LinkedIn Ad Tests: It’s Time to Actually Run One

Posted by on Mar 2, 2017 in Automation, Reporting, Social | 5 Comments
LinkedIn Ad Tests: It’s Time to Actually Run One

Does this scenario sound familiar?
You read LinkedIn’s post about testing your Sponsored Content.
You thought you’d give it a try and wrote a few ads which have been running ever since…
…and you never got around to testing them.

If this is you – don’t worry – you’re not alone. Taking time to create, run, and revisit test ads is one of the things marketers love to forget to do. Or, if you are at an agency and you’re juggling dozens of clients, you simply may not have the time to give LinkedIn the attention it deserves. I get it, believe me.
So, let me show you how I set up my latest LinkedIn Ad tests in the hopes of giving you another bump to give it a try. Obviously, having AdStage would make all of this a lot easier, but I’ll give you step by step instructions in case you do not. (Sales Pitch: At least start the AdStage trial to use it for this test…it’s free and does not require a credit card.)

Step 1 – Creative Strategy

If you already have creative running and you just want to try some new images or copy, it’s easy. Pick your best performers and write some ads with new images or updated text.
In this example, I was starting from scratch and needed to spend a little time thinking about my audience and what my ads were trying to achieve. So, I took the time to jot down answers to these questions:

  • Who is the audience?
  • What is their goal and how can I help them achieve it?
  • What emotion do I want to appeal to?
  • What tactics will I use to convince them?

LinkedIn says, “Consider running at least four [ads] for any major campaign” and “two weeks is the minimum amount of time recommended [to run a test].” Since my goal was to set up this test and walk away for more than a month I wanted to run at least 12 ads. That way, I could run 4 ads every two weeks. I’m also assuming you have a “control” ad that will always be running (just in case your test ads are terrible) so that leaves 9 new ads to be created.

After 6 weeks, that’s a lot to review.

Step 2 – Mad Men Time, Write Those Ads

I chose three images, and wrote three updates. 3 Images x 3 Updates = 9 ads. Math! Here’s a few of those ads:

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Note: There are three ways to build these ads:

  1. LinkedIn (free) – Just go to an existing campaign and build some Direct Sponsored Content (DSC). I would keep all my creative in a spreadsheet to start and do a lot of copy and paste. Submit one by one. This will take you maybe 15 minutes.
  2. AdStage (paid subscription) – We offer an ad combination builder. Drop in a bunch of images and text, and then choose from all the possible combinations.
  3. B2Linked Bulk Editor (freemium with AdStage subscription) – If you want to upload multiple ads to many different campaigns, then use this tool from B2Linked to avoid having to spend hours creating ads one by one. B2Linked themselves use it to upload 3,000 ads each month. You fill out a spreadsheet then upload it and poof: Ads!

Step 3 – Wait for Creative Approval 😴

Be sure your ads are in an Active campaign so they get reviewed. Once they make it through approval they will go live, so don’t be surprised if all your ads start getting impressions all of a sudden.

I used AdStage to set up a Rule that ran every 6 hours and checked to see if my ads were approved and active. Once my ads were active, the Rule paused them. This way I limited the time my test ads ran before the official LinkedIn Ad tests started.  Once I got the email that my ads were paused, I knew I was ready to fire up my test. If you’re working directly in LinkedIn be sure to set yourself a reminder. “Siri remind me to check my LinkedIn ad approvals!”

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 4 – Test Setup

Ok, now we’re on to setting up the LinkedIn Ad tests themselves. The goal here is to keep running your control ad (assuming you have at least one ad that’s been live for awhile) alongside 3 test ads. I always run the test ads for two weeks, or until they’ve run long enough that I know they are stinkers. If they qualify as stinkers, then I want to pull them out early.

So how exactly do we set it up? I’ll walk through one of many ways to run LinkedIn ad tests. If you want to get all scientific about it, you can run your results through a statistical significance calculator as well.  But – let’s be real – you don’t have enough budget to run every ad to stat sig. The good news is if you’ve been running LinkedIn ads for a while, you’ll have a reasonable sense of what good and bad ad performance looks like, so the plan with this test is to get to that point with the least amount of spend possible.

The goal is to rotate an ad out of circulation once it drops below your lower threshold but has had enough impressions to get an honest shot at it. Marketers use many different metrics to measure how “good’ an ad is and it depends heavily on your business and goals. Here are some typical metrics marketers use:

  • CTR
  • Cost per Click
  • LinkedIn Conversion Rate*
  • LinkedIn Cost Per Conversion*
  • LinkedIn Return on Ad Spend (ROAS)*

*Note: You can use these three metrics if you have LinkedIn Conversion Tracking setup…and you should. If you’re using your own conversion data you can send those conversions to AdStage as custom conversions or just review all your data manually in a spreadsheet.

If you’re not sure what to use. Start simple and use these test parameters:

  • One Control Ad: Already Active
  • Test Ads: Test 3 Ads until 2 weeks has elapsed or the ad has 10,000 Impressions and CTR<0.5%

Step 5 – Run the Test

Now you have a plan. Congrats! You just need to execute.

There are two ways to do this:

  1. Schedule some time every few days to check in on your ad performance. If I go this route I drop invites into my Google Calendar or use a project management tool like Asana or Do.com to nag me more efficiently. Also check in at the two-week marks to make sure ads are cycling through as needed.
  2. Use AdStage Rotations. Set everything up in advance like this and then hit Done.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Regardless of which route you go, ensure you have your ads set to “Rotate Variations Evenly” in your LinkedIn campaign settings. This is one of the best hidden features in LinkedIn! Find it yet? Didn’t think so… it’s in the gear next to your campaign name.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 6 – Monitor

Remember, we always have our control ad running so if any weirdness happens (Superbowl, your website goes down, etc.), you have a comparison ad in place. After all your ads have reached their target or 6 weeks has passed, it’s time to review your LinkedIn Ad tests.

There are two ways to do this:

LinkedIn Ads View: Check out your overall performance trend and each ads metrics. It’s a little hard to see trends but you can see overall who did well and who sucked.

AdStage Report: Build a table and an Ad Line Widget to see the performance over time of your ads.

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

Step 7 – Pick Your Winners

After every ad gets a shot (either by earning enough impressions or by using their two weeks), make sure you set aside some time (even just 10 minutes) to go through the results of your LinkedIn Ad tests. Based on the metrics and goals you set, which ads performed well? What patterns and trends do you see in those ads?

