Sponsored Updates are a new exciting format on LinkedIn that operate cross-platform and can deliver exceptional response levels.

1. Sponsored Updates Overview

2. Sponsored Updates deliver rich content
across all devices via the LinkedIn feed
2

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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

4. Examples of Sponsored Updates
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BrandDirectResponse

5. 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

6. Finding Content
From Corporate
websites, internal
sources, blogs &
publisher partnerships
From Existing LinkedIn
Presence –
Slideshare, Updates,
Influencer
From other channels:
YouTube
Twitter
Facebook
Content Partnerships
Content Curation

7. 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

9. 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

10. 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

11. Reporting

12. 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)

13. Access the new company page reporting from the
Analytics tab on the navigation bar
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14. 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

15. 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

16. Company Page: In Feed Analytics
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Company Updates performance
(Organic & Sponsored)

17. 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

18. Campaign Manager: Campaign Detail Report
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Campaign Details
• Targeting
• Budgets
• Bids
Campaign Summary
& Time series

19. 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

20. Campaign Manager: Export Function
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Export campaign or
Update level detail

21. www.ad2one.ie
in: www.linkedin.com/in/feargaljennings
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Thank You