SlideShare ist ein Scribd-Unternehmen logo
1 von 28
Downloaden Sie, um offline zu lesen
The Benefits of
Objective-Based
Advertising for Higher Ed
LinkedIn EDU Webinar Series
Ira Amilhussin
Group Manager
Education Vertical
Erin Higgins
Client Solutions Manager
Education Vertical
Vinny Solano
Client Solutions Manager
Education Vertical
Today’s Speakers
Agenda
1 Overview
2 Choosing objectives
and ad formats
3 Setting up your
audience
4 Bidding, conversion
tracking, and insights tag
How familiar are you with
Objective-Based
Advertising?
What is
Objective-
Based
Advertising?
Campaign Set-up
“We have many
questions on how to
custom tailor LinkedIn
solutions to fit our
marketing goals.”
- Melini
We’re addressing some of your top challenges
Lack of Clear Reporting
“I placed my first ad
recently and am at a
loss with your advertising
tools. I couldn’t see or find
the stats.”
- Marie
Perception of Low ROI
“Return on investment
appears to be higher on
some other platforms... I’m
not convinced of it as a lead
generator for us.”
- John
Easier setup Improved measurement Better results
Streamlined campaign
creation, leading with
objectives.
Ability to track key
results based on
objectives.
Pay for performance.
Reach the right people at
the right time.
Choosing an objective
To help you streamline setup, optimize ad delivery, and charge you
based on objectives for better results
Coming Aug 2019
Awareness Consideration Conversion
Brand Awareness
“I want people to learn about
my business”
Website Visits
“I want people to visit a
website destination.”
Engagement
“I want more people to engage
with my content posts.”
Video Views
“I want more people to watch my
videos.”
We support full-funnel objectives
Website Conversions
“I want to drive valuable
actions to my website.”
Lead Generation
“I want more quality leads on
LinkedIn.”
Objectives and ad formats
Ad Products (formats) Notes
Brand Awareness
• Sponsored Content
• Text Ads
• Dynamic Ads (spotlight, follow
company)
For impression-based campaigns.
Available June-Aug 2019.
Use “Website Visits” and auto-bid
for impressions until then.
Website Visits
• Sponsored Content
• Text Ads
• Dynamic Ads (follow company, job ads)
• Sponsored InMail (message ads)
Video Views • Video Ads Allows you to bid by CPV
Engagement • Sponsored Content
Social actions on LinkedIn, as
well as general clicks on ads. All
ads must have follow-company
button.
Objectives and ad formats
Ad Products (formats) Notes
Website Conversions
• Sponsored Content
• Text Ads
• Dynamic Ads (spotlight)
• Sponsored InMail (message ads)
Available June-Aug 2019.
Use “Website Visits” and auto-
bid for conversions until then.
Lead Generation
• Sponsored Content
• Dynamic Ads (download)
• Sponsored InMail (message ads)
All formats must use Lead Gen
Forms
Objectives and ad formats
More organized and intuitive targeting setup
Targeting facets are organized
in groups with drill-down
feature
Now use global search
to browse across all
categories targeting criteria
Easier, more intuitive
set-up with advanced
targeting features in
secondary position
• Company Name
• Company
Connections
• Company Followers
• Company Industry
• Company Size
Company InterestsDemographics Education Job Experience
• Demographics
• Member Age
• Member Schools
• Fields of Study
• Degrees
• Job Title
• Job Function
• Job Seniority
• Years of Experience
• Members Skills
• Member Groups
• Member Interests
Targeting attributes now divided into 5 targeting criteria
New forecast panel gives predictive results
Forecasted results are
based on your campaign
inputs and results for
similar audience among
a range of advertisers
Use Case Pros Cons
Automated Bid
Maximizes results
while spending the
daily budget in full.
• Better budget delivery /
campaign scaling
• No bid management
• More results
• Less control
• Potential over-delivery
Maximum Bid
When you want more
cost control and have
stricter price sensitivity.
• Better control over costs
• Won’t pay more than
maximum bid
• Manual adjusting of bid
• Potential to lose out on
auctions (if bid is too
low)
Bid types in Objective-Based Advertising
Conversion Tracking
CLASSIC NEW
Conversion Tracking was a part of
“Bid and budget.”
Conversion Tracking is now its own section, versus a module on the “bid and budget” page. You
can both create a new conversion or assign an existing conversion directly in the new experience.
Creating an Insight Tag
Domain → Insight Tag
An Insight Tag is needed before creating a domain.
TIP: If you already have an Insight Tag, remember to
permission it from the main account (instead of
creating one again from the new campaign).
CLASSIC NEW
Insight Tags can now be generated or permissioned after creating a website conversion. No
need to create or permission an Insight before adding a website conversion.
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Navigating Objective-Based Advertising
Guided ad setup
Live ad preview
shows you what
your ad looks like,
as it’s being built.
Available for text
ads, single image
sponsored content.
Destination URL
is now in its own
section / own field
(no need to add in
intro text)
Timeline/Roadmap of features
Objective-Based Pricing
Optimization
(Jun - Aug 2019)
Objective-Based Campaign
Creation
(Feb 2019)
Objective-Based Reporting
(Aug 2018)
o Objective-first
campaign creation
o Streamlined campaign
set up
o OBA is permanent
experience starting late
Feb
o Simpler navigation
o Search functionality
o Stronger analytics
o Brand awareness and
Website conversions
objectives available
o Destination clicks
pricing for Website
visits and Website
conversions objectives
Until objective-based optimization is available in August 2019,
“Brand awareness” and “Website conversions” objectives are not available.
“Brand awareness,” “Website conversions”
available August 2019
Wrap-up
1 Easier setup
2 Improved measurement
3 Better results
Q&A
Thank You!