Side Note: I would say I’d share my results so you can learn what works but let’s be honest…my ads work for me and your ads work for you. Pretending that ads created for my audience, product, and landing page will behave in exactly the same way as your ads is just plain click-baity. And, there are plenty of ideas to try from LinkedIn themselves. Pick a few tricks and test them…it’s the only way to know.

Then, most importantly of all, run more LinkedIn Ad tests based on these results. One test is never going to magically teach you everything you need to know. Keep refining, iterating, and perfecting your ads. Good luck!

LinkedIn Ad Tests: It’s Time to Actually Run One via blog.adstage.io

10 Stats You Need to Know About B2B Marketing on LinkedIn

Posted by on Feb 28, 2017 in Social | 6 Comments
10 Stats You Need to Know About B2B Marketing on LinkedIn

As a LinkedIn Certified Marketing Partner, we could not have been more excited when LinkedIn released the 10 stats below. We are strong believers in the power of marketing on LinkedIn (especially for a B2B platform like ours), and now we have the stats to prove it!

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

Making the Most of Marketing on LinkedIn

Impressed by these stats? If so, perhaps your next question would be: How do I make sure I am getting the most out of this platform? Read on to learn about how AdStage can take your LinkedIn advertising even further:

79% of B2B Marketers believe social media is an effective marketing channel.

…and you probably want to be able to compare your social media efforts across channels. AdStage has deep integrations with Facebook, Twitter, and LinkedIn (as well as Google and Bing), so you can see how you’re doing ACROSS NETWORKS and IN ONE REPORT.

80% of B2B leads come from LinkedIn and 43% of marketers say that they have sourced a customer from LinkedIn. 46% of social media traffic coming to your company site comes from LinkedIn.

With AdStage, you can track these conversions across your search and social ads to see how you stack up to this stat!

92% of B2B Marketers leverage LinkedIn over all other social platforms.

If you’re doing most of your marketing on LinkedIn, you probably have a lot of ads to create and update! Check out our Bulk Update Creation and Editing!

79% of B2B Marketers view LinkedIn as an effective source for generating B2B leads.

How do you measure effectiveness? CTR? Cost per click? Conversion rate? Cost per conversion? ROAS? No matter which metrics you prefer, get beautiful reports on the data you need AND have them automatically sent to yourself (or your clients) at your desired cadence.

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

57% of all those who visit LinkedIn do so on a mobile device.

Make sure your ad creative will resonate with mobile users and link to a mobile-friendly landing page. With our ad combination builder, you can drop in different images and text options and then choose from all the possible combinations.

10 pieces of content are consumed before a purchasing decision is made. 94% of B2B Marketers use LinkedIn to distribute content and LinkedIn SlideShare reaches 70M unique visitors a month.

With the AdStage Sponsored Content app, you can have the tools to build multivariate tests with your Sponsored Content, duplicate Sponsored Content across multiple campaigns, and even add unique tracking URLs. This way, you’re making sure that those 10 decision-making pieces of content – whether they’re white papers, SlideShares, or blog posts – are falling into the hands of the most qualified traffic possible!

10 Stats You Need to Know About B2B Marketing on LinkedIn via blog.adstage.io

Ready to try using AdStage to enhance your marketing on LinkedIn? Try a 14-day, free trial (no credit card required).

Everything You Need To Know About LinkedIn Ads

Posted by on Feb 16, 2017 in Social | 6 Comments
Everything You Need To Know About LinkedIn Ads

As LinkedIn Advertising partners, we work with several sophisticated marketers who are truly making the most of advertising on LinkedIn. On the flip side, however, we get a lot of questions about some of the subtler challenges of running LinkedIn Ads.

People want to know: What is the secret to LinkedIn Ads? Is there a minimum time frame or test budget that must be allocated for success? How do you optimize your targeting? Why is it so “expensive?”

Over the years, we’ve hosted virtual events to educate advertisers about LinkedIn, spoken with hundreds of cross-network PPC advertisers, and worked closely with LinkedIn employees themselves to make sure we know all the ins and outs of their platform. Today, I’m sharing real questions from these experiences and real LinkedIn advertiser answers. Special shoutout to B2Linked, a LinkedIn advertising agency with whom we always love collaborating!

Targeting

 Q: Have you seen a correlation between audience size and duration of campaign that drives success?

A: When you have a large audience size and a large budget, you’re likely going to saturate that audience over the course of two to four weeks. On the other hand, if you have a very small budget, like around $50 per day, the chances of you fully saturating an audience of 30,000 to 100,000 users are very low.

Audience size and how fast you’re reaching them through your budget will dictate campaign success. If you want to roll into that backwards, I would run the same ad content over one to two months (longer for smaller budgets) and watch the performance over time.

View your click-through rate (CTR) view to gain insight into what’s happening to your CTR over time. You’ll know you’ve reached the point of saturation when you see the graph take a sharp turn downward. At that point, you’ll know that you need to freshen up your campaigns.

Q: What is the minimum audience size that’s recommended?

A: LinkedIn’s minimum audience size is 1,000, and we’ve run quite a few campaigns right around the 1,000-person size for very small niche groups. But, you’ll need to think about if this is worth your time. It’s going to take the same amount of time to target 30,000 users as it is to target 5,000 users.

And, let’s say with a good CTR, your 5,000 audience size may turn around six clicks per month. Is it worth your time having to create that campaign separately? If you look at it that way, those clicks must be worth a lot of money to be worth your time.

Q: What are recommendations for B2C targeting? How do you use the options available for targeting when you’ve got a clear demographic but it’s not tied to an occupation?

A: LinkedIn obviously lends itself well to targeting occupations, but if you know your audience well enough and that persona is very developed, you can use the business targeting for a B2C play. For example, Nissan is an active B2C brand advertiser on LinkedIn. Here’s an example of  Sponsored Content that was shown in my news feed.

Everything You Need To Know About LinkedIn Ads via blog.adstage.io

A slightly different B2C use-case is when other channels cost more than a click on LinkedIn. For example, some clicks on AdWords can be > $125 so paying $7 per click on LinkedIn, while not as targeted, could be seen as getting a huge discount.

Conversion rates can be lower with LinkedIn as you pay less for that traffic. If you can make the targeting work for you, I highly recommend it.

Q: Does overlap targeting lead to competing on your own campaigns?

A: With LinkedIn Ads, if you have any campaigns with overlapping targeting, the platform will not allow you to compete against yourself. It will take your relevancy score in a pre-auction phase from both campaigns and both ads that are competing for the impression, and will choose to serve one of them based on the auction at hand.

If you are running two separate accounts, you may be competing against yourself, but if your ads are within the same ad account, you will not compete against yourself.

