SlideShare a Scribd company logo
The Benefits of
Objective-Based
Advertising for Higher Ed
LinkedIn EDU Webinar Series
Ira Amilhussin
Group Manager
Education Vertical
Erin Higgins
Client Solutions Manager
Education Vertical
Vinny Solano
Client Solutions Manager
Education Vertical
Today’s Speakers
Agenda
1 Overview
2 Choosing objectives
and ad formats
3 Setting up your
audience
4 Bidding, conversion
tracking, and insights tag
How familiar are you with
Objective-Based
Advertising?
What is
Objective-
Based
Advertising?
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
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
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.”
Objectives and ad formats
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
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
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
• 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
New forecast panel gives predictive results
Forecasted results are
based on your campaign
inputs and results for
similar audience among
a range of advertisers
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
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.
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.
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
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)
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
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
Wrap-up
1 Easier setup
2 Improved measurement
3 Better results
Q&A
Thank You!

More Related Content

What's hot

Lla product deepdive with email
Lla  product deepdive with emailLla  product deepdive with email
Lla product deepdive with email
Brian Fuller
 
Masterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInMasterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedIn
LinkedIn
 
Webcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign ManagerWebcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign Manager
LinkedIn
 
LinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: OverviewLinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: Overview
LinkedIn
 
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn
 
Vistage Case Study
Vistage Case StudyVistage Case Study
Vistage Case Study
LinkedIn
 
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
LinkedIn
 
AustralianSuper Case Study
AustralianSuper Case StudyAustralianSuper Case Study
AustralianSuper Case Study
LinkedIn
 
Free Advanced Digital Marketing Course
Free Advanced Digital Marketing CourseFree Advanced Digital Marketing Course
Free Advanced Digital Marketing Course
MillenniumDigitalMar
 
Live Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & AnalyticsLive Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & Analytics
LinkedIn
 
כול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסוםכול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסום
Ziv Sheinfeld זיו שיינפלד
 
Lms 2017 product direction november 2016 (2)
Lms   2017 product direction november 2016 (2)Lms   2017 product direction november 2016 (2)
Lms 2017 product direction november 2016 (2)
Ziv Sheinfeld זיו שיינפלד
 
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
LinkedIn
 
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLive Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
LinkedIn
 
Ob lookalikes - 2017
Ob lookalikes - 2017Ob lookalikes - 2017
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
Michael Jurkowski
 
Live Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B TestingLive Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B Testing
LinkedIn
 
Dreamforce to you mx jan18
Dreamforce to you   mx jan18 Dreamforce to you   mx jan18
Dreamforce to you mx jan18
Salesforce Latinoamérica
 
Sage Limited Case Study
Sage Limited Case StudySage Limited Case Study
Sage Limited Case Study
LinkedIn
 
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
LinkedIn
 

What's hot (20)

Lla product deepdive with email
Lla  product deepdive with emailLla  product deepdive with email
Lla product deepdive with email
 
Masterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInMasterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedIn
 
Webcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign ManagerWebcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign Manager
 
LinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: OverviewLinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: Overview
 
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
 
Vistage Case Study
Vistage Case StudyVistage Case Study
Vistage Case Study
 
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
 
AustralianSuper Case Study
AustralianSuper Case StudyAustralianSuper Case Study
AustralianSuper Case Study
 
Free Advanced Digital Marketing Course
Free Advanced Digital Marketing CourseFree Advanced Digital Marketing Course
Free Advanced Digital Marketing Course
 
Live Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & AnalyticsLive Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & Analytics
 
כול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסוםכול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסום
 
Lms 2017 product direction november 2016 (2)
Lms   2017 product direction november 2016 (2)Lms   2017 product direction november 2016 (2)
Lms 2017 product direction november 2016 (2)
 
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
 
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLive Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
 
Ob lookalikes - 2017
Ob lookalikes - 2017Ob lookalikes - 2017
Ob lookalikes - 2017
 
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
 
Live Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B TestingLive Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B Testing
 
Dreamforce to you mx jan18
Dreamforce to you   mx jan18 Dreamforce to you   mx jan18
Dreamforce to you mx jan18
 
Sage Limited Case Study
Sage Limited Case StudySage Limited Case Study
Sage Limited Case Study
 
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
 

Similar to The Benefits of Objective-Based Advertising for Higher Ed

Say Hello to Objective-Based Advertising
Say Hello to Objective-Based AdvertisingSay Hello to Objective-Based Advertising
Say Hello to Objective-Based Advertising
LinkedIn
 
linkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdflinkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdf
TarragHoenesCarlos
 
LinkedIn Marketing PPT
LinkedIn Marketing PPTLinkedIn Marketing PPT
LinkedIn Marketing PPT
SoftProdigy - We know software!
 
Workbook pm
Workbook pmWorkbook pm
Sem display lp_nikhil goyal
Sem display lp_nikhil goyalSem display lp_nikhil goyal
Sem display lp_nikhil goyal
NikhilGoyal682735
 
OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider
optinsearch
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional Services
David Hitt
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
Jevgenia
 
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
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
Justine Sasaki
 
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COMDIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
Kishan Parasuram
 
Digital Marketing by Gdata
Digital Marketing by GdataDigital Marketing by Gdata
Digital Marketing by Gdata
General Data P. Limited
 
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising ChannelsAnvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil Media, Inc.
 
