Learn Sophisticated Bidding Strategies for LinkedIn Ads

Posted by on May 26, 2015 in Advertising, Social | One Comment
Learn Sophisticated Bidding Strategies for LinkedIn Ads

If your LinkedIn Ads are suffering, or you’re looking for advanced strategies on the platform, our free webinar series for LinkedIn Ads continues next week.

In partnership with LinkedIn Ads expert, AJ Wilcox, we welcome you to a free webinar on Wednesday, June 3, 2015 where he’ll teach you how to be successful on the network.

This webinar is the second of three in the series, and will cover The Advanced Guide: What You Need to Know to Be Successful with LinkedIn Ads.

 

linkedin measurement

LinkedIn Ads expert, AJ Wilcox, will be presenting knowledgeable insights and best practices for LinkedIn Ads, the rolls-royce of PPC advertising.

During this free webinar, he’ll be discussing:

  • Why your campaigns are failing
  • How to structure and organize your campaigns
  • What targeting combinations to use for success
  • Live Q&A

linkedin advertising webinar

 

Get All of Your LinkedIn Advertising Questions Answered

Posted by on Apr 29, 2015 in Advertising, Social | 25 Comments
Get All of Your LinkedIn Advertising Questions Answered

If your LinkedIn Ads are suffering, or you’re just getting started on the platform, we’ll be hosting a free webinar series for LinkedIn Ads to teach you how to be successful on the network.

In partnership with LinkedIn Ads expert, AJ Wilcox, we welcome you to a free webinar on Wednesday, May 6, 2015 to get all of your LinkedIn Advertising questions answered.

This webinar is the first of three in the series, and will cover The Beginner’s Guide: What You Need to Know to Be Successful with LinkedIn Ads.

linkedin-webinar

LinkedIn Ads expert, AJ Wilcox, will be presenting knowledgeable insights and best practices for LinkedIn Ads, the rolls-royce of PPC advertising.

During this free webinar, he’ll be discussing:

  • Why your campaigns are failing
  • How to structure and organize your campaigns
  • What targeting combinations to use for success
  • Live Q&A

linkedin advertising webinar

aj-wilcox AJ Wilcox founded B2Linked.com, a specialized LinkedIn Advertising consulting firm and has over 7 years of experience managing PPC accounts.

Understanding Audience Expansion with LinkedIn Ads

Posted by on Apr 13, 2015 in Advertising, Social | 11 Comments
Understanding Audience Expansion with LinkedIn Ads

LinkedIn Ads recently released a new targeting feature called Audience Expansion. We’ve received a lot of questions on this targeting option, so we thought we’d write a blog post to help you better understand its use-case. In this post, I’m going to explain what Audience Expansion is, when you should use it, and what this means for you, the advertiser.

What is Audience Expansion on LinkedIn Ads?

Audience Expansion is similar to Facebook lookalike audiences or Twitter lookalike audiences. By enabling Audience Expansion for your campaign, LinkedIn will automatically identify similar users based on your initial targeting criteria, such as company, groups, and skills.

Audience Expansion is available for both Sponsored Updates and Text Ads. In the LinkedIn Campaign Manager, this targeting option is enabled by default. To turn it off, you can click “More targeting options” and disable it.

LinkedIn Audience Expansion

When Should I Use Audience Expansion on LinkedIn Ads?

There are some strategic use-cases where Audience Expansion comes in handy for a campaign.

Small Target Audiences

LinkedIn recommends targeting an audience of at least 300,000 for optimal delivery. If your targeting settings are too limiting, Audience Expansion will help your campaign reach more of the right people without you having to edit any of your existing settings.

Stale Campaigns

Ad fatigue is inevitable (and thankfully, it is why we’re all still employed in this industry). People don’t want to keep seeing the same ads over and over. And, if you’re noticing performance start to taper off, your campaign may be at the end of its lifetime. In this scenario, you can extend the life of the campaign by enabling Audience Expansion before you pause the campaign completely.

Why Should I Care About Audience Expansion?

Audience Expansion is powerful and automated. It allows you to reach your intended audience with less effort. You can use Audience Expansion to discover new prospects that you may not have thought of and seamlessly drive more of them into your marketing funnel.

