1.
Welcome to the LinkedIn Ads
Platform Masterclass
Afiya Addison
Account Manager, LinkedIn

2.
Introduce EDU AM Team
DJ Shea Thea Castronovo Brittany Bass
Katrina Lu Laura McKee Afiya Addison
Geoff Marks
Jasmine Hendriks

3.
Today’s
agenda
• How to reach your target audience on LinkedIn – 20min
• Jasmine Hendricks & Daniel Shea
• Setting up sponsored content – 60min
• Dashboard Set Up: Bids, Budgets, Audience – Afiya Addison
• Content Recommendation – Thea Castronovo
• Landing Pages and Conversion Tracking – Laura McKee
• Setting Up Text Ads - 15min
• Caitlin Morrison
• Breakout to Groups Competition - 15min
• Setting up Mock Campaigns
• Q&A – 30min
• Special Surprise

4.
d
Icebreaker Sentence
goes here

5.
Reaching your audience on LinkedIn
Jasmine Hendriks
Account Manager, LinkedIn
DJ Shea
Account Manager, LinkedIn

6.
d
Ways you can target on LinkedIn
Introduction to Targeting
Seattle, WA USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200,
Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging
Location IP
School
Field of Study
Degree
Graduation Age
Company Size Industry
Job Title
Function
Seniority
Groups
Skills
Danie

7.
Don’t use too many layers of targeting
• Best practice is 300,000+ members
• Trust your audience to self-select and allow
your content to do the targeting for you
• Engagement increases with broader
audiences and also allows for optimizations
• Broader audiences tend to drive down your
CPC
Audience Size

8.
z
Limits your audience to a very
specific target
21x larger audience and engages
other potential candidates
Remember:
When you purchase CPC, only
members interested in learning more
about your program will engage with
the content!
Audience Size

9.
YOE vs. Seniority
Targeting Parameter Recommendation
Years of Experience Based on work history in member
profiles.
Great way to test audience targets. Can be
especially relevant for EMBA programs.
Seniority Based on position names listed
in members profiles.
Can be added as an additional filter.

10.
Age & Gender Targeting
Age SeniorityYOE
Targeting Parameter Recommendation
Age Inferred based on member’s graduation year Use a seniority or years of experience filter
instead of age.
Gender Inferred based on member’s name Avoid gender targeting when possible

11.
z
Not using Bachelor’s inclusion targeting -
by using this will be weeding out a lot of
qualified members since many members
don’t include this field (screenshots left).
Differences in audience size can be seen
by using the campaign manager and
including/excluding degrees.
Degree Targeting

12.
3 Key Takeaways
Target broad audiences
and allow the content to do
the targeting for you
1
Age & Gender are inferred
targeting parameters
2
Bachelor's inclusion can
exclude individuals within
your target audience
3

13.
Setting Up Sponsored Content
Afiya Addison
Account Manager, LinkedIn
Laura McKee
Account Manager, LinkedIn
Thea Castronovo
Account Manager, LinkedIn

14.
• Deliver content to targeted audiences in the
world’s only professional feed
• Reach just the right audience with
comprehensive targeting options
• Reach target on every device—desktop, tablet,
and phone—with a variety of content formats,
including rich media
• Choose to invest on a CPC or CPM basis
• Improve performance with real time analytics
Deliver rich content
across all devices via
the LinkedIn feed

15.
Three factors of Sponsored Content success
Content
Target
Size
Bids &
Budget

16.
● Run 4 unique pieces of content
○ Frequency cap: Members can see up to 4 pieces of
unique content per company page every 48 hours
○ Running 4 pieces concurrently allows system to
optimize for best-performing updates
● Rotate in 1-2 new pieces of content per week
● Optimize towards best-performing content
● Align Content
○ Ensure your content is relevant and you are getting
engagement which raises your relevancy score on
LinkedIn
● Use DSC (Direct Sponsored Content)
○ Use DSC to test more copy variations and images
(these updates do not live on your company page)
Content

