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!
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.
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.
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.
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!
Editor’s Note: This LinkedIn Ads content was originally posted on MarketingLand in June, 2015.
Last post, we covered best practices and general tips for creating your LinkedIn Sponsored InMail campaigns. In part two of this series, we take a deep dive into specific ideas that will help you accomplish real marketing goals.
Let’s say you’re a B2B marketer with 1) a dedicated sales team to help close deals and 2) an account-based marketing approach (in which the funnel is flipped). This means you’re running campaigns with specific goals in mind.
For those who are not familiar with account-based marketing (ABM) or the flipped funnel, check out the graphic below or read up on that strategy here.
Using this flipped funnel, here are some LinkedIn Sponsored InMail campaign ideas for you to hit the ground running and drive positive results for your campaign goals.
Goal: Grow Your Opt-in MQL List
When you’re trying to grow your list, relevant educational content or events are great ways to draw in your prospects’ attention and acquire email addresses for your database. Here are a few examples of how you can promote in your LinkedIn Sponsored InMail campaigns to drive expansion:
Webinars:Host an educational seminar that, instead of being product-focused, is all about providing value to your ideal customer.
Content:For all those visual learners out there, create an ebook or a blog post detailing that same content. Drive prospects to either subscribe to your blog or download the ebook.
Live Events:Whether it’s a casual meet-up or a live presentation of the webinar that you’re promoting, live events can kill two birds with one stone – acquire new leads with email registrations and also get face time with the prospect (part of the Engage stage of the funnel).
The ideal CTA for these types of campaigns could be “Register Now, See the Full Agenda, Download Now, or RSVP Here.” In addition, besides the actual LinkedIn Sponsored InMail copy and landing page, these types of campaigns will require some heavy collaboration with your content or event teams.
Hopefully this will be well worth the effort, as LinkedIn has cited lower lead costs compared to other social channels by 40-80%. Below is an example from LinkedIn aimed at promoting blog subscriptions to grow their MQL email list.
User Spotlight:LinkedIn Advertising Consultant, AJ Wilcox, notes that the urgency that comes with promoting a live event or digital summit can help overcome recipient’s alarm bell that your message might be spam. “They’ll open your LinkedIn Sponsored InMail and realize they have to get it on the calendar asap otherwise they’ll miss it,” says Wilcox. He also notes that the invites that perform best are those that appear to be VERY personal. “Some people try to use the CMO or CEO as the sender, but everyone can sniff from a mile away that it’s marketing material,” he warns. Instead, he suggests sending from someone in Product or Service, for a more authentic feel.
Goal: Get a Meeting
For the group of folks in your opt-in re-marketing list, you can push them further down the funnel by asking for a meeting in your Sponsored InMail. Keep in mind that LinkedIn Sponsored InMail differs from Facebook Custom Audiences and Google AdWords Customer Match, and does not allow you to upload a list of email addresses. For that reason, you’ll want to identify the top 100 strategic accounts that are in your email list, and use company and job title targeting to reach them through LinkedIn Ads. Here are some examples of LinkedIn Sponsored InMail content that you can use to drive more interest in a demo or a meeting.
Case Studies: Highlight fantastic results from reputable and happy clients to drive interest in a meeting.
Product Use-Cases: Pull website or sales sheet copy that contains information about your product’s top killer features. This reduces the steps to conversion, as the recipient will have the information needed to make a decision to move forward with a meeting.
Product Workshop: Unlike a networking or educational event that will attract more top of funnel prospects, you can host a product workshop to your existing marketing list. This not only drives the right people to the event (sales-ready prospects), but also promotes in-person meetings with the expectation of a demo.
In this scenario, you can vary up the copy in the Sponsored InMail, but you’ll want to make sure your CTA is clear and consistent. Try CTAs like “Contact Me Directly, Get in Touch, Free Demo, Book a Meeting, or RSVP Now.” You may want to also use a sender that will likely be conducting the meeting, like your Account Executive or Sales Manager. Here’s an example of Google AdWords promoting a product workshop to connect sales-ready prospects with agencies.
User Spotlight: Job van den Wildenberg of TIAS Business School uses Sponsored InMails on behalf of his recruiters and suggests making the recipient feel in control by granting him/her access to the calendar of the recruiter (this may be B2C outreach, but we think the strategy is just as applicable to B2B). “That way, people can choose a day and time slot that fits their schedule to plan a meeting,” he advises. “Be sure to make scheduling so easy it can be done in less than a minute on both desktop and mobile!” He echoes AJ Wilcox’s advice to make your InMails personal, and uses a combination of personalized content and hyper-targeting to ensure he’s putting his best foot forward to his best prospects.
