linkedin ads platform master class
TRANSCRIPT
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Welcome to the LinkedIn AdsPlatform Masterclass
Afiya Addison Account Manager, LinkedIn
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Introduce EDU AM Team
DJ Shea Thea Castronovo Brittany Bass
Katrina Lu Laura McKee Afiya Addison
Geoff Marks
Jasmine Hendriks
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Today’s agenda
• How to reach your target audience on LinkedIn – 20min
• Jasmine Hendricks & Daniel Shea• Setting up sponsored content – 60min
• Dashboard Set Up: Bids, Budgets, Audience – Afiya Addison
• Content Recommendation – Thea Castronovo• Landing Pages and Conversion Tracking – Laura McKee
• Setting Up Text Ads - 15min• Caitlin Morrison
• Breakout to Groups Competition - 15min• Setting up Mock Campaigns
• Q&A – 30min• Special Surprise
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Icebreaker Sentence goes here
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Reaching your audience on LinkedIn
Jasmine Hendriks Account Manager, LinkedIn
DJ Shea Account Manager, LinkedIn
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Ways you can target on LinkedInIntroduction to Targeting
Seattle, WA USABoston University
CommunicationBachelor of Science
2011, 25-34
Simply Measured, 51-200, Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, DigitalMarketing, Blogging
Location IPSchool
Field of Study
Degree
Graduation Age
Company Size Industry
Job TitleFunction
Seniority
Groups
Skills
Danie
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Don’t use too many layers of targeting• Best practice is 300,000+ members• Trust your audience to self-select and
allow your content to do the targeting for you
• Engagement increases with broader audiences and also allows for optimizations
• Broader audiences tend to drive down your CPC
Audience Size
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z
Limits your audience to a very specific target
21x larger audience and engages other potential
candidates
Remember: When you purchase CPC, only members interested in learning more about your program will engage with the content!
Audience Size
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YOE vs. SeniorityTargeting Parameter RecommendationYears of Experience Based on work history in
member profiles.Great way to test audience targets. Can be especially relevant for EMBA programs.
Seniority Based on position names listed in members profiles.
Can be added as an additional filter.
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Age & Gender Targeting
Age SeniorityYOE
Targeting Parameter RecommendationAge Inferred based on member’s graduation year Use a seniority or years of experience
filter instead of age.Gender Inferred based on member’s name Avoid gender targeting when possible
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z
Not using Bachelor’s inclusion targeting - by using this will be weeding out a lot of qualified members since many members don’t include this field (screenshots left).Differences in audience size can be seen by using the campaign manager and including/excluding degrees.
Degree Targeting
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3 Key Takeaways
Target broad audiences and allow the content to do the targeting for you
1 Age & Gender are inferred targeting
parameters
2 Bachelor's inclusion can
exclude individuals within your target
audience
3
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Setting Up Sponsored Content
Afiya Addison Account Manager, LinkedIn
Laura McKee Account Manager, LinkedIn
Thea Castronovo Account Manager, LinkedIn
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• Deliver content to targeted audiences in the world’s only professional feed
• Reach just the right audience with comprehensive targeting options
• Reach target on every device—desktop, tablet, and phone—with a variety of content formats, including rich media
• Choose to invest on a CPC or CPM basis• Improve performance with real time
analytics
Deliver rich content across all devices via
the LinkedIn feed
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Three factors of Sponsored Content success
Content
Target Size
Bids &Budget
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● Run 4 unique pieces of content○ Frequency cap: Members can see up to 4 pieces
of unique content per company page every 48 hours
○ Running 4 pieces concurrently allows system to optimize for best-performing updates
● Rotate in 1-2 new pieces of content per week
● Optimize towards best-performing content
● Align Content○ Ensure your content is relevant and you are
getting engagement which raises your relevancy score on LinkedIn
● Use DSC (Direct Sponsored Content)○ Use DSC to test more copy variations and
images (these updates do not live on your company page)
Content
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● Broader = Better○ Broader targets allow for gathering of
statistically significant data to inform optimizations
○ Broader audiences tend to have lower CPCs than more niche ones
● Aim for audience sizes of 300K+ for scale purposes
● Layer Broad with Narrow Targets● Use Audience Expansion when using
manual targets
Targeting
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● LinkedIn utilizes a second price auction● Bids are a ceiling and rarely reflect actual
cost● Bid above the range● Niche and premium audiences (<300K)
exact higher bids● Best practice is $100 daily budget
per target○ Low daily budgets result in morning delivery
● Larger audience, larger daily budget○ 100K-500k: $100+ daily budget per target○ 500k+: $500+ daily budget per target
Bids & Budgets
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● No daily budget delivers as fast as possible
○ Set specific campaign (target)● Best practice is $100 daily budget
per target○ Low daily budgets result in morning delivery
● Larger audience, larger daily budget
○ 100K-500k: $100+ daily budget per target○ 500k+: $500+ daily budget per target
Daily Budgets
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Optimize the three facets of success:
Bids & budgets Audience Content (operations and value)
Key Takeaways
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The Right Content Mix
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Blogging Food Groups Categories of Content Content Specifics
Raisin Bran content: The everyday content that you can dish out quickly because it is at the heart of what you do
Course specific promo of program(s)
Spinach content: The stuff that’s good for you, even if it’s difficult to chew Program(s) results, stats, and facts
Main Entrée (Turkey): The valuable, time-consuming projects that leave your guests begging for more
Business School: impact on students and the economyEMBA: ideas amongst international networks and global experienceMBA: powerful ideas that are inspirational and impactfulOpen: addresses unique challenges
Chocolate cake content: Everyone wants a second piece of this sweet treat Events and webinars
Tabasco* content: Sometimes you just need a little fire on the tongue Faculty self publishing
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Starting Small
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“I’m looking for students that want to learn more about my MBA program”
Tip #1: Start with the what
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Reframe the imagery and the copy already existing and create your teaser
Tip #2: Take what you have
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With small changes to headline, intro, and imagery - create 3 more versions.
