live webinar: understanding, reading, and optimizing in sponsored content
TRANSCRIPT
Understanding Reporting and Optimization in Sponsored Content
Tory LeMarketing Consultant
Carissa PeraultSr. Account Manager
3
Agenda
• Analyzing campaign performance
• Understanding click intelligence
• Adding tags to your campaign URLs
• A/B testing your campaigns
• Bidding strategically
• Optimizing new campaigns based on metrics
Analyzing campaign performance
Understanding CTR vs. engagement rate
Understanding the impact of social actions
(Social Actions x eCPC) ÷ Total Investment = Percentage Value Add
Example:(789 Social Actions x $7.20 eCPC) ÷ $32,000 spent to date = 17.7% Value Add
$5,680.80 Value Add
LinkedIn benchmarks
Understanding click intelligence
Who is your decision-making group?
Understanding click demographics
Who is engaging with your content?How can you expand upon this audience (e.g., IT job function, groups, skills, etc.)
Adding tags to your campaign URLs
UTM parameters
• Allow us to measure the impact after the click
• Good=measurement to the campaign level
• Best=measurement to the content level
Example:https://www.example.com/resources/whitepaperXYZ?utm_source=linkedin_ads&utm_medium=social_ads&utm_campaign=CampaignA&utm_content=whitepaperXYZ
A/B testing your campaigns
How to set up A/B test campaigns
Two campaigns, two postsTest the performance of the same post on different audiences
One campaign, two postsTest the performance of two posts on the same audience
Test variables
Content
Targeting
Bidding
Landing page
NOTE: Test one variable at a time within each campaign
A/B test campaigns: content
Image• text within image vs. no text • image size • pop up images • illustration vs. photography
Product Description• long vs. short• action-oriented vs. thought-provoking
Headline • question vs. statement • headline vs. no headline• casual vs. professional tone
A/B test campaigns: targeting
MeasureCTRCPC
LeadsConversion rate
Campaign BAudience: Sales Job Function | Seniority: Manager+
Campaign AAudience: Sales Skill | Seniority: Manager+
A/B test campaigns: landing page
Color of call-to-action button
Form fill shown above vs. below the fold
Select “Rotate ads evenly” option for all
posts
A/B test campaigns: bids
Run campaigns on
CPC vs. CPM
Test competitive bid ranges
Measure CTR, CPC, CPL,
and conversion rate
Bidding strategically
Bidding strategically
Bid above the suggested bid range Maximize every opportunity
High bids = SC shown above the fold in newsfeed Scale reach and exposure
Bidding strategically
Understanding the relevancy score
Understanding the relevancy score
Setting a daily budget
$100
$300$200
*Minimum *Suggested *Highly Suggested
Optimizing new campaigns based on metrics
Using metrics to optimize new campaigns
Front End
• CTR
• Engagement rate
• Clicks
• Impressions
Back End
• CPL/CPA
• Conversions
• Conversion rate
New campaigns
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