LinkedIn is making great strides with its advertising solutions, and advertisers are noticing. If you haven’t had a chance to try Audience Expansion on LinkedIn, start testing campaigns today with a free $250 LinkedIn Ad credit.

Get Started with $250 in Free LinkedIn Ad Credit! via blog.adstage.io

Advanced LinkedIn Ads Tips & Tricks

Posted by on Mar 18, 2015 in Advertising, Social | 7 Comments
Advanced LinkedIn Ads Tips & Tricks

I run a LinkedIn advertising agency, so I’m a heavy user of the AdStage platform. I’ve managed LinkedIn advertising in both brand and agency settings, and I’ve found several tricks with AdStage that advertisers can’t do through the native LinkedIn interface, and I just had to share!

You may have read my 2 previous LinkedIn guides, “The Beginner’s Guide” and “The Advanced Guide.” As I was considering topics for my 3rd installment, I kept saying to myself, “I’ve got a much more efficient way to do X if the readers had AdStage.” After the 10th time of reaching that conclusion, I decided that I would position the 3rd guide as ways to use my favorite tool to get access to hacks for LinkedIn advertisers, instead of just going into more depth.

Since this is on AdStage’s blog, I figured they might not mind that direction. Turns out I was right. So, without further ado, here’s how I use AdStage to hack LinkedIn advertising!

Categories

These tips and tricks tend to fall into 2 categories:

  1. Time Savers – Things that you can do with the native LinkedIn Ads interface, but you can save time using AdStage
  2. New Functionality – Things you can do with AdStage that you cannot through the native interface

Time Savers

Group Campaigns into Folders

One of my favorite features in AdStage, by far, is the folders. They’re essentially an organizational bucket in which to place campaigns.

AdStage Folders

These can be thought of in a few different ways:

  1. Ad Groups/Ad Sets similar to AdWords and Facebook Ads where you can group by audience. 
    When an advertiser has multiple campaigns targeting a similar audience (like if you target HR Directors by title as well as job function), it’s helpful to keep all of those campaigns together in a folder for easy management
  2. Grouping campaigns by account.
    As an agency, it’s difficult to manage LinkedIn accounts due to the compartmentalization; but with AdStage, those issues go away. If you have access to multiple accounts, you can place their campaigns in folders to keep them in one easy place for management while still keeping them functionally separate.
  3. Keeping legacy campaigns separate.
    I often see LinkedIn advertising accounts with past campaigns lingering around that are no longer in use. In the native LinkedIn interface, you can hide unused campaigns, but it’s awkward to work around them in AdStage. Instead, create a folder to toss all the campaigns that you won’t be using, and keep them out of the way.

I use them in each of the above ways, in different circumstances. However you decide to organize your account, folders will be crucial to that organization.

Prevent Competitors from Seeing Your Ads

You know that your target audience sees your ads, but what you may not have considered is that whoever fits that audience at your competitors also sees your messages. Wouldn’t it be great to keep the prying eyes of your competition away? Here’s how!

It’s worth noting that you can do this exclusion with the native platform, but it takes a significant amount of time if you have many campaigns.

There are two ways you can exclude competition within LinkedIn. You can either exclude individual companies by name, or you can exclude the industry in which you operate. Company name is usually the most straightforward as long as you don’t have more than 100 top competitors.

AdStage has a bulk editor feature to make changes to multiple campaigns at once. This feature is ideal for excluding your competitors.

Bulk Exclude Competitor Companies for LinkedIn Ads

  1. Go to your campaigns view, and check the boxes for all the campaigns you’d like to edit.
  2. Click Edit Settings.
  3. Scroll down to ‘Set Exclusions for Company Name / Industry / Size,’ and click to expand Exclude Companies by Name.
  4. Type the company name of each competitor, as AdStage finds the company matches for you.
  5. Also, I recommend excluding your own company to keep your own company from clicking on your ads and wasting impressions.
  6. Click Save Settings, and watch all of those exclusions permeate across all of your campaigns, saving you masses of time.

Your competitors suddenly see you go dark. Was it because you stopped advertising? Did you find the channel to be ineffective? Leave them guessing, and see what happens.

