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Wondering how you can improve the ROI of your Sponsored Updates? LinkedIn advertisers using a certified partner to manage and track their campaigns are seeing results that are 20% above benchmark performance. Through LinkedIn’s Certified Sponsored Update Partners, marketers can tap into a selection of third-party services and technology that can unlock greater campaign expertise, effectiveness, and efficiency. Join LinkedIn’s Partner Enablement Manager, Jonathan Young to learn about the Certified Sponsored Updates Partner program, the benefits to marketers, and an understanding of what each partner offers. Also hear from AdStage’s CEO and Co-Founder, Sahil Jain. AdStage provides powerful campaign tool to help you manage your Sponsored Updates and Direct Sponsored Content. Sahil will share client case studies, provide a live demo of the platform, and answer questions from the audience. Statistics
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©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
Marketing Solutions
Maximizing The Performance of Your Campaigns
with Sponsored Updates Partners
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Speakers
Jonathan Young LinkedIn
Partner Enablement Manager
www.linkedin.com/in/jonathanyoung29
Twitter: @jonathanyoung29
Sahil Jain AdStage
CEO & Co-Founder
Twitter: @sahilio
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Agenda
1. Overview of LinkedIn’s Sponsored Updates Partner Program
2. Partner Spotlight: On stage with AdStage
3. Q & A
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Before We Get Started…
Questions?
– WebEx: Send them in via Q&A feature.
– Twitter: Tweet them via #LinkedInContent.
Recorded?
– You bet. Distributed afterwards.
Feedback?
– Survey will be available at the end of webinar.
Overview of LinkedIn’s
Certified Marketing Partner (CMP)
Program
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
LinkedIn’s Rise as a Leading Content Marketing Platform
• Content Engagement is 7X
higher vs. Jobs…
• Growth of Pulse, Influencers,
Employee Publishing,
Slideshare…
• 3M+ Company Pages…
• Top Brands Posting 112+
Status Updates Per Month…
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Opportunity for Brands: Sponsored Updates
Fastest growing LinkedIn
product… ever.
Mobile traffic is 45% and growing
rapidly…
– 75% of Engagement with
Sponsored Updates = Mobile
Thousands of daily active
advertisers…
Rapidly growing competition in
the auction…
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
2014: Mo’ Content, Mo’ Competition
SHOWCASE PAGES DIRECT SPONSORED CONTENT
(DARK POSTS)
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
April 2014: Launch of Certified Marketing Partner Program
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
How Sponsored Updates API Partners work:
Social
Ad API
Partners
Platforms
• Social Ad API Partners build advanced technology on top of Social Network Ad APIs.
• They provide software tools and services to brands/agencies.
• Functionality includes enhanced campaign creation, management, optimization, and insights.
Brands
Agencies
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
2 Main Types of Partners
• Develop advanced ad
management platforms on
top of LinkedIn’s Ads API
• Provide Campaign
Management Services to
help marketers scale their
teams and optimize their
campaigns end-to-end
Managed Service Self Service
• Develop advanced ad
management platforms on
top of LinkedIn’s Ads API
• Clients and Agencies
manage campaigns
directly in the partner’s
platform
Some of the Managed Service Partners Also Offer A Self-Service Option
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Why Work With A Partner?
Maximize the optimization of ad performance with partners,
who provide advanced campaign tools and expert service.
Effectiveness
• Improve ad performance using sophisticated campaign
management tools designed for power users.
Efficiency
• Use one tool or one campaign expert to manage all your
spend across the major social channels.
• Allocate dollars efficiently toward the best content and
audiences everywhere you advertise.
Expertise
• Alternatively, rely on an expert strategist who can manage
your campaigns so you don’t have to.
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Results: Median CTR Performance vs. Benchmarks
Without Partner With Partner
20%+
Why is this? Better Tech. Better Expertise.
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Comparison of Benefits
LinkedIn native
campaign platform Partner capabilities
Real-time performance
alerts and triggers
Bulk edits to campaigns
Scheduling, day-parting
Multivariate testing
Manage social spend
across channels
Assisted service across
social channels
Advanced reporting
dashboard for self-serve
Assisted service on
Conversion Tracking
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Meet The Partners
15
AdStage Brand
Networks SHIFT Social.com Unified
Primary
Service
Type
Self-Service
(Clients)
Managed
Service
Managed
Service
Self-Service
(Agencies)
Managed
Service
Primary
User
Marketers Brands and
Agencies
Brands and
Agencies
Agency
Programmatic
Teams
Brands and
Agencies
Channels
Supported
Bing
More Partners Coming Soon….
