Interview with Viveka von Rosen, author of “LinkedIn Marketing: An Hour a Day”

Posted by on Sep 24, 2015 in Social, The PPC Show [Podcast]
Interview with Viveka von Rosen, author of “LinkedIn Marketing: An Hour a Day”

CEO of AdStage, Sahil Jain, recently had a chat about LinkedIn with Viveka von Rosen, author of “LinkedIn Marketing: An Hour a Day”, and publisher of “LinkedIn Advertising Fundamentals” on Lynda.com.

Having been featured in the Sophisticated Marketer’s Guide, and named a Top 50 Social Media Influencer by Forbes, it’s clear that she lives and breathes LinkedIn.

 

 

Below are some of the highlights:

Should a company consider LinkedIn?

Viveka: You have to be on LinkedIn, if you’re in B2B. Especially if you’re doing sales and marketing. It depends on the audience of the clientele.

What do you not like about the direction of LinkedIn?

Viveka: The value of any social network is their membership. LinkedIn, with all the restrictions they’re putting on their free accounts – which makes up around 83%. You could lose your base. That’s the base paying users are marketing to.

I love their acquisitions, such Bizo, that brought us Lead Accelerator.

How can businesses optimize their company page?

Viveka: People forget they need to treat their LinkedIn company page like a product. They need to promote it as much as another other service they have – and they aren’t doing it.

Big companies, with so many verticals and silos, they don’t know what to share. For big brands, they can create showcase pages for all their different verticals, and assign administrators.

What’s the right type of content that performs well for Sponsored Updates?

Viveka: Creating a timeline works very well. The end of the timeline is the click through to the bottom of the funnel – such as a webinar or whitepaper. Back it up. How do you get someone to know, like, and trust us?

You need to build up trust. Whether it’s an heart-string pulling infographic, an engaging video, or a get to know us piece. Understand you will need to make mini-campaigns, within the larger campaign.

Sahil: So it’s a content strategy, that marries a nurturing funnel. At the top, you recommend sponsored content almost like Google Display. Promoting brand awareness.

What are some of the misconceptions of LinkedIn Ads?

Viveka: Unfortunately, most people get on LinkedIn Ads and they get the $50 – $100 credit and think they’re going to sell their $5,000 product with one text ad.

Sahil: The biggest issue we see with LinkedIn Ads, is that it’s working, but you have to be very sophisticated with your tracking mechanisms. LinkedIn on a cost per click basis, can be seen as very expensive. However, sophisticated marketers know it’s not about the cost per click, but the LTV (lifetime value).

Viveka: People need to be bought into it and engaged. When they receive the $50 for ads, they don’t know how to do it – they haven’t visited a Lynda course or referenced fact sheets.

In Facebook you can play around for $0.25. On LinkedIn, if a lot of people are clicking through and not converting, it can be super expensive.

What we’ve found is that if you can micro-target and test 1,000 – 1,500 groups of individuals, it’s more work intensive, but gets us better results and let’s us play. We can expand upon that market after we see performance.

Sahil: So you will break down targeting into micro-sections, creating a campaign for each. The campaigns are essentially audience shells?

Viveka: Yup; exactly. Seeing what sticks, and using that to build really powerful and high converting funnels.

Do you think it’s accurate to say Marketing Solutions might be the next $1B business unit?

Viveka: I think it’s accurate; but in order to do it, they must change the culture. Right now, unless you are part of the $25k per month club, Marketing Solutions is almost useless to you.

If LinkedIn changes it culture. Opening up Lead Accelerator, and allow you to choose what you’d like to spend. Then, show you what to do in order to be successful, and the sky’s the limit.

It has all the pieces in place: you’re creating content, your building networks, and you’ve got marketing and HR (talent solutions). But, they’re not letting 90% of their audience play.

Sahil: I think a lot of that comes from LinkedIn being a historically field sales driven business. They need to shake that to reach mass penetration in the market.

The good news is that through acquisitions (Pulse, Bizo, Lynda), they’ve been able to bring in some very bright minds who are a bit more edgy in how they run their business. I’m hopeful that they will start to shake some of those traditions.

