SlideShare a Scribd company logo
1 of 22
Download to read offline
Say hello
to the new Campaign
Manager
Tom Kim Chelsea Rawlins
Senior Product
Marketing Manager
Senior Client
Solutions Manager
Today’s Presenters
Sal Castro
Client Solutions
Manager
Goal & Agenda
Goal: Empower you, our advertisers, to feel confident creating objective-based
campaigns in the new experience
Agenda
● Overview
● Choosing objectives & ad formats
● Setting up your audience
● Bidding, conversion tracking & insights tag
● Demo
● Q&A
Campaign set-up confusion Lack of clear reporting Perception of Low ROI
We’re addressing some of your top challenges...
“We have many
questions on how to
custom tailor LinkedIn
solutions to fit our
marketing goals”
– Melini
“I placed my first ad
recently and am at a
complete loss
with your advertising tools.
I couldn’t see or
find the stats.”
– Marie
“Return on investment
appears to be higher on
some other platforms...
I’m not convinced of it as
a lead generator for us.”
– John
Easier setup
Streamlined campaign
creation, leading
with objectives
Improved measurement
Ability to track
key results based
on objectives
Pay for performance.
Reach the right people at
the right time
Better results
Choosing an objective will streamline setup, optimize ad
delivery and charge you based on objectives for better results.
COMING AUG 2019
Getting Around Objective-Based Advertising
Name your campaignBack button takes
you to campaign list
Knowing your objective
helps us streamline your
campaign (+price and
optimize in the future)
Conversion tracking is
integrated into the flow All your campaigns are
in draft status until you
click “Save and next”
Getting Around Objective-Based Advertising
If you don’t name the
campaign, Campaign
Manager names it for
you.
Click the settings icon
to choose between
"Optimized" or
"Even" ad rotation.
Your campaign is saved
once you get to Step 2
NEW forecasted results
gives you estimates
based on your inputs
Launch campaign
button
We support full-funnel objectives
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.”
• Website conversions
“I want to drive valuable actions
to my website.”
• Lead generation
“I want more quality leads
on LinkedIn.”
Objectives and ad formats
Ad products (formats) Notes
Brand awareness
Website visits
Video views
Engagement
Sponsored Content (single image,
carousel, video), Text Ads,
Dynamic Ads (spotlight, follow company)
For impression-based campaigns.
Available June-Aug 2018.
Use “Website visits” and auto-bid for
impressions until then.
Sponsored Content (single Image,
carousel, video), Text Ads, Dynamic Ads
(follow company, job ads), Sponsored
InMail (message ads)
Video Ads Allows you to bid by CPV
Sponsored Content (single Image,
carousel, video)
Social actions on LinkedIn (likes,
comments, shares, follows) as well as
general clicks on ads. All ads must have
follow-company button.
Objectives and ad formats (cont’d)
Ad products (formats) Notes
Website conversions
Lead generation
Sponsored Content (single Image, carousel,
video), Dynamic Ads (spotlight), Text Ads,
Sponsored InMail (message ads)
Available Jun - Aug 2019.
Use “Website visits” for now and auto-bid
for conversions.
Sponsored Content (single image,
carousel, video), Dynamic Ads
(download), Sponsored InMail
All formats must use LinkedIn lead
gen forms.
More organized & intuitive targeting set-up
OBJECTIVE-BASED ADVERTISING OVERVIEW
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
Company Demographics Education Job Experience Interests
Targeting attributes, now divided into 5 targeting criteria
o Company Name
o Company
Connections
o Company
Followers
o Company Industry
o Company Size
o Member Gender
o Member Age
o Member Schools
o Fields of Study
o Degrees
o Job Title
o Job Function
o Job Seniority
o Years off
Experience
o Member Skills
o Member Groups
o Member Interests
New forecast panel gives predictive results
Forecasted results are
based on your campaign
inputs and results for
similar audience among
a range of advertisers
Maximum (manual) bidAutomated bid
Bid types in Objective-Based Advertising
Maximizes results while
spending the daily
budget in full
When you want more cost
control and have stricter
price sensitivity
• Better budget delivery /
campaign scaling
• No bid management
• More results
• Better control over costs
• Won’t pay more than
maximum bid
• Less control
• Potential over-delivery
• Manual adjusting of bid
• Potentially losing out on
auctions (if bid too low)
Pros
Cons
Use case
Conversion Tracking
CLASSIC NEW
Conversion Tracking was a part of
“Bid and budget.”
What’s changing: Conversion Tracking is now its own section, versus as 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
Creating an Insight Tag
Domain → Insight Tag
An Insight Tag is needed before creating a
domain.
What’s changing: Insight Tag can now be generated or permissioned after creating a website
conversion. No need to create or permission an Insight Tag before adding a website conversion.
TIP: If your client already has an Insight Tag, remember
to permission it from the main account (instead of
creating one again from the new campaign).
CLASSIC NEW
Guided ad set-up
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)
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
Questions?
APPENDIX
Until objective-based optimization is available in August 2019,
“Brand awareness” and “Website conversions” objectives are not available.
TIP: You can still accomplish brand
awareness and website conversion
campaigns through “Website visits.”
For brand awareness campaigns:
Choose automated bidding and
maximize for impressions.
For website conversion campaigns:
Choose automated bidding and
maximize for conversions.
“Brand awareness,” “Website conversions”
not available until August 2019
Objectives and ads formats
OBJECTIVES
Awareness Consideration Conversions
Brand
Awareness
Website Visits Video Views Engagement Website
Conversions
Lead
generation
Single
Image Ad
Carousel Ad
Video Ad
Text Ad
Dynamic Ad
Message
Ads
ADSFORMATS
All formats
must use
LinkedIn lead
gen forms
Objective not
available until
August 2019.
Use “Website
Visits” for now
and auto-bid
Focused on social
actions on LinkedIn
(likes, comments,
shares, follows) and all
ads must have follow-
company bottoms
Allows you to
bid by CPV
For impression-based
campaigns. Objective not
available until August 2019.
Use “Website Visits” and auto-
bid for impressions until then.
Dynamic
Ads option
is coming in
August 2019