17.
● Broader = Better
○ Broader targets allow for gathering of statistically
significant data to inform optimizations
○ Broader audiences tend to have lower CPCs than more
niche ones
● Aim for audience sizes of 300K+ for scale
purposes
● Layer Broad with Narrow Targets
● Use Audience Expansion when using manual
targets
Targeting

18.
● LinkedIn utilizes a second price auction
● Bids are a ceiling and rarely reflect actual cost
● Bid above the range
● Niche and premium audiences (<300K) exact
higher bids
● Best practice is $100 daily budget per
target
○ Low daily budgets result in morning delivery
● Larger audience, larger daily budget
○ 100K-500k: $100+ daily budget per target
○ 500k+: $500+ daily budget per target
Bids & Budgets

19.
● No daily budget delivers as fast as
possible
○ Set specific campaign (target)
● Best practice is $100 daily budget per
target
○ Low daily budgets result in morning delivery
● Larger audience, larger daily budget
○ 100K-500k: $100+ daily budget per target
○ 500k+: $500+ daily budget per target
Daily Budgets

20.
Optimize the three facets of success:
Bids & budgets
Audience
Content (operations and value)
Key Takeaways

21.
The Right Content Mix

22.
Blogging Food Groups Categories of Content Content Specifics
Raisin Bran content: The everyday content that you can dish
out quickly because it is at the heart of what you do
Course specific promo of program(s)
Spinach content: The stuff that’s good
for you, even if it’s difficult to chew
Program(s) results, stats, and facts
Main Entrée (Turkey): The valuable, time-consuming
projects that leave your guests begging for more
Business School: impact on students and the economy
EMBA: ideas amongst international networks and global
experience
MBA: powerful ideas that are inspirational and impactful
Open: addresses unique challenges
Chocolate cake content: Everyone wants
a second piece of this sweet treat
Events and webinars
Tabasco* content: Sometimes you just need a little
fire on the tongue
Faculty self publishing

23.
d
Starting Small

24.
“I’m looking for students that want to learn more about my MBA program”
Tip #1: Start with the what

25.
Reframe the imagery and the copy already existing and create your teaser
Tip #2: Take what you have

26.
With small changes to headline, intro, and imagery - create 3 more versions.
Tip #3: Create Variety

27.
Build out a content calendar
Tip #4: Build from there
A/B Test
Develop your content marketing strategy

28.
Step by step to A/B test
Primary testing
2
Are you clearly
addressing the target
audience this is for?
Tactical: call out your
targets specifically
3
Is there a clear
call to action?
Tactical: make sure
audiences know what to
expect, it clicks through and
works
1
Are you answering
a question on the
members’ minds?
Tactical: is there opportunity
to rephrase in question form
Choose 2 things you would change to
compare and contrast

29.
Step by step to A/B test
Secondary testing
2
Are the images in the
post and landing
page consistent?
Tactical: verify
brand and
visual consistency
3
Is the image
compelling?
Tactical: explore
infographics,
pictograms, et al.
1
Does the title and intro
copy complement
each other?
Tactical: don’t replicate but
complement with further
evidence

30.
Examples of Top
EDU Content

31.
Find the overlap of what you can talk about
with authority with what your audience
wants to hear about. Kellogg School of
Management does a great job
demonstrating their expertise around topics
such as authentic leadership.
Be audience centric

32.
Infographics are still a very effective means
to deliver a complex message in an easy to
digest, engaging format. Simplilearn uses
image posts to help explain the benefits of
the certifications they offer. FIU uses text
overall to call out key value propositions.
Show…and tell

33.
Take advantage of the fact that the
graduate school admissions process is a
finite timeline – Cornell University conveys
a sense of urgency to apply and/or learn
more about the process within their posts.
Instill a sense of
urgency

34.
Use your proud Alumni to your advantage –
Bryant & Stratton spotlights a graduates
experience with their career support
offering.
Show off Alumni

35.
1. Decide on your milestones and
repurposing efforts
2. You can start small, A/B Test, and
build up over time
3. Be inspired by what your audience
is reading and what you can bring
to the table
Key Takeaways

36.
d
What is
conversion tracking?

