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Welcome to the LinkedIn Ads
Platform Masterclass
Afiya Addison
Account Manager, LinkedIn
Introduce EDU AM Team
DJ Shea Thea Castronovo Brittany Bass
Katrina Lu Laura McKee Afiya Addison
Geoff Marks
Jasmine Hendriks
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
d
Icebreaker Sentence
goes here
Reaching your audience on LinkedIn
Jasmine Hendriks
Account Manager, LinkedIn
DJ Shea
Account Manager, LinkedIn
d
Ways you can target on LinkedIn
Introduction to Targeting
Seattle, WA USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200,
Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging
Location IP
School
Field of Study
Degree
Graduation Age
Company Size Industry
Job Title
Function
Seniority
Groups
Skills
Danie
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
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
YOE vs. Seniority
Targeting Parameter Recommendation
Years 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.
Age & Gender Targeting
Age SeniorityYOE
Targeting Parameter Recommendation
Age 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
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
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
Setting Up Sponsored Content
Afiya Addison
Account Manager, LinkedIn
Laura McKee
Account Manager, LinkedIn
Thea Castronovo
Account Manager, LinkedIn
• 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
Three factors of Sponsored Content success
Content
Target
Size
Bids &
Budget
● 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
● 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
● 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
● 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
Optimize the three facets of success:
Bids & budgets
Audience
Content (operations and value)
Key Takeaways
The Right Content Mix
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 economy
EMBA: ideas amongst international networks and global
experience
MBA: powerful ideas that are inspirational and impactful
Open: 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
d
Starting Small
“I’m looking for students that want to learn more about my MBA program”
Tip #1: Start with the what
Reframe the imagery and the copy already existing and create your teaser
Tip #2: Take what you have
With small changes to headline, intro, and imagery - create 3 more versions.
Tip #3: Create Variety
Build out a content calendar
Tip #4: Build from there
A/B Test
Develop your content marketing strategy
Step by step to A/B test
Primary testing
2
Are you clearly
addressing the target
audience this is for?
Tactical: call out your
targets specifically
3
Is there a clear
call to action?
Tactical: make sure
audiences know what to
expect, it clicks through and
works
1
Are 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
Step by step to A/B test
Secondary testing
2
Are the images in the
post and landing
page consistent?
Tactical: verify
brand and
visual consistency
3
Is the image
compelling?
Tactical: explore
infographics,
pictograms, et al.
1
Does the title and intro
copy complement
each other?
Tactical: don’t replicate but
complement with further
evidence
Examples of Top
EDU Content
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
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
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
Use your proud Alumni to your advantage –
Bryant & Stratton spotlights a graduates
experience with their career support
offering.
Show off Alumni
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
d
What is
conversion tracking?
Easily measure and optimize the business impact of your LinkedIn
ads
LinkedIn conversion tracking
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?
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.
Conversion Tracking Demo
Getting Started
Landing Pages
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 copy
Make sure the offer in your LinkedIn
Sponsored Content matches the offer on
your landing page
Always 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 convert
Make sure your landing pages are optimized
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.
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.
Quick and easy setup
What are Text Ads?
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 easily
Build 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
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.
Text Ad Best Practices
Breakout to Groups
Competition
Creating A Text Ad
Create Campaign Name, Language, and Conversions
Pro Tip: Create a campaign name that
easily identifies the target audience
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
Create Ad Variations
Pro tip: include 3-5
ad variations to test
and iterate
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
Set up Bid and Budget
Pro Tip: Bid $1 to $2
over suggested bid
range
Q & A
LinkedIn Ads Platform Master Class

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LinkedIn Ads Platform Master Class

  • 1. Welcome to the LinkedIn Ads Platform Masterclass Afiya Addison Account Manager, LinkedIn
  • 2. Introduce EDU AM Team DJ Shea Thea Castronovo Brittany Bass Katrina Lu Laura McKee Afiya Addison Geoff Marks Jasmine Hendriks
  • 3. 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
  • 5. Reaching your audience on LinkedIn Jasmine Hendriks Account Manager, LinkedIn DJ Shea Account Manager, LinkedIn
  • 6. d Ways you can target on LinkedIn Introduction to Targeting Seattle, WA USA Boston University Communication Bachelor of Science 2011, 25-34 Simply Measured, 51-200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging Location IP School Field of Study Degree Graduation Age Company Size Industry Job Title Function Seniority Groups Skills Danie
  • 7. 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
  • 8. 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
  • 9. YOE vs. Seniority Targeting Parameter Recommendation Years 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.
  • 10. Age & Gender Targeting Age SeniorityYOE Targeting Parameter Recommendation Age 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
  • 11. 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
  • 12. 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
  • 13. Setting Up Sponsored Content Afiya Addison Account Manager, LinkedIn Laura McKee Account Manager, LinkedIn Thea Castronovo Account Manager, LinkedIn
  • 14. • 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
  • 15. Three factors of Sponsored Content success Content Target Size Bids & Budget
  • 16. ● 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
  • 17. ● 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
  • 18. ● 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
  • 19. ● 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
  • 20. Optimize the three facets of success: Bids & budgets Audience Content (operations and value) Key Takeaways
  • 22. 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 economy EMBA: ideas amongst international networks and global experience MBA: powerful ideas that are inspirational and impactful Open: 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
  • 24. “I’m looking for students that want to learn more about my MBA program” Tip #1: Start with the what
  • 25. Reframe the imagery and the copy already existing and create your teaser Tip #2: Take what you have
  • 26. With small changes to headline, intro, and imagery - create 3 more versions. Tip #3: Create Variety
  • 27. Build out a content calendar Tip #4: Build from there A/B Test Develop your content marketing strategy
  • 28. Step by step to A/B test Primary testing 2 Are you clearly addressing the target audience this is for? Tactical: call out your targets specifically 3 Is there a clear call to action? Tactical: make sure audiences know what to expect, it clicks through and works 1 Are 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
  • 29. Step by step to A/B test Secondary testing 2 Are the images in the post and landing page consistent? Tactical: verify brand and visual consistency 3 Is the image compelling? Tactical: explore infographics, pictograms, et al. 1 Does the title and intro copy complement each other? Tactical: don’t replicate but complement with further evidence
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. Use your proud Alumni to your advantage – Bryant & Stratton spotlights a graduates experience with their career support offering. Show off Alumni
  • 35. 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
  • 37. Easily measure and optimize the business impact of your LinkedIn ads LinkedIn conversion tracking
  • 38. 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?
  • 39. 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.
  • 42. 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 copy Make sure the offer in your LinkedIn Sponsored Content matches the offer on your landing page Always 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 convert Make sure your landing pages are optimized
  • 43. 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.
  • 44. 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.
  • 45. Quick and easy setup What are Text Ads?
  • 46. 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 easily Build 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
  • 47. 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.
  • 48. Text Ad Best Practices
  • 51. Create Campaign Name, Language, and Conversions Pro Tip: Create a campaign name that easily identifies the target audience
  • 52. 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
  • 53. Create Ad Variations Pro tip: include 3-5 ad variations to test and iterate
  • 54. 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
  • 55. Set up Bid and Budget Pro Tip: Bid $1 to $2 over suggested bid range
  • 56. Q & A