ad #2B Single Image Ad #2C
Ad Creatives Single Image Ads (continued...) Single Image Ad #3A Single Image Ad #3B
Ad Creatives Carousel Ads Carousel Ad #1A Carousel At #1B
Ad Creatives Carousel Ads (continued...) Carousel Ad #2 Carousel Ad #3
Active Ad Campaigns Launch Start Date: Monday, May 20th, 2024 End Date: Thursday, May 30th, 2024 Single Image Ad #3A Carousel Ad #2
Meetings Meeting With Angela 5/2/2024 @ 5:30pm During this meeting, Angela described her company to me. She gave me information on Wellness Within – the retreat that we were going to run ads for. I went through the Creative Brief and gathered all the information I needed. We reviewed the timeline of the project as well as the deliverables. After the meeting, she shared important documents with me such as brand guide and brand voice.
Meeting with Angela 5/7/2024 @ 5:30pm During this meeting, I went over some ad designs that I created. Afterward, Angela sent me some more visuals and I redesigned and created more ads. I shared multiple ads in an email and she selected the ones she wanted to run. Meeting with Angela and Paul 5/7/2024 @ 5:30pm During this meeting, we got issues with Living Remedy’s LinkedIn Company page fixed. After solving this problem, I was able to move forward with posting the ads.
LinkedIn Ad Performance & Analytics For Total Campaign Group: Carousel + Single Image Ad Monday, May 20th, 2024 - Thursday, May 30th, 2024 Key Results Total Spent: $753.89 Impressions: 9,830 Clicks: 83 Average CTR: $0.84% Leads: 0* Average CPC: $9.08 * The leads reported back as 0 due to us tracking the sales page after the initial sign-up. There were people who actually signed up on the landing page.
Analytics - Daily View Calendar from May 20th - May 30th breaking down Key Results for each day.
Overall Carousel Ad Results Total Spent: $329.50 Impressions: 5,177 Clicks: 36 Average CTR: 0.7% Leads: 0* Average CPC: $9.15 Overall Single Image Ad Results Total Spent: $424.39 Impressions: 4,653 Clicks: 47 Average CTR: 1.01% Leads: 0* Average CPC: $9.03 * The leads reported back as 0 due to us tracking the sales page after the initial sign-up. There were people who actually signed up on the landing page.
Closing Challenges One of the main challenges was getting the LinkedIn Company Account set up right. Once we had that figured out I was able to run the Ads smoothly. Another issue was the run time due to the delay in getting the account set up and the ads posted. In the future, I would run ads for a week with a lower budget to test them. Testing ads for a full week is important to see if there is a difference in performance on weekdays compared to weekends. After a week, choose the best-performing ads and up the budget.
Considerations Consider testing different ad copy (text) on the same visual ads to see what combination performs the best. Interesting Findings The analytics showed that we did not get any leads, but this was because we set it up to track the sales page after the initial sign-up. There were people who signed up from the ad, our leads just don’t show it. The single-image ad got more clicks and had a higher click-through rate than the carousel ad. However, the carousel ad got more views and had a lower cost per click.

The Ads were created in Adobe Illustrator and the presentation was created in Adobe InDesign.

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