Wondering how you can improve the ROI of your Sponsored Updates? LinkedIn advertisers using a certified partner to manage and track their campaigns are seeing results that are 20% above benchmark performance. Through LinkedIn’s Certified Sponsored Update Partners, marketers can tap into a selection of third-party services and technology that can unlock greater campaign expertise, effectiveness, and efficiency. Join LinkedIn’s Partner Enablement Manager, Jonathan Young to learn about the Certified Sponsored Updates Partner program, the benefits to marketers, and an understanding of what each partner offers. Also hear from AdStage’s CEO and Co-Founder, Sahil Jain. AdStage provides powerful campaign tool to help you manage your Sponsored Updates and Direct Sponsored Content. Sahil will share client case studies, provide a live demo of the platform, and answer questions from the audience. Statistics

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ORGANIZATION NAME
Marketing Solutions
Maximizing The Performance of Your Campaigns with Sponsored Updates Partners

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Speakers
Jonathan Young
LinkedIn
Partner Enablement Manager
www.linkedin.com/in/jonathanyoung29
Twitter: @jonathanyoung29
Sahil Jain
AdStage
CEO & Co-Founder
Twitter: @sahilio

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Agenda
1.Overview of LinkedIn’s Sponsored Updates Partner Program
2.Partner Spotlight: On stage with AdStage
3.Q & A

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Before We Get Started…
Questions?
–WebEx: Send them in via Q&A feature.
–Twitter: Tweet them via #LinkedInContent.
Recorded?
–You bet. Distributed afterwards.
Feedback?
–Survey will be available at the end of webinar.

5. Overview of LinkedIn’s
Certified Marketing Partner (CMP) Program

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LinkedIn’s Rise as a Leading Content Marketing Platform
•Content Engagement is 7X higher vs. Jobs…
•Growth of Pulse, Influencers, Employee Publishing, Slideshare…
•3M+ Company Pages…
•Top Brands Posting 112+ Status Updates Per Month…

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Opportunity for Brands: Sponsored Updates
Fastest growing LinkedIn product… ever.
Mobile traffic is 45% and growing rapidly…
–75% of Engagement with Sponsored Updates = Mobile
Thousands of daily active advertisers…
Rapidly growing competition in the auction…

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2014: Mo’ Content, Mo’ Competition
SHOWCASE PAGES
DIRECT SPONSORED CONTENT (DARK POSTS)

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April 2014: Launch of Certified Marketing Partner Program

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How Sponsored Updates API Partners work:
Social
Ad API
Partners
Platforms
•Social Ad API Partners build advanced technology on top of Social Network Ad APIs.
•They provide software tools and services to brands/agencies.
•Functionality includes enhanced campaign creation, management, optimization, and insights.
Brands
Agencies

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2 Main Types of Partners
•Develop advanced ad management platforms on top of LinkedIn’s Ads API
•Provide Campaign Management Services to help marketers scale their teams and optimize their campaigns end-to-end
Managed Service
Self Service
•Develop advanced ad management platforms on top of LinkedIn’s Ads API
•Clients and Agencies manage campaigns directly in the partner’s platform
Some of the Managed Service Partners Also Offer A Self-Service Option

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Why Work With A Partner?
Maximize the optimization of ad performance with partners, who provide advanced campaign tools and expert service.
Effectiveness
•Improve ad performance using sophisticated campaign management tools designed for power users.
Efficiency
•Use one tool or one campaign expert to manage all your spend across the major social channels.
•Allocate dollars efficiently toward the best content and audiences everywhere you advertise.
Expertise
•Alternatively, rely on an expert strategist who can manage your campaigns so you don’t have to.

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Results: Median CTR Performance vs. Benchmarks
Without Partner
With Partner
20%+
Why is this? Better Tech. Better Expertise.

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Comparison of Benefits
LinkedIn native
campaign platform
Partner capabilities
Real-time performance alerts and triggers
Bulk edits to campaigns
Scheduling, day-parting
Multivariate testing
Manage social spend across channels
Assisted service across social channels
Advanced reporting dashboard for self-serve
Assisted service on LinkedIn
Conversion Tracking

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Meet The Partners
AdStage
Brand
Networks
SHIFT
Social.com
Unified
Primary Service Type
Self-Service (Clients)
Managed Service
Managed Service
Self-Service (Agencies)
Managed Service
Primary User
Marketers
Brands and Agencies
Brands and Agencies
Agency Programmatic Teams
Brands and Agencies
Channels Supported
LinkedIn
Facebook
Google
Bing
Twitter
LinkedIn
Facebook
Twitter
LinkedIn
Facebook
Twitter
LinkedIn
Facebook
Twitter
LinkedIn
Facebook
Twitter
More Partners Coming Soon….