Out of the acquisitions they’ve made, which one do you think will make the most material impact?

Viveka: It really depends on my mood that day. I really thought the solution for them was going to be the CRM, when they bought Connected HQ. This affected Sales Navigator, which really played well with Salesforce, but they’ve pulled the API. So my guess is that will develop into its own CRM system. Which would bring LinkedIn to a whole new level.

But on another day, Publisher; content marketing is where it’s at. If they start doing things like allowing us to create promoted posts, well then it’s another Facebook type explosion.

Then, they bought Lead Accelerator. The potential for retargeting is huge.

This very minute, I’d go with their ads platform. It will either be the biggest fail or make them billions of dollars. If they change their culture, think longer term, and open up.

We saw you launched an intro course on Lynda.com. Could you tell us a little bit more about it?

Viveka: The whole course is on the self-serve ad platform, and some of the best strategies to get ROI on your spend.

If you’re planning to test LinkedIn Ads for the first time, we highly recommend you sign-up for Viveka’s course, LinkedIn Advertising Fundamentals. Join her for #LinkedInChat every Tuesday.

#PPCPodcast Subscribtion via blog.adstage.io

Hired Saves 50% of Time Spent on LinkedIn Ad Creation and Cross-Network Reporting with AdStage

Posted by on Aug 26, 2015 in Advertising, Reporting, Search, Social
Hired Saves 50% of Time Spent on LinkedIn Ad Creation and Cross-Network Reporting with AdStage

Overview

hired logo

Hired, founded in 2012, now runs the largest marketplace for recruiting startup and tech talent. As the company was growing, it saw an opportunity to scale its reach through LinkedIn Ads. Hired primarily ran Text Ads to start, but when Sponsored Updates was released, the small team of two tried to mimic their existing ads into the new format. Unfortunately, working in the native interface created a major time suck with consecutive workflow issues. The team had resorted to building the campaigns offline in a spreadsheet as LinkedIn Ads was difficult to work with and would habitually lock them out as they were setting up a campaign.

Solution

The team selected AdStage as the only available platform that supports both LinkedIn Text Ads and Sponsored Updates. With the ability to duplicate and bulk edit campaign settings, Hired was able to save dozens of hours of time when creating campaigns that required the same target audience. And with only a small marketing team of two, Hired grew their customer base and mass market presence via LinkedIn Ads without expanding their headcount.

AdStage also provided a more holistic view for Hired to analyze cross-network performance. The team was able to monitor important metrics such as spend and conversion metrics in near real-time. This allowed them to allocate their budget more efficiently, justifying increased budgets for the channels that performed better for their business.

cross-network stats

Results

After running ads through the AdStage platform, Hired saw the following results:All LinkedIn Campaigns view

  • Decreased the time spent on creating LinkedIn Ads and cross-network reporting by 50%
  • Spent more time on campaign optimization, ultimately lowering cost per lead by 30% within just one month
  • Successfully scaled its online advertising programs across Google AdWords, Bing, Facebook, LinkedIn, and Twitter Ads, without having to hire additional team members.

Today, the Hired marketing team is continuously testing and expanding the company’s advertising initiatives via new channels. They are currently experimenting with Twitter Ads using the AdStage platform.

“Being able to manage LinkedIn Ads in bulk with AdStage gave us the extra time we needed to scale our online advertising efforts. We’re now managing ads at 3x the scale in a fraction of the time.”

— Lennie Sliwinski, Director of User Acquisition, HIRED

 

To learn more about AdStage and start your free trial, visit www.adstage.io.

 

Inflow Chooses AdStage for Automated PPC Rules and Grows Client Revenue by 23%

Posted by on Jun 24, 2015 in Advertising, Automation, Search, Social
Inflow Chooses AdStage for Automated PPC Rules and Grows Client Revenue by 23%

Overview

inflow logoBased in Denver, Inflow is an inbound agency that provides complete digital marketing services to global clients. One of the world’s largest event management companies chose Inflow to manage its global online advertising efforts across its audiences in Australia, Dubai, Germany, Singapore, United Kingdom and the United States. The paid team is primarily responsible for promoting nearly 1,000 regional conferences annually with Google AdWords, Bing Ads, LinkedIn Ads, Facebook Ads, and Twitter Ads.