Create Text Ads and Sponsored Updates in Bulk

A/B testing is important to any online advertising campaign, but it’s crucial to success with LinkedIn . The problem is that creating alternate variations of an ad is takes far too long, and wastes productivity. I use AdStage to remedy this. As of this week, you can quickly make ad variations, and maintain proper attribution control over every URL.

For instance, if you want to test 2 different messages against 2 different images, it now takes 45 seconds to do rather than the 10 minutes it used to. I don’t recommend having more than 2-3 ads live in each campaign, but I’ve talked to some advertisers who do. Whichever strategy you use, it’s a time saver.

If you want to see it in action, here’s a walkthrough by Sam Mazaheri:  How bulk ad creation for LinkedIn Ads works in AdStage

linkedin bulk ad creation

New Functionality

Time Your Campaign Launch

While advertising on LinkedIn, you don’t get a chance to control when your ads are published due to the approval queue. While the queue keeps content clean in case the young’uns are peeking over your shoulder as you surf your updates, it does introduce a large degree of imprecision to your ad launches.

When I start tests, I want them to both begin at optimal times, and begin at whole days (after all, what are you going to do with 3 hours of data on a new ad launch?). This is how I accomplish a timed launch in AdStage:

Daypart your LinkedIn Ads with AdStage Automate

 

  1. Create new campaign (or select existing campaign), and pause it.
  2. Go to ‘Automated Rules’ and ‘Create Rule.’
  3. Choose your campaign.
  4. Select the ‘Schedule Campaigns’ rule.
  5. Select ‘Choose Schedule,’ and tell it to run for the day of the week that you’d like it to launch.
  6. Give your rule a name like ‘Tuesday [Account] Launch’ (replacing [Account] with a descriptive name of the account for reference later.)
  7. Let the rule run and email you when it does.
  8. As soon as you notice the campaign(s) live, go pause the rule as it has done its job.

Using this tactic, you can ensure your ads run on a schedule where 100% of the data generated is useful and on the precise day you’d like to begin.

Reduce CPCs with Dayparting

LinkedIn costs per click are calculated by using supply and demand. The majority of audiences in the United States visit during the morning when they are just getting into the office, so the supply of visitors is the most plentiful during this time.

Demand for ad clicks, on the other hand, is somewhat fixed, because LinkedIn doesn’t natively support dayparting. This means that the ad serving engine affixes cheaper clicks during the morning hours when ad clicks are most plentiful and more expensive clicks during the times of the day when clicks and members are less plentiful.

If you hit your daily budgets each day, it makes a lot of sense to only run during the times that are most traffic-efficient and take advantage of lower costs.

How to Create an AdStage Rule

Do this by:

  1. Go to ‘Automated Rules,’ and ‘Create Rule.’
  2. Choose your campaign(s).
  3. Select the ‘Schedule Campaigns’ rule.
  4. Select ‘Choose Schedule,’ and tell it to run during the most efficient hours of the days you specify.
  5. Give your rule a descriptive name like ‘[Account] dayparting morning.’
  6. Let the rule run automatically, and sit back and watch the magic happen day after day.

Advertise on the Most Profitable Days with Dayparting

Over time, you may find that certain days yield more profitable traffic. For instance, you might find that traffic that comes in early in the week has a higher conversion rate than traffic on the weekends, or that content pieces perform better on the weekends when members have time to catch up on reading. If you have no problem filling your budget during the times of highest yield, then why not run only during those times?

These efficiencies take time and testing to find, but as soon as you do find them, using AdStage’s rules-based app is by far the best way to take advantage of these highest-probability traffic times.

Schedule your LinkedIn Ads by day of the week

Use the same steps as above to set this rule up.

Agencies: Use One Tracking Code for All Clients

It’s no secret that AdStage offers a conversion tracking pixel, while LinkedIn’s native interface does not. You may not know, though, that the conversion pixel is the same across all of your clients if they’re all inside of your single AdStage account! Send the same code snippet to all of your clients for implementation, and don’t worry about having to regenerate a different snippet for each client and advertising channel.

Generate your tracking code once, and use it for LinkedIn advertising, Facebook Ads, AdWords, etc.; and use it for all of your clients.

adstage conversion tracking pixel

Get an Alert When Your Budget’s Depleted

One request I get fairly often from clients is to run a certain amount of budget through LinkedIn and then pause to evaluate success.