Weitere ähnliche Inhalte

Was ist angesagt?

Lla product deepdive with email
Lla  product deepdive with emailLla  product deepdive with email
Lla product deepdive with emailBrian Fuller
 
Masterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInMasterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInLinkedIn
 
Webcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign ManagerWebcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign ManagerLinkedIn
 
LinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: OverviewLinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: OverviewLinkedIn
 
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015LinkedIn
 
Vistage Case Study
Vistage Case StudyVistage Case Study
Vistage Case StudyLinkedIn
 
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)LinkedIn
 
AustralianSuper Case Study
AustralianSuper Case StudyAustralianSuper Case Study
AustralianSuper Case StudyLinkedIn
 
Free Advanced Digital Marketing Course
Free Advanced Digital Marketing CourseFree Advanced Digital Marketing Course
Free Advanced Digital Marketing CourseMillenniumDigitalMar
 
Live Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & AnalyticsLive Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & AnalyticsLinkedIn
 
כול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסוםכול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסוםZiv Sheinfeld זיו שיינפלד
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales NavigatorA Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales NavigatorLinkedIn
 
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLive Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
 
July 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With DigitalJuly 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With DigitalMichael Jurkowski
 
Live Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B TestingLive Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B TestingLinkedIn
 
Sage Limited Case Study
Sage Limited Case StudySage Limited Case Study
Sage Limited Case StudyLinkedIn
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator LinkedIn
 

Was ist angesagt? (20)

Lla product deepdive with email
Lla  product deepdive with emailLla  product deepdive with email
Lla product deepdive with email
 
Masterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedInMasterclass: Getting Started on LinkedIn
Masterclass: Getting Started on LinkedIn
 
Webcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign ManagerWebcast: Intro to LinkedIn Campaign Manager
Webcast: Intro to LinkedIn Campaign Manager
 
LinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: OverviewLinkedIn Targeted Status Updates: Overview
LinkedIn Targeted Status Updates: Overview
 
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
LinkedIn Lead Accelerator & Network Display - B2B Connect SP 2015
 
Vistage Case Study
Vistage Case StudyVistage Case Study
Vistage Case Study
 
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
Top Performing Sponsored Updates on LinkedIn (North America, Q2 2014)
 
AustralianSuper Case Study
AustralianSuper Case StudyAustralianSuper Case Study
AustralianSuper Case Study
 
Free Advanced Digital Marketing Course
Free Advanced Digital Marketing CourseFree Advanced Digital Marketing Course
Free Advanced Digital Marketing Course
 
Live Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & AnalyticsLive Webinar: Crash Course in Metrics & Analytics
Live Webinar: Crash Course in Metrics & Analytics
 
כול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסוםכול השינויים המשמעותיים בלינקדאין בפרסום
כול השינויים המשמעותיים בלינקדאין בפרסום
 
Lms 2017 product direction november 2016 (2)
Lms   2017 product direction november 2016 (2)Lms   2017 product direction november 2016 (2)
Lms 2017 product direction november 2016 (2)
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales NavigatorA Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator
 
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLive Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a Pro
 
Ob lookalikes - 2017
Ob lookalikes - 2017Ob lookalikes - 2017
Ob lookalikes - 2017
 
