Welcome to the LinkedIn AdsPlatform Masterclass

Afiya Addison Account Manager, LinkedIn

Introduce EDU AM Team

DJ Shea Thea Castronovo Brittany Bass

Katrina Lu Laura McKee Afiya Addison

Geoff Marks

Jasmine Hendriks

Today’s agenda

• How to reach your target audience on LinkedIn – 20min

• Jasmine Hendricks & Daniel Shea• Setting up sponsored content – 60min

• Dashboard Set Up: Bids, Budgets, Audience – Afiya Addison

• Content Recommendation – Thea Castronovo• Landing Pages and Conversion Tracking – Laura McKee

• Setting Up Text Ads - 15min• Caitlin Morrison

• Breakout to Groups Competition - 15min• Setting up Mock Campaigns

• Q&A – 30min• Special Surprise

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Icebreaker Sentence goes here

Reaching your audience on LinkedIn

Jasmine Hendriks Account Manager, LinkedIn

DJ Shea Account Manager, LinkedIn

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 Ways you can target on LinkedInIntroduction to Targeting

Seattle, WA USABoston University

CommunicationBachelor of Science

2011, 25-34

Simply Measured, 51-200, Internet

Senior Marketing Manager,

Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, DigitalMarketing, Blogging

Location IPSchool

Field of Study

Degree

Graduation Age

Company Size Industry

Job TitleFunction

Seniority

Groups

Skills

Danie

Don’t use too many layers of targeting• Best practice is 300,000+ members• Trust your audience to self-select and

allow your content to do the targeting for you

• Engagement increases with broader audiences and also allows for optimizations

• Broader audiences tend to drive down your CPC

Audience Size

z

Limits your audience to a very specific target

21x larger audience and engages other potential

candidates

Remember: When you purchase CPC, only members interested in learning more about your program will engage with the content!

Audience Size

YOE vs. SeniorityTargeting Parameter RecommendationYears of Experience Based on work history in

member profiles.Great way to test audience targets. Can be especially relevant for EMBA programs.

Seniority Based on position names listed in members profiles.

Can be added as an additional filter.

Age & Gender Targeting

Age SeniorityYOE

Targeting Parameter RecommendationAge Inferred based on member’s graduation year Use a seniority or years of experience

filter instead of age.Gender Inferred based on member’s name Avoid gender targeting when possible

z

Not using Bachelor’s inclusion targeting - by using this will be weeding out a lot of qualified members since many members don’t include this field (screenshots left).Differences in audience size can be seen by using the campaign manager and including/excluding degrees.

Degree Targeting

3 Key Takeaways

Target broad audiences and allow the content to do the targeting for you

1 Age & Gender are inferred targeting

parameters

2 Bachelor's inclusion can

exclude individuals within your target

audience

3

Setting Up Sponsored Content

Afiya Addison Account Manager, LinkedIn

Laura McKee Account Manager, LinkedIn

Thea Castronovo Account Manager, LinkedIn

• Deliver content to targeted audiences in the world’s only professional feed

• Reach just the right audience with comprehensive targeting options

• Reach target on every device—desktop, tablet, and phone—with a variety of content formats, including rich media

• Choose to invest on a CPC or CPM basis• Improve performance with real time

analytics

Deliver rich content across all devices via

the LinkedIn feed

Three factors of Sponsored Content success

Content

Target Size

Bids &Budget

● Run 4 unique pieces of content○ Frequency cap: Members can see up to 4 pieces

of unique content per company page every 48 hours

○ Running 4 pieces concurrently allows system to optimize for best-performing updates

● Rotate in 1-2 new pieces of content per week

● Optimize towards best-performing content

● Align Content○ Ensure your content is relevant and you are

getting engagement which raises your relevancy score on LinkedIn

● Use DSC (Direct Sponsored Content)○ Use DSC to test more copy variations and

images (these updates do not live on your company page)

Content

● Broader = Better○ Broader targets allow for gathering of

statistically significant data to inform optimizations

○ Broader audiences tend to have lower CPCs than more niche ones

● Aim for audience sizes of 300K+ for scale purposes

● Layer Broad with Narrow Targets● Use Audience Expansion when using

manual targets

Targeting

● LinkedIn utilizes a second price auction● Bids are a ceiling and rarely reflect actual

cost● Bid above the range● Niche and premium audiences (<300K)

exact higher bids● Best practice is $100 daily budget

per target○ Low daily budgets result in morning delivery

● Larger audience, larger daily budget○ 100K-500k: $100+ daily budget per target○ 500k+: $500+ daily budget per target

Bids & Budgets

● No daily budget delivers as fast as possible

○ Set specific campaign (target)● Best practice is $100 daily budget

per target○ Low daily budgets result in morning delivery

● Larger audience, larger daily budget

○ 100K-500k: $100+ daily budget per target○ 500k+: $500+ daily budget per target

Daily Budgets

Optimize the three facets of success:

Bids & budgets Audience Content (operations and value)

Key Takeaways

The Right Content Mix

Blogging Food Groups Categories of Content Content Specifics

Raisin Bran content: The everyday content that you can dish out quickly because it is at the heart of what you do

Course specific promo of program(s)

Spinach content: The stuff that’s good for you, even if it’s difficult to chew Program(s) results, stats, and facts

Main Entrée (Turkey): The valuable, time-consuming projects that leave your guests begging for more

Business School: impact on students and the economyEMBA: ideas amongst international networks and global experienceMBA: powerful ideas that are inspirational and impactfulOpen: addresses unique challenges

Chocolate cake content: Everyone wants a second piece of this sweet treat Events and webinars

Tabasco* content: Sometimes you just need a little fire on the tongue Faculty self publishing

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Starting Small

 “I’m looking for students that want to learn more about my MBA program”

Tip #1: Start with the what

 Reframe the imagery and the copy already existing and create your teaser

Tip #2: Take what you have

 With small changes to headline, intro, and imagery - create 3 more versions.