Goal: Encourage Happy Customers to be More Vocal
Your B2B product likely has a number of happy customers. And what’s better than authentic quotes and referrals from your best customers? Similar to “Engage” campaigns, you will need to use a combination of Company Name and Job Title targeting to reach the right people through LinkedIn Ads, but you’ll want to treat your ad creative a little differently. Here are a few examples of what you can promote to your happy customers to drive advocacy and buzz for your products.
Social mentions: Incorporate a social strategy with your Sponsored InMail campaigns and ask your happy customers to post a tweet about your product or share a post on LinkedIn.
Comment on forums: Your prospects likely consume media outside of the main social channels. From vertical-specific forums to generic Q&A or review sites, the more authentic reviews about your products, the better. Asking your happy customers to write a review or comment on a Quora post through Sponsored InMail has a unique advantage: you’re reaching them while they’re browsing LinkedIn, which hopefully means they have some free time but are in a business mindset.
For links, CTAs, and measurement on these campaigns, you will need to use a bit of a different strategy. The CTA should say something succinct and direct like “Tweet Now, Share on LinkedIn, or Answer on Quora.” However, unlike a traditional tracking link with UTM parameters and conversion tracking, you’ll want to make it simple and easy for your customers to share your content or review.
For example, include a Click to Tweet link that already includes the Tweet text you want them to share. Don’t forget to include a unique hashtag so you can measure the number of shares that you drove from your B2B LinkedIn Sponsored InMail campaign!
Have any other creative ideas for LinkedIn Sponsored InMail campaigns that will drive expansion, engagement, or advocacy? Share them with us in the comments below! Want expert insights into LinkedIn Ads? Find advanced tips and best practices in our Advanced Guide!
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!
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.
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.
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.
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:
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.
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 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. Those numbers sounded pretty good to us.
In today’s blog post, we’ll cover everything you need to know about LinkedIn 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!
Personalize Your Messages: Marketers can be extremely detailed and persuasive with InMail messages, as they have no restrictive character counts.
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.
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.
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.
Getting Started with LinkedIn Sponsored InMail
You can easily start running a Sponsored InMail campaign today by following the steps and best practices below:
Log into LinkedIn Campaign Manager
Open your Ad Account, click “Create campaign” and select “Sponsored InMail”
Select “Sponsored InMail” and start crafting your message
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.
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:
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.
Similar to LinkedIn 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:
Fields of study
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.
Have you launched your first Sponsored InMail campaign? What kind of success are you having? Do you have any tips or tricks that are working well? Have you experimented with any targeting?
Tell us about the messaging you tried in your campaign and how it performed for you in the comments section below.
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:
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.
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.
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.
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.
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.
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.
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.
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.”
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.
Add Relevance Score to any Facebook ad table view by selecting the “Latest Relevance Score” metric from the Select Columns drop down.
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.
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.
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.
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.
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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.
Use this guide to super charge your Sponsored Content and Text Ads with LinkedIn Conversion Tracking
How do I get started with LinkedIn Conversion Tracking?
Configure Your LinkedIn Insight Tag
Insert the Domain you want to start tracking specific user actions after they click or view your LinkedIn ad.
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).
After you’ve implemented the LinkedIn Insight Tag on every page of your domain. Click ‘Next’
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”.
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
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.
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”
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.
Select your website’s container, then click Add a new tag
Name your tag something you’ll be able to easily recognize. For example: LinkedIn Insight Tag
Click the Tag Configuration box and select Tag Type
In the Choose Tag Type list, select LinkedIn Insight
Paste the partner id copied from LinkedIn in the Partner ID field
Click the Triggering box and choose All Pages.
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.
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”.
Select Conversion Type
Optional: Add a value to measure the ROI of your campaign.
Use the drop down to select the Domain you’d like to this action to be applied to.
Use Starts with or Exact to define which URL or set of pages should define an action
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.
Click the Account and Campaign you’d like to add Conversion Action(s) to.
Click settings (gear icon), located next to your Campaign name and select Select Conversions
Check the boxes next to all the Conversion Actions you want to apply to your campaign.
Add Conversion Action to New Campaign
Create new campaign
Click Select Conversions
Check the boxes next to all the Conversion Actions you want to apply to your campaign.
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:
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.
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:
Understand which creative (Direct Sponsored Content or Text Ads) is performing the best amongst your target audience
Understand which audience targeting is generating the best cost per conversion and total conversions
Track visitor behavior, after the click through, on your web pages.
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 👇
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 AdWeek 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?
Identify the most important metrics to measure.
Align the reporting terminology i.e. keeping everything together in one platform.