July 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With DigitalJuly 2018 Digital Marketing Roundtable: Keeping Up With Digital
July 2018 Digital Marketing Roundtable: Keeping Up With Digital
 
Live Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B TestingLive Customer Webinar: Creative Optimization through A/B Testing
Live Customer Webinar: Creative Optimization through A/B Testing
 
Dreamforce to you mx jan18
Dreamforce to you   mx jan18 Dreamforce to you   mx jan18
Dreamforce to you mx jan18
 
Sage Limited Case Study
Sage Limited Case StudySage Limited Case Study
Sage Limited Case Study
 
A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator A Brief History of LinkedIn Sales Navigator
A Brief History of LinkedIn Sales Navigator
 

Ähnlich wie The Benefits of Objective-Based Advertising for Higher Ed

Say Hello to Objective-Based Advertising
Say Hello to Objective-Based AdvertisingSay Hello to Objective-Based Advertising
Say Hello to Objective-Based AdvertisingLinkedIn
 
OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider optinsearch
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional ServicesDavid Hitt
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideJustine Sasaki
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideFrancesca Lazzini
 
Linked in ads optimization guide
Linked in ads optimization guideLinked in ads optimization guide
Linked in ads optimization guideRada Ivanov
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideJevgenia
 
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COMDIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COMKishan Parasuram
 
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising ChannelsAnvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising ChannelsAnvil Media, Inc.
 
PPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingPPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
 
Search Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence PlanSearch Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence PlanIntesab Husain
 
AAISP Search Engine Marketing for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing  for Internet Sales Managers in Car DealershipsAAISP Search Engine Marketing  for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing for Internet Sales Managers in Car DealershipsRalph Paglia
 
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...Social Media Marketing
 
FACEBOOK ADS COURSE.pptx
FACEBOOK ADS COURSE.pptxFACEBOOK ADS COURSE.pptx
FACEBOOK ADS COURSE.pptxEcommerceGuru
 

Ähnlich wie The Benefits of Objective-Based Advertising for Higher Ed (20)

Say Hello to Objective-Based Advertising
Say Hello to Objective-Based AdvertisingSay Hello to Objective-Based Advertising
Say Hello to Objective-Based Advertising
 
LinkedIn Marketing PPT
LinkedIn Marketing PPTLinkedIn Marketing PPT
LinkedIn Marketing PPT
 
Workbook pm
Workbook pmWorkbook pm
Workbook pm
 
Sem display lp_nikhil goyal
Sem display lp_nikhil goyalSem display lp_nikhil goyal
Sem display lp_nikhil goyal
 
OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider OptinSearch : SEO Service Provider
OptinSearch : SEO Service Provider
 
Marketing Professional Services
Marketing Professional ServicesMarketing Professional Services
Marketing Professional Services
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
Linked in ads optimization guide
Linked in ads optimization guideLinked in ads optimization guide
Linked in ads optimization guide
 
LinkedIn Ads Optimization Guide
LinkedIn Ads Optimization GuideLinkedIn Ads Optimization Guide
LinkedIn Ads Optimization Guide
 
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COMDIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
DIGITAL MARKETING AND A CASE STUDY ON FLIPKART.COM
 
Digital Marketing by Gdata
Digital Marketing by GdataDigital Marketing by Gdata
Digital Marketing by Gdata
 
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising ChannelsAnvil's Lunch & Learn on the 8 Most Popular Advertising Channels
Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels
 
PPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingPPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client Pitching
 
Search Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence PlanSearch Marketing Strategy - Search Excellence Plan
Search Marketing Strategy - Search Excellence Plan
 
AAISP Search Engine Marketing for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing  for Internet Sales Managers in Car DealershipsAAISP Search Engine Marketing  for Internet Sales Managers in Car Dealerships
AAISP Search Engine Marketing for Internet Sales Managers in Car Dealerships
 
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
Digital Dealer Conference; Search Advertising for Internet Sales Managers and...
 