37.
Easily measure and optimize the business impact of your LinkedIn
ads
LinkedIn conversion tracking

38.
Track all of your conversions right in
Campaign Manager
Record leads from your LinkedIn campaigns across
desktop and mobile, whether members convert after
clicking on—or even just viewing—your ads.
Understand your ROI
Measure the true value you’re getting from your
Sponsored Content and Text Ads campaigns,
including return on ad spend, conversion rate, cost
per conversion, and more.
Optimize for the results that matter most
See which ads, audiences, and offers are driving
conversions for your business. Use this data to
improve your campaigns at every stage.
Why conversion tracking for LinkedIn ads?

39.
A conversion is an action that a
member takes, like filling out a
webinar registration form or
downloading a white paper.
Conversion tracking is the ability
to measure conversions and then
attribute it back to the source that
provided the initial click or view.
By tracking these conversions, you
can more easily gauge the ROI of
your campaigns.
Conversion
tracking defined
Thank You!
Your download should start automatically.
If not, click here.
+1
Step
1A prospect clicks on
or views an ad
Step
2Prospect lands on your
site and submits a
form.
Step
3Prospect lands on “Thank
You” page, gets counted
as Conversion.
Step
4Prospect is registered as a
conversion in your LinkedIn
campaign reporting.

40.
Conversion Tracking Demo
Getting Started

41.
Landing Pages

42.
Optimize landing pages for mobile - 85% of
engagement comes from mobile
Make your call to action (CTA) clear—
Limit form fields (1-6 is ideal)
Be informative, but concise with copy
Make sure the offer in your LinkedIn
Sponsored Content matches the offer on
your landing page
Always make sure forms are above the fold
Use LinkedIn Autofill to increase
conversions
Always have a simple and short path to
conversion
Delight them with an experience that will convert
Make sure your landing pages are optimized

43.
Caitlin Morrison
Sr. Ad Strategist, LinkedIn
Setting Up Text Ads
Right-click and choose
“Change Picture” then choose
the profile image you wish to
replace this one.

44.
What are Text Ads
Generate quality leads with an easy, self-serve solution
Easily create, manage and optimize well-
targeted, customized campaigns in just
minutes—on a budget that works for you.

45.
Quick and easy setup
What are Text Ads?

46.
Why Text Ads?
Start advertising to a premium audience in just minutes
Get your business in front of the world’s largest professional network—fast
Get started easily
Build your own ads and
advertise right away with no
spend minimum commitments
Target with precision
Reach the people that
matter most using accurate,
profile-based, first-party
data
Generate quality leads
Drive leads from a a premium
professional audience of
decision-makers and
influencers

47.
Targeting
Precise B2B targeting
Same targeting options as
Sponsored Content
Reporting
Tracks clicks, CTR, impressions,
CPC, and social actions
Agility
No minimum spend
No long term contracts
Pay as you go
Pay with credit card or invoicing
Start and stop anytime
Self-manage
Quick and easy setup
Direct response/lead gen focus
Why Text Ads?
Text Ads have the same major
benefits of Sponsored Content
(targeting and reporting) but
have a lot more flexibility
around spend, timing, contracts,
etc.

48.
Text Ad Best Practices

49.
Breakout to Groups
Competition

50.
Creating A Text Ad

51.
Create Campaign Name, Language, and Conversions
Pro Tip: Create a campaign name that
easily identifies the target audience

52.
Create Your Ad
Send members to a
customized landing page
Speak directly to target
audience
Include strong value
prop and CTA
Include images of people
rather than objects

53.
Create Ad Variations
Pro tip: include 3-5
ad variations to test
and iterate

54.
Set Up Targeting
Pro tip: include 3-5
ad variations to test
and iterate
Pro Tip: Audiences should
be between 60,000 and
600,000 members

55.
Set up Bid and Budget
Pro Tip: Bid $1 to $2
over suggested bid
range

56.
Q & A