Inflow previously used a solution that supported Google AdWords optimization. However, the paid team at Inflow quickly realized that it was far too inefficient to continue using that platform. As more events required promotion, the amount of reporting for each office quickly became extremely time consuming. Because of the magnitude of this account, Inflow needed a solution that would not only centralize all of the client’s ad accounts, but also streamline organization, workflows, and reporting.

Solution

adstage case studyInflow selects AdStage to manage, optimize, and report on all of the global ad accounts for its client, the leading event management company. Because the client has a global presence, its six offices each had separate ad accounts on different time zones. Because the native networks did not offer a simple solution to accommodate the time zone variances, the Automated Rules in AdStage made it extremely easy for the team to set-up dayparting on AdWords, LinkedIn, and Twitter.

When measuring the performance of the campaigns in AdStage, Inflow was able to easily create, customize, and schedule reports across all five networks in AdStage. The AdStage Global Dashboard provided the agency a stunning birdseye view of cross-network campaign performance that could be easily customized and instantly saved as a PDF file for the stakeholders to review.

Results

With AdStage, Inflow experienced a significant time savings, which allowed them to focus on growing their client’s account.

adstage for agencies

  • Setting up dayparting with Automated Rules on AdStage saved the agency 5 hours per week from having to manually login to each network, pause, and unpause each campaign. Showing ads only during peak hours led to a 28% increase in conversion rates and a 31% decrease in CPA.
  • The AdStage Global Dashboard was easy to customize and showed cross-network performance, which saved the team 4-6 hours per week of aggregating the reports from 5 different networks across 6 separate offices.
  • With the extra time saved, Inflow was freed up to analyze more campaigns for the numerous events that were being promoted. This ultimately grew client account revenue by 23% in just three months.

“Any time savings we can get is profit for us, especially with reporting. If we can spend 5 hours instead of 8 hours on the same task, this is a win for us.”

— JD Prater, Sr. Paid Search Strategist, Inflow

 

To learn more about AdStage and start your free trial, visit www.adstage.io.

How to Manage Your LinkedIn Ads at Scale

Posted by on Jun 17, 2015 in Advertising, Social
How to Manage Your LinkedIn Ads at Scale

If your LinkedIn Ads are suffering, or you’re looking for expert strategies on scaling your campaigns on LinkedIn, our free webinar series for LinkedIn Ads continues with the final installment next week.

In partnership with LinkedIn Ads expert, AJ Wilcox, we welcome you to a free webinar on Wednesday, June 24, 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 Expert Guide: What You Need to Know to Be Successful with LinkedIn Ads.

 

linkedin ads strategies for scale

 

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:

  • How to stay organized with hundreds of campaigns
  • Automated optimization for better performance
  • Time saving tricks for bulk actions
  • Live Q&A

linkedin advertising webinar

 

We have saved recordings of the first and second webinars in this series. This webinar series covers everything you need to know to be successful with LinkedIn Ads. Make sure to watch all of them to understand targeting, measurement, and campaign structure for successful LinkedIn Ads.

 

How to Use Marketo’s Ad Bridge to Nurture Leads

Posted by on Jun 15, 2015 in Advertising, Social
How to Use Marketo’s Ad Bridge to Nurture Leads

New lead generation can be one of the most inefficient forms of B2B advertising; especially if the prospect has never heard of your company. A report from Forrester cites that an average of only .75% of B2B organizations’ leads turn into closed revenue. Those odds present a considerable challenge for advertisers to generate a positive return on ad spend.

Why focus solely on new prospects, though? Marketers already have access to a rich pool of known leads tucked away in their databases. Through organic growth, webinars, partnerships, and sales prospecting, your organization has amassed a large repository of leads ripe for messaging. Instead of only driving new names into your database, online ads can be used to nurture your prospective customers at each step of the lifecycle–leading to more sales.

Lead Lifecycle Tracking in Marketo

Source: Marketo’s, “Mapping Lead Generation to Your Sales Funnel” Cheat Sheet

Using Marketo’s Ad Bridge technology, advertisers can now target specific prospects in their database across search, social, and display networks, delivering a more personalized message. This laser-focused approach can influence decision makers, shorten lead stages, and generate additional opportunities.