More Related Content

What's hot

LinkedIn Sales Deck
LinkedIn Sales DeckLinkedIn Sales Deck
LinkedIn Sales Deck
Spark Media
 

What's hot (20)

Masterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInMasterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedIn
 
Learn SEO in 5 Days
Learn SEO in 5 DaysLearn SEO in 5 Days
Learn SEO in 5 Days
 
Digital Marketing Plan Presentation
Digital Marketing Plan Presentation Digital Marketing Plan Presentation
Digital Marketing Plan Presentation
 
Exceed Your Demand Gen Goals with LinkedIn
Exceed Your Demand Gen Goals with LinkedInExceed Your Demand Gen Goals with LinkedIn
Exceed Your Demand Gen Goals with LinkedIn
 
Digital marketing overview for EBS
Digital marketing overview for EBSDigital marketing overview for EBS
Digital marketing overview for EBS
 
An Ultimate Guide To LinkedIn Ads For 2021
An Ultimate Guide To LinkedIn Ads For 2021An Ultimate Guide To LinkedIn Ads For 2021
An Ultimate Guide To LinkedIn Ads For 2021
 
Masterclass: Exceed Your Demand Generation Goals
Masterclass: Exceed Your Demand Generation GoalsMasterclass: Exceed Your Demand Generation Goals
Masterclass: Exceed Your Demand Generation Goals
 
Rethink Thought Leadership: How to Hook and Engage the C-suite
Rethink Thought Leadership: How to Hook and Engage the C-suiteRethink Thought Leadership: How to Hook and Engage the C-suite
Rethink Thought Leadership: How to Hook and Engage the C-suite
 
LinkedIn Sales Deck
LinkedIn Sales DeckLinkedIn Sales Deck
LinkedIn Sales Deck
 
AustralianSuper Case Study
AustralianSuper Case StudyAustralianSuper Case Study
AustralianSuper Case Study
 
Introduction to Digital Marketing
Introduction to Digital MarketingIntroduction to Digital Marketing
Introduction to Digital Marketing
 
Digital marketing overview
Digital marketing overviewDigital marketing overview
Digital marketing overview
 
InternetOMG.com's Business Journal Pitch 2009 06
InternetOMG.com's Business Journal Pitch 2009 06InternetOMG.com's Business Journal Pitch 2009 06
InternetOMG.com's Business Journal Pitch 2009 06
 
July 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With DigitalJuly 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With Digital
 
LinkedIn Conversation Ads Best Practices Guide
LinkedIn Conversation Ads Best Practices GuideLinkedIn Conversation Ads Best Practices Guide
LinkedIn Conversation Ads Best Practices Guide
 
Website analysis basic tools and illustration
Website analysis basic tools and illustrationWebsite analysis basic tools and illustration
Website analysis basic tools and illustration
 
What's most important?
What's most important?What's most important?
What's most important?
 