Q: If I am targeting two different regions, how do I ensure my ads are running evenly in both places?

A: You can split this into two separate campaigns and then manage the budget between the two. Let’s say you’re targeting the U.S. and the U.K., but the U.S. is spending faster because there are more people using LinkedIn in the U.S. You can limit your budget separately by bidding $5 per click in the U.S. and $7 per click in the U.K.

There isn’t a true automated way of doing this to make sure impressions are split evenly, but some tools (like AdStage) allow you to set Automated Rules. For example, when the U.S. campaign has spent > $1,000, the software can automatically pause it, and wait for the U.K. campaign to catch up in delivering impressions.

Everything You Need To Know About LinkedIn Ads via blog.adstage.io

Creative

Q: Which ads are more successful for conversions: Sponsored Content or Text Ads?

A: We haven’t seen a huge difference in conversion rates between the two, but we have seen that there are certain offers that work better than others for these ad formats.

For instance, promoting content through, well, Sponsored Content performs tremendously for lead generation, but for Text Ads, we’ve seen CTRs actually decline when promoting content.

In looking at advertisers in various verticals, we’ve seen that these two products end up costing around the same amount on a cost-per-click basis for any given advertiser. So if you have a limited budget and are deciding which creative to run, I’d recommend Sponsored Content because we typically see a 10x higher CTR over Text Ads, and these units take up a lot more real estate on LinkedIn. You undeniably get more fields and a bigger image with Sponsored Content — for a similar cost per click.

Q: Do you know how LinkedIn decides when to serve Sponsored Content images as “full screen?” Is there a secret sauce for getting the ad to take up more real estate?

A: With Sponsored Content, you can either run a content update or an image update, and the only real difference is whether you’re bringing in a piece of content or the URL of an image. With the latter, you will get the larger image size and take up more real estate. However, because you’re choosing an image, you’re losing some elements that would come with a content update, such as a headline and description.

With the image update, you are only allowed an intro. We’ve heard from several marketers who are really making this work in their favor. You can optimize this by bringing in a larger image and including a link to your landing page in the intro. This can be very effective for things like infographics.

If you’re just bringing in normal content, the way the user views the content will make all the difference. If it’s viewed from the desktop, your image will be 180 pixels wide, which isn’t a whole lot of real estate. If the same ad is viewed on a tablet, however, it may be 1200 pixels wide.

So the image size will vary by device and by type of Sponsored Content. We highly encourage you to test all of the above, as different audiences will react differently to your creative.

Q: Which text field is more important for CTR and conversion rate, the intro text or the description text?

A: We recommend that you continue to perform tests using variations of these to see which is most impactful, but based on our experience, we’ve seen the most variance when testing the intro field.

With a simple A/B test of one or the other field, you can see the impact your ad text has on conversion rate. If, in your testing of the description text, you see the most variance in performance between test versions, you can conclude that description is the most important for your situation. Alternatively, if varying the intro text has the most profound impact, you can put more emphasis on that field. AdStage has a great Ad Scrambler that allows you to create ad variations at scale and compare the results.

It’s important to note that the description text is actually only displayed on the desktop. If 60% of your LinkedIn Sponsored Content impressions are served on desktop computers, that means a full 40% of impressions served (those that appear on mobile devices) won’t include the description.

The only two fields that will consistently be shown on all devices are your intro and headline, so adding a call to action in the description may not be necessary.

Q: When you change your creative, do you need to make a brand-new ad, or can you edit the content in an existing ad?

A: For Sponsored Content, you won’t be able to edit launched Sponsored Content, so you’ll just have to recreate it. For text ads, on the other hand, you can change change anything about the ad and it will reset the relevancy score.

If you change title, description or image, it will reset the relevancy score, and it should give you a fresh shot.

Bidding

Q: When starting with CPC bidding, we received a high CTR. This led us to believe that switching to CPM bidding would yield a lower effective CPC. However, switching to CPM bidding resulted in significantly lower CTR. Does this lower CTR have a negative impact on relevance score? And, if so, how do you work around this?

A: When switching to CPM bidding, if you’re not bidding high enough, your ad may not be in the first Sponsored Content slot in LinkedIn’s feed. This means your ad could have been pushed down so far as to be the tenth item in the feed.

LinkedIn’s algorithm does normalize your CTRs for this, so your relevance score won’t be negatively affected just because your CTR dropped. LinkedIn’s algorithm does take into consideration the fact that the ad was dropped down to the second position. However, a decline in CTR can make you feel like a crappy marketer so, to get it back up, try bidding higher.


Have any other questions about LinkedIn Ads? Drop them into the comments section. We love talking about all things LinkedIn!

9 Easy Ways to Automate Your LinkedIn Ads for Better Results via blog.adstage.io

Editor’s Note: This LinkedIn Ads content was originally posted on MarketingLand in June, 2015.

How to Construct Successful LinkedIn Sponsored InMails

Posted by on Dec 1, 2016 in Social | 8 Comments
How to Construct Successful LinkedIn Sponsored InMails

LinkedIn’s network of over 450M professionals globally now offers Sponsored InMail to all marketers through its self-serve Campaign Manager. This unique ad format is designed to help B2B companies reach target audiences directly and efficiently. There are no other engagement solutions similar to LinkedIn Sponsored InMail, which, by delivering your message directly to your audience’s inbox, eliminates the uncertainty that comes with manually sending outbound messages.

Given the opportunity available for advertisers who take advantage of this new tool, we wanted to be sure that those of you who are ready to hit the ground running know what it takes to create a successful Sponsored InMail campaign.  If you already know your target audience on LinkedIn, and are looking to drive the most engagement and responses from your creatives from LinkedIn Sponsored InMails, this post is for you!

Mobile Matters

LinkedIn campaigns are served on both desktop and mobile, and there is not an option for desktop-only or mobile-only Linkedin Sponsored InMails. Because of this, it’s important to make sure your mobile experience is sound. Ensure your landing page is mobile optimized with a responsive design, and limit your message to 1,000 characters so it reads well on mobile devices.

LinkedIn Sponosored InMails Mobile Users via adstage.blog.io

Choose a Relevant Sender

Pick a sender your audience would find relevant, given your message. For example, if you’re sending a technical message, the sender can be a Director of IT or Chief Technology Officer, rather than a Sales Director or VP of Marketing.

Unlike regular InMail messages, users will not be able to reply to the sender, so it is not necessary to use a sender who is a sales rep for your organization. Once you’ve chosen your sender, be sure to do the following:

  • Ensure the sender has a profile photo. This is a LinkedIn requirement for all senders.
  • Add the sender as a first-degree connection on LinkedIn.
  • Manage the senders from your Campaign Manager and they will receive a notification to approve or deny the request as shown below.