Test and optimize. This is the way to make the most out of their content.
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.
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.
Not Running LinkedIn Advertising Campaigns? Why You’re Missing Out on a Huge Opportunity.
How to Generate Quality Leads with LinkedIn Sponsored Content.
As a marketer, you’re likely already advertising on a few major social channels like Facebook, Instagram, or Twitter. How do you know if you’re choosing the right channel?
If you’re a B2B brand or high-value B2C brand, you’ll likely want to reach an audience of professionals: influencers, business decision-makers, and individuals with purchasing power.
According to a recent Content Marketing Institute study, LinkedIn outperforms all other social networks in terms of achieving B2B business goals. More than 60% of B2B marketers rated the network as either effective or very effective, compared to 55% for Twitter and 32% for Facebook.
This rapidly growing global presence of 400 million professionals makes LinkedIn the ideal network to drive high quality leads through engaging content.
Sponsored Content are optimized to the user’s browsing experience while they’re consuming content without disrupting the user’s content stream – whether on their desktops, tablets, or smartphones. You can leverage Sponsored Content to drive leads or build brand awareness by publishing promoted content to the LinkedIn feed, where members engage with other thought leaders. This allows you to reach a highly targeted audience of professionals beyond your LinkedIn Company Page followers.
Who Should Use LinkedIn Sponsored Content?
If you are a content, social, or demand generation marketer who want to achieve any of the following:
Reach a premium, professional audience
One of the most valuable aspects of advertising on LinkedIn is its audience demographic. The majority of users are older than 30 with high earning and buying potential. In addition to their individual buying potential, 80% of LinkedIn users hold B2B purchasing power and impact business decisions within their organizations.
Target a specific buyer persona
Use rich media content to reach your ideal audience using LinkedIn’s comprehensive targeting options: job title and function, seniority, industry, company, geography, education, and more.
Boost content marketing campaign ROI
Sponsored Updates typically receive 3x – 5x engagement than standard display ads because this form of advertising is built into the visual design. Ultimately native ads serve content within the context of the user’s experience and the content they are already engaging with on their LinkedIn feed.
Captivate and capture high-quality leads
Launch rich content campaigns like ebooks, white-papers, infographics and more to grab the attention of highly engaged target audiences within the world’s only professional feed. According to the Content Marketing Institute, 94% of B2B marketers use LinkedIn for their content efforts. Marketers don’t just use LinkedIn, they are also seeing results. In a recent study, HubSpot found that 43% of marketers say they have sourced a customer from LinkedIn.
75% of Sponsored Updates is consumed on mobile devices. Engage this audience with visuals that drive traffic to mobile-optimized landing pages. It’s absolutely crucial you create responsive ads with landing pages for a mobile-friendly experience.
Get Started with $250 in Free LinkedIn Credit
Getting started with Sponsored Content is easy. All you need is a LinkedIn Company Page; this will be your main vehicle for publishing and sponsoring content on LinkedIn.
Today, AdStage users who are new to LinkedIn’s Sponsored Content can get a promo code for $250 in free LinkedIn ad credits. Ready to get started?
Social Media Advertising: Why You Need to Keep Up with Mobile Demand
It’s an end of an era — mobile media consumption officially surpasses desktop. In fact, the mobile marketing and advertising sector is projected to grow into a $100 billion industry this year. More consumers than ever are relying on their mobile phones to power life on-the-go: from instant purchases to mobile banking to food delivery. The mobile medium is fast-paced, contextual, instantaneous and always with the user. Getting your mobile ad campaign right is no longer suggested but required.
In this how-to guide we’ll share how to launch a successful Facebook, Twitter, and LinkedIn mobile ad campaign, along with creative campaign examples from companies getting mobile ads right.
Facebook touts over 1.59 billion monthly active users with 1.44 billion monthly mobile users, making for the perfect platform to reach your target audience 24/7.
If you haven’t started a mobile ad campaign on Facebook, the time is now!
The Right Audience: Breaking Down Facebook’s Audience Insights
Facebook’s ad targeting options offer an intimate view of your ideal target audience. Use Audience Insights to leverage detailed findings and further refine messaging to potential customers. This is where you can really roll up your sleeves and dig into what makes your current customers, fans, or specific Facebook groups tick (before spending a dime).
Here’s a quick overview of the filters available for segmenting your audience:
Custom Audiences: view insights on any of your existing Custom Audiences. This includes email lists, phone number lists, UID lists and Website Custom Audiences (WCA) you’ve built.
At this time you can start comparing your audience segments against a typical Facebook user using 6 main categories: Demographics, Page Likes, Location, Facebook Activity, Household and Purchase.