Digital marketing for Business Growth
Digital marketing for Business GrowthDigital marketing for Business Growth
Digital marketing for Business Growth
 
Live Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand GenerationLive Webinar: Using LinkedIn for Demand Generation
Live Webinar: Using LinkedIn for Demand Generation
 
(17) digital marketing overview ppt ah authors
(17) digital marketing overview  ppt ah authors(17) digital marketing overview  ppt ah authors
(17) digital marketing overview ppt ah authors
 

Similar to Say Hello to Objective-Based Advertising

LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
Francesca Lazzini
 
Linked in ads optimization guide
Linked in ads optimization guideLinked in ads optimization guide
Linked in ads optimization guide
Rada Ivanov
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM Presentation
nextNY
 

Similar to Say Hello to Objective-Based Advertising (20)

linkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdflinkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdf
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
Linked in ads optimization guide
Linked in ads optimization guideLinked in ads optimization guide
Linked in ads optimization guide
 
5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docx5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docx
 
Session 2 SEARCH ADVERTISING CAMPAIGNS
Session 2 SEARCH ADVERTISING CAMPAIGNSSession 2 SEARCH ADVERTISING CAMPAIGNS
Session 2 SEARCH ADVERTISING CAMPAIGNS
 
Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy
 
PPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingPPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client Pitching
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM Presentation
 
PPC Google Adwords Training Seminar - Vorian Agency
PPC Google Adwords Training Seminar - Vorian AgencyPPC Google Adwords Training Seminar - Vorian Agency
PPC Google Adwords Training Seminar - Vorian Agency
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
 
Don't Sleep on Microsoft's Audience Network - Sophie Logan (PPC Live UK - Feb...
Don't Sleep on Microsoft's Audience Network - Sophie Logan (PPC Live UK - Feb...Don't Sleep on Microsoft's Audience Network - Sophie Logan (PPC Live UK - Feb...
Don't Sleep on Microsoft's Audience Network - Sophie Logan (PPC Live UK - Feb...
 
80 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv380 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv3
 
AAISP Search Engine Marketing for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing  for Internet Sales Managers in Car DealershipsAAISP Search Engine Marketing  for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing for Internet Sales Managers in Car Dealerships
 
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
 
PPC and how to create a successful campaign
PPC and how to create a successful campaignPPC and how to create a successful campaign
PPC and how to create a successful campaign
 
Vorian Agency PPC google adwords seminar
Vorian Agency PPC google adwords seminarVorian Agency PPC google adwords seminar
Vorian Agency PPC google adwords seminar
 
Facebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash CourseFacebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash Course
 
Workbook pm
Workbook pmWorkbook pm
Workbook pm
 

More from LinkedIn

More from LinkedIn (20)

Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021
 
5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedIn5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedIn
 
Get Started With Audiences on LinkedIn
Get Started With Audiences on LinkedInGet Started With Audiences on LinkedIn
Get Started With Audiences on LinkedIn
 
COVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are RespondingCOVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are Responding
 
Sample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing StatsSample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing Stats
 
How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)
 
Get Closer to the Buying Committee
Get Closer to the Buying CommitteeGet Closer to the Buying Committee
Get Closer to the Buying Committee
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales NavigatorA Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator
 
A Brief History of Advertising on LinkedIn
A Brief History of Advertising on LinkedInA Brief History of Advertising on LinkedIn
A Brief History of Advertising on LinkedIn
 
LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
 
How to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure SuccessHow to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure Success
 
Maximize Your Messaging with LinkedIn
Maximize Your Messaging with LinkedInMaximize Your Messaging with LinkedIn
Maximize Your Messaging with LinkedIn
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019
 
The Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought LeadershipThe Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought Leadership
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
 
Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019
 
Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
 

Recently uploaded

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
infoobataborsi24
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocol
nehapardhi711
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Day
disenylurial
 

Recently uploaded (20)

Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Company
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocol
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Day
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily Life
 

