©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
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
Bing
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 [email protected]
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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