Pro Tip: Since we are targeting mobile audiences, make sure your audience’s primary device is mobile rather than desktop.
Compel Your Audience with Interactive Creative
Dazzle your audience and drive engagement with creative that resonates. Focus on functionality with vibrant, eye-catching images that convey product benefits. With Facebook’s carousel ad format, advertisers can optimize click performance using an interactive story across multiple frames accompanied by clear call-to-actions.
Available in image or video format, Facebook carousel ads provide space for text copy and direct links to specific areas on your site.
Want to know the best part?
Aside from the increased engagement from an interactive ad experience, carousel ads cost the same as a single-image or video ad.
Pro Tip: Be wary of the length of your ad copy for display on smaller screens.
For SaaS companies that don’t sell physical goods, use images to convey the benefits or problems you aim to solve with your tech.
For the Spring Shoe and Handbag line, Neiman Marcus chose a Multi-Product format to take advantage of the ad unit frames and showcase multiple products. Using complementary color themes and images Neiman Marcus used data and creative to cater to audience interest.
The campaign earned 3x the conversions and an 85% improvement in CTR, compared to their past campaigns.
Twitter’s mobile inspired interface makes the ad platform an obvious channel to reach your audience on-the-go. With 80% of all users accessing Twitter from their mobile devices, it’s no surprise 85% of all ad revenue for Twitter also came from mobile phones. That means businesses looking to leverage the social network need to cater, and capitalize on the mobile markets.
What are Twitter Cards?
Twitter now offers marketers the freedom to drive qualified leads to their website, product page, blog post, and listen or view content. Twitter Cards allow you to optimize more space and attach rich photos, videos and media to Tweets without the 140 character restriction, normally enforced.
“With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.” – Twitter Dev Guide
So, how do you get started with Twitter ads?
We’ve put together a quick guide outlining available campaign types, ad formats, and how to measure your results.
Choose Your Campaign Objective
Types of Twitter Cards
Use Summary Cards to promote web content like blog posts, news articles, products, and store-fronts. The card is designed to give users a preview of the content before clicking through to your website.
Title: 70 characters
iOS & Android truncate the title to two lines in timeline and expanded Tweet
Description: 200 characters
Description is not displayed on iOS & Android
Image: Minimum 120px x 120px, but less than 1MB file size.
Image will be cropped to a square on all platforms (web, iOS, & Android)
Summary Card with Large Image
The Summary Card with Large Image can be used to promote various types of web content. Twitter’s Summary Card with Large Image can feature a full-width image with a tweet. This gives readers a seamless, rich media experience while interacting with your ad.
Pro Tip: On mobile clients the image appears below the tweet text.
Title: 70 characters
iOS & Web truncate title to one line in timeline & expanded Tweet
Android truncates title to two lines in timeline & expanded Tweet
Description: 200 characters
iOS truncates to one line in timeline & expanded Tweet
Android does not display description
Image: at least 280px x 150px, but less than 1MB file size
Leverage App Cards to promote your mobile app and drive installs directly from Twitter’s native platform. You can display a name, description and icon, and also accentuate mobile app specific attributes like ratings and price. App Cards not only allow marketers to drive downloads, but more importantly, you can deep-link from this Card into your mobile app.
NOTE: Platform-specific URLs are deep links into you app. If you don’t support a particular platform, omit tags for that platform from your site.
Title: Rendered from App ID
Description: 200 characters
iOS truncates to one line in timeline & expanded Tweet
Android does not display description
Image: App logo is rendered from App ID.
Make sure the image is at least 800px x 320px
Accepted image formats include JPG, JPEG, PNG, or GIF
Use a Player Card to stream media experience like live video or audio player right inside your Tweet. This format is ideal for video or audio content-heavy businesses, promoting assets like Vines or podcasts. Unlike other ad formats, you will need to implement a few HTML meta tags to your website.
Player Cards on Twitter’s iPhone and Android native apps, initially displays an image preview with a ‘play’ icon overlay.
Description: 200 characters
Displayed in place of the player on platforms that don’t support iframes or inline players.
Same dimensions as your player; no more than 1MB
Video: H.264, baseline profile, level 3.0, up to 640px x 480px at 30fps.
Audio: AAC, Low Complexity Profile
Pro Tip #1: All video and audio content must default to “sound off”. If the streaming content plays automatically, you must include stop, pause and play controls. In addition, you can’t require users to sign in to your ad experience.
Create a lead generation card to easily collect email addresses and other information without requiring a form submission. Use cards to promote an event, content offer, email subscription, demo request, or webinar registration — just to name a few.