80 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv380 aaisp2007 se-mfor_internetmanagersv3
80 aaisp2007 se-mfor_internetmanagersv3
 
FACEBOOK ADS COURSE.pptx
FACEBOOK ADS COURSE.pptxFACEBOOK ADS COURSE.pptx
FACEBOOK ADS COURSE.pptx
 
Building a Comprehensive Marketing Strategy
Building a Comprehensive Marketing StrategyBuilding a Comprehensive Marketing Strategy
Building a Comprehensive Marketing Strategy
 

Mehr von LinkedIn

Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021LinkedIn
 
5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedIn5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedInLinkedIn
 
Get Started With Audiences on LinkedIn
Get Started With Audiences on LinkedInGet Started With Audiences on LinkedIn
Get Started With Audiences on LinkedInLinkedIn
 
COVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are RespondingCOVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are RespondingLinkedIn
 
Sample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing StatsSample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing StatsLinkedIn
 
How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)LinkedIn
 
Get Closer to the Buying Committee
Get Closer to the Buying CommitteeGet Closer to the Buying Committee
Get Closer to the Buying CommitteeLinkedIn
 
LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn
 
How to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure SuccessHow to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure SuccessLinkedIn
 
Mastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting CapabilitiesMastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting CapabilitiesLinkedIn
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyLinkedIn
 
Mastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher EducationMastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher EducationLinkedIn
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019 Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019 LinkedIn
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019LinkedIn
 
The Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought LeadershipThe Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought LeadershipLinkedIn
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyLinkedIn
 
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedInLinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedInLinkedIn
 
Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019LinkedIn
 
Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist LinkedIn
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews LinkedIn
 

Mehr von LinkedIn (20)

Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021Better LinkedIn Campaign Planning - Return to Growth 2021
Better LinkedIn Campaign Planning - Return to Growth 2021
 
5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedIn5 New Customer Engagement Strategies to Activate on LinkedIn
5 New Customer Engagement Strategies to Activate on LinkedIn
 
Get Started With Audiences on LinkedIn
Get Started With Audiences on LinkedInGet Started With Audiences on LinkedIn
Get Started With Audiences on LinkedIn
 
COVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are RespondingCOVID Marketing Impact & How Marketers Are Responding
COVID Marketing Impact & How Marketers Are Responding
 
Sample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing StatsSample These LinkedIn Content Marketing Stats
Sample These LinkedIn Content Marketing Stats
 
How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)How to Achieve Maximum Sales Efficiency (Infographic)
How to Achieve Maximum Sales Efficiency (Infographic)
 
Get Closer to the Buying Committee
Get Closer to the Buying CommitteeGet Closer to the Buying Committee
Get Closer to the Buying Committee
 
LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
LinkedIn Pages: New Features to Drive Organic Growth on LinkedIn
 
How to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure SuccessHow to Spark Meaningful Conversations and Measure Success
How to Spark Meaningful Conversations and Measure Success
 
Mastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting CapabilitiesMastering LinkedIn’s Targeting Capabilities
Mastering LinkedIn’s Targeting Capabilities
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
 
Mastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher EducationMastering Lead Gen Forms for Higher Education
Mastering Lead Gen Forms for Higher Education
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019 Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019
 
Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019Five Steps for Supercharging Your Economic Development Marketing in 2019
Five Steps for Supercharging Your Economic Development Marketing in 2019
 
The Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought LeadershipThe Opportunity Gap in Thought Leadership
The Opportunity Gap in Thought Leadership
 
Aetna & LinkedIn Case Study
Aetna & LinkedIn Case StudyAetna & LinkedIn Case Study
Aetna & LinkedIn Case Study
 
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedInLinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
LinkedIn Pages: Your Secret Weapon for Growing your Business on LinkedIn
 
Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019Live with Marketers: B2B Marketing Trends for 2019
Live with Marketers: B2B Marketing Trends for 2019
 
Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist Content Marketing Master SEO Checklist
Content Marketing Master SEO Checklist
 
The Rise of B2B Product Reviews
The Rise of B2B Product Reviews The Rise of B2B Product Reviews
The Rise of B2B Product Reviews
 

Kürzlich hochgeladen

The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 

Kürzlich hochgeladen (20)

