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The Benefits of Objective-Based Advertising for Higher Ed

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Learn how to get the most out of the new OBA experience and hands-on tips for creating successful campaigns.

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The Benefits of Objective-Based Advertising for Higher Ed

  1. 1. The Benefits of Objective-Based Advertising for Higher Ed LinkedIn EDU Webinar Series
  2. 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. 3. Agenda 1 Overview 2 Choosing objectives and ad formats 3 Setting up your audience 4 Bidding, conversion tracking, and insights tag
  4. 4. How familiar are you with Objective-Based Advertising?
  5. 5. What is Objective- Based Advertising?
  6. 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. 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. 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. 9. Objectives and ad formats
  10. 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. 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. 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. 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. 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. 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. 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. 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. 18. Navigating Objective-Based Advertising
  19. 19. Navigating Objective-Based Advertising
  20. 20. Navigating Objective-Based Advertising
  21. 21. Navigating Objective-Based Advertising
  22. 22. Navigating Objective-Based Advertising
  23. 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. 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. 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. 26. Wrap-up 1 Easier setup 2 Improved measurement 3 Better results
  27. 27. Q&A
  28. 28. Thank You!

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