Using AdStage’s automated rules, I set up a pretty cool hack:

LinkedIn campaign budget depletion automated alert

 

  1. Go to ‘Automated Rules,’ and ‘Create Rule.’
  2. Choose your campaign (this only works for a single campaign. I’ll explain why later.)
  3. Select the ‘Pause Campaigns’ rule.
  4. Set your time zone.
  5. Set your IF condition to ‘SPEND > $1400’ if you’d like to pause a campaign at $1500 spend (again, I’ll explain shortly).
  6. Select Choose Schedule, and tell the rule to run daily at whichever time you’d like, and using data from the last 30 days.
  7. Give your rule a name like: [Client] > $1400 Notify.
  8. Under ‘Choose what happens’, set the rule to ‘Email me a list.’
  9. Make sure your email is in the recipient list so you get notified when your spend threshold is triggered.

Here’s what’s going on behind the scenes:

  • AdStage is running a check on that campaign daily to see if it has spent greater than $1400. If your client asked to have it shut off at $1500, you’ll get an email the day it’s close. (Feel free to have your rule trigger earlier if the campaign spends quickly.)
  • This only works on a single campaign since the rule is checking each campaign to see which fits the criteria, and it does not add together total budget.
  • For step 8 above, you could have told the program to ‘Apply changes and email me a list,’ which would pause your campaign, but I like to be alerted when it’s close so I can pause when I’m comfortable.

Use this for simple tests to stay within budget. If you have multiple campaigns, I’d recommend giving each a budget percentage and setting one rule for each campaign to trigger to keep under budget.

Get a Preview of Your Ads Across Devices

So many times, I’ve had a boss or client ask for screenshots of my Sponsored Updates before they go out. If you’ve tried to get these from the native platform, you’ve realized how difficult that is to do for desktop, and how impossible it is to see on mobile and tablet devices.

LinkedIn Sponsored Content Ad Preview in AdStage

With AdStage, it’s easy. All I do is the following:

  1. Click into any campaign.
  2. Click Sponsored Updates.
  3. Click Create/Add Sponsored Update.
  4. Simply fill out your information in your ad, and your preview will be visible below.
  5. Click the tabs MobileDesktop, and Tablet to get the screenshots you need. The only catch is that your company logo may not show on the preview, so be sure share this fact with your requester.

There you have it– previews to show your boss/clients with next to no work.

Copy Settings from Existing Campaigns

You probably know by now that LinkedIn’s targeting won’t let you target anything more than 100 items in a particular field. That isn’t a problem for things like Seniority, but it can be especially problematic for fields like Company Name, Skills, or Groups where you may want to list more than 100.

If you have entered 100 of anything, you will know how tedious it is to do and how little you’d want to do it again.

That’s why one of my favorite AdStage hacks is to build a campaign in my own account and then load settings from the version in my client’s account. This hack enables me to quickly build out and evaluate audiences, without having to gain access to someone’s account during a client consultation.

Within the native LinkedIn Ads interface, you can duplicate campaigns, which is nice, but it limits you to duplicating a campaign within your own account. The interface also limits you from duplicating a Text Ads campaign into a Sponsored Updates campaign. There are no such limitations in AdStage.

Copy Existing LinkedIn Campaign Targeting Settings

To copy settings from an existing campaign, follow these steps:

  1. From anywhere within AdStage, click Create Campaign.
  2. Select ‘LinkedIn Ads.’
  3. Choose the account you’d like to create the new campaign within under ‘Account.’
  4. Click Load Settings From, and begin typing the name of the campaign whose settings you’d like to copy, and select it when it pops up.
  5. Change ‘Campaign Type’ to the type of ad unit you’re running (if copying a Text Ads campaign to a Sponsored Updates campaign, or vice versa).
  6. Give your campaign a name.
  7. Watch all your campaign targeting settings magically appear, allowing you to build a new campaign very quickly.

You may find yourself wishing that it copied the ad units from the previous campaign too, but don’t. You should be tracking each ad individually so conversions can be traced back to the exact audience that drove the action. Do yourself a favor, and recreate the ads anyway. Here’s a guide to help you walk through that process.

