maximize performance of your campaigns with sponsored updates partners

©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME

Marketing Solutions

Maximizing The Performance of Your Campaigns

with Sponsored Updates Partners

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Speakers

Jonathan Young LinkedIn

Partner Enablement Manager

www.linkedin.com/in/jonathanyoung29

Twitter: @jonathanyoung29

Sahil Jain AdStage

CEO & Co-Founder

Twitter: @sahilio

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Agenda

1. Overview of LinkedIn’s Sponsored Updates Partner Program

2. Partner Spotlight: On stage with AdStage

3. Q & A

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Before We Get Started…

Questions?

– WebEx: Send them in via Q&A feature.

– Twitter: Tweet them via #LinkedInContent.

Recorded?

– You bet. Distributed afterwards.

Feedback?

– Survey will be available at the end of webinar.

Overview of LinkedIn’s

Certified Marketing Partner (CMP)

Program

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

LinkedIn’s Rise as a Leading Content Marketing Platform

• Content Engagement is 7X

higher vs. Jobs…

• Growth of Pulse, Influencers,

Employee Publishing,

Slideshare…

• 3M+ Company Pages…

• Top Brands Posting 112+

Status Updates Per Month…

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Opportunity for Brands: Sponsored Updates

Fastest growing LinkedIn

product… ever.

Mobile traffic is 45% and growing

rapidly…

– 75% of Engagement with

Sponsored Updates = Mobile

Thousands of daily active

advertisers…

Rapidly growing competition in

the auction…

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

2014: Mo’ Content, Mo’ Competition

SHOWCASE PAGES DIRECT SPONSORED CONTENT

(DARK POSTS)

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

April 2014: Launch of Certified Marketing Partner Program

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

How Sponsored Updates API Partners work:

Social

Ad API

Partners

Platforms

• Social Ad API Partners build advanced technology on top of Social Network Ad APIs.

• They provide software tools and services to brands/agencies.

• Functionality includes enhanced campaign creation, management, optimization, and insights.

Brands

Agencies

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

2 Main Types of Partners

• Develop advanced ad

management platforms on

top of LinkedIn’s Ads API

• Provide Campaign

Management Services to

help marketers scale their

teams and optimize their

campaigns end-to-end

Managed Service Self Service

• Develop advanced ad

management platforms on

top of LinkedIn’s Ads API

• Clients and Agencies

manage campaigns

directly in the partner’s

platform

Some of the Managed Service Partners Also Offer A Self-Service Option

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Why Work With A Partner?

Maximize the optimization of ad performance with partners,

who provide advanced campaign tools and expert service.

Effectiveness

• Improve ad performance using sophisticated campaign

management tools designed for power users.

Efficiency

• Use one tool or one campaign expert to manage all your

spend across the major social channels.

• Allocate dollars efficiently toward the best content and

audiences everywhere you advertise.

Expertise

• Alternatively, rely on an expert strategist who can manage

your campaigns so you don’t have to.

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Results: Median CTR Performance vs. Benchmarks

Without Partner With Partner

20%+

Why is this? Better Tech. Better Expertise.

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Comparison of Benefits

LinkedIn native

campaign platform Partner capabilities

Real-time performance

alerts and triggers

Bulk edits to campaigns

Scheduling, day-parting

Multivariate testing

Manage social spend

across channels

Assisted service across

social channels

Advanced reporting

dashboard for self-serve

Assisted service on

LinkedIn

Conversion Tracking

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Meet The Partners

15

AdStage Brand

Networks SHIFT Social.com Unified

Primary

Service

Type

Self-Service

(Clients)

Managed

Service

Managed

Service

Self-Service

(Agencies)

Managed

Service

Primary

User

Marketers Brands and

Agencies

Brands and

Agencies

Agency

Programmatic

Teams

Brands and

Agencies

Channels

Supported

LinkedIn

Facebook

Google

Bing

Twitter

LinkedIn

Facebook

Twitter

LinkedIn

Facebook

Twitter

LinkedIn

Facebook

Twitter

LinkedIn

Facebook

Twitter

More Partners Coming Soon….