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
How To Pay For Partners?
Two Standard Payment Models:
1. Percentage of Spend (%)
OR
2. Fixed Monthly Fee (Software as a Service)
©2014 LinkedIn Corporation. All Rights Reserved. #LinkedInContent | @LinkedInMktg
Checklist For Getting Started With Partners
1. Document your requirements and
resource needs
– Key features beyond the native tool
– Managed Service vs. Self Service
2. Review agency-partner relationships
3. Evaluate the pricing models that suit you
best
4. Learn the differences and set up a demo
– LinkedIn can help you with this! Ask your rep
or e-mail [email protected]
5. Select a partner & start running more
effective and efficient campaigns!
Look for the CMP badge!
Sahil Jain
@adstage
CEO of AdStage
Was Co-founder & CMO of
Trigger.io @ 20, Aol @ 19, Yahoo!
@ 17, High School & College
dropout.
About Me
RAISED
Build, deploy & manage ad campaigns
across Google, Bing, Facebook, Twitter &
LinkedIn.
About AdStage
@adstage
Differentiation
SELF-SERVE EDUCATION APP ECOSYSTEM
@adstage
Content Marketing
• Full-service consultancy
• Tasked by web service to generate Realtor leads
Case Study
@adstage
• Created 5 campaigns with different targets 1. US_Industry: Real Estate 2. US_Groups: Real Estate 3. US_Job_Title: Real Estate 4. US_Skills: Real Estate 5. US_Job_Function: Real Estate
• Tested content/landing page combos in each
Strategy
@adstage
Examples
10 Ways to Get More Listings
Social Media Success
@adstage
Results
LEADS COST PER FORM FILL
@adstage
• Software analytics company • Goal was to drive quality engineer leads
Demand Generation
@adstage
Targeted specific engineering roles
• Campaigns split by promoted content
• Tested for best targeting
Strategy
@adstage
Developer Operations Campaign
Examples Sponsored Updates
@adstage
Results
EXCEEDED QUARTERLY SALES GOALS
EXCEEDED SALES QUALIFIED LEAD GOALS
@adstage
Case Study Takeaways
1. Direct response advertisers can link to landing pages.
2. Use eye-catching and unique images. 3. Sponsor short, high value content. 4. Craft content your audience cares about. 5. Incorporate trending topics.
@adstage
Optimization
Cheat Codes
@adstage
Conversions
Track conversions from LinkedIn campaigns
• This lets you optimize for conversions
Ways to set it up
1. Use Google Analytics and tag your destination URL
2. Use AdStage which tags and tracks automatically
@adstage
Day-parting
Experiment with day-parting and scheduling
• Performance varies by hour and day so take advantage
• CPAs are often the lowest in the morning
• Conversion rates can decline on the weekends
Ways to set it up
1. Manually
play/pause
campaigns
2. Use AdStage Automated Rules to set a schedule
@adstage
DSCs
Use Direct Sponsored Content to test copy
• These unpublished SUs enable multivariate testing
• Take targeting into consideration (e.g., job title, skill, etc)
• Cater the copy to your audience by customizing the:
• Update text, URL title, URL description, etc.
@adstage
Evergreen Campaigns
Avoid setting end dates for your campaign
• If it reaches it's end date, you won’t be able to edit it
• You’ll have to duplicate it or start from scratch
• Instead, build evergreen campaigns
• Don’t set an end date
• Pause old content and add fresh updates
@adstage
Targeting
Limit your campaign targeting to test audiences • Create campaigns that
• Target just one category (e.g Job Titles only)
• Layer targeting
(e.g., Job Title + Skills)
• Compare performance
to find the winner
@adstage
Visit blog.adstage.io for
the latest tips, trends and news
• This Week in Ad Tech Newsletter - bit.ly/this-week-in-ad-tech
• 9 Ways to Optimize Sponsored Update Campaigns - bit.ly/9-SU-tips
• 16 Tips for Creating Effective Sponsored Updates - bit.ly/16-SU-tips
More Tips, Trends & News
Get AdStage
@adstage
adstage.io