Live Webinar: Understanding, Reading, and Optimizing in Sponsored Content

Understanding Reporting and Optimization in Sponsored Content

Tory LeMarketing Consultant

LinkedIn

Carissa PeraultSr. Account Manager

LinkedIn

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


Bid above the suggested bid range Maximize every opportunity

High bids = SC shown above the fold in newsfeed Scale reach and exposure


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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Q&A