Here’s how it works:

Marketo AdBridge Setup

Simply create a Smart List of a particular group of leads you’d like to target, pick your network, and utilize this list as a custom audience in your ads.

Now that you understand the foundation, let’s walk through how to setup Ad Bridge in Marketo:

Step 1: Under the Admin menu, visit Launchpoint.

Marketo Launchpoint

Step 2: Pull down New menu and select New Service.

Step 3: Name the integration. Find your desired service, and authorize. Click the Create button to finalize.

Facebook Ads - Marketo Launchpoint Integration

Note: If you’re using LinkedIn’s Lead Accelerator, the integration will require a Marketing Solutions and Secret API key to sync.

To find your API key:

  • Visit LinkedIn Marketing Solutions login page.
  • Once logged in, pull down the Setup tab.
  • Click on Integrations, and then navigate to Marketing Solutions API.
  • Both your API and Secret Key should appear.

Once your networks are integrated, keep these tips in mind when segmenting your database into refined audiences for advertising:

Account Based Marketing

For those in B2B Enterprise marketing, you know the challenges this model presents–many decision makers, long sales cycles, and multiple touch points are needed to land the sale. Enter Account Based Marketing, a strategy focusing marketing and sales efforts on specific top prospect accounts (companies). Using this approach, your aim is to reach specific influencers and decision makers within a particular company (often the Fortune 500), increasing brand awareness, promoting nurture content, and further qualifying the prospect. For example, you may try to win over an influencer, such as a Marketing Manager, by showcasing how your solution will help make their life easier. Then, you could target the decision maker, the VP of Marketing, with content speaking to benefits to top line growth and ROI.

Database fields to consider:

  • Company Name
  • Job Title
  • Lead Status
  • Last Activity (Salesforce)

Campaign Member

Even in the realm of digital advertising, a marketer’s job isn’t complete after a form fill. Much like outbound sales, it often takes several touchpoints to create an opportunity. Targeting certain campaign members allows advertisers to promote complementary content around subjects a lead has expressed interest in. For example, if a Director of Marketing downloaded our whitepaper covering how to track the ROI of ad campaigns, this person would be the perfect candidate to target for a promotion of our upcoming webinar, “How to Setup Ad Tracking URLs to Align With Your Marketing Automation System”.

Database fields to consider:

  • Campaign Member
  • Lead Status
  • Lead Score

Lead Status

The dawn of retargeting has opened many advertisers’ eyes to the notion that content nurturing doesn’t have to live in an email silo. Marketers can align their content assets and promote them based on the stage of the prospect/lead. Start with broader topics up the funnel, and progress to more refined messages about your product/solution further down the funnel.

Database fields to consider:

  • Lead Status
  • Lead Score
  • Opportunity

Below is an example of a content nurture funnel via Retargeting that AJ Wilcox, Chief Evangelist at B2Linked, was kind enough to share:

B2B marketing funnel for ads

Personalization

While new lead generation often requires casting a large net, custom audiences allow for more relevant, personal messages. What might entice an IT manager may not have the same appeal to a CTO. By segmenting by role, everything from the ad copy, image, and content asset can be better aligned to your target prospect. For example, I can target a list of CTOs who like college football on Facebook and advertise a very personalized message, “Learn how CTOs act as Quarterbacks, leading security initiatives.”

Database fields to consider:

  • Job Title
  • Industry
  • Company Size

Closing Thoughts

Ad Bridge provides a great opportunity for advertisers to refine their audience targeting, increase the relevancy of their message, and make a bigger impact on qualifying opportunities for Sales. Have you tried Ad Bridge and found success? We’d love to hear any tips on what’s working for you!

For those curious to learn more about AdStage, you can visit our Marketo Launchpoint Partner page.

Learn Sophisticated Bidding Strategies for LinkedIn Ads

Posted by on May 26, 2015 in Advertising, Social
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
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
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
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!

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How To Create and Test LinkedIn Ads in Bulk with AdStage

Posted by on Mar 13, 2015 in Advertising, Social
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!