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How To Pay For Partners?
Two Standard Payment Models:
1.Percentage of Spend (%)
OR
2.Fixed Monthly Fee (Software as a Service)

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Checklist For Getting Started With Partners
1.Document your requirements and resource needs
–Key features beyond the native tool
–Managed Service vs. Self Service
2.Review agency-partner relationships
3.Evaluate the pricing models that suit you best
4.Learn the differences and set up a demo
–LinkedIn can help you with this! Ask your rep or e-mail partner-operations@linkedin.com
5.Select a partner & start running more effective and efficient campaigns!
Look for the CMP badge!

20. Sahil
Jain
@adstage
CEO of AdStage
Was Co-founder & CMO of Trigger.io @ 20, Aol @ 19, Yahoo! @ 17, High School & College dropout.
About Me

21. RAISED
Build, deploy & manage ad campaigns across Google, Bing, Facebook, Twitter & LinkedIn.
About AdStage

22. @adstage
Differentiation
SELF-SERVE
EDUCATION
APP
ECOSYSTEM

23. @adstage
Content Marketing
•Full-service consultancy
•Tasked by web service to generate Realtor leads
Case Study

24. @adstage
•Created 5 campaigns with different targets
1.US_Industry: Real Estate
2.US_Groups: Real Estate
3.US_Job_Title: Real Estate
4.US_Skills: Real Estate
5.US_Job_Function: Real Estate
•Tested content/landing page combos in each
Strategy

25. @adstage
Examples
10 Ways to Get More Listings
Social Media Success

26. @adstage
Results
LEADS
COST PER
FORM FILL

27. @adstage
•Software analytics company
•Goal was to drive quality engineer leads
Demand Generation

28. @adstage
Targeted specific engineering roles
•Campaigns split by promoted content
•Tested for best targeting
Strategy

29. @adstage
Developer Operations
Campaign
Examples
Sponsored Updates

30. @adstage
Results
EXCEEDED QUARTERLY SALES GOALS
EXCEEDED
SALES
QUALIFIED
LEAD GOALS

31. @adstage
Case Study Takeaways
1.Direct response advertisers can link to landing pages.
2.Use eye-catching and unique images.
3.Sponsor short, high value content.
4.Craft content your audience cares about.
5.Incorporate trending topics.

32. @adstage
Optimization
Cheat Codes

33. @adstage
Conversions
Track conversions from LinkedIn campaigns
•This lets you optimize for conversions Ways to set it up
1.Use Google Analytics and tag your destination URL
2.Use AdStage which tags and tracks automatically

34. @adstage
Day-parting
Experiment with day-parting and scheduling
•Performance varies by hour and day so take advantage
•CPAs are often the lowest in the morning
•Conversion rates can decline on the weekends Ways to set it up
1.Manually play/pause campaigns
2.Use AdStage Automated Rules to set a schedule

35. @adstage
DSCs
Use Direct Sponsored Content to test copy
•These unpublished SUs enable multivariate testing
•Take targeting into consideration (e.g., job title, skill, etc)
•Cater the copy to your audience by customizing the:
•Update text, URL title, URL description, etc.

36. @adstage
Evergreen Campaigns
Avoid setting end dates for your campaign
•If it reaches it's end date, you won’t be able to edit it
•You’ll have to duplicate it or start from scratch
•Instead, build evergreen campaigns
•Don’t set an end date
•Pause old content and add fresh updates

37. @adstage
Targeting
Limit your campaign targeting to test audiences
•Create campaigns that
•Target just one category (e.g Job Titles only)
•Layer targeting (e.g., Job Title + Skills)
•Compare performance to find the winner

38. @adstage
Visit blog.adstage.io for the latest tips, trends and news
•This Week in Ad Tech Newsletter - bit.ly/this-week-in-ad-tech
•9 Ways to Optimize Sponsored Update Campaigns - bit.ly/9-SU-tips
•16 Tips for Creating Effective Sponsored Updates - bit.ly/16-SU-tips
More Tips, Trends & News

39. Get AdStage
@adstage
adstage.io