1.
The Benefits of
Objective-Based
Advertising for Higher Ed
LinkedIn EDU Webinar Series

2.
Ira Amilhussin
Group Manager
Education Vertical
Erin Higgins
Client Solutions Manager
Education Vertical
Vinny Solano
Client Solutions Manager
Education Vertical
Today’s Speakers

3.
Agenda
1 Overview
2 Choosing objectives
and ad formats
3 Setting up your
audience
4 Bidding, conversion
tracking, and insights tag

4.
How familiar are you with
Objective-Based
Advertising?

5.
What is
Objective-
Based
Advertising?

6.
Campaign Set-up
“We have many
questions on how to
custom tailor LinkedIn
solutions to fit our
marketing goals.”
- Melini
We’re addressing some of your top challenges
Lack of Clear Reporting
“I placed my first ad
recently and am at a
loss with your advertising
tools. I couldn’t see or find
the stats.”
- Marie
Perception of Low ROI
“Return on investment
appears to be higher on
some other platforms... I’m
not convinced of it as a lead
generator for us.”
- John

7.
Easier setup Improved measurement Better results
Streamlined campaign
creation, leading with
objectives.
Ability to track key
results based on
objectives.
Pay for performance.
Reach the right people at
the right time.
Choosing an objective
To help you streamline setup, optimize ad delivery, and charge you
based on objectives for better results
Coming Aug 2019

8.
Awareness Consideration Conversion
Brand Awareness
“I want people to learn about
my business”
Website Visits
“I want people to visit a
website destination.”
Engagement
“I want more people to engage
with my content posts.”
Video Views
“I want more people to watch my
videos.”
We support full-funnel objectives
Website Conversions
“I want to drive valuable
actions to my website.”
Lead Generation
“I want more quality leads on
LinkedIn.”

9.
Objectives and ad formats

10.
Ad Products (formats) Notes
Brand Awareness
• Sponsored Content
• Text Ads
• Dynamic Ads (spotlight, follow
company)
For impression-based campaigns.
Available June-Aug 2019.
Use “Website Visits” and auto-bid
for impressions until then.
Website Visits
• Sponsored Content
• Text Ads
• Dynamic Ads (follow company, job ads)
• Sponsored InMail (message ads)
Video Views • Video Ads Allows you to bid by CPV
Engagement • Sponsored Content
Social actions on LinkedIn, as
well as general clicks on ads. All
ads must have follow-company
button.
Objectives and ad formats

11.
Ad Products (formats) Notes
Website Conversions
• Sponsored Content
• Text Ads
• Dynamic Ads (spotlight)
• Sponsored InMail (message ads)
Available June-Aug 2019.
Use “Website Visits” and auto-
bid for conversions until then.
Lead Generation
• Sponsored Content
• Dynamic Ads (download)
• Sponsored InMail (message ads)
All formats must use Lead Gen
Forms
Objectives and ad formats

12.
More organized and intuitive targeting setup
Targeting facets are organized
in groups with drill-down
feature
Now use global search
to browse across all
categories targeting criteria
Easier, more intuitive
set-up with advanced
targeting features in
secondary position

13.
• Company Name
• Company
Connections
• Company Followers
• Company Industry
• Company Size
Company InterestsDemographics Education Job Experience
• Demographics
• Member Age
• Member Schools
• Fields of Study
• Degrees
• Job Title
• Job Function
• Job Seniority
• Years of Experience
• Members Skills
• Member Groups
• Member Interests
Targeting attributes now divided into 5 targeting criteria

14.
New forecast panel gives predictive results
Forecasted results are
based on your campaign
inputs and results for
similar audience among
a range of advertisers

15.
Use Case Pros Cons
Automated Bid
Maximizes results
while spending the
daily budget in full.
• Better budget delivery /
campaign scaling
• No bid management
• More results
• Less control
• Potential over-delivery
Maximum Bid
When you want more
cost control and have
stricter price sensitivity.
• Better control over costs
• Won’t pay more than
maximum bid
• Manual adjusting of bid
• Potential to lose out on
auctions (if bid is too
low)
Bid types in Objective-Based Advertising

16.
Conversion Tracking
CLASSIC NEW
Conversion Tracking was a part of
“Bid and budget.”
Conversion Tracking is now its own section, versus a module on the “bid and budget” page. You
can both create a new conversion or assign an existing conversion directly in the new experience.

17.
Creating an Insight Tag
Domain → Insight Tag
An Insight Tag is needed before creating a domain.
TIP: If you already have an Insight Tag, remember to
permission it from the main account (instead of
creating one again from the new campaign).
CLASSIC NEW
Insight Tags can now be generated or permissioned after creating a website conversion. No
need to create or permission an Insight before adding a website conversion.

18.
Navigating Objective-Based Advertising

19.
Navigating Objective-Based Advertising

20.
Navigating Objective-Based Advertising

21.
Navigating Objective-Based Advertising

22.
Navigating Objective-Based Advertising

23.
Guided ad setup
Live ad preview
shows you what
your ad looks like,
as it’s being built.
Available for text
ads, single image
sponsored content.
Destination URL
is now in its own
section / own field
(no need to add in
intro text)

24.
Timeline/Roadmap of features
Objective-Based Pricing
Optimization
(Jun - Aug 2019)
Objective-Based Campaign
Creation
(Feb 2019)
Objective-Based Reporting
(Aug 2018)
o Objective-first
campaign creation
o Streamlined campaign
set up
o OBA is permanent
experience starting late
Feb
o Simpler navigation
o Search functionality
o Stronger analytics
o Brand awareness and
Website conversions
objectives available
o Destination clicks
pricing for Website
visits and Website
conversions objectives

25.
Until objective-based optimization is available in August 2019,
“Brand awareness” and “Website conversions” objectives are not available.
“Brand awareness,” “Website conversions”
available August 2019

26.
Wrap-up
1 Easier setup
2 Improved measurement
3 Better results

27.
Q&A

28.
Thank You!