The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 

The Benefits of Objective-Based Advertising for Higher Ed

  • 1. The Benefits of Objective-Based Advertising for Higher Ed LinkedIn EDU Webinar Series
  • 2. Ira Amilhussin Group Manager Education Vertical Erin Higgins Client Solutions Manager Education Vertical Vinny Solano Client Solutions Manager Education Vertical Today’s Speakers
  • 3. Agenda 1 Overview 2 Choosing objectives and ad formats 3 Setting up your audience 4 Bidding, conversion tracking, and insights tag
  • 4. How familiar are you with Objective-Based Advertising?
  • 6. Campaign Set-up “We have many questions on how to custom tailor LinkedIn solutions to fit our marketing goals.” - Melini We’re addressing some of your top challenges Lack of Clear Reporting “I placed my first ad recently and am at a loss with your advertising tools. I couldn’t see or find the stats.” - Marie Perception of Low ROI “Return on investment appears to be higher on some other platforms... I’m not convinced of it as a lead generator for us.” - John
  • 7. Easier setup Improved measurement Better results Streamlined campaign creation, leading with objectives. Ability to track key results based on objectives. Pay for performance. Reach the right people at the right time. Choosing an objective To help you streamline setup, optimize ad delivery, and charge you based on objectives for better results Coming Aug 2019
  • 8. Awareness Consideration Conversion Brand Awareness “I want people to learn about my business” Website Visits “I want people to visit a website destination.” Engagement “I want more people to engage with my content posts.” Video Views “I want more people to watch my videos.” We support full-funnel objectives Website Conversions “I want to drive valuable actions to my website.” Lead Generation “I want more quality leads on LinkedIn.”
  • 10. Ad Products (formats) Notes Brand Awareness • Sponsored Content • Text Ads • Dynamic Ads (spotlight, follow company) For impression-based campaigns. Available June-Aug 2019. Use “Website Visits” and auto-bid for impressions until then. Website Visits • Sponsored Content • Text Ads • Dynamic Ads (follow company, job ads) • Sponsored InMail (message ads) Video Views • Video Ads Allows you to bid by CPV Engagement • Sponsored Content Social actions on LinkedIn, as well as general clicks on ads. All ads must have follow-company button. Objectives and ad formats
  • 11. Ad Products (formats) Notes Website Conversions • Sponsored Content • Text Ads • Dynamic Ads (spotlight) • Sponsored InMail (message ads) Available June-Aug 2019. Use “Website Visits” and auto- bid for conversions until then. Lead Generation • Sponsored Content • Dynamic Ads (download) • Sponsored InMail (message ads) All formats must use Lead Gen Forms Objectives and ad formats
  • 12. More organized and intuitive targeting setup Targeting facets are organized in groups with drill-down feature Now use global search to browse across all categories targeting criteria Easier, more intuitive set-up with advanced targeting features in secondary position
  • 13. • Company Name • Company Connections • Company Followers • Company Industry • Company Size Company InterestsDemographics Education Job Experience • Demographics • Member Age • Member Schools • Fields of Study • Degrees • Job Title • Job Function • Job Seniority • Years of Experience • Members Skills • Member Groups • Member Interests Targeting attributes now divided into 5 targeting criteria
  • 14. New forecast panel gives predictive results Forecasted results are based on your campaign inputs and results for similar audience among a range of advertisers
  • 15. Use Case Pros Cons Automated Bid Maximizes results while spending the daily budget in full. • Better budget delivery / campaign scaling • No bid management • More results • Less control • Potential over-delivery Maximum Bid When you want more cost control and have stricter price sensitivity. • Better control over costs • Won’t pay more than maximum bid • Manual adjusting of bid • Potential to lose out on auctions (if bid is too low) Bid types in Objective-Based Advertising
  • 16. Conversion Tracking CLASSIC NEW Conversion Tracking was a part of “Bid and budget.” Conversion Tracking is now its own section, versus a module on the “bid and budget” page. You can both create a new conversion or assign an existing conversion directly in the new experience.
  • 17. Creating an Insight Tag Domain → Insight Tag An Insight Tag is needed before creating a domain. TIP: If you already have an Insight Tag, remember to permission it from the main account (instead of creating one again from the new campaign). CLASSIC NEW Insight Tags can now be generated or permissioned after creating a website conversion. No need to create or permission an Insight before adding a website conversion.
  • 23. Guided ad setup Live ad preview shows you what your ad looks like, as it’s being built. Available for text ads, single image sponsored content. Destination URL is now in its own section / own field (no need to add in intro text)
  • 24. Timeline/Roadmap of features Objective-Based Pricing Optimization (Jun - Aug 2019) Objective-Based Campaign Creation (Feb 2019) Objective-Based Reporting (Aug 2018) o Objective-first campaign creation o Streamlined campaign set up o OBA is permanent experience starting late Feb o Simpler navigation o Search functionality o Stronger analytics o Brand awareness and Website conversions objectives available o Destination clicks pricing for Website visits and Website conversions objectives
  • 25. Until objective-based optimization is available in August 2019, “Brand awareness” and “Website conversions” objectives are not available. “Brand awareness,” “Website conversions” available August 2019
  • 26. Wrap-up 1 Easier setup 2 Improved measurement 3 Better results
  • 27. Q&A