Empowered with Time and New Functionality

Hopefully you’ve found these hacks helpful at giving you back your time which you would normally be spending with very tedious, manual processes. If you have any other hacks that I didn’t talk about, please share in the comments!

Get a free 14-day trial of AdStage for LinkedIn Ads for your account!

Get Started Free

Get Started with $250 in Free LinkedIn Ad Credit! via blog.adstage.io

How To Create and Test LinkedIn Ads in Bulk with AdStage

Posted by on Mar 13, 2015 in Advertising, Social | 3 Comments
How To Create and Test LinkedIn Ads in Bulk with AdStage

linkedin headline variantYou can now create and A/B test LinkedIn Text Ads and Sponsored Updates easily to maximize your campaign ROI with the new Bulk Ad Creation feature in AdStage.

It’s incredibly easy to create dozens of different ad variations to test in your campaigns in order to discover the best performing combination of ad text and images. In this post, I’ll give you an overview of how Bulk Ad Creation works so your can easily create fully optimized Linked In Ads in record time.

Build Dozens of Ad Variations Quickly

With Bulk Ad Creation, you can quickly combine many variations of ad text, images, and attached content to discover your strongest LinkedIn ads.

For example, imagine you’re creating a brand new LinkedIn Ads campaign to promote a shiny new product launch. It’s too early in this new game to tell which message will yield the best results, so you want to test a few different variations. Normally creating these many variations would be a time-consuming pain. With Bulk Ad Creation, however, you can take 4 different messages and 5 different images, and quickly add all 20 combinations to your campaign.

linkedin bulk ad creation

After letting the ads run for a few days, you can review the performance results to identify your strongest performing ad. Armed with this powerful ad discovery, you can invest heavily in your campaigns knowing you’re earning the best return on your investment!

How Bulk Ad Creation Works for LinkedIn Ads

You can access Bulk Ad Creation from anywhere LinkedIn ads and Sponsored Updates are created in AdStage:

  • When creating new campaigns.
  • When managing existing campaigns.
  • When using the Sponsored Updates App.

Using Bulk Ad Creation to create rapid ad variations is incredibly easy. Here’s how the different scenarios work.

Test Text Ad Variations

linkedin bulk text ad creationCreate multiple Text ads with different text or photos at once.

  1. Click Create Ad.
  2. Enter the Destination URL of your landing page. To add alternate URLs, click Add Variant.
  3. Enter the Headline of your ad. To add alternate headlines, click Add Variant.
  4. Enter the Description for ad. To add alternate descriptions, click Add Variant.
  5. Upload one or more images for your ads.
  6. AdStage will create every possible combination and present you with the results.
  7. Select the variations you like, and click Create Ads to add them to your campaign.

Test Sponsored Update Variations

Create multiple Sponsored Updates (specifically it’s unpublished format, Direct Sponsored Content) with different text or photos at once.

  1. Click Post a new company status update.
  2. Enter the Update text. To add alternate text, click Add Variant.
  3. Enter the URL of your attached content. To add alternate URLs, click Add Variant.
  4. Enter the URL Title of your content. To add alternate Titles, click Add Variant.
  5. Enter the URL Description of your content. To add alternate Descriptions, click Add Variant.
  6. Upload one or more images for your update.
  7. AdStage will create every possible combination and present you with the results.
  8. Select the variations you like, and click Save and Publish Ads to add them to your campaign.

linkedin bulk ad creation

Availability

Bulk Ad Creation is available now in AdStage for LinkedIn Ads as well as Twitter Ads. In the coming weeks, we’ll also be rolling out Bulk Ad Creation for Facebook, Google, and Bing Ads.

Try it today with a free 14 day trial of AdStage!

 

eBook: How to Win More Customers with LinkedIn Marketing

Posted by on Mar 12, 2015 in Advertising, Social | No Comments
eBook: How to Win More Customers with LinkedIn Marketing

how to win customers with linkedin ebook

When it comes to winning customers on LinkedIn, don’t rely on guesswork — use proven research and expert advice about LinkedIn content marketing and advertising. After all, when used effectively, LinkedIn is consistently one of the top marketing channels for generating high-quality leads and customer conversions among key business and professional audience demographics.