LinkedIn Sponsored InMail Relevant Sender via adstage.blog.io

The Optional Must-Have Option

If the reader is using LinkedIn on a desktop environment, the right rail will show a 300×250 banner ad above the fold, like the image below. This Sponsored InMail feature offers an option to take advantage of more visual real estate in your ad campaign, a unique opportunity to increase brand exposure.

It’s important to know that in the event you choose not to use the banner option, the ad slot will be filled by another 300×250 banner ad and…what if that ad happened to be from a competitor? Because of this, we recommend that you treat this optional feature as a required one.

Don’t have the time or resources to get that new banner ad content prepped? While it’s best practice to have the CTA in the banner match the CTA in your Sponsored InMail, it’s definitely better to have some content of yours in this space, rather than putting your message alongside a competitor’s ad. If you don’t have a 300×250 banner ad on hand with a matching CTA, consider using a stock photo or a screenshot of your product to fill the ad unit. This will ensure that any engagement with the banner will still direct your audience to your desired landing page.

LinkedIn Sponsored InMail Banner Ads via adstage.blog.io

Personalization For the Win

It’s no secret that the more relevant the message, the higher the likelihood of conversion. LinkedIn makes it easy for you to personalize your Sponsored InMail message in a variety of ways. Here are a few pro-tips:

Customize the greeting with the person’s name (These are the shortcuts to use in your message in the LinkedIn Campaign Manager: %FIRSTNAME% %LASTNAME%)
Refer to the skills or job titles that you’re targeting (Note: I used “content marketing” in the example below)
Try using the word “you” in the message so it sounds like you’re talking to the prospect

Here is an example of a message using these best practices:

Hi Hannah,

I am hosting a webinar on copywriting to capture awareness with your target audience this Wednesday. As you’re ramping up your content marketing efforts, I thought you might find this topic interesting. Let me know if you’re able to join with an RSVP here.

Best,

Michael McEuen
Head of Marketing at AdStage

With these tips, we hope you can being to construct LinkedIn Sponsored InMails that are on target to drive maximum engagement. Next week, we’ll cover some tips on the actual content of those campaigns. In the meantime, though, if you tried Sponsored InMail campaigns and have any pro-tips to share, please comment below!

 

LinkedIn Releases Sponsored InMail Campaigns for All Advertisers

Posted by on Nov 16, 2016 in PPC News, Social | 3 Comments
LinkedIn Releases Sponsored InMail Campaigns for All Advertisers

Last week, LinkedIn announced its ad format, Sponsored InMail, is now available to all advertisers through the LinkedIn Ads Campaign Manager. This campaign type, previously only available to managed clients, empowers marketers to directly reach their prospects via tailored email messages.

Based on data provided by LinkedIn, over 100 advertisers participated in a pilot program of self-service Sponsored InMail prior to the release, and they saw open rates of around 45 percent and click-through rates between 4 to 7 percent.

In today’s blog post, we’ll cover everything you need to know about Sponsored InMail, from why you should use it to how to effectively craft a campaign to setting your budget.

Why Sponsored InMail Rocks

Sponsored InMail delivers a relevant and engaging ad experience to the right person, at scale. The email-like experience for the end user allows you to deliver more long-form messages without the burden of having to acquire the user’s email address first. This provides a faster solution to drive engagement through a personalized, direct, and meaningful medium.

Four reasons you should get started?

  1. Personalize Your Messages: Marketers can be extremely detailed and persuasive with InMail messages, as they have no restrictive character counts.
  2. Reach Your Audience When They’re Active: With real-time delivery, Sponsored InMail messages are only delivered when members are active on LinkedIn. And strict limits on how often LinkedIn members can receive InMail ensures your message gets maximum mindshare.
  3. Engage Your Mobile Audience: The call-to-action (CTA) button on mobile and desktop offers a responsive design to ensure the message is readable on any screen, large or small.
  4. Drive Brand Awareness: You have the option to add a 300×250 branded banner ad to the InMail that will appear on the right rail for desktop users, like the example below.

LinkedIn Sponsored InMail Inbox via blog.adstage.io

Getting Started with LinkedIn Sponsored InMail

You can easily start running a Sponsored InMail campaign today by following the steps and best practices below:

  1. Log into LinkedIn Campaign Manager
  2. Open your Ad Account, click “Create campaign” and select “Sponsored InMail”
  3. Select “Sponsored InMail” and start crafting your message

LinkedIn Sponsored InMail Select Campaign Window via blog.adstage.io

Crafting an Effective Sponsored InMail Campaign

When crafting your Sponsored InMail message content consider the messaging context of the LinkedIn Platform. We have some best practices and suggestions you can use when testing out different InMail variations.

Subject Lines

Write subject lines using concise, relevant, and conversation language. Short and impactful subject lines with a clear value exchange tend to perform better.

Here are a few keywords you can consider using:

  • Thanks
  • Exclusive invitation
  • Connect
  • Opportunities
  • Join us/me

Body Text

Sponsored InMail offers up to 100 ad variations, so you can test different combinations of text, image, and CTAs to uncover the most compelling creative for your target audience. Try conducting a simple A/B test with two ad variations at a time. This will allow you more control when tracking performance and making optimizations that will boost clicks and conversions over time.

To humanize your message, it’s best to use conversational language and keeps the copy under 1,000 characters. Here are a few additional tips to catch your prospect’s attention and drive better performance:

  • Add a personal touch with a custom salutation by using %FIRSTNAME%, %LASTNAME%. For example: Hi %FIRSTNAME% %LASTNAME%.
  • Include a contextual message body hyperlink to boost click performance.
  • Use a clear call to action (CTA) such as Try, Register, Reserve, or Join.
  • Include a relevant companion banner image to complement your message. If you do not include a banner image, another banner ad could be shown which will drive prospects to another website other than yours.

Targeting

Similar to Text Ads and Sponsored Content, you will be able to choose a target audience based on 16 different criteria. You can build your target audience offline before you start the campaign creation process for a speedier campaign set-up. Below are the different targeting parameters you can choose from for your Sponsored InMail:

  1. Location inclusion
  2. Location exclusion
  3. Company name
  4. Company industry
  5. Company size
  6. Job title
  7. Job function
  8. Job seniority
  9. Member schools
  10. Fields of study
  11. Degrees
  12. Member skills
  13. Member groups
  14. Member gender
  15. Member age
  16. Years of experience

Setting Your LinkedIn Sponsored InMail Budget

For Sponsored InMail campaigns, you will have the option to set a cost per send (CPS) bid. The CPS bid is the maximum amount you wish to pay for each Sponsored InMail that is sent to a LinkedIn member’s inbox. Then, you can set a daily budget to indicate the most that you’re willing to spend each day.

