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How to get started with advertising on Linkedin Live Demo

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Slides from our recent live webcast.

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How to get started with advertising on Linkedin Live Demo

  1. 1. Tuesday, November 29th, 2016 11:00a GMT | 12:00 CET #getstartedwithlinkedin
  2. 2. Today’s Agenda 1. Introduction to LinkedIn Marketing Solutions 2. Live Demo 3. Q&A #getstartedwithlinkedin
  3. 3. Have Questions? Use the Q&A button at the bottom of your screen and we will answer them after the presentation A recording of this webcast will be sent to you after the event #getstartedwithlinkedin
  4. 4. Who we are? Alexandra Dan Senior Marketing Solutions Specialist, Dublin Gearóíd Buckley Online Marketing Manager, Dublin #getstartedwithlinkedin
  5. 5. For the first time in the history of media you can engage with the world’s professionals in one place #getstartedwithlinkedin
  6. 6. The largest global community of professionals 61M senior-level influencers 40M decision makers 10.7M opinion leaders 6.8M C-level execs 22.8M Mass Affluent 4.1M IT decision makers 450Mprofessionals are on LinkedIn #getstartedwithlinkedin
  7. 7. The manifestation of the professional mindset… SPEND TIMEINVEST TIME LinkedIn Trending Facebook Trending Twitter Trending Ellen Degeneres OK Go Rannoch Moor Brian Friedman James Corden Jo Cox Tony Blair Invasion Standing Rock Indian Reservation Recruiting Employee Engagement Social Media Self-Esteem Lean Manufacturing Integrated Marketing Design Thinking Cloud Computing Personal Development I Am Thankful For Happy Thanksgiving Steven Gerrard T in the Park Thursday Thoughts Add a Band Name to a Film Auto Archives Paul Futcher MST3K #getstartedwithlinkedin
  8. 8. 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile Professionals engage with purpose – and with content #getstartedwithlinkedin
  9. 9. Advertising on LinkedIn Text Ads Sponsored Content Platform Desktop only Desktop, mobile, tablet Pricing CPC or CPM CPC or CPM Payment Pay as you go; Credit card Pay as you go; Credit card Targeting Targeted audience Targeted audience Ad Placement Text link on homepage; right hand rail or horizontally at bottom of pages: homepage, profile page, search results, groups, SlideShare LinkedIn news feed #getstartedwithlinkedin
  10. 10. #getstartedwithlinkedin
  11. 11. Let’s Get Started! Set up your account
  12. 12. 04 Select the currency you want to use for payment and bidding. Once you select the currency, you cannot change it. 03 Choose the company with which this account will be associated and name the account. 02 01 Access LinkedIn’s Campaign Manager at https://www.linkedin.com/ads/home. Create a Business Account To start, you will need to make a business account. A business account allows you to separate ads and billing information, share business account access with other team members and conveniently link a Company Page. From the Campaign Manager homepage, click Add account in the top right-hand corner. 05 Click Add account. Your account will be on hold until you edit your billing details, which you can do now or after you set up your first campaign. #getstartedwithlinkedin
  13. 13. Enter Billing Information 01 Click the Edit your billing details link in the banner message. 02 Enter your credit card information. 03 Click Review Order to confirm and save your information. #getstartedwithlinkedin
  14. 14. Add/Edit Users You can grant access to your Business Account and assign different permissions to each user. Account Managers can manage campaigns and view performance analytics. The user who creates the account will automatically be assigned the Account Manager role. 03 Next, choose the level of management rights for the user you’re adding. The chart below details the management roles: 02 01 From the Campaign Manager homepage, click the settings icon and select Manage access. Click Add user to account. Begin typing the name of the person you wish to add and select him or her from the list. Activity Account Manager Campaign Manager Creative Manager Viewer View campaign data and reports Create new & modify existing campaigns Create new & modify existing creatives Edit account details Manage user access #getstartedwithlinkedin
  15. 15. LinkedIn Self-Service Playbook for Agencies 15 Add/Edit Users You can grant access to your Business Account and assign different permissions to each user. Account Managers can manage campaigns and view performance analytics. 05 To modify the management rights a user has, locate the user whose permissions you want to edit and click the dropdown menu to select the new role. Click Save changes. 04 Once you’ve granted the appropriate management rights to a user, click Add user to account to save your changes. The person you’ve added will then appear. LinkedIn Self-Service Playbook for Agencies 15 05 To remove a user, click the x that appears to the right of his/her name. If you are removing a Billing admin, you must assign a new contact as the Billing admin before you can remove the user. Click Save changes. #getstartedwithlinkedin
  16. 16. You’ve created your account, now it’s time to launch your campaign! How to Create a Campaign #getstartedwithlinkedin
  17. 17. DEMO Sponsored Content
  18. 18. Sponsored Content Best Practices #getstartedwithlinkedin
  19. 19. Sponsored Content Best Practices Cheat Sheet Optimizing content • Always ask, “why would my audience read this?” • Use concise and compelling headlines • Include a clear call to action, regardless of the objective • Make sure your landing pages are optimized for mobile traffic Managing updates • Plan your editorial calendar, but also react to timely events • Run 4-5 pieces of content in each live campaign • Rotate a new piece of content into your account ever 2-3 weeks • A/B Test with images, intro texts, and headlines Optimizing visuals • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links
  20. 20. Text Ads Here are some tips Speak directly to your target audience through your headline and text.Include an image to grab your audience’s attention. Ads with images perform significantly better than those without. Images with bright colors are more likely to catch the attention of your audience. For example, if you’re targeting finance professionals, include relevant job titles or the word “finance” within the ad. Use industry-specific language that customers can relate to. We’ve seen a 20% lift in CTR when ads include an image. Include a strong call to action, such as “Try”, “Download”, “Sign up” or “Request a Quote.” Create 3-4 variations of your ad per campaign. Test images, text, and call-to-action phrases to see what works best with your audience.Words and phrases that encourage action and urgency tend to perform well. Rotate in new creatives at least once a quarter.Double check your landing page Make sure text is concise and easy to read.Make sure your landing page (the place where someone goes when they click) matches your ad. Clearly list the benefits of your products and services.
  21. 21. Campaign Manager Tool - What to Remember Campaign Creation • Try and aim for an audience size that is specific, but large enough to create scale • Running 4 -5 Pieces of content will spread the daily budget more evenly • Keep the Sponsored Content Specifications in mind for images sizes and character limits • Bid ranges are provided on the “Bid and Budget” tab. Be sure to revise your bids as the campaign runs Managing updates • Be sure to pause lower performing pieces of content (after 3-4 weeks) if they are below the .32% CTR benchmark • Make sure that you have DSC access to your company page in order to create Direct Sponsored Content • Click Demographic Data is available at the account and individual campaign level
  22. 22. Stay tuned for a dedicated webinar in the new year! Or visit our EMEA blog for more details business.linkedin.com/en-uk/marketing-solutions/blog Sponsored InMail #getstartedwithlinkedin
  23. 23. Have Questions? Use the Q&A button at the bottom of your screen and we will answer them after the presentation A recording of this webcast will be sent to you after the event #getstartedwithlinkedin
  24. 24. Thank You!

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