In this definitive LinkedIn marketing guide, we share recommendations and analysis from AdStage — a LinkedIn Certified Marketing Partner — and Percolate — a LinkedIn Certified Content Partner — to help you create and distribute irresistible LinkedIn content.

Download this report today to win more customers on LinkedIn, and engage with your audiences on this key social channel better than ever.

Send Me The Report

How to Engage Your Audience with Content on LinkedIn

Posted by on Feb 23, 2015 in Advertising, Social | 7 Comments
How to Engage Your Audience with Content on LinkedIn

AdStage customers can get $500 in free LinkedIn ad credit. Learn how.

LinkedIn has evolved into a hub for content marketing. In fact, 94% of B2B marketers publish content to LinkedIn, according to the Content Marketing Institute and Marketing Profs. Moreover, members engage with content 7x more than they do with job postings on LinkedIn.

When it comes to delivering content, marketers are leveraging LinkedIn Sponsored Updates to build customer relationships with a targeted audience of professionals, raise brand awareness, and generate leads.

In our previous post, we explored why and when you would use Sponsored Updates as a native advertising solution to reach LinkedIn’s 347 million members with targeted content in the feed. Now we want to give you 15 actionable tips for developing amazing content, so you can lay the foundation of a successful campaign. Get started with a few tips below, or browse the Slideshare after the jump for the full tip set.

1. Think Like a Journalist

Don’t bury the lead. Concise intros and snappy headlines are more likely to result in higher engagement. You only have a few lines of content to show your audience why they should care, so being concise is crucial. Grab your reader’s attention right away by starting your update with your most important thought.

hubspot linkedin sponsored update

2. Optimize for Mobile

lenovo linkedin sponsored update

Most member engagement with LinkedIn sponsored content happens on smartphones. Take advantage of this trend by keeping your update intro text brief (fewer than 200 characters), your headlines thought-provoking and bold, and your landing pages mobile-optimized. If your aim is to capture leads on your site, minimize the number of form fields that members must complete when submitting their information.

3. Be Visual

We process images about 60 thousand times faster than text! On LinkedIn, adding images to your posts correlates with greater engagement and can result in a 98% higher comment rate. Upload a piece of rich media, and make it the centerpiece of your update. Alternatively, link to a blog post or landing page, and make sure to include a thumbnail image. You can even upload your own if you don’t like the default thumbnail.

nissan linkedin sponsored update

Getting started with Sponsored Updates is easy. All you need is a LinkedIn Company Page–your main vehicle for publishing and sponsoring content on LinkedIn.

View All 15 Audience Engagement Tips

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Get $250 in Free LinkedIn Ad Credit

Today, AdStage customers who are new to Sponsored Updates can get a promo code for $250 in free LinkedIn ad credit. Ready to get started? Click here to get your promo code and start delivering content to the professional feed.

Looking for more tips as you begin using Sponsored Updates? Visit the LinkedIn blog for free advice on publishing high-quality content. Or, you can browse the official Sponsored Updates user guide to learn about product features and how-to’s.

 Get Started with $250 in Free LinkedIn Ad Credit! via blog.adstage.io

Get $500 FREE Ad Credit to Run LinkedIn Sponsored Updates

Posted by on Feb 11, 2015 in Advertising, Social | 4 Comments
Get $500 FREE Ad Credit to Run LinkedIn Sponsored Updates

Not running LinkedIn campaigns? You’re leaving leads on the table.

You already advertise on a few major social channels. Wondering whether to add LinkedIn Sponsored Updates to your marketing mix as well?

In this post, we’ll help you see if Sponsored Updates are right for you and give you a chance to get $500 in free ad credit to try them out.

Get $500 in Free Ad Credit

Are LinkedIn Sponsored Updates Right for You?

With Sponsored Updates, you can publish targeted content to the world’s only professional feed. In the process, you can generate high-quality leads or build brand awareness with an audience of 347 million influencers and business decision-makers.

