Download - LinkedIn Sponsored Updates Overview
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Sponsored Updates Overview
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Sponsored Updates deliver rich contentacross all devices via the LinkedIn feed
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Priced on CPC or CPM – delivering effectiveness
Pricing is based on impressions or clicks only
Social actions are free and drive earned media
Targeted to the right audience to drive engagement
Examples of Sponsored Updates
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Bra
nd
Dir
ect
Res
po
nse
Examples of great Sponsored Updates
Questions: Pertinent, relevant question, interactive delivery, curated content
Opinion: Expert opinion on the world of work – relevant, tech-focused, authentic
Experience: Aspirational content, exclusive & relevant to the brand
Advice: Free business & career advice, targeted to management &
relevant to brand specialism
Finding Content
From Corporate websites, internal sources, blogs &
publisher partnerships
From Existing LinkedIn Presence –
Slideshare, Updates, Influencer
From other channels:
YouTube
Content Partnerships
Content Curation
Checklist to get started:
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Prepare: Post minimum 3 updates weekly, keep variety broad to drive learnings
Test: Pick good performing updates that represent different themes of content – sponsor & monitor performance.
Refine: Use results from week 1 to define how long updates can be promoted for & what type of content resonates best
Sponsor at least 1 update per week, run for entire week.
Iterate: Begin to implement more strategic content plan to align with key marketing objectives, sponsor updates to coincide with
brand activity
Pre – launch:
Week 1:
Month 1:
Month 2:
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Create a campaign Select Posts to Sponsor Select Targeting Set Budget & Bid
Levels Push Live
A simple, easily managed process to sponsor content
Quick, two step sponsorship of good content
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1) Pick great performing content
2) Use simple promotion tool to reach your audience
Precise measurement, easy access
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Company Updates post level detail
Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins)
Update trend charts
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Reporting
There are two self-serve sources of reporting
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Company Page Analytics
SU Campaign Manager
Primary
User
Reporting
Overview
• Company Page Admins
• SU Campaign Admins
• Performance of all updates (organic & paid)
• Follower growth and demographics
• Performance of Sponsored updates only
• Campaign metrics: budgets, bids, avg. CPC/CPM
Exportable • No • Yes
Refresh
Frequency
• Near real time
(~3 min delay)
• Near real time
(~3 min delay)
Access the new company page reporting from the Analytics tab on the navigation bar
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Company Page Analytics: Company Updates
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Company Updates post level detail
Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins)
Update trend charts
Company Page Analytics: Followers
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Follower demographics
Follower count & source of acquisition
Follower growth over time
Follower base comparison to similar companies
Company Page: In Feed Analytics
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Company Updates performance
(Organic & Sponsored)
Campaign Manager: Account Overview
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Account level time series• Clicks• Amount Spent• Impressions• CTR• Avg. CPC• Social Actions
Account Summary
Adjustable date range
Campaign Overview
Campaign Manager: Campaign Detail Report
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Campaign Details• Targeting• Budgets• Bids
Campaign Summary
& Time series
Campaign Manager: Campaign Detail Continued
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Demographics of clickers (shows top 5 by facet)
Update level detail
Preview the update for screenshots
Sponsor a new update
Campaign Manager: Export Function
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Export campaign or
Update level detail
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in: www.linkedin.com/in/feargaljennings
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