Say Hello to Objective-Based Advertising

  • 1. Say hello to the new Campaign Manager
  • 2. Tom Kim Chelsea Rawlins Senior Product Marketing Manager Senior Client Solutions Manager Today’s Presenters Sal Castro Client Solutions Manager
  • 3. Goal & Agenda Goal: Empower you, our advertisers, to feel confident creating objective-based campaigns in the new experience Agenda ● Overview ● Choosing objectives & ad formats ● Setting up your audience ● Bidding, conversion tracking & insights tag ● Demo ● Q&A
  • 4. Campaign set-up confusion Lack of clear reporting Perception of Low ROI We’re addressing some of your top challenges... “We have many questions on how to custom tailor LinkedIn solutions to fit our marketing goals” – Melini “I placed my first ad recently and am at a complete loss with your advertising tools. I couldn’t see or find the stats.” – Marie “Return on investment appears to be higher on some other platforms... I’m not convinced of it as a lead generator for us.” – John
  • 5. Easier setup Streamlined campaign creation, leading with objectives Improved measurement Ability to track key results based on objectives Pay for performance. Reach the right people at the right time Better results Choosing an objective will streamline setup, optimize ad delivery and charge you based on objectives for better results. COMING AUG 2019
  • 6. Getting Around Objective-Based Advertising Name your campaignBack button takes you to campaign list Knowing your objective helps us streamline your campaign (+price and optimize in the future) Conversion tracking is integrated into the flow All your campaigns are in draft status until you click “Save and next”
  • 7. Getting Around Objective-Based Advertising If you don’t name the campaign, Campaign Manager names it for you. Click the settings icon to choose between "Optimized" or "Even" ad rotation. Your campaign is saved once you get to Step 2 NEW forecasted results gives you estimates based on your inputs Launch campaign button
  • 8. We support full-funnel objectives 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.” • 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 Ad products (formats) Notes Brand awareness Website visits Video views Engagement Sponsored Content (single image, carousel, video), Text Ads, Dynamic Ads (spotlight, follow company) For impression-based campaigns. Available June-Aug 2018. Use “Website visits” and auto-bid for impressions until then. Sponsored Content (single Image, carousel, video), Text Ads, Dynamic Ads (follow company, job ads), Sponsored InMail (message ads) Video Ads Allows you to bid by CPV Sponsored Content (single Image, carousel, video) Social actions on LinkedIn (likes, comments, shares, follows) as well as general clicks on ads. All ads must have follow-company button.
  • 10. Objectives and ad formats (cont’d) Ad products (formats) Notes Website conversions Lead generation Sponsored Content (single Image, carousel, video), Dynamic Ads (spotlight), Text Ads, Sponsored InMail (message ads) Available Jun - Aug 2019. Use “Website visits” for now and auto-bid for conversions. Sponsored Content (single image, carousel, video), Dynamic Ads (download), Sponsored InMail All formats must use LinkedIn lead gen forms.
  • 11. More organized & intuitive targeting set-up OBJECTIVE-BASED ADVERTISING OVERVIEW 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
  • 12. Company Demographics Education Job Experience Interests Targeting attributes, now divided into 5 targeting criteria o Company Name o Company Connections o Company Followers o Company Industry o Company Size o Member Gender o Member Age o Member Schools o Fields of Study o Degrees o Job Title o Job Function o Job Seniority o Years off Experience o Member Skills o Member Groups o Member Interests
  • 13. New forecast panel gives predictive results Forecasted results are based on your campaign inputs and results for similar audience among a range of advertisers
  • 14. Maximum (manual) bidAutomated bid Bid types in Objective-Based Advertising Maximizes results while spending the daily budget in full When you want more cost control and have stricter price sensitivity • Better budget delivery / campaign scaling • No bid management • More results • Better control over costs • Won’t pay more than maximum bid • Less control • Potential over-delivery • Manual adjusting of bid • Potentially losing out on auctions (if bid too low) Pros Cons Use case
  • 15. Conversion Tracking CLASSIC NEW Conversion Tracking was a part of “Bid and budget.” What’s changing: Conversion Tracking is now its own section, versus as 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
  • 16. Creating an Insight Tag Domain → Insight Tag An Insight Tag is needed before creating a domain. What’s changing: Insight Tag can now be generated or permissioned after creating a website conversion. No need to create or permission an Insight Tag before adding a website conversion. TIP: If your client already has an Insight Tag, remember to permission it from the main account (instead of creating one again from the new campaign). CLASSIC NEW
  • 17. Guided ad set-up 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)
  • 18. 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
  • 21. Until objective-based optimization is available in August 2019, “Brand awareness” and “Website conversions” objectives are not available. TIP: You can still accomplish brand awareness and website conversion campaigns through “Website visits.” For brand awareness campaigns: Choose automated bidding and maximize for impressions. For website conversion campaigns: Choose automated bidding and maximize for conversions. “Brand awareness,” “Website conversions” not available until August 2019
  • 22. Objectives and ads formats OBJECTIVES Awareness Consideration Conversions Brand Awareness Website Visits Video Views Engagement Website Conversions Lead generation Single Image Ad Carousel Ad Video Ad Text Ad Dynamic Ad Message Ads ADSFORMATS All formats must use LinkedIn lead gen forms Objective not available until August 2019. Use “Website Visits” for now and auto-bid Focused on social actions on LinkedIn (likes, comments, shares, follows) and all ads must have follow- company bottoms Allows you to bid by CPV For impression-based campaigns. Objective not available until August 2019. Use “Website Visits” and auto- bid for impressions until then. Dynamic Ads option is coming in August 2019