LinkedIn Sponsored Updates are probably for you if you’re a content, social, or demand gen marketer who fits any of the following conditions:

  1. You want to reach a premium, professional audience. For marketers of high-value products or brands, LinkedIn’s audience is worth getting to know. Four out of five members impact business decisions within their companies. LinkedIn members also have above average household incomes and are nearly 2x as likely to hold a bachelor’s or post-grad degree compared to most U.S. adults online.

  2. You want to target a specific buyer persona. Using Sponsored Updates, you can reach your ideal audience based on key professional profile facets like seniority, skills, job title or function, company name, education, and more. Get your content seen by the right people using accurate, up-to-date LinkedIn data.

  3. You’re trying to boost the performance of your campaigns. As a native ad format, Sponsored Updates typically earn 3x-5x the engagement of standard display. Brands like Salesforce and Nissan are seeing strong ROI by sponsoring their rich media, e-book, webinar, and blog content.

  4. You’re trying to capture high-quality leads. According to the Content Marketing Institute, 94% of B2B marketers use LinkedIn for their content marketing. HubSpot reports that 43% of marketers have already found a customer on LinkedIn. (HubSpot even uses Sponsored Updates for its own demand gen campaigns!)

  5. You need a content marketing environment that’s friendly to brand publishers. People might spend time on other social channels, but they invest time in LinkedIn. On Linkedin, they’re seeking to unlock career achievements and fulfill their professional aspirations. This professional mindset makes them highly receptive to brand content. In fact, a recent LinkedIn/TNS study revealed that LinkedIn members are 26% more positively receptive to company-published content compared to members of personal social networks.

  6. You want to step up your mobile game. 75% of Sponsored Updates engagement happens on mobile devices. Connect with this audience by including visuals in your posts and driving traffic to mobile-optimized landing pages (with short form-fills).

LinkedIn Sponsored Updates Promo

Get Started with $500 in Free Credit

Getting started with Sponsored Updates is easy. All you need is a LinkedIn Company Page, which is your main vehicle for publishing and sponsoring content on LinkedIn.

Today, AdStage users who are new to Sponsored Updates can get a promo code for $500 in free LinkedIn ad credits. Ready to get started? Click here to get your promo code and start delivering content to the professional feed.

If you’re not an AdStage user yet, sign up here first.

Looking for more tips as you begin using Sponsored Updates? Visit the LinkedIn blog for free advice on publishing high-quality content. Alternately, you can browse the official Sponsored Updates user guide to learn about product features and how-to’s.

Save Time Managing LinkedIn Ad Campaigns with AdStage Bulk Editing

Posted by on Feb 2, 2015 in PPC News, Social | 3 Comments
Save Time Managing LinkedIn Ad Campaigns with AdStage Bulk Editing

linkedin bulk select and editHave you ever needed to make a change across multiple campaigns at once? Until today, doing this in LinkedIn required editing each campaign one at a time.

To speed up the process, we’ve released a powerful new way to edit your LinkedIn campaigns in bulk. Bulk editing, released today in AdStage, is a quick way to edit settings across multiple LinkedIn campaigns at once. In this post, I’ll give you an overview of the new bulk editing features and provide some examples of them in action.

LinkedIn Bulk Editing in AdStage

Savvy LinkedIn advertisers build high-performing accounts by compiling multiple campaigns with slight variations in targeting settings. This strategy allows them to create hyper-relevant ads and discover the most efficient targeting methods.

linkedin ads interface

But managing large accounts becomes difficult when the need arises to make sweeping changes to your campaigns, because no bulk editing features exist in the LinkedIn Ads interface. Campaigns must be edited one by one. Fortunately, AdStage solves this problem by giving you a way to manage LinkedIn campaigns at scale.

How Bulk Editing Works in AdStage

Editing multiple campaigns simultaneously is easy:

  1. Select the campaigns you’d like to edit from any campaign table.
  2. Click “Bulk Edit” in the actions bar.
  3. Navigate to the setting you’d like to change in your selected campaigns.
  4. Editing the field replaces the current values with what you enter (e.g., replace targeted locations with “United States”).

linkedin bulk edit in adstage

Advanced Features

There are also two other advanced bulk editing features:

  • Append: Adds new values alongside any existing settings (e.g., add “United States” to your targeted locations, or append “US” to the end of your campaign names).
  • Remove: Removes a value, if present, from your current settings (e.g., remove “Canada” from your targeted locations).