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

How To Pay For Partners?

Two Standard Payment Models:

1. Percentage of Spend (%)

OR

2. Fixed Monthly Fee (Software as a Service)

©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg

Checklist For Getting Started With Partners

1. Document your requirements and

resource needs

– Key features beyond the native tool

– Managed Service vs. Self Service

2. Review agency-partner relationships

3. Evaluate the pricing models that suit you

best

4. Learn the differences and set up a demo

– LinkedIn can help you with this! Ask your rep

or e-mail partner-operations@linkedin.com

5. Select a partner & start running more

effective and efficient campaigns!

Look for the CMP badge!

Sahil Jain

@adstage

CEO of AdStage

Was Co-founder & CMO of

Trigger.io @ 20, Aol @ 19, Yahoo!

@ 17, High School & College

dropout.

About Me

RAISED

Build, deploy & manage ad campaigns

across Google, Bing, Facebook, Twitter &

LinkedIn.

About AdStage

@adstage

Differentiation

SELF-SERVE EDUCATION APP ECOSYSTEM

@adstage

Content Marketing

• Full-service consultancy

• Tasked by web service to generate Realtor leads

Case Study

@adstage

• Created 5 campaigns with different targets 1. US_Industry: Real Estate 2. US_Groups: Real Estate 3. US_Job_Title: Real Estate 4. US_Skills: Real Estate 5. US_Job_Function: Real Estate

• Tested content/landing page combos in each

Strategy

@adstage

Examples

10 Ways to Get More Listings

Social Media Success

@adstage

Results

LEADS COST PER FORM FILL

@adstage

• Software analytics company • Goal was to drive quality engineer leads

Demand Generation

@adstage

Targeted specific engineering roles

• Campaigns split by promoted content

• Tested for best targeting

Strategy

@adstage

Developer Operations Campaign

Examples Sponsored Updates

@adstage

Results

EXCEEDED QUARTERLY SALES GOALS

EXCEEDED SALES QUALIFIED LEAD GOALS

@adstage

Case Study Takeaways

1. Direct response advertisers can link to landing pages.

2. Use eye-catching and unique images. 3. Sponsor short, high value content. 4. Craft content your audience cares about. 5. Incorporate trending topics.

@adstage

Optimization

Cheat Codes

@adstage

Conversions

Track conversions from LinkedIn campaigns

• This lets you optimize for conversions

Ways to set it up

1. Use Google Analytics and tag your destination URL

2. Use AdStage which tags and tracks automatically

@adstage

Day-parting

Experiment with day-parting and scheduling

• Performance varies by hour and day so take advantage

• CPAs are often the lowest in the morning

• Conversion rates can decline on the weekends

Ways to set it up

1. Manually

play/pause

campaigns

2. Use AdStage Automated Rules to set a schedule

@adstage

DSCs

Use Direct Sponsored Content to test copy

• These unpublished SUs enable multivariate testing

• Take targeting into consideration (e.g., job title, skill, etc)

• Cater the copy to your audience by customizing the:

• Update text, URL title, URL description, etc.

@adstage

Evergreen Campaigns

Avoid setting end dates for your campaign

• If it reaches it's end date, you won’t be able to edit it

• You’ll have to duplicate it or start from scratch

• Instead, build evergreen campaigns

• Don’t set an end date

• Pause old content and add fresh updates

@adstage

Targeting

Limit your campaign targeting to test audiences • Create campaigns that

• Target just one category (e.g Job Titles only)

• Layer targeting

(e.g., Job Title + Skills)

• Compare performance

to find the winner

@adstage

Visit blog.adstage.io for

the latest tips, trends and news

• This Week in Ad Tech Newsletter - bit.ly/this-week-in-ad-tech

• 9 Ways to Optimize Sponsored Update Campaigns - bit.ly/9-SU-tips

• 16 Tips for Creating Effective Sponsored Updates - bit.ly/16-SU-tips

More Tips, Trends & News

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