The document outlines best practices for utilizing LinkedIn's sponsored content, including targeting strategies and A/B testing techniques. It emphasizes the importance of personalizing messages, testing content variations, and maintaining a minimum audience size for effective campaigns. Key recommendations include optimizing for mobile, using strong visuals, and regularly updating content to enhance engagement and performance.

1. Vanessa Vallejo
Senior Account Manager
LinkedIn Marketing Solutions
Aline Gorey
Content Strategist
LinkedIn Marketing Solutions
Getting the Most from Sponsored Content
LinkedIn Webcast I 1st April 2016

2. Today’s Agenda
Overview of sponsored content1
Setting up for success: targeting best practice2
Live demonstration of Direct Sponsored Content3
Direct sponsored content: six tips for A/B testing4
5 What’s coming in 2016

3. Overview of Sponsored Content

4. LinkedIn Sponsored Content
Targeted ad placements that deliver content in the feed across all the devices.

5. Where does Sponsored Content appear on
LinkedIn?
• 15 content slots on the desktop
home page
• SU’s appear in the LinkedIn
newsfeed
• Frequency cap of 2 Sponsored
updates per company page, per
day for each member*
* Please note that this is subject to change

6. a
The Anatomy of a Sponsored Update
Intro Text (include CTA and url)
90 characters
Description Text
(customisable and not
visible on mobile)
max 230 characters
Headline (bolded)
Max 70 characters
Customisable Image
1200x627 px best
Company Logo
Company Name

7. 2 Ways to Publish: Sponsor existing updates, or post
directly to the personal feed of your target audience
Personalise
Customise your message for each target
audience
Test
A/B test variations of your content to
optimise performance
Control
What gets published on your Company
page locally or globally
2. Direct Sponsored Content
(newsfeed only)
1. Sponsor Organic Company Updates
(company page)
Validate
Post organically to gain insight into
performance of update before putting
budget behind it
Increase reach
Reach your organic follower base in
addition to your target audience

8. Direct Sponsored Content appears in the LinkedIn feed, without
appearing on the Company Page
Great for localised
language targeting
A/B testing
headlines, images
or CTAs
Must have page
DSC admin
access
Sponsor
content directly in
your target
audience’s feed

9. SettingupforSuccess:
TargetingBestPractice

10. Connections
500+
Company
Name
Sainsbury’s
Industry
Retail
Company Size
5,000+
Gender
MaleEducation
King’s College
London
Geo
London, Uk
Groups
Finance today
Job Title
Finance Director
Seniority
Director
Function
Finance
Skills
* Target 4 facets max: Function (Finance), Seniority
(Director+), Company size (5,000+) and Geo (UK)
Powerful Targeting Based on 1st Party Data

11. Targeting Best Practice
Audience size minimum = 100,000
Engagement increases with broader audiences
More clicks leads to increased virality and visibility of your campaign
The buyer’s journey is too complex to target niche audiences
E.g. 45% of IT Decision Makers are not in the IT Function
Use your click data to inform campaign optimisations

12. Consider Jeff Senior Manager in the
IT Function based in an
Enterprise company
…
in the UK
Targeting
Seniority
Function
Company Size
Geography
Audience Size
Niche
Manager+
IT
1000+
UK
101,000
Broad
Senior IC+
IT, Eng, Ops, Cons
1000+
UK
895,000

13. 3 Tips for Effective Targeting
Target a minimum audience size of 100,000 and consider less
senior roles that influence the buying decision
Optimise to what works best using real-time click
demographics
Target a maximum of 4 facets: function, seniority, company size,
and geo. E.g. ‘IT Manager+ 500+ UK’
1
2
3

14. D I R E C T S P O N S O R E D C O N T E N T
D E M O

15. D I R E C T S P O N S O R E D
C O N T E N T :
S I X T I P S F O R A / B T E S T I N G

16. Why A/B Test?
Optimise to the best performing updates
Learn more about your audience
Improve campaign ROI

17. A/B test with Direct Sponsored Content
Relevance = Strong CTRs
A/B Test your headline and description text
A/B Test images
38%
CTR*
lift

18. Lesson #1: Be Concise
156%
CTR*
lift

19. Lesson #2: Less content, more variations
120% increase in CTR

20. Lesson #3: Invest In Strong Images
 Processed 60,000x faster than words
 Pair links / photos
 Use infographics / big + small
 Leverage videos and Slideshare

21. Lesson #4: Optimise for Mobile
 Ensure intro copy is fewer than 90 characters or
eliminate it all together
Get to the point / don’t bury the hook
 Have a clear CTA
 Consider mobile landing page and UX

22. L
Tip #5: Test different image sizes
Large images work best for:
• Brand campaigns
• Graphs
• Images with an emotional
impact
• Infographics
Thumbnail images allow
advertisers more space to
explain content you are
promoting and state CTA.
Always include a link to
the landing page in the
intro text as if you don’t,
you’re missing out on an
extra clickable link

23. Tip #6: Have a Strong Call to Action
Make an Announcement!
Call to Action
Ask a Question
?

24. Run 3-4 unique updates per target audience. Frequency cap: members see up
to 2 unique pieces of content per advertiser every day.
Rotate in 1-2 new updates weekly. Prevents content from becoming stale and
allows for updating content strategy based on what works.
Less content, more variations. Republish best performing content with new
copy and images.
1
3
2
Key Takeaways
Split test, learn, repeat
4

25. P R O D U C T R O A D M A P
F O R 2 0 1 6

26. C o m i n g i n 2 0 1 6
Conversion trackingAutofill
Boost mobile conversion
rate by populating lead
forms using LinkedIn data
*currently in beta