Download
slide1 n.
Skip this Video
Loading SlideShow in 5 Seconds..
How to accurately interpret campaign performance data, make informed decisions about strategy and next steps, and optimi PowerPoint Presentation
Download Presentation
How to accurately interpret campaign performance data, make informed decisions about strategy and next steps, and optimi

How to accurately interpret campaign performance data, make informed decisions about strategy and next steps, and optimi

211 Views Download Presentation
Download Presentation

How to accurately interpret campaign performance data, make informed decisions about strategy and next steps, and optimi

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. Understanding Reporting and Optimization in Sponsored Content Carissa PeraultSr. Account Manager LinkedIn Tory Le Marketing Consultant LinkedIn

  2. Agenda • Analyzing campaign performance • Understanding click intelligence • Adding tags to your campaign URLs • A/B testing your campaigns • Bidding strategically • Optimizing new campaigns based on metrics

  3. Analyzing campaign performance

  4. Understanding CTR vs. engagement rate

  5. Understanding the impact of social actions (Social Actions x eCPC) ÷ Total Investment = Percentage Value Add Example: (789 Social Actions x $7.20 eCPC) ÷ $32,000 spent to date = 17.7% Value Add $5,680.80 Value Add

  6. LinkedIn benchmarks

  7. Understanding click intelligence

  8. Who is your decision-making group?

  9. Understanding click demographics Who is engaging with your content? How can you expand upon this audience (e.g., IT job function, groups, skills, etc.)

  10. Adding tags to your campaign URLs

  11. UTM parameters • Allow us to measure the impact after the click • Good=measurement to the campaign level • Best=measurement to the content level • Example: • https://www.example.com/resources/whitepaperXYZ?utm_source=linkedin_ads&utm_medium=social_ads&utm_campaign=CampaignA&utm_content=whitepaperXYZ

  12. A/B testing your campaigns

  13. How to set up A/B test campaigns Test variables • Content • Targeting • Bidding • Landing page One campaign, two posts Test the performance of two posts on the same audience Two campaigns, two posts Test the performance of the same post on different audiences NOTE: Test one variable at a time within each campaign

  14. A/B test campaigns: content Headline • question vs. statement • headline vs. no headline • casual vs. professional tone Image • text within image vs. no text • image size • pop up images • illustration vs. photography Product Description • long vs. short • action-oriented vs. thought-provoking

  15. A/B test campaigns: targeting Campaign A Audience: Sales Skill | Seniority: Manager+ Campaign B Audience: Sales Job Function | Seniority: Manager+ Measure CTR CPC Leads Conversion rate

  16. A/B test campaigns: landing page • Color of call-to-action button • Form fill shown above vs. below the fold • Select “Rotate ads evenly” option for all posts

  17. A/B test campaigns: bids • Run campaigns on CPC vs. CPM • Test competitive bid ranges • Measure CTR, CPC, CPL,and conversion rate

  18. Bidding strategically

  19. Bid above the suggested bid range Maximize every opportunity Bidding strategically High bids = SC shown above the fold in newsfeed Scale reach and exposure

  20. Bidding strategically

  21. Understanding the relevancy score

  22. Understanding the relevancy score

  23. Setting a daily budget $300 $200 $100 *Suggested *Minimum *Highly Suggested

  24. Optimizing new campaigns based on metrics

  25. Using metrics to optimize new campaigns Front End • CTR • Engagement rate • Clicks • Impressions Back End • CPL/CPA • Conversions • Conversion rate New campaigns

  26. Q&A