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
eMarket Education
 
Search Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence PlanSearch Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence Plan
Intesab Husain
 
What is SEO made by Hassan Alam.pptx
What is SEO made by Hassan Alam.pptxWhat is SEO made by Hassan Alam.pptx
What is SEO made by Hassan Alam.pptx
HassanAlam21
 
80 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv380 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv3
Automotive Digital Marketing Professional Community
 
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...
Social Media Marketing
 
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
Ralph Paglia
 

Similar to The Benefits of Objective-Based Advertising for Higher Ed (20)

Say Hello to Objective-Based Advertising
Say Hello to Objective-Based AdvertisingSay Hello to Objective-Based Advertising
Say Hello to Objective-Based Advertising
 
linkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdflinkedin-oba-ebook-v01.pdf
linkedin-oba-ebook-v01.pdf
 
LinkedIn Marketing PPT
LinkedIn Marketing PPTLinkedIn Marketing PPT
LinkedIn Marketing PPT
 
Workbook pm
Workbook pmWorkbook pm
Workbook pm
 
Sem display lp_nikhil goyal
Sem display lp_nikhil goyalSem display lp_nikhil goyal
Sem display lp_nikhil goyal
 
OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional Services
 
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
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COMDIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
 
Digital Marketing by Gdata
Digital Marketing by GdataDigital Marketing by Gdata
Digital Marketing by Gdata
 
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising ChannelsAnvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
 
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
 
Search Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence PlanSearch Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence Plan
 
What is SEO made by Hassan Alam.pptx
What is SEO made by Hassan Alam.pptxWhat is SEO made by Hassan Alam.pptx
What is SEO made by Hassan Alam.pptx
 
80 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv380 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv3
 
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...
 
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
 

More from LinkedIn

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
LinkedIn
 
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
LinkedIn
 
Get Started With Audiences on LinkedIn
Get Started With Audiences on LinkedInGet Started With Audiences on LinkedIn
Get Started With Audiences on LinkedIn
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
LinkedIn
 
Sample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing StatsSample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing Stats
LinkedIn
 
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)
LinkedIn
 
Get Closer to the Buying Committee
Get Closer to the Buying CommitteeGet Closer to the Buying Committee
Get Closer to the Buying Committee
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
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
LinkedIn
 
Mastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting CapabilitiesMastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting Capabilities
LinkedIn
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
LinkedIn
 
Mastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher EducationMastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher Education
LinkedIn
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019 Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019
LinkedIn
 
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
LinkedIn
 
The Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought LeadershipThe Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought Leadership
LinkedIn
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
LinkedIn
 
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedInLinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn
 
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
LinkedIn
 
Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist
LinkedIn
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
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
 
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
 
Mastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting CapabilitiesMastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting Capabilities
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
 
Mastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher EducationMastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher Education
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019 Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019
 
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
 
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedInLinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
 
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

6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf
Metric Connect
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
shivangiji206
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
PriyankaSrivastava508477
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Isa Lavs
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your DoorstepCall Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
shivangiji206
 
一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理
ceqcau
 
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfE-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
Mega P
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
rosankumar564363
 
The Future of B2B Audience Targeting with LinkedIn
The Future of B2B Audience Targeting with LinkedInThe Future of B2B Audience Targeting with LinkedIn
The Future of B2B Audience Targeting with LinkedIn
Tajul Islam
 
Facebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptxFacebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptx
sarfrazkhanm47
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
2024 Trends & Future of Digital Marketing
2024 Trends & Future of Digital Marketing2024 Trends & Future of Digital Marketing
2024 Trends & Future of Digital Marketing
prettyparth
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
edyaefo
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 

Recently uploaded (20)

6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
 
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Why bridging the gap between PR and SEO is the only way forward for PR Profes...
Why bridging the gap between PR and SEO is the only way forward for PR Profes...
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your DoorstepCall Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
 
一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理
 
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfE-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
 
The Future of B2B Audience Targeting with LinkedIn
The Future of B2B Audience Targeting with LinkedInThe Future of B2B Audience Targeting with LinkedIn
The Future of B2B Audience Targeting with LinkedIn
 
Facebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptxFacebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptx
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
2024 Trends & Future of Digital Marketing
2024 Trends & Future of Digital Marketing2024 Trends & Future of Digital Marketing
2024 Trends & Future of Digital Marketing
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 

The Benefits of Objective-Based Advertising for Higher Ed

  • 1. The Benefits of Objective-Based Advertising for Higher Ed LinkedIn EDU Webinar Series
  • 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. Agenda 1 Overview 2 Choosing objectives and ad formats 3 Setting up your audience 4 Bidding, conversion tracking, and insights tag
  • 4. How familiar are you with Objective-Based Advertising?
  • 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. 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. 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.”
  • 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. 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. 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. • 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. 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. 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. 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. 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.
  • 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. 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. 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. Wrap-up 1 Easier setup 2 Improved measurement 3 Better results
  • 27. Q&A