Tip #3: Create Variety

Build out a content calendar

Tip #4: Build from there

A/B Test

Develop your content marketing

strategy

Step by step to A/B testPrimary testing

2Are you clearly

addressing the target audience this is for?

Tactical: call out your targets specifically

3Is there a clear call to action?Tactical: make sure

audiences know what to expect, it clicks through

and works

1Are you answering a question on the members’ minds?

Tactical: is there opportunity to rephrase

in question form

Choose 2 things you would change to compare and contrast

Step by step to A/B testSecondary testing

2Are the images in

the post and landing page consistent?

Tactical: verify brand and

visual consistency

3Is the image compelling?

Tactical: explore infographics,

pictograms, et al.

1Does the title and

intro copy complement each

other?Tactical: don’t replicate

but complement with further evidence

Examples of Top EDU Content

Find the overlap of what you can talk about with authority with what your audience wants to hear about. Kellogg School of Management does a great job demonstrating their expertise around topics such as authentic leadership.

Be audience centric

Infographics are still a very effective means to deliver a complex message in an easy to digest, engaging format. Simplilearn uses image posts to help explain the benefits of the certifications they offer. FIU uses text overall to call out key value propositions.

Show…and tell

Take advantage of the fact that the graduate school admissions process is a finite timeline – Cornell University conveys a sense of urgency to apply and/or learn more about the process within their posts.

Instill a sense of urgency

Use your proud Alumni to your advantage – Bryant & Stratton spotlights a graduates experience with their career support offering.

Show off Alumni

1. Decide on your milestones and repurposing efforts

2. You can start small, A/B Test, and build up over time

3. Be inspired by what your audience is reading and what you can bring to the table

Key Takeaways

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What is conversion tracking?

 Easily measure and optimize the business impact of your LinkedIn ads

LinkedIn conversion tracking

Track all of your conversions right in Campaign Manager

Record leads from your LinkedIn campaigns across desktop and mobile, whether members convert after clicking on—or even just viewing—your ads.

Understand your ROI Measure the true value you’re getting from

your Sponsored Content and Text Ads campaigns, including return on ad spend, conversion rate, cost per conversion, and more.

Optimize for the results that matter most

See which ads, audiences, and offers are driving conversions for your business. Use this data to improve your campaigns at every stage.

Why conversion tracking for LinkedIn ads?

A conversion is an action that a member takes, like filling out a webinar registration form or downloading a white paper.Conversion tracking is the ability to measure conversions and then attribute it back to the source that provided the initial click or view.By tracking these conversions, you can more easily gauge the ROI of your campaigns.

Conversion tracking defined

Thank You!Your download should start automatically.

If not, click here.

+1

Step 1A prospect clicks on or views an ad

Step 2Prospect lands on your site and submits a form.

Step 3Prospect lands on “Thank You” page, gets counted as Conversion.

Step 4Prospect is registered as a conversion in your LinkedIn campaign reporting.

 Conversion Tracking DemoGetting Started

Landing Pages

Optimize landing pages for mobile - 85% of engagement comes from mobile Make your call to action (CTA) clear—Limit form fields (1-6 is ideal)Be informative, but concise with copyMake sure the offer in your LinkedIn Sponsored Content matches the offer on your landing pageAlways make sure forms are above the fold Use LinkedIn Autofill to increase conversions Always have a simple and short path to conversion

Delight them with an experience that will convertMake sure your landing pages are optimized

Caitlin Morrison Sr. Ad Strategist, LinkedIn

Setting Up Text Ads

Right-click and choose “Change Picture” then choose the profile image you wish to replace this one.

What are Text Ads Generate quality leads with an easy, self-serve solution

Easily create, manage and optimize well-targeted, customized campaigns in just minutes—on a budget that works for you.

Quick and easy setupWhat are Text Ads?

Why Text Ads? Start advertising to a premium audience in just minutes

 Get your business in front of the world’s largest professional network—fast

Get started easilyBuild your own ads and

advertise right away with no spend minimum

commitments

Target with precision

Reach the people that matter most using

accurate, profile-based, first-party data

Generate quality leads

Drive leads from a a premium professional audience of decision-

makers and influencers

Targeting Precise B2B targeting

Same targeting options as Sponsored Content

Reporting Tracks clicks, CTR, impressions,

CPC, and social actions Agility

No minimum spend No long term contracts Pay as you go Pay with credit card or invoicing Start and stop anytime Self-manage Quick and easy setup Direct response/lead gen focus

Why Text Ads?

Text Ads have the same major benefits of Sponsored

Content (targeting and reporting) but have a lot more flexibility around

spend, timing, contracts, etc.

Text Ad Best Practices

Breakout to Groups Competition

Creating A Text Ad

Create Campaign Name, Language, and Conversions

Pro Tip: Create a campaign name that easily identifies the target audience

Create Your Ad

Send members to a customized landing page

Speak directly to target audience

Include strong value prop and CTA

Include images of people rather than objects

Create Ad Variations

Pro tip: include 3-5 ad variations to test and iterate

Set Up Targeting

Pro tip: include 3-5 ad variations to test and iterate

Pro Tip: Audiences should be between 60,000 and 600,000 members

Set up Bid and Budget

Pro Tip: Bid $1 to $2 over suggested bid range

Q & A