LauraMcKeeAccountManager,LinkedInJasmineHendriksAccountManager,LinkedIn

WelcometotheLinkedInAdsPlatformMasterClassforHigherEd

#LinkedInEDU

Why LinkedIn?

#LinkedInEDU

450M+members worldwide

25k+Colleges and universities have a presence on LinkedIn

49%of members are at least considering further study

Today’sagenda

1) Three Factors to Sponsored Content Sucsess• Content• Targeting• Bids&Budgets

2) Conversion Tracking3) Campaign Manager Tool Demo4) Q&A

#LinkedInEDU

• Delivercontenttotargetedaudiencesintheworld’sonlyprofessionalfeed

• Reachjusttherightaudiencewithcomprehensivetargetingoptions

• Reachtargetoneverydevice—desktop,tablet,andphone—withavarietyofcontentformats,includingrichmedia

• ChoosetoinvestonaCPCorCPMbasis• Improveperformancewithrealtimeanalytics

Deliverrichcontentacrossalldevicesvia

theLinkedInfeed

#LinkedInEDU

ThreefactorsofSponsoredContentsuccess

Content

TargetSize

Bids&Budget

#LinkedInEDU

● Run4uniquepiecesofcontent○ Frequencycap:Memberscanseeupto4pieces

ofuniquecontentpercompanypageevery48hours

○ Running4piecesconcurrentlyallowssystemtooptimizeforbest-performingupdates

● Optimizetowardsbest-performingortopconvertingcontent○ Makeoptimizationsdependingonyourgoals

● AlignContent○ Ensureyourcontentisrelevantandyouare

gettingengagementwhichraisesyourrelevancyscoreonLinkedIn

● UseDSC(DirectSponsoredContent)○ UseDSCtotestmorecopyvariationsand

images(theseupdatesdonotliveonyourcompanypage)

Content

#LinkedInEDU

● Broader=Better○ Broadertargetsallowforgatheringof

statisticallysignificantdatatoinformoptimizations

○ BroaderaudiencestendtohavelowerCPCsthanmorenicheones

● Aimforaudiencesizesof300K+forscalepurposes

● LayerBroadwithNarrowTargets● UseAudienceExpansionwhenusing

manualtargets

Targeting

#LinkedInEDU

d

 WaysyoucantargetonLinkedInIntroductiontoTargeting

Seattle,WAUSABostonUniversityCommunication

BachelorofScience2011,25-34

SimplyMeasured,51-200,

Internet

SeniorMarketingManager,

Marketing,SeniorIC

CMA,LEWIS,SocialTools

SEO,SocialMedia,DigitalMarketing,Blogging

Location IPSchool

FieldofStudy

Degree

Graduation Age

Company Size Industry

JobTitleFunction

Seniority

Groups

Skills

Danie

#LinkedInEDU

Don’tusetoomanylayersoftargeting• Bestpracticeis300,000+members• Trustyouraudiencetoself-selectandallowyourcontenttodothetargetingforyou

• Engagementincreaseswithbroaderaudiencesandalsoallowsforoptimizations

• BroaderaudiencestendtodrivedownyourCPC

AudienceSize

#LinkedInEDU

z

Limitsyouraudiencetoaveryspecifictarget

21xlargeraudienceandengagesotherpotential

candidates

Remember: WhenyoupurchaseCPC,onlymembersinterestedinlearningmoreaboutyourprogramwillengagewiththecontent!

AudienceSize

#LinkedInEDU

YOEvs.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.

#LinkedInEDU

Age&GenderTargeting

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

NotusingBachelor’sinclusiontargeting-byusingthiswillbeweedingoutalotofqualifiedmemberssincemanymembersdon’tincludethisfield(screenshotsleft).Differencesinaudiencesizecanbeseenbyusingthecampaignmanagerandincluding/excludingdegrees.

DegreeTargeting

#LinkedInEDU

● LinkedInutilizesasecondpriceauction● Bidsareaceilingandrarelyreflectactual

cost○ Bidabovetherange

● Nicheandpremiumaudiencesyieldhigherbids

● Bestpracticeis$100dailybudgetpertarget○ Lowdailybudgetsresultinmorningdelivery

● Largeraudience,largerdailybudget○ 100K-500k:$100+dailybudgetpertarget○ 500k+:$500+dailybudgetpertarget

● Knowwhatyourgoalisandaligntoyouroverallstrategy

Bids&Budgets

#LinkedInEDU

Optimizethethreefacetsofsuccess:

Bids&budgets Audience Content(operationsandvalue)

KeyTakeaways

#LinkedInEDU

d

Whatisconversiontracking?

#LinkedInEDU

 EasilymeasureandoptimizethebusinessimpactofyourLinkedInads

LinkedInconversiontracking

#LinkedInEDU

TrackallofyourconversionsrightinCampaignManager

RecordleadsfromyourLinkedIncampaignsacrossdesktopandmobile,whethermembersconvertafterclickingon—orevenjustviewing—yourads.

UnderstandyourROI Measurethetruevalueyou’regettingfromyourSponsoredContentandTextAdscampaigns,includingreturnonadspend,conversionrate,costperconversion,andmore.

Optimizefortheresultsthatmattermost

Seewhichads,audiences,andoffersaredrivingconversionsforyourbusiness.Usethisdatatoimproveyourcampaignsateverystage.

WhyconversiontrackingforLinkedInads?

A conversion isanactionthatamembertakes,likefillingoutawebinarregistrationformordownloadingawhitepaper.Conversion tracking istheabilitytomeasureconversionsandthenattributeitbacktothesourcethatprovidedtheinitialclickorview.Bytrackingtheseconversions,youcanmoreeasilygaugetheROIofyourcampaigns.

Conversiontrackingdefined

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If not, click here.

+1

Step1Aprospectclicksonorviewsanad

Step2Prospectlandsonyoursiteandsubmitsaform.

Step3Prospectlandson“ThankYou”page,getscountedasConversion.

Step4ProspectisregisteredasaconversioninyourLinkedIncampaignreporting.

#LinkedInEDU

d

CampaignManagerToolDemo

#LinkedInEDU

©2014 LinkedIn Corporation. All Rights Reserved.

Questions?

#LinkedInEDU

©2014 LinkedIn Corporation. All Rights Reserved.

Thankyou!

#LinkedInEDU