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Live Webinar: Understanding, Reading, and Optimizing in Sponsored Content


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Learn how to leverage the Campaign Manager reporting tool to:
- Accurately interpret campaign performance data
- Make informed decisions about strategy and next steps
- Optimize your campaigns for future success

Published in: Marketing
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Live Webinar: Understanding, Reading, and Optimizing in Sponsored Content

  1. 1. Understanding Reporting and Optimization in Sponsored Content Tory Le Marketing Consultant LinkedIn Carissa Perault Sr. Account Manager LinkedIn
  2. 2. 3 Agenda • Analyzing campaign performance • Understanding click intelligence • Adding tags to your campaign URLs • A/B testing your campaigns • Bidding strategically • Optimizing new campaigns based on metrics
  3. 3. Analyzing campaign performance
  4. 4. Understanding CTR vs. engagement rate
  5. 5. Understanding the impact of social actions (Social Actions x eCPC) ÷ Total Investment = Percentage Value Add Example: (789 Social Actions x $7.20 eCPC) ÷ $32,000 spent to date = 17.7% Value Add $5,680.80 Value Add
  6. 6. LinkedIn benchmarks
  7. 7. Understanding click intelligence
  8. 8. Who is your decision-making group?
  9. 9. Understanding click demographics Who is engaging with your content? How can you expand upon this audience (e.g., IT job function, groups, skills, etc.)
  10. 10. Adding tags to your campaign URLs
  11. 11. UTM parameters • Allow us to measure the impact after the click • Good=measurement to the campaign level • Best=measurement to the content level Example: ampaign=CampaignA&utm_content=whitepaperXYZ
  12. 12. A/B testing your campaigns
  13. 13. How to set up A/B test campaigns Two campaigns, two posts Test the performance of the same post on different audiences One campaign, two posts Test the performance of two posts on the same audience Test variables  Content  Targeting  Bidding  Landing page NOTE: Test one variable at a time within each campaign
  14. 14. A/B test campaigns: content Image • text within image vs. no text • image size • pop up images • illustration vs. photography Product Description • long vs. short • action-oriented vs. thought-provoking Headline • question vs. statement • headline vs. no headline • casual vs. professional tone
  15. 15. A/B test campaigns: targeting Measure CTR CPC Leads Conversion rate Campaign B Audience: Sales Job Function | Seniority: Manager+ Campaign A Audience: Sales Skill | Seniority: Manager+
  16. 16. A/B test campaigns: landing page  Color of call-to-action button  Form fill shown above vs. below the fold  Select “Rotate ads evenly” option for all posts
  17. 17. A/B test campaigns: bids  Run campaigns on CPC vs. CPM  Test competitive bid ranges  Measure CTR, CPC, CPL, and conversion rate
  18. 18. Bidding strategically
  19. 19. Bidding strategically Bid above the suggested bid range Maximize every opportunity High bids = SC shown above the fold in newsfeed Scale reach and exposure
  20. 20. Bidding strategically
  21. 21. Understanding the relevancy score
  22. 22. Understanding the relevancy score
  23. 23. Setting a daily budget $100 $300 $200 *Minimum *Suggested *Highly Suggested
  24. 24. Optimizing new campaigns based on metrics
  25. 25. Using metrics to optimize new campaigns Front End • CTR • Engagement rate • Clicks • Impressions Back End • CPL/CPA • Conversions • Conversion rate New campaigns
  26. 26. ©2015 LinkedIn Corporation. All Rights Reserved.