Tip #3: Create Variety
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Build out a content calendar
Tip #4: Build from there
A/B Test
Develop your content marketing
strategy
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Step by step to A/B testPrimary testing
2Are you clearly
addressing the target audience this is for?
Tactical: call out your targets specifically
3Is there a clear call to action?Tactical: make sure
audiences know what to expect, it clicks through
and works
1Are you answering a question on the members’ minds?
Tactical: is there opportunity to rephrase
in question form
Choose 2 things you would change to compare and contrast
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Step by step to A/B testSecondary testing
2Are the images in
the post and landing page consistent?
Tactical: verify brand and
visual consistency
3Is the image compelling?
Tactical: explore infographics,
pictograms, et al.
1Does the title and
intro copy complement each
other?Tactical: don’t replicate
but complement with further evidence
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Examples of Top EDU Content
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Find the overlap of what you can talk about with authority with what your audience wants to hear about. Kellogg School of Management does a great job demonstrating their expertise around topics such as authentic leadership.
Be audience centric
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Infographics are still a very effective means to deliver a complex message in an easy to digest, engaging format. Simplilearn uses image posts to help explain the benefits of the certifications they offer. FIU uses text overall to call out key value propositions.
Show…and tell
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Take advantage of the fact that the graduate school admissions process is a finite timeline – Cornell University conveys a sense of urgency to apply and/or learn more about the process within their posts.
Instill a sense of urgency
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Use your proud Alumni to your advantage – Bryant & Stratton spotlights a graduates experience with their career support offering.
Show off Alumni
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1. Decide on your milestones and repurposing efforts
2. You can start small, A/B Test, and build up over time
3. Be inspired by what your audience is reading and what you can bring to the table
Key Takeaways
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What is conversion tracking?
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Easily measure and optimize the business impact of your LinkedIn ads
LinkedIn conversion tracking
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Track all of your conversions right in Campaign Manager
Record leads from your LinkedIn campaigns across desktop and mobile, whether members convert after clicking on—or even just viewing—your ads.
Understand your ROI Measure the true value you’re getting from
your Sponsored Content and Text Ads campaigns, including return on ad spend, conversion rate, cost per conversion, and more.
Optimize for the results that matter most
See which ads, audiences, and offers are driving conversions for your business. Use this data to improve your campaigns at every stage.
Why conversion tracking for LinkedIn ads?
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A conversion is an action that a member takes, like filling out a webinar registration form or downloading a white paper.Conversion tracking is the ability to measure conversions and then attribute it back to the source that provided the initial click or view.By tracking these conversions, you can more easily gauge the ROI of your campaigns.
Conversion tracking defined
Thank You!Your download should start automatically.
If not, click here.
+1
Step 1A prospect clicks on or views an ad
Step 2Prospect lands on your site and submits a form.
Step 3Prospect lands on “Thank You” page, gets counted as Conversion.
Step 4Prospect is registered as a conversion in your LinkedIn campaign reporting.
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Conversion Tracking DemoGetting Started
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Landing Pages
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Optimize landing pages for mobile - 85% of engagement comes from mobile Make your call to action (CTA) clear—Limit form fields (1-6 is ideal)Be informative, but concise with copyMake sure the offer in your LinkedIn Sponsored Content matches the offer on your landing pageAlways make sure forms are above the fold Use LinkedIn Autofill to increase conversions Always have a simple and short path to conversion
Delight them with an experience that will convertMake sure your landing pages are optimized
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Caitlin Morrison Sr. Ad Strategist, LinkedIn
Setting Up Text Ads
Right-click and choose “Change Picture” then choose the profile image you wish to replace this one.
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What are Text Ads Generate quality leads with an easy, self-serve solution
Easily create, manage and optimize well-targeted, customized campaigns in just minutes—on a budget that works for you.
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Quick and easy setupWhat are Text Ads?
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Why Text Ads? Start advertising to a premium audience in just minutes
Get your business in front of the world’s largest professional network—fast
Get started easilyBuild your own ads and
advertise right away with no spend minimum
commitments
Target with precision
Reach the people that matter most using
accurate, profile-based, first-party data
Generate quality leads
Drive leads from a a premium professional audience of decision-
makers and influencers
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Targeting Precise B2B targeting
Same targeting options as Sponsored Content
Reporting Tracks clicks, CTR, impressions,
CPC, and social actions Agility
No minimum spend No long term contracts Pay as you go Pay with credit card or invoicing Start and stop anytime Self-manage Quick and easy setup Direct response/lead gen focus
Why Text Ads?
Text Ads have the same major benefits of Sponsored
Content (targeting and reporting) but have a lot more flexibility around
spend, timing, contracts, etc.
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Text Ad Best Practices
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Breakout to Groups Competition
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Creating A Text Ad
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Create Campaign Name, Language, and Conversions
Pro Tip: Create a campaign name that easily identifies the target audience
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Create Your Ad
Send members to a customized landing page
Speak directly to target audience
Include strong value prop and CTA
Include images of people rather than objects
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Create Ad Variations
Pro tip: include 3-5 ad variations to test and iterate
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Set Up Targeting
Pro tip: include 3-5 ad variations to test and iterate
Pro Tip: Audiences should be between 60,000 and 600,000 members
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Set up Bid and Budget
Pro Tip: Bid $1 to $2 over suggested bid range
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Q & A
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