Title: 50 characters
Call to action: 20 characters
Post-submit message (optional): 100 characters
Short Description: when a user clicks on the card, the tweet will expand and reveal more details. Emphasize the value and/or benefit of your offer.
Image: at least 800px x 200px with a 4:1 aspect ratio. No more than 1 MB
You can include a GIF in a Twitter card. Other supported formats include: JPG, JPEG, and PNG
Columbia University Business School
With Lead Generation Cards businesses can connect with their audience offline and engage potential customers. Columbia Business School is promoting an upcoming webinar with a Lead Generation Card.
When you expand the tweet, you see a short description using actionable language like ‘Join’ along with a call-to-action: ‘Register Now’.
The following screen features a prominent call-to-action (‘Register Now’) button where I can easily submit my information including @username and email address.
Discover power users in the midst for a co-branding collaboration.
Track the success of your Twitter Cards. The possibilities are endless!
The more you test, the better you can aim your campaigns for a higher ROI.
LinkedIn Ad Platform
LinkedIn’s user base of highly affluent, educated, and influential professionals continues to steadily increase year after year. Currently, LinkedIn hosts 380+ million members worldwide and of these 380+ million users, 7.9 million are business decision makers.
LinkedIn’s Direct Sponsored Content offers B2B marketers a way to reach users at scale 24/7 because these ad units appear in feeds native to desktop, tablet, and mobile experience.
How to Convert Highly Qualified Leads with LinkedIn Ads
What is Direct Sponsored Content?
Direct Sponsored Content is a Sponsored Update that does not appear on the Company Page or Showcase Page. It allows advertisers to share relevant content with a highly targeted audience without having to originate posts on your LinkedIn Company Page. It allows your company to personalize, test, and iterate messaging to improve content performance for a specific demographic without cluttering Company Page or Showcase Page. —LinkedIn Advertising
What Type of Sponsored Content Should You Share?
LinkedIn members already engage with high-quality content from news sites, thought leaders, connections and brands. Sponsored Content is an opportunity to join the on-going conversation with a premium audience of business decision-makers by appearing in the same feed as the content they’re already interacting with.
Overview of Content to Share
Industry News & Research
Content Product by Business Leaders (both internal & external to your company)
Compelling Visuals & Statistics
Sponsored Content Best Practices
Open with questions
Use “You” when speaking to your audience
Direct users with a clear call-to-action (CTA)
Keep the text accompanying posts under 100 characters
Test, Test, Test your titles and descriptions
Other Campaign Considerations
Select compelling visuals (1200×627)
Run 2 – 4 sponsored content assets for 3 weeks
Add URL tracking code to track post-click conversions
Iterate visuals + title + description
Set Up Campaigns by Audience
Maximize relevancy with effective targeting
Shift budget to audience with the highest engagement rate to optimize conversions
MAKE SURE YOUR LANDING PAGE AND/OR WEBSITE IS OPTIMIZED FOR MOBILE
How you package compelling content with insights will determine if your Sponsored Content can generate brand awareness, establish trust and nudge quality leads further down the sales funnel.
Keep on Target: How to Exclude Specific LinkedIn Audiences
Whether the goal is to develop thought leadership or drive website conversions, specifying audience targeting parameters increases is the key to optimizing campaign performance.
Figure out who wants to buy your product. With LinkedIn you can find professionals based industry, job title, skills, and company. It’s important to not over-target.
Why place your ad in front of audiences that don’t work for you? With exclusion you can prevent your ad being placed in front of the wrong audiences such as:
Current Customers: If you don’t require repeat purchases, exclude current customers to prevent wasted ad spend.
Competitors: Keep them guess and prevent inspiration from your hard work.
To engage users and drive new leads, HubSpot went to LinkedIn to connect with marketing professionals. HubSpot used Sponsored Content to gain visibility. HubSpot crafted content (such as the template download they offered in the ad below) aimed at their target audience and engage potential prospects.
HubSpot used LinkedIn’s targeting options to map each piece of content to fit a segment’s pain point. To capture strong leads, the marketing team leveraged conversion data to keep iterating best performing pieces.
HubSpot gained 400% more leads within their target audience compared to other platforms.
Make responsive ads and landing pages for a mobile-friendly experience
Fit each platform’s unique strength to your campaign goals
Use data analytics to measure success, and focus on what content works best for you.
Facebook Ad Platform
most popular social media with highest number of daily viewers
Twitter Ad Platform
utilize real-time engagement and create hype for your brand or event by incentivizing hashtag use, brand mentions, and retweets
LinkedIn Ad Platform
place your ad in front of professionals ready to solve their business problems with your product