Examples of Bulk Editing in Action

Here are three different scenarios that highlight how Bulk Editing can save you time  managing your campaigns:

Replace Existing Settings in Bulk

After analyzing your campaign performance, you find that the majority of your clicks are coming from entry-level employees. This is an opportunity for optimization, because senior-level employees are more likely to purchase your product. However, you’ve already added seniority-targeting across a few of your campaigns and need to make sure all campaigns have this setting. To address this task, you replace the existing seniority targeting settings across all of your campaigns to reach senior-level employees only. As a result, your conversion rate increases, and your cost per conversion decreases!

linkedin bulk edit replace

Remove Existing Settings in Bulk

After testing, you find that targeting “Microsoft Excel” adds too many irrelevant people to your audience. To address this, you remove every instance of “Microsoft Excel” from your campaigns’ targeted skills in bulk. As a result, your target shrinks and the quality increases, causing your conversion rate to increase and cost per conversion to decrease.

linkedin bulk edit remove

Add New Settings in Bulk

You learn that a portion of your impressions are reaching your competitors. To address this problem, you add a company exclusion with your competitor’s company name to your campaigns in bulk. As a result, your spend is focused on reaching potential customers and no longer shows to your competition.

linkedin bulk edit append

Availability

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5 Native Ad Lessons from the Top LinkedIn Sponsored Updates of 2014

Posted by on Jan 15, 2015 in Advertising, Social | 3 Comments
5 Native Ad Lessons from the Top LinkedIn Sponsored Updates of 2014

As a product marketer for LinkedIn, I often guide advertisers on how to craft content marketing campaigns that will resonate with LinkedIn’s audience of more than 330 million professionals.

Increasingly, those advertisers are delivering their content using Sponsored Updates, the fastest growing product in the history of LinkedIn, and our flagship native ad format to help marketers publish quality content to their target audience in the feed.

Linkedin Ads Sponsored Updates

To address the common questions I hear about Sponsored Updates best practices, our team has pulled together the Top Performing Sponsored Updates of 2014 in North America, along with an analysis of what made these updates stand out.

LinkedIn’s Top Sponsored Updates of 2014

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My 5 Favorite Sponsored Updates Tips

With that, below are a few of my favorite tips for Sponsored Updates.

1. Mobile First

LinkedIn Sponsored UpdatesSeventy-five percent of Sponsored Updates engagement happens on mobile, so make sure your copy is concise, your call-to-action clear, and your landing page responsively designed. If your aim is to capture leads, minimize the number of fields a mobile visitor will need to complete on the form-fill. This move will help boost conversion rates.

2. Make It Personal and Relevant

LinkedIn’s targeting leverages trustworthy and up-to-date public data that allows you to reach members based on their professional profile. Have a customer persona in mind? Use our targeting to build that persona into your campaigns with fields like seniority, company name or size, industry, job function, higher education background, skills and more. Reach the exact audience that would be most interested in your story, and personalize the intro copy with “you” language that directly addresses the members you are trying to reach.

3. Test and Optimize

LinkedIn’s Direct Sponsored Content feature allows advertisers to try multiple variations of the same post and optimize for the best image and copy. Most of all, beyond the mechanics of the post, the actual content has to be able to stand on its own, or you will lose your audience’s trust. So before you create an update, ask yourself: “Is the content helpful? Will it make the reader more productive and successful in their career? Is it inspirational?” And of course, “Would I want to read this?”

4. Be Visual

Company updates with images tend to achieve above-average engagement rates. Post infographics, pictures, Slideshare presentations or YouTube videos to draw in your audience.

linkedin sponsored update with thumbnail

5. Address Your Audience’s Most Pressing Professional Questions

When we talked with the most active content consumers and sharers on LinkedIn, we learned that these highly engaged members value content that helps them gain professional expertise, build their personal brands, or make smart professional decisions. The most frequently clicked or shared content formats included interesting new research, breaking industry news, career advice, case studies and knowledge shared by business leaders. Wherever possible, leverage these formats with messages that speak to your target audience’s unique challenges and questions.

Do you have any other tips for successful updates? Let us know in the comments below.

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