LinkedIn automatically recommends a suggested CPS bid for you, based on your target audience. The more narrow your audience is, the better, especially for your InMail messaging. However, keep in mind that the minimum CPS bid will be higher as the reach will be limited to focus solely on your target audience. Once you’ve figured out your ideal CPS based on the projected performance, you can set a budget and delivery schedule. Below is a screenshot of the details to consider when you’re figuring out your campaign bids, budget and delivery schedule.

LinkedIn Sponsored InMail Cost Per Send Budget Window via blog.adstage.io

Have you launched your first Sponsored InMail campaign yet?

Tell us about the messaging you tried in your campaign and how it performed for you in the comments section below 👇.

9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Posted by on Oct 19, 2016 in Advertising, Automation, Reporting, Social | 11 Comments
9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Why You Should Automate Your LinkedIn Ads

The topic of automation in marketing raises a lot of questions, curiosity, and even a degree of apprehensiveness. For good reason — it can seem scary to give up a portion of control over your ad campaign management over to technology.

In an ideal world, advertisers would have the capacity to monitor and tweak their campaigns around the clock — even on weekends. In reality, dedicated optimization time continues to dwindle under the weight of increased responsibilities, meetings, and unyielding reporting requests. There’s a time and place for automation, and it can have a profound impact on the performance of your ad campaigns, while freeing up marketers to refocus their time on what matters most.

Before we can understand how advertising automation can be used to drive better performance from your LinkedIn Advertising campaigns, let’s take a step back and examine what automation for your advertising campaigns actually means.

What is Ad Automation?

Advertising automation is the process of turning previously manual, often mundane optimization tasks into automated jobs that run in the background using technology. This allows for continual monitoring and optimization of ad accounts, campaigns, and ad creative without taking up a marketer’s precious time.

What Are The Benefits Of Using Automation?

1. It provides marketers with more time to dedicate to high level items:

    • Forming comprehensive campaign strategies
      • In-depth audience & targeting research
      • Estimating budgets & expected return projections
      • Creating thorough, robust new campaigns
    • Crafting more impactful ad creative
      • Creating themed content campaigns
      • Enhancing your product/service positioning that better resonates
      • Testing messaging with variations
    • Optimizing past the click (Conversion Rate Optimization)
      • Improving the landing page experience
        • Such as ensuring your landing page is mobile friendly
      • Testing different calls-to-action
      • Rearranging your forms position and field length

2. It can be used to monitor and improve performance trends in real-time:

    • Observing the pacing of your budget at the account and campaign levels
      • Combating overspend by pausing campaigns that reach budget
      • Increasing the pacing of underspending campaigns with bid optimization
    • Tracking and increasing the performance of your ad accounts, campaigns, and ad creative based on the metrics you care about. Such as:
      • Average CTR increases or decreases
      • Average CPM or CPC increases or decreases
      • Conversion volume trends
      • Cost per conversion trends

What Tasks for LinkedIn Ads Should I Automate?

As a LinkedIn Marketing Solutions partner, here at AdStage, we’re obsessed with creating new automation solutions that provide better campaign performance and save marketers an incredible amount of time. Below are some suggested automated tasks gained from leading LinkedIn advertiser suggestions and analysis of millions in ad spend.

1. Campaign Monitoring & Alerting

Campaign Budget Pacing Alert

Ensure your campaigns don’t overspend past your target budget with a campaign spend alert.

LinkedIn Ads Budget Pacing Alert automation alert

Let’s say you have a campaign with a $800 budget for the course of the month. Instead of needing to check in on the budget pacing for the campaign each weekday, instead set email alerts to fire when campaign spend is close to reaching your total budget.

Campaign Overspend Alert Setup

IF my “LI Conversion Tracking – Blog Post – Engagement” campaign reaches 85% of my budget (spend greater than $650), then I want an email alert sent to my inbox. I want this alert to run everyday before 5am and check on the month-to-date spend of the campaign. Once I receive the alert, I’ll lower the daily budget to pace correctly across the remaining days of the month.

Account Underspend Alert

Advertisers are provided with a budget to aid with company goals. Failing to maximize your total budget limits the number opportunities to make a larger impact for your organization. Monitor the spend pacing closely with an account level alert so you can make adjustments to utilize your total funds.

LinkedIn Ads Automate Alert Account Underspend via blog.adstage.io

Imagine having a total monthly budget of $12,000 to spend on LinkedIn advertising a month. In a 4-week month, you have a budget of $3,000 per week to spend on advertising. Instead of constantly needing to calculate monthly spend pacing in dashboards or spreadsheets, create an alert to monitor rolled up weekly spend across all your campaigns.

Account Underspend Alert Setup

IF my total ad spend last week across all the campaigns in my account is less than $2,500, THEN send me a triggered email alert to prompt me to increase campaign budgets.

2. Optimization Rules

Pause Ads with No Conversions Rule

Continuing to advertise poor performing ad copy has the negative impact of increasing your overall average cost per click, and your average cost per conversion (lead) prices. Pause poor performing Sponsored Content and Text ad creative automatically by setting up a performance rule.

AdStage Automate LinkedIn Ads Automate-Pause Non Converting Ads

Non-Converting Ad Creative Pause Rule Setup

IF any of my ad creative across desired campaigns has historic spend of $120 or more, AND over 500 impressions, BUT has received no conversions, THEN pause those ads in question — using data from the past 14-days, automatically. Run this rule everyday at 5pm and send me an email digest of the campaigns paused.

Increase Bids for Low CPA Campaigns Rule

There’s an old saying in digital advertising: if you find something that works, double down on it. Take advantage of campaigns with great click through rates and attractive cost per conversion trends by increasing their audience reach with bid optimization.

LinkedIn Ads AdStage Automate Rule Increase Campaign Bids

Increase Bids on Campaigns with Low CPAs Rule

IF any of my Text Ads or Sponsored Content campaigns have a CTR of greater than .30% AND an average cost per conversion of less than $150 AND more than one historical conversion over the past 14-days, THEN increase the campaign bid 5%, with a bid ceiling of $18.00. Schedule the rule to run every Monday morning at 5am.

Wrapping Up

Automation doesn’t need to be daunting. Instead view it as a way to automate your most mundane and routine ad optimization steps, freeing you up to think about high level strategy and ad creative. Dabble with email alerts until you feel comfortable with the process, then move into automation rules to drive better campaign performance and more conversions.

What’s New with AdStage in October

Posted by on Oct 6, 2016 in Product Updates, Search, Social | No Comments
What’s New with AdStage in October

September was a big month in AdStage and we’re excited to share all the network specific releases that will help you get the most out of your paid advertising efforts. After collaborating with our customers and network partners, we’ve added a wealth of newly supported features and data types.

LinkedIn Conversion Tracking

We’re honored to team up with LinkedIn Marketing Solutions to pilot the highly anticipated Conversion Tracking for Sponsored Content and Text Ads campaigns. Followed by a wave of excitement from B2B marketers, Conversion Tracking is available to all LinkedIn advertisers. Read the official release notes here.

LinkedIn Conversion Tracking allows advertisers to understand which audience, message, and landing page are driving the best return on ad spend for a desired outcome (such as a form fill).

Our product team elicited the help of some of our most active customers to pilot the support of LinkedIn Conversion Tracking within AdStage. We’re excited to reveal that AdStage users can both create, and import existing conversion tracking within the platform.

Want to learn more about this offering? Check out our comprehensive guide, “Everything You Need to Know About LinkedIn Conversion Tracking”.

LinkedIn Conversion Tracking in AdStage

Facebook Relevance Score

For years search advertisers relied on insights from Google AdWords and Bing Ads Quality Score to identify ad and keyword relevance and popularity for a specific target audience. For social advertisers, how Facebook served their creative was often a black box. With the release of ad relevance score, advertisers can now glean valuable information on how Facebook distributes and calculates the cost of their creative.

What is Facebook’s Ad Relevance Score?

“Relevance score is calculated based on the positive and negative feedback an expected ad will receive from its target audience. The more positive interactions the an ad is expected to receive, the higher the ad’s relevance score will be. The more times an ad is expected to be hid or reported, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad.”

(source: Facebook for Business blog)

The product team is thrilled to announce relevance score is available across all three of our major product lines: management, automation, and reporting. Your ad relevance score is updated with every new account import and accessible in several views across the platform suite.

Manage

Add Relevance Score to any Facebook ad table view by selecting the “Latest Relevance Score” metric from the Select Columns drop down.

Facebook Relevance Score Support in AdStage

Automate

Create new email alerts or optimization rules based on relevance score triggers easily. Simply select “Latest Relevance Score” as an available metric in the conditions section and set your threshold.

Facebook Relevance Score in AdStage Automate

Report

Add Relevance Score as an available selected metric for any ad table reporting view. Perfect your table by using the easy drag and drop column ordering option. Finally, save it as a template for one-click future access, or schedule it as a recurring report sent to your email.

FB Relevance Score support in AdStage Report

Google Enhanced Ads Support

Google AdWords expanded the text character limits for search ads from the 25-35-35 format to a 30-30-80 format. The updated limits allow for a lot more legroom for copy, and showcased in a different format. Learn all about this update in our comprehensive post, “Everything You Need to Know About Google Enhanced Ads

AdStage users can now fully create and import any of campaigns with Enhanced Text Ads.

Google Enhanced Text Ads support in AdStage

Deep Campaign Linking in Automate

Sometimes it’s the little refinements that enhance the whole product experience. We love when our customers help us build better products (thank you to all the customers for your feedback, we built this just for you!).  Now users can easily jump right into campaign management from the Automate summary tables.

Example Use Case:

Want to understand the impact of an automated optimization rule on an individual campaign? Simply click on the campaign name in the log and an adjacent tab will take you right to that campaign view you care about in ad management.

AdStage Automate Deep Linking


New to AdStage?

Sign-up for a free 14-day trial and gain instant access to these great new features!

Free 14-day Trial to AdStage

Everything You Need to Know About LinkedIn Conversion Tracking

Posted by on Sep 8, 2016 in Advertising, Search, Social | 16 Comments
Everything You Need to Know About LinkedIn Conversion Tracking

What is LinkedIn Conversion Tracking?

It’s the moment every B2B advertiser has been waiting for… LinkedIn just announced Conversion Tracking for Sponsored Content and Text Ads. Arguably the biggest release to their advertising product since Sponsored Content, now marketers can better understand which campaigns, ads, and audience segments result in a desired web action, such as a form fill.

LinkedIn Conversion Tracking is built directly within Campaign Manager to give marketers the ability to measure the number of leads, sign-ups, content downloads, purchases, and other key web actions that resulted from their Sponsored Content and Text Ads campaigns.

Getting LinkedIn Conversion Tracking setup and running across your campaigns is easy. In this post we’ll cover everything you need to know about LinkedIn Conversion Tracking, along with a step-by-step guide to getting started.

How do I get started with LinkedIn Conversion Tracking?

Configure Your LinkedIn Insight Tag

The LinkedIn Insight Tag is a piece of JavaScript code that you can add to your website to better understand how visitors from Sponsored Content and Text Ads are interacting with your pages. After you configure and install the Insight Tag, LinkedIn will provide insights and in-depth reporting about your audience and campaign analytics.

Add LinkedIn Insight Tag JavaScript to Your Website

  1. In LinkedIn, go to your Campaign Manager page and select your Account
  2. Select Conversion Tracking 
  3. Insert the Domain you want to start tracking specific user actions after they click or view your LinkedIn ad. Add Domain LinkedIn Conversion Tracking
  4. Copy the Insight Tag JavaScript LinkedIn Conversion Tracking JavaScript via AdStage Blog
  5. Add the JavaScript code to every page on your domain. Make sure this tag is before the end of the global footer.
  6. Log in to LinkedIn Campaign Manager and navigate to the Conversion Tracking page on the upper right side of the page to check the installation status (verified/unverified).
  7. After you’ve implemented the LinkedIn Insight Tag on every page of your domain. Click ‘Next’
  8. Now you’re going to name your first Conversion Action
    • This should correspond to the action on your website that you want to track. For example: “Whitepaper #3 download”, “Event Registration”, “Trial Sign Up”.
  9. Select Conversion Type
    • The Conversion Type acts as a label that allows LinkedIn to optimize campaign performance based on the label you choose for your Conversion Action.
    • Add to Cart  
    • Download
    • Install
    • Lead
    • Purchase
    • Sign Up
    • Other
  10. Optional: Add a value to measure the ROI of your campaign. – For most advertisers, the conversion ‘value’ is how much they’re willing to pay for a lead or a similar type of conversion.
  11. Use Starts with or Exact to define which URL or set of pages should define an action  
    • Enter the full URL of the destination page where you want to count a visit as a conversion event; for example, the ‘Thank You’ page someone sees after submitting a form.
    • Exclude ‘http’ or ‘https’. Only include ‘www’ if ‘www’ appears in your URL as visitors would see it when they come to your page.
    • Exact: Use this if you have a static website URL. LinkedIn will only register a conversion if the member visits the exact URL you entered. Example: www.adstage.io/thank-you 
    • Starts with: Use this if you have dynamic parameters at the end of your page. LinkedIn will register a conversion if the member visits any site starting with the URL you entered. Example: Track all pages that start with “contentdownload”
  12. Click Finish.

Create New Conversion Action LinkedIn Ads via blog.adstage.io

 

Apply LinkedIn Insight Tag with Google Tag Manager

Many digital marketers use Google Tag Manager to easily implement multiple pixels across their website and accurately track user behavior. Here’s how you can easily install the LinkedIn Insight Tag in your Google Tag Manager account.

  1. In LinkedIn, go to your Campaign Manager page and select your Account
  2. Select Conversion Tracking 
  3. Insert the Domain you want to start tracking specific user actions after they click or view your LinkedIn ad. 
  4. Copy the linkedin_data_partner_id number in quotations “”linkedin insight tag partner id via blog.adstage.io
  5. Next, open your Google Tag Manager
  6. Select your website’s container, then click Add a new tag
  7. Name your tag something you’ll be able to easily recognize. For example:  LinkedIn Insight Tag
  8. Click the Tag Configuration box and select Tag Type
  9. In the Choose Tag Type list, select LinkedIn Insight
  10. Paste the partner id copied from LinkedIn in the Partner ID field
  11. Click the Triggering box and choose All Pages.
  12. Click SaveLinkedIn Conversion Tracking Google Tag Manager Insight Tag via AdStage Blog
  13. Click Publish

How Do I Create a New Conversion Action?

In order to start using LinkedIn Conversion Tracking, you’ll need to create a Conversion Action, this tells LinkedIn what page of the domain and specific desired action you want to track after a user clicks on your Sponsored Content or Text Ad.

A Conversion Action is a crucial step in the funnel a user would complete such as visits, sign ups or downloads that you want to track. When creating a new Conversion Action you’ll select the Type of Conversion, Value, Website, and URL.

This will resemble the steps we covered above, when you created your first Conversion Action with a couple of differences in the first 2 steps. Remember LinkedIn uses the information provided in the Conversion Action to track desired user actions on specific domains (and corresponding pages) and then optimizes your ad based on the Conversion Type (Purchase, Download, Add to Cart, etc) to capture only the most important data.

  1. From your Campaign Manager page, select Conversion Tracking LinkedIn Conversion Tracking Button via AdStage Blog
  2. Select Create New Conversion Create New Conversion LinkedIn Tracking Blog AdStage
  3. Name your Conversion Action – This should correspond to the action on your website that you want to track. For example: “Whitepaper #3 download”, “Event Registration”, “Trial Sign Up”.
  4. Select Conversion Type
  5. Optional: Add a value to measure the ROI of your campaign. 
  6. Use the drop down to select the Domain you’d like to this action to be applied to.
  7. Use Starts with or Exact to define which URL or set of pages should define an action  
  8. Click SaveLinkedIn Conversion Tracking Action via blog.adstage.io

Now you can add the Conversion Action to an existing or new campaign.

Apply LinkedIn Conversion Tracking to Your Campaigns

After you’ve created a Conversion Action, you need to associate it with the desired Sponsored Content or Text Ad campaign(s), so you can start collecting metrics and optimizing budget according to campaign performance.

It’s extremely important you apply the Conversion Action to your campaign(s). Otherwise, you will not be able to collect key metrics like LinkedIn advertising ROI (return on investment), conversion count, cost-per-conversion, conversion rate, etc.

Add Conversion Action to Existing Campaign

  1. Log In to Campaign Manager
  2. Click the Account and Campaign you’d like to add Conversion Action(s) to.
  3. Click settings (gear icon), located next to your Campaign name and select Select Conversions Select Conversions LinkedIn Conversion Tracking
  4. Check the boxes next to all the Conversion Actions you want to apply to your campaign. Apply LinkedIn Conversion Tracking to Campaigns AdStage Blog
  5. Click Apply

Add Conversion Action to New Campaign

  1. Create new campaign
  2. Click Select Conversions
  3. Check the boxes next to all the Conversion Actions you want to apply to your campaign.Create New LinkedIn Conversion Tracking Campaign via Blog AdStage

Apply LinkedIn Conversion Tracking to Campaigns AdStage Blog

How to Optimize Campaigns with LinkedIn Conversion Tracking: Reporting and Metrics

Since you assign different conversion types at the campaign or account level in Campaign Manager, you can easily view all the active Conversion Actions you’ve applied down to the ad creative layer.

Use the Conversion tab on the Account or Campaign level to understand your conversion performance using the following metrics:

LinkedIn Conversion Tracking Metrics via AdStage Blog

The metrics on the Conversion tab update on a recurring 4 to 24 hour basis. LinkedIn uses a 30-day lookback window, meaning any post-click conversion or view-through conversion a user completes within 30 days will be recorded. LinkedIn Conversion Tracking Campaign Report via blog.adstage.io

Pro Tip: LinkedIn records a single conversion for each conversion action in your campaign. For example, if a user converts multiple times within the 30-day window, LinkedIn will attribute the most recent ad click or view from that user.

The only exceptions to this rule is if you choose the Purchase or Add to Cart conversion type which will allows for counting multiple e-commerce actions within a 30-day window.

What Can I Do with LI Conversion Tracking?

LinkedIn advertising offers marketers an unparalleled opportunity to reach a global audience of 450 million professionals. A highly requested feature from expert LinkedIn advertisers, conversion tracking collects valuable information about specific audience segments and campaign performance. Now there’s a simple way to determine which LinkedIn ads are generating quality leads, acquiring new customers, and increasing brand engagement.

Here are just some of the ways marketers can benefit from LinkedIn Conversion Tracking:

  1. Understand which creative (Direct Sponsored Content or Text Ads) is performing the best amongst your target audience
  1. Understand which audience targeting is generating the best cost per conversion and total conversions
  1. Track visitor behavior, after the click through, on your web pages.
  1. Understand the percentage of visitors that are taking your desired web action (such as filling out a form) and track it back to the campaign and ad level.

Ready to Give LinkedIn Conversion Tracking a Try?

Use this guide to super charge your Sponsored Content and Text Ads with LinkedIn Conversion Tracking. Be sure to let us know if you have any questions or comments about getting started with LinkedIn’s new conversion tracking!

P.S. we love hearing from our readers, don’t be shy! Share your thoughts in the comment section below 👇

6 Killer PPC Lessons Learned You Need to Know

Posted by on Jul 21, 2016 in Advertising, Social | One Comment
6 Killer PPC Lessons Learned You Need to Know

LinkedIn Marketing Solutions Experts Fiona Gallagher and Hilal Koc:

6 Key Lessons for Marketers from Advertising Week Europe

What can we learn from Advertising Week Europe….

As a platform, LinkedIn has become a top way for companies and individuals to connect with one another and expand each other’s network.  Over time, however, its services across industries have grown and become more innovative, especially for marketers.  One of those new features is LinkedIn Marketing Solutions, which helps trend-savvy marketers make themselves known in the greater community and connect with key thought-leaders.  At the end of the day, all who use it will benefit from it.

This blog post features LinkedIn Marketing Solutions’s UK Field Marketing Manager, Fiona Gallagher, and Hilal Koc, the Partner Program Manager EMEA.  Through LinkedIn’s blog, “LinkedIn Marketing Solutions”, Fiona writes about her experiences while attending Advertising Week Europe with Koc.  Attracting marketers, advertising and technology experts from across the globe, this advertising conference holds more than 200 seminars and workshops which tackle today’s top marketing trends and issues. It has become the hub for marketers to share their insights and experiences with each other.

So what does one do with all of this information? Even for marketers who were unable to attend Advertising Week Europe, there is still much to be gained. Fiona Gallagher and Hilal Koc share the 6 lessons learned from Ad Week Europe and uncover how marketers, advertisers and tech experts can better use LinkedIn to apply those lessons to their marketing campaigns.

The 6 Killer PPC Lessons Learned from Ad Week Europe

1. Brand purpose is the source of competitive advantage

Making oneself as competitive as possible becomes a whole lot simpler when one’s brand has a clear, defined purpose.  In a recent research presentation study called Insights 2020 by the Advertising Research Foundation, 80% of the featured brands revealed that brand purpose was the main driver of their internal and external marketing initiatives.  If marketers can encompass a direct purpose or overarching goal into everything they do, their competitiveness is guaranteed to increase.

This seems almost intuitive, but what does a marketer need to do in order to give purpose to their brand? According to Gallagher and Koc, the way to do this is to listen to what your audience is saying and be as authentic as possible.  What are they responding to the best and what are they not responding to?  Talk to thought-leaders and other marketers and create a community on LinkedIn.

2. B2B choice more emotive than B2C ones

This lesson makes sense, but it may not seem clear to some marketers at first.  With B2B interactions you are handling not just the needs of an individual, but the needs of another business.  It will have outcomes that will affect the company and its employees, which means much higher stakes. To quote another thought-leader, Laura Milsted, “If you buy a pair of trainers and don’t like them, you can always take them back.  In B2B, the implications are a lot bigger – and therefore the choice is a lot more emotional”. In some ways, marketers are asked to disregard B2B as Business to Business and consider it a little more like B2P (Business to People), because it takes into account their everyday lives and personal motives/interests outside of the company.  The easiest way to do this is to make the brand as relatable as possible and make more connections to deeper motivations.  This makes it more inclusive and community-based so that decisions can be made with more transparency between businesses.

3. Marketing’s use of technology needs to put the consumer first

As marketing becomes more and more digital, it can be easy to think that the more you produce, the more successful you will be.  However, digital marketing doesn’t come without its own digital barriers, i.e. ad-blocking. Despite its negative connotation, objectively, it is the consumer’s reaction against marketing’s free-rein use of technology.  More doesn’t always mean better for all consumers.  The biggest mistake a marketer can make in response to ad-blockers is to blame consumers for enabling them.  Rather, marketers must be diligent to approach advertising in a more personalized way. This means adding more value and quality to everything that is produced.  Marketers who put themselves in the shoes of the consumer can better picture how their content is perceived.

The next three lessons are tips Fiona Gallagher and Hilal Koc believe were overlooked during Advertising Week Europe, but feel they are important to discuss.

4. Brands need new creative ways to build trust with consumers

In the fast-moving industry of advertising and marketing, several marketing tactics are becoming less popular, such as broadcast and TV marketing.  More and more companies are using social media and digital marketing platforms to advertise, but using them isn’t enough.  Marketers and digital advertisers are now forced to be more creative than ever to appeal more to consumers, coming up with newer and smarter strategies.  Adobe, for example, has exemplified the push for creativity by introducing “30 Days of Buzzwords”.  This was met with much success because it left consumers with more knowledge than before and the time-period gave them something to look forward to.  Thinking outside the box and challenging each other will go a long way.

5. Marketers need to focus on measuring content rather than just making it

Even when marketers are producing meaningful content, repurposing their brand and listening to their audience, failure to manage that content will result in missed opportunities and less success.  After putting in all the work to make their marketing campaigns successful, one cannot assume that the work is done.  Finding a way to measure the success of the ad campaigns and making changes accordingly is the most important final step in this process.  What pieces of information are the most useful to track in order to optimize conversions and gain more traffic?

Marketers should:

  1. Identify the most important metrics to measure.
  2. Align the reporting terminology i.e. keeping everything together in one platform.
  3. Test and optimize.  This is the way to make the most out of their content.

6. Storytelling increasingly involves creating stories themselves

Again, this also seems pretty simple to understand, but perhaps it is the reason why it may be overlooked.  The marketing environment must be more open and innovative in every aspect, otherwise, the industry cannot hope to grow as well as it can.  It is necessary to establish a positive framework and have it be inclusive.  Consumers can then feel like they’re part of the process and their needs are being met.

All-In-All

The most important things that Gallagher and Koc want marketers to know is that when you’re creating marketing and ad campaigns, you must show that all your content is part of a greater picture.  Content is strong when the brand can be recognized within it.  It must be thought out and have the consumer in mind, requiring in some ways for marketers to play both sides.  In addition, it is key to not only appeal to one’s audience, but to keep them engaged and satisfied through creativity and an open environment.

To gain more insights and best practices from Fiona Gallagher and Hilal Koc, be sure to check out LinkedIn Marketing Solutions’ featured webcast and blog post here.

The big lessons we took away from Ad Week Europe

6 Lessons from Advertising